Mobile marketing: Killer application or new hype?

Patricia McManus; Eusebio Scornavacca

doi:10.1109/ICMB.2005.65

Mobile marketing: Killer application or new hype?

Patricia McManus, Eusebio Scornavacca

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

15 Scopus citations

Abstract

The developments in mobile marketing are enabling an extraordinary opportunity to marketers to explore this new channel of promotional marketing. This paper aims to discuss some emerging issues related to mobile marketing, and to provide a simple framework for understanding the potential and effectiveness of the usage of mobile phones as a promotional media. While examining some of the developments in mobile marketing, it details the core dimensions of the conceptual framework. In order to explore its utility, some recent case studies by a major Australian mobile marketing company are analysed using the conceptual framework. The paper finishes with a discussion, conclusions and directions of further research.

Original language	English (US)
Title of host publication	4th Annual International Conference on Mobile Business, ICMB 2005
Editors	Wayne Brookes, Elaine Lawrence, Robert Steele, Elizabeth Chang
Publisher	Institute of Electrical and Electronics Engineers Inc.
Pages	294-300
Number of pages	7
ISBN (Electronic)	0769523676, 9780769523675
DOIs	https://doi.org/10.1109/ICMB.2005.65
State	Published - 2005
Externally published	Yes
Event	4th Annual International Conference on Mobile Business, ICMB 2005 - Sydney, Australia Duration: Jul 11 2005 → Jul 13 2005

Publication series

Name	4th Annual International Conference on Mobile Business, ICMB 2005

Conference

Conference	4th Annual International Conference on Mobile Business, ICMB 2005
Country/Territory	Australia
City	Sydney
Period	7/11/05 → 7/13/05

ASJC Scopus subject areas

Computer Networks and Communications
Computer Vision and Pattern Recognition

Access to Document

10.1109/ICMB.2005.65

Cite this

McManus, P., & Scornavacca, E. (2005). Mobile marketing: Killer application or new hype? In W. Brookes, E. Lawrence, R. Steele, & E. Chang (Eds.), 4th Annual International Conference on Mobile Business, ICMB 2005 (pp. 294-300). Article 1493623 (4th Annual International Conference on Mobile Business, ICMB 2005). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/ICMB.2005.65

Mobile marketing: Killer application or new hype? / McManus, Patricia; Scornavacca, Eusebio.
4th Annual International Conference on Mobile Business, ICMB 2005. ed. / Wayne Brookes; Elaine Lawrence; Robert Steele; Elizabeth Chang. Institute of Electrical and Electronics Engineers Inc., 2005. p. 294-300 1493623 (4th Annual International Conference on Mobile Business, ICMB 2005).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

McManus, P & Scornavacca, E 2005, Mobile marketing: Killer application or new hype? in W Brookes, E Lawrence, R Steele & E Chang (eds), 4th Annual International Conference on Mobile Business, ICMB 2005., 1493623, 4th Annual International Conference on Mobile Business, ICMB 2005, Institute of Electrical and Electronics Engineers Inc., pp. 294-300, 4th Annual International Conference on Mobile Business, ICMB 2005, Sydney, Australia, 7/11/05. https://doi.org/10.1109/ICMB.2005.65

McManus P, Scornavacca E. Mobile marketing: Killer application or new hype? In Brookes W, Lawrence E, Steele R, Chang E, editors, 4th Annual International Conference on Mobile Business, ICMB 2005. Institute of Electrical and Electronics Engineers Inc. 2005. p. 294-300. 1493623. (4th Annual International Conference on Mobile Business, ICMB 2005). doi: 10.1109/ICMB.2005.65

McManus, Patricia ; Scornavacca, Eusebio. / Mobile marketing : Killer application or new hype?. 4th Annual International Conference on Mobile Business, ICMB 2005. editor / Wayne Brookes ; Elaine Lawrence ; Robert Steele ; Elizabeth Chang. Institute of Electrical and Electronics Engineers Inc., 2005. pp. 294-300 (4th Annual International Conference on Mobile Business, ICMB 2005).

@inproceedings{fcec3be1a4184f1bac15fd741fa535da,

title = "Mobile marketing: Killer application or new hype?",

abstract = "The developments in mobile marketing are enabling an extraordinary opportunity to marketers to explore this new channel of promotional marketing. This paper aims to discuss some emerging issues related to mobile marketing, and to provide a simple framework for understanding the potential and effectiveness of the usage of mobile phones as a promotional media. While examining some of the developments in mobile marketing, it details the core dimensions of the conceptual framework. In order to explore its utility, some recent case studies by a major Australian mobile marketing company are analysed using the conceptual framework. The paper finishes with a discussion, conclusions and directions of further research.",

author = "Patricia McManus and Eusebio Scornavacca",

note = "Publisher Copyright: {\textcopyright} 2005 IEEE.; 4th Annual International Conference on Mobile Business, ICMB 2005 ; Conference date: 11-07-2005 Through 13-07-2005",

year = "2005",

doi = "10.1109/ICMB.2005.65",

language = "English (US)",

series = "4th Annual International Conference on Mobile Business, ICMB 2005",

publisher = "Institute of Electrical and Electronics Engineers Inc.",

pages = "294--300",

editor = "Wayne Brookes and Elaine Lawrence and Robert Steele and Elizabeth Chang",

booktitle = "4th Annual International Conference on Mobile Business, ICMB 2005",

}

TY - GEN

T1 - Mobile marketing

T2 - 4th Annual International Conference on Mobile Business, ICMB 2005

AU - McManus, Patricia

AU - Scornavacca, Eusebio

PY - 2005

Y1 - 2005

N2 - The developments in mobile marketing are enabling an extraordinary opportunity to marketers to explore this new channel of promotional marketing. This paper aims to discuss some emerging issues related to mobile marketing, and to provide a simple framework for understanding the potential and effectiveness of the usage of mobile phones as a promotional media. While examining some of the developments in mobile marketing, it details the core dimensions of the conceptual framework. In order to explore its utility, some recent case studies by a major Australian mobile marketing company are analysed using the conceptual framework. The paper finishes with a discussion, conclusions and directions of further research.

AB - The developments in mobile marketing are enabling an extraordinary opportunity to marketers to explore this new channel of promotional marketing. This paper aims to discuss some emerging issues related to mobile marketing, and to provide a simple framework for understanding the potential and effectiveness of the usage of mobile phones as a promotional media. While examining some of the developments in mobile marketing, it details the core dimensions of the conceptual framework. In order to explore its utility, some recent case studies by a major Australian mobile marketing company are analysed using the conceptual framework. The paper finishes with a discussion, conclusions and directions of further research.

UR - http://www.scopus.com/inward/record.url?scp=84937931901&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84937931901&partnerID=8YFLogxK

U2 - 10.1109/ICMB.2005.65

DO - 10.1109/ICMB.2005.65

M3 - Conference contribution

AN - SCOPUS:84937931901

T3 - 4th Annual International Conference on Mobile Business, ICMB 2005

SP - 294

EP - 300

BT - 4th Annual International Conference on Mobile Business, ICMB 2005

A2 - Brookes, Wayne

A2 - Lawrence, Elaine

A2 - Steele, Robert

A2 - Chang, Elizabeth

PB - Institute of Electrical and Electronics Engineers Inc.

Y2 - 11 July 2005 through 13 July 2005

ER -

Mobile marketing: Killer application or new hype?

Abstract

Publication series

Conference

ASJC Scopus subject areas

Access to Document

Other files and links

Fingerprint

Cite this