Spamming and mobile marketing: get it right
Spamming and mobile marketing: get it right
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垃圾邮件和移动营销：正确处理
DOI：
10.1504/ijiim.2010.030710
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发表时间：
2010
期刊：
影响因子：
--
通讯作者：
Rebecca Ong
中科院分区：
文献类型：
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作者：
Rebecca Ong
近年来，移动的电话已经成为无处不在的通信渠道。全球用户对该设备及其技术的采用呈指数级增长。全球移动的电话用户数量的增加是有据可查的，这可归因于移动的电话的独特功能，如便携性、移动性和便利性。营销人员已经认识到移动的作为一种新的营销渠道的新兴价值，并且越来越有兴趣将移动的营销作为他们的营销策略之一。虽然营销人员应该为拥抱新技术而受到称赞，但人们对移动的营销所采取的方式和形式表示担忧。对于消费者来说，不明的商业短信只不过是不请自来的商业短信（垃圾邮件）。垃圾邮件是一些司法管辖区的监管对象。本文的目的是首先研究什么是垃圾邮件及其含义。其次，文章简要介绍了颁布的一些立法。最后，文章评估了应该考虑的因素，以提高消费者的经验，在移动的营销。
In recent years, the mobile phone has become a ubiquitous communication channel. The adoption of the device and its technology by the users globally has increased exponentially. The rise in the number of mobile phone subscribers globally is well documented and this can be attributed to the mobile phone's unique features such as its portability, mobility and convenience. Marketers have recognised the emerging value of the mobile as a new channel of marketing and have an increasing interest in employing mobile marketing as one of their marketing strategies. Whilst marketers should be lauded for embracing the new technology, there are concerns as to the manner and the form in which mobile marketing takes. To the consumer, unknown commercial text messages are seen as nothing more than the unsolicited commercial messages (spam). Spam is the subject of regulation in a number of jurisdictions. This aim of this article is to firstly examine what is spam and what are its implications. Secondly, the article briefly considers some of the legislations promulgated. Finally, the article evaluates the factors that should be considered to enhance a consumer's experience in mobile marketing.