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| Author: | Ferris, M. |
| Title: | Insights on mobile advertising, promotion, and research |
| Journal: | Journal of Advertising Research
2007 : MAR, VOL. 47:1, p. 28-37 |
| Index terms: | internet Japan mobile phones |
| Freeterms: | mobile advertising |
| Language: | eng |
| Abstract: | Wide usage of the mobile phone provides opportunities for marketers and researchers. Through mobile phones customers are more accessible as well as can use the internet through their phones. Case studies from Japan indicate that marketers can conduct mobile campaigns aimed at building a large database of potential customers, and understand their customers better though data mining and more effective segmenting. It also has promising applications for marketers that they are able to market to consumers based on their location. |
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