The value of mobile marketing for consumers and retailers : a literature review

Purpose: In this review mobile device shopping, consumers' use of mobile devices while shopping, is assumed to be an extension of consumers' shopping behaviors developed on internet connected desktop and laptop computers (PC). The purpose is to describe existing knowledge on how mobile marketing can increase value for consumers and retailers, enabling more precise research and development of managerial concepts and tools, providing both managers and academ­ics with increased understanding of mobile marketing and it's outcome value for retailers. Methodology/Approach: The review is based on a qualitative content analysis of 64 selected peer-reviewed articles presenting empirical results. The results are categorized based on research themes, and then discussed within and between categories. Findings: Mobile marketing increases perceived value for consumers and outcome value for retailers. But only limited support is found supporting mobile marketing as more effective than retailers' alternative marketing investments. Indications of increased outcome value of retailers' existing marketing investments are found by the effects of mobile channel addition and integration. The path between consumer perceived value and retailers' outcome value is indicated, but not verified. The existing knowledge regarding mobile device shoppers, consumers using mobile devices for shopping and potentially being valuable segments for retailers, is limited to their interactions with mobile advertising and use of mobile retail services. Mobile marketing delivers multiple perceived values to consumers (utilitarian, emotional/ entertainment/ hedonic and social values), and relative benefits and values of mobile devices (enjoyable, timely and offered companionship) and marketing (efficiency, time and location convenience) compared to PC internet. These val­ues may be perceived differently depending on shopping context. For consumers and retailers to leverage the full poten­tials of mobile marketing, integrations with entire consumer interfaces may be needed, implying development of partner network and structural bonds within partner networks, structural changes of IT-structure and organizations, potentially resulting in foundations for sustainable competitive advantages. Research Implications/Limitations: Abilities to generalize results from this review are affected by the limited numbers of selected studies. Results from other industries are generalized as valid for retailing, while results of mobile advertising applications in some cases are generalized as valid for other mobile marketing application areas. Originality/Value/Contribution: The review describes the value of mobile marketing in a consumer retail context, discussing less studied mobile marketing application areas, support for physical service interactions in-store and post-purchase interactions, highlighting potentials of mobile marketing integration with entire consumer interfaces, and suggesting a holistic approach studying users of mobile devices, services and marketing. Managerial implications and implications for further research are presented.QC 20130206