Personalized mobile marketing strategies
Personalized mobile marketing strategies
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DOI：
10.1007/s11747-019-00693-3
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发表时间：
2019-10
影响因子：
18.2
通讯作者：
Siliang Tong;Xueming Luo;Bo Xu
中科院分区：
文献类型：
--
作者：
Siliang Tong;Xueming Luo;Bo Xu
The prevalence of mobile usage data has provided unprecedented insights into customer hyper-context information and brings ample opportunities for practitioners to design more pertinent marketing strategies and timely targeted campaigns. Granular unstructured mobile data also stimulate new research frontiers. This paper integrates the traditional marketing mix model to develop a framework of personalized mobile marketing strategies. The framework incorporates personalization into the center of mobile product, mobile place, mobile price, mobile promotion, and mobile prediction. Extant studies in mobile marketing are reviewed under the proposed framework, and promising topics about personalized mobile marketing are discussed for future research.
