Abstract
The purpose of this research is to investigate the role and importance of mobile marketing, to theoretically define and refine its potentialities; and to propose a conceptual framework towards its utilisation in the wider strategic marketing context. Mobile marketing is one of the latest direct marketing communication channels and is becoming increasingly popular among marketers, owing to an array of benefits it offers, both to the potential customers as well as businesses. Structurally, the paper investigates the value of incorporating mobile marketing into the marketing mix, and especially direct marketing practices of business enterprises. It subsequently, identifies the benefits that the mobile channel offers, particularly by using a multi-channel marketing strategy known as the social, local and mobile (SoLoMo) marketing. The paper successively discusses the utilisation of various mobile marketing communication tools and ultimately develops a conceptual contemporary mobile strategic marketing preliminary model, both in the context of contemporary consumer behaviour.
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