Mobile Marketing: A Synthesis and Prognosis – Shankar & Balasubramanian – 2009.
This article discusses the conceptual underpinnings of mobile marketing and a synthesis of the relevant literature. It identifies and discusses four key issues: drivers of mobile device/service adaptation, the influence of mobile marketing on customer decision-making, formulation of mobile marketing strategy and marketing in the global context.

The review reveals the following normative implications for managers of mobile marketing. RETHINK THE VALUE PROPOSITION IN THE MOBILE CONTEXT. A mobile is not a personal computer, with limited virtual space and messaging is most effective when it is brief, memorable and well co-ordinated.

GET CUSTOMERS TO OPT-IN.  A substantial number of customers do not appreciate unsolicited intrusions into their mobile space therefore it is important to get the user to opt-in.

FOCUS FIRST ON LEARNING ABOUT CUSTOMER BEHAVIOUR AND THEN ON ROI. Customer behaviour in the mobile space is rapidly evolving. Probe and learn about the customer’s behaviour first, and what works and does not work, then invest.

LOOK FOR SOCIAL NETWORKING OPPORTUNITIES – The ability to network with friends and relatives is a major benefit from customer in the online environment, and mobile is an ideal device for social networking. Mobile marketers need to look for ways to creatively embed social networking opportunities within their mobile marketing strategy.

TIE THE OFFERING TO LOCATION-BASED BENEFITS. Location-specificity is the most important distinguishing feature of mobile marketing, and therefore marketing managers should identify mobile marketing opportunities that adequately leverage the customer’s physical location.

AVOID OVERWHELMING THE CUSTOMER ITH OFFERS AND MESSAGES. Managers must focus on targeting carefully customised messages to selected customers rather than indiscriminately broadcasting messages to the entire mobile customer base.