Technological context: It depends on
the size of the device, smaller screen in mobile devices increases the search cost
compared to large screens like laptops but still its other cost are less
beacuase of the mobility of the devices. The display size limits the size of
advertisements but because of touch screens it increases ownership effects (Brasel
and Gips 2014) that enhances advertising effectiveness.
Consumer Context: Consumer in
various purchasing phases may do various trade offs between various vices and
virtues in near and distant future. By understanding this marketers can make
proper adds for consumers in different purchasing stage hence increasing
Goals & Outcomes: The key goal
in mobile advertising is understanding which stage consumer is, facilitating
awareness, encouraging positive attitude, increasing engagement, encouraging
repurchases and prompting advocacy.
Ad Elements: It incorporates various
methods to increase effectiveness of the advertisement. It includes channels
which can be single channel or multiple channels i.e mobile websites, browser
based or native-apps; strategies like push or pull; richness of the advertising
messages and depending on the gioal a marketer can choose content like giving
promotional discounts etc. Importance of ad elements is that it facilitates
consumer transition along the path to purchase.
Market Factors: While formulating a
marketing strategy it is important to consider all restrictions and regulations
and understanding the market factors properly. Marketing factors include nature
of industry, market differences, variety in mobile devices, and relationship
with various intermediaries, government and industry regulations. Understanding
these factors increases the effectiveness of mobile advertisement by designing
a proper marketing strategy.
Firm Factors: Firm factors include
role of top management, use of big data and analytics, development of
omnichannel strategy, and focus on B2B vs B2C.
Mobile Advertisement Value Chain: According to THE SUCCESS
FACTORS OF MOBILE ADVERTISING VALUE CHAIN (Leppäniemi, M., Karjaluoto, H., and
Salo, J. ;2004) Important players in m-add value chains are advertisers, the
m-advertising companies, the media owners, the traditional advertising
agencies, the network operators/carriers, the technology providers and the
consumers. Advertisers being the most important in the value chain because the
value chain is based on payment that advertisers make to the m-advertising
companies for implementation of the m-advertising campaign.
5 Cs of m-advertisement value chain
are CONTENT, CROSS-MEDIA MARKETING, CAMPAIGN MANAGEMENT, CUSTOMER DATABASE, CARRIER
Content: It is the key factor in the
value chain as it attracts the user. Golden rule in mobile-advertising is that “content is the king” as its true for
all advertising. Time effectiveness, personalization are the key elements of
successful mobile advertising.
Cross-media Marketing: It means that
mobile advertising is not the only medium present but there are other mediums
as well. Mobile medium can use other mediums to explain their service and then
use mobile medium to remind them or to improve the service.
Campaign Management: Campaign
management means using m-advertising to enable campaign execution and analyzing
for its success. It has two components, first being direct connection with the
network operators for the delivery of message and second is that is builds
necessary layers of intelligence in the campaign.
Customer Database: It means that
mobile advertising is permission based hence having a prior permission is
necessary for m-based advertising.
Carrier Cooperation: There should be
collaboration between mobile advertising firms and network operators for proper
delivery of messages.
As can be seen above firms in
various sectors confront various factors in deciding a proper marketing
strategy. As we see above by studying the framework that marketers can constantly
shift their abililty to deliver by designing relevant content and promotions to
current and potential customers.
Also the articles states various
critical components in the value chain which is necessary for success of the