MOBILE MARKETING FUTURE TRENDS

Iacob Catoiu (), Daniel Adrian Gârdan and Doru Lucian Gârdan
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Daniel Adrian Gârdan: Faculty of Marketing and International Affairs Spiru Haret University
Doru Lucian Gârdan: Software designer ST – Ericsson, Holland

Annals of Spiru Haret University, Economic Series, 2010, vol. 1, issue 1, 11-22

Abstract: The present article proposes an introspection into the field of a new marketing specialization – mobile marketing. The concept mainly refers to all marketing activities related to the new communication channel – Short Message Service, Multimedia Messaging Service, and internet access from mobile phone. The article provides, at the same time, a marketing perspective about future trends of mobile marketing and mobile media, and also a technical perspective related to the future mobile communication technologies in the field – the LTE (Long Term Evolution) – cellular communication system optimized to support packet-switched data services to enable mobile broadband. The conclusions of the article focus on the relevance of mobile marketing, techniques efficiency related to brand promotion, changing consumers attitude and the development of such techniques imposed by the new mobile communication system

Keywords: mobile marketing; long term evolution; broadband; brand awareness; consumer attitude (search for similar items in EconPapers)
JEL-codes: M31 O31 (search for similar items in EconPapers)
Date: 2010
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