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

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

Addresses: Department of Marketing, Helsinki School of Economics, LTT Research Limited, Pohjoinen Rautatienkatu, 21 B, FIN-00100, Helsinki, Finland. ' Department of Marketing, Helsinki School of Economics, LTT Research Limited, Pohjoinen Rautatienkatu, 21 B, FIN-00100, Helsinki, Finland. ' Department of Marketing, Helsinki School of Economics, P.O. Box 1210, FIN-00101, Helsinki, Finland. ' Department of Marketing, Helsinki School of Economics, P.O. Box 1210, FIN-00101, Helsinki, Finland. ' Institute of Direct Marketing Excellence, Helsinki School of Economics and Helsinki Swedish School of Economics, P.O. Box 1210, FIN-00101, Helsinki, Finland

Abstract: 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.

Keywords: mobile advertising; mobile services; SMS; segmentation; targeting; targeted advertising; Finland; mobile communications; mobile phones; marketing.

DOI: 10.1504/IJMC.2006.008604

International Journal of Mobile Communications, 2006 Vol.4 No.2, pp.119 - 127

Published online: 10 Jan 2006 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article