TY - GEN
T1 - Factors that influence the effectiveness of mobile advertising
T2 - 10th Panhellenic Conference on Informatics, PCI 2005
AU - Drossos, Dimitris
AU - Giaglis, George M.
PY - 2005
Y1 - 2005
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=33646510542&partnerID=8YFLogxK
U2 - 10.1007/11573036_26
DO - 10.1007/11573036_26
M3 - Conference contribution
AN - SCOPUS:33646510542
SN - 3540296735
SN - 9783540296737
VL - 3746 LNCS
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 278
EP - 285
BT - Advances in Informatics - 10th Panhellenic Conference on Informatics, PCI 2005, Proceedings
Y2 - 11 November 2005 through 13 November 2005
ER -