MOBILE ADVERTISING ENGINE FOR CENTRALIZED MOBILE COUPON DELIVERY

Jeffrey Wray and Daniel Plante

International Journal of Management and Marketing Research, 2011, vol. 4, issue 1, 75-85

Abstract: During the past decade, the preferred medium for advertising has seen a dramatic shift away from print media and other traditional means of distribution. In 2009 alone, it is estimated that advertising spending dropped by between 10 and 20 percent for newspapers, consumer magazines, radio, and television while increasing an estimated 9.2 and 18.1 percent in Internet and mobile advertising respectively. Driven by the high cost of print media, lower redemption rates on print coupons, and correspondingly higher redemption rates for mobile and Internet coupons, companies are beginning to adopt and develop mobile campaign management strategies to adapt to the changing market. However, presently the majority of mobile and Internet campaign management platforms are developed on a merchant-by-merchant basis. Customers must either download a separate mobile phone app or visit and register at a different web site for each merchant to obtain their coupons. In this paper, we present a more centralized coupon distribution approach using a Mobile Advertising Engine that aggregates coupons from multiple corporations, tracks point of sales redemption, and reports campaign effectiveness using a mobile marketing and reporting platform.

Keywords: Marketing; technologies (search for similar items in EconPapers)
JEL-codes: M3 O3 (search for similar items in EconPapers)
Date: 2011
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