Understanding Mobile Marketing: Conception, Current Situation and Key Issues

Abstract

Mobile marketing offers direct communication with consumers anytime and anyplace and affects our daily lives deeply. Yet, many businesses are still contemplating how they should approach mobile marketing in their organizations. The purpose of this study is to give an overall development of mobile marketing in global and domestic perspectives. The paper first discusses the concept of mobile marketing based on literature review. Then it analyzes the current situation of mobile marketing application in China with the help of the collected second hand data. The result of the study shows that mobile marketing application in China is still at lower level and some key issues must be considered for mobile marketing in the future.