Micro Mobility Marketing: Two Cases on Location-Based Supermarket Shopping Trolleys

Mobile marketing refers to marketing of services or goods using mobile technology and mobile marketing holds potentially great economical opportunities. Traditionally, mobile marketing has been viewed as mobility in the large taking place virtually anywhere, anytime. Further, research shows considerable number of studies on push-based SMS mobile marketing campaigns. This paper explores a related yet different form of mobile marketing namely micro mobility marketing. Micro mobility marketing denotes mobility in the small, meaning that promotion of goods takes place within a circumscribed location, in our case a medium-sized retail supermarket. Two prototypes based on push and pull marketing strategies are implemented and evaluated. Taking outset in a synthesis of central issues in contemporary research on mobile marketing, we discuss their role in micro mobility marketing to point to similarities and differences between micro mobility marketing and the traditional mobile marketing in the large. Finally, we suggest areas for further study.Journal of Targeting, Measurement and Analysis for Marketing (2007) 16, 68-77. doi:10.1057/palgrave.jt.5750058; published online 24 December 2007