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| Author: | Friedrich, R. (et al.) |
| Title: | The March of mobile marketing: new chances for consumer companies, new opportunities for mobile operators |
| Journal: | Journal of Advertising Research
2009 : MARCH, VOL 49:1 p. 54-61 |
| Index terms: | customer relations customers marketing consumers advertising research |
| Freeterms: | life time value cellular |
| Language: | eng |
| Abstract: | The paper examines the importance of the individual portal in building interactive relationships with customers. The mobile channel offers an excellent opportunity for marketers to create a relationship with customers. One way to reach this is that marketer creates a mobile portal dedicated to their business or brand. With individual portal to each customer the branded mobile portals can build interactive relationships by identifying consumers, not only in terms of personal identity, but also with other demographics. The survey was made by having interviews with more than 30 senior executives from mobile industry. The findings revealed that these portals and elimination of financial and economic barriers can strengthen the engagement with the consumers, increase brand loyalty and enhance customer lifetime value. |
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