Social Mobile Marketing: Evolution of Communication Strategies in the Web 2.0 Era
AbstractIncreasingly faster communicational streams - that ease interactions and allow agents to considerably enhance their own informational assets - characterize the era in which we live. The research about new media, mobile and social technologies is the driver of this changes that implements a revolution of the content management, of the information accessibility and of the relationships interactivity. These characteristics don’t leave the agents unresponsive and it is interesting and fitting to understand the tools available to firms and institutions and the communicational and marketing policies that organizations put to use to achieve their goals. In this context we want to find strategic and operational models to support organizations decisions about markets and territories. The purpose of this article is to understand how small organizations can utilize networks that characterize new trends in marketing. We conclude by providing some thoughts on the future evolution of the research in this field also with reference to the smart city that can exploit social mobile marketing for promotion of the territory and social participation.
Audiweb, Audiweb AWTrends, 2011.
Brimicombe, A., & Li, C. (2009). Location-based services and geo-information engineering (Vol. 21). John Wiley & Sons.
Bughin, J., Doogan, J., & Vetvik, O. J. (2010). A new way to measure word-of-mouth marketing. McKinsey Quarterly, 2, 113-116.
De Luca, A. (2008). Il marketing diretto e interattivo. Wolters Kluwer.
Delponte, I. (2012). Trasporti, ICT e la città. Perché alla città interessano le ICT?. Tema. Journal of Land Use, Mobility and Environment, 5(3), 33-45.
Fistola, R. (2013). Smart City: riflessioni sull'intelligenza urbana. Tema. Journal of Land Use, Mobility and Environment, 6(1), 47-60.
Greenberg, P. (2010). The impact of CRM 2.0 on customer insight. Journal of Business & Industrial Marketing, 25(6), 410-419.
Grönroos, C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management decision, 32(2), 4-20.
Hirst, M., Harrison, J., & Mazepa, P. (2014). Communication and new media: From broadcast to narrowcast. Oxford University Press.
Hoffman, D. L., & Novak, T. P. (2011). Marketing communication in a digital era. Marketing Management, 20(3), 36-43.
Husson, T., & Ask, J. A. (2011). 2011 Mobile Trends. Forrester Research, January, 24.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Kaplan, A. M. (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4x4. Business Horizons, 55(2), 129-139.
Kotler, P., & Armstrong, G. (2013). Principles of Marketing 15th Global Edition. Pearson.
Mandelli, A., & Accoto, C. (2012). Social Mobile Marketing. Egea.
Nevo, S., & Wade, M. R. (2010). The formation and value of it-enabled resources: Antecedents and consequences. Management Information Systems Quarterly, 34(1), 10.
Palen, L., & Liu, S. B. (2007, April). Citizen communications in crisis: anticipating a future of ICT-supported public participation. In Proceedings of the SIGCHI conference on Human factors in computing systems (pp. 727-736). ACM.
Peppers, D., Rogers, M., & Dorf, B. (1999). Is your company ready for one-to-one marketing. Harvard Business Review, 77(1), 151-160.
Searls, D. (2009). The cluetrain manifesto. Basic Books.
Shankar, V., & Balasubramanian, S. (2009). Mobile marketing: a synthesis and prognosis. Journal of Interactive Marketing, 23(2), 118-129.
Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P. (2010). Mobile marketing in the retailing environment: current insights and future research avenues. Journal of interactive marketing, 24(2), 111-120.
Sheller, M., & Urry, J. (Eds.). (2006). Mobile technologies of the city. Routledge.
Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship
performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201-1208.
Toffler, A. (1981). The third wave (pp. 32-33). New York: Bantam books.
Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of marketing Science, 36(1), 1-10.
Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer engagement as a new perspective in customer management. Journal of Service Research, 13(3), 247-252.
Copyright (c) 2014 Tema. Journal of Land Use, Mobility and Environment
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish in this journal agree to the following:1. Authors retain the rights to their work and give in to the journal the right of first publication of the work simultaneously licensed under a Creative Commons License - Attribution that allows others to share the work indicating the authorship and the initial publication in this journal.
2. Authors can adhere to other agreements of non-exclusive license for the distribution of the published version of the work (ex. To deposit it in an institutional repository or to publish it in a monography), provided to indicate that the document was first published in this journal.
3. Authors can distribute their work online (ex. In institutional repositories or in their website) prior to and during the submission process, as it can lead to productive exchanges and it can increase the quotations of the published work (See The Effect of Open Access)