The Success Factors of Mobile Advertising Value Chain

Topics:
Direct Marketing,
Marketing Strategy
Tags:
C,
University Of Oulu,
Software/Web Development,
Software Development,
Programming Languages,
Mobile,
Marketing,
Channel Management,
C/C++,
Value Chain
Source:
University of Oulu

FREE Registration is required

Overview: This article aims to obtain a comprehensive understanding of mobile advertising (m-advertising) value chain from industry's point of view on one hand, and from consumer's viewpoint on the other hand. In this paper the authors develop a model describing the critical success factors of m-advertising value chain. This 5C model of m-advertising value chain indicates that the management of the five Cs is vital in defining business models in the m-advertising landscape. These five Cs are Content, Cross-Media Marketing, Campaign Management, Customer Database, and Carrier Cooperation. The paper further analyses the conceptual discussion of m-advertising and provides a coherent explanation of m-advertising.

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: PDF | Size: 122KB | Date: Feb 2004 | Pages: 5

People who downloaded this item also downloaded

White Paper Fundamentals of Mobile Marketing
White Paper How to Go Mobile
White Paper Why Include Mobile Marketing Within Your Strategy?
White Paper Mobile Marketing - The Hidden Potential
White Paper 5 Things to Consider Before Starting a Mobile Marketing Campaign

Top results from Direct Marketing

White Paper How to Replicate the Fire: HA for Netfilter Based Firewalls
White Paper Enhance Customer Loyalty through Higher Responsiveness
Book Chapters Is Your Enterprise Architected for Tomorrow's Growth?
White Paper Smart Work for a smarter planet: Empower people and embrace change
White Paper ONE Oracle News for Midsize Organizations - Issue 05

» View all Direct Marketing listings

advertisement
advertisement
  • Click Here
  • Click Here
  • Click Here
advertisement

Returning users: Log In Here!

Already registered on BNET, TechRepublic, or ZDNet? Simply log in.

Free Membership: Sign Up Now!

Sign up for a free membership today and get instant and unlimited access to one of the largest databases of white papers, webcasts, and casestudies anywhere. Your FREE membership allows you to:

  • Download an unlimited amount of content, including classic and current white papers, case studies, webcasts and more
  • Track content on your chosen topics of interest
  • Receive targeted email alerts when your favorite content is added
  • Save content for future reading
  • Receive our member newsletter

When you register to access this directory, you become a member of BNET. In addition, you allow us to share your information with companies that produce products or services featured in the library--so that such companies may contact you with information and offers regarding their products and services. This enables us to keep the library a free service. As a directory registrant, you will receive a complimentary subscription to the BNET member newsletter, The BNET Report. You can unsubscribe from this newsletter at any time. By clicking the Sign up button, you indicate that you agree to our Terms and Conditions and have read and understand our Privacy Policy (updated).