The effectiveness of targeted mobile advertising in selling mobile services: an empirical study

Marko Merisavo,Jari Vesanen,Antti Arponen,Sami Kajalo,Mika Raulas

Int. J. Mob. Commun.（2006）

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摘要

This article examines the effectivity of mobile advertising in sales of mobile services. Data from 5500 Finnish customers of a multinational service provider reveal that there is a significant increase in sales to customers who were exposed to mobile advertising compared to those who were not exposed. The differences between customer segments were also discussed.

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关键词

customer segment,multinational service provider,mobile service,targeted mobile advertising,finnish customer,mobile advertising,significant increase,empirical study,marketing,targeting,mobile communications,segmentation,sms

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