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

  • Authors:

  • Marko Merisavo;Jari Vesanen;Antti Arponen;Sami Kajalo;Mika Raulas

  • Affiliations:

  • 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

  • Venue:
  • International Journal of Mobile Communications
  • Year:
  • 2006

Quantified Score

Hi-index 0.01

Visualization

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.