Factors that influence the effectiveness of mobile advertising: The case of SMS

Dimitris Drossos, George M. Giaglis

    Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

    Abstract

    Mobile advertising takes the case of one-to-one marketing one step further, since it allows companies to send personalized offers regardless of time and space boundaries. By employing all the characteristics of one-to-one marketing and augmenting them with features such as location awareness, ubiquitous customer reach, direct response and time independence, mobile advertising is emerging as a promising advertising channel. However, little is known regarding the factors that may influence the effectiveness of a mobile advertising campaign. In this paper we attempt to identify such factors in the field of SMS advertising through an empirical survey of advertisers. Factor analysis is employed for model generation and the outcome provides four main categories that may impact the effectiveness of the SMS advertising communication: campaign strategy, targeting, creative development, and source.

    Original languageEnglish
    Title of host publicationAdvances in Informatics - 10th Panhellenic Conference on Informatics, PCI 2005, Proceedings
    Pages278-285
    Number of pages8
    Volume3746 LNCS
    DOIs
    Publication statusPublished - 2005
    Event10th Panhellenic Conference on Informatics, PCI 2005 - Volos, Greece
    Duration: 11 Nov 200513 Nov 2005

    Publication series

    NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
    Volume3746 LNCS
    ISSN (Print)0302-9743
    ISSN (Electronic)1611-3349

    Other

    Other10th Panhellenic Conference on Informatics, PCI 2005
    Country/TerritoryGreece
    CityVolos
    Period11/11/0513/11/05

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