Mobile with meaning: Ena nalyse af mobilens marketingpotentiale for danske virksomheder

Louise Nørgaard Dam & Karina Lærke Madsen

Student thesis: Master thesis

Abstract

The majority of large companies in Denmark have recognised a rising demand for being present on the mobile platform and are therefore increasingly ready to allocate resources to mobile media marketing. Although companies have the best of intentions only few of them have developed a strategy for their mobile marketing activities. This master thesis examines the potential of mobile marketing as well as the opportunities and challenges, which mobile marketing presents to Danish companies. It is our aim to discover how mobile marketing can be integrated in a company’s marketing strategy in the best way. In our examination, we use theory within three areas: marketing, consumer behaviour, and mobile marketing. Based on an empiric study of 11 large Danish companies as well as the knowledge of 5 mobile experts, we aim to provide useful recommendations for how to overcome challenges and utilise opportunities to achieve successful results in mobile marketing. Today, it seems the effectiveness of traditional marketing is decreasing. As a consequence of growing competition, companies are facing marketing challenges such as declining interest and even ignorance from consumers. As a result, marketing has changed from being dominated by a push-approach to mainly being based on creating relevance and value for the consumer. On the basis of this assumption, the marketing perspective, through which we examine mobile marketing and marketing in general, is not only becoming more consumer-oriented but also more value-oriented. Mobile marketing adds a new dimension to the marketing of today. The revolution of the smartphone makes it easier than ever for companies to reach consumers at all times and places. Thus, mobile marketing opens up for new opportunities as well as challenges for companies to consider. In today’s world, the smartphone and its potential to connect brands to people and vice versa have changed the behaviour of consumers. In connection with the new marketing conditions, a new mindset is required. This thesis therefore suggests a mobile mindset, which aims at adding value through meaningful consumer-oriented marketing considering the dimensions: time and place. On the basis of existing theory and our analysis, we will consider the potential of mobile marketing in accordance with the traditional marketing funnel. Assuming the funnel indicates the fundamental elements of marketing, it is possible for us to evaluate the potential of mobile marketing for Danish companies. The mobile marketing potential will subsequently be compared to an empiric study of 11 large Danish companies and 5 mobile experts. From the empiric study, we found that mobile marketing demands considerable resources for a positive result to be obtained. The study also indicated that most of today’s companies neither have a clear mobile marketing strategy nor do they spend enough resources on their mobile marketing effort. However, the majority of companies acknowledged mobile marketing as an effective means to obtain a closer relation to consumers as well as creating relevance to the consumer. On the basis of the analysis, we recommend that companies follow a mobile maturity planning model to help ensure that mobile marketing is integrated on a deliberate basis. Furthermore, this thesis has created a mobile strategy map, which can help companies identify their strategic starting point. By giving consideration to these recommendations, we believe that companies will be able to achieve the most effective mobile marketing campaigns by integrating the mobile platform into their general marketing strategy. It should, however, be noted that the mobile marketing strategy is not supposed to be implemented as an independent element. Rather, it is an integrated part of the company’s overall marketing mix.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
LanguageDanish
Publication date2011
Number of pages200