| Author | Castel, Mathieu |
| Call Number | AIT RSPR no.SM-07-70 |
| Subject(s) | Cellular telephones--Marketing
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in International Business |
| Publisher | Asian Institute of Technology |
| Abstract | The global mobile phone market represents one third of the global population with 2.2 billion subscribers. Mobile phones are in all the pockets, anywhere and anytime and offer tremendous personalization, accessibility and interactivity opportunities. But due to the lack of experience and information about how to carry out a successful mobile marketing campaign, brands have been reluctant to invest on this channel. However, recent successful experiences carried out by big brands like Nike, Coca-cola or MacDonald's gave marketers an appetite. This paper focuses on what I called the "4 A's" of mobile marketing: a communication channel on the crossroads between real and digital worlds offering Anything to Anyone, available Anywhere and anytime, and radiating in Any direction. Based on case studies, focus group and interviews of consumers and professionals, this research analyses each variable in details to provide brands and marketers a guideline for higher campaign return. The qualitative approach of the thesis aims at making brands aware of the potentials and pitfalls of mobile marketing. The 10 conclusion tips will help them to adopt best practices and to take full advantage of what could be the most important medium for advertising in the 21st century. |
| Year | 2007 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Swierczek, Fredric W.; |
| Examination Committee(s) | Donyaprueth Krairit;Beise-Zee, Rian; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2007 |