publication . Article . 2017

Increasing the Effectiveness of Mobile Advertising by Using Contextual Information

Michelle Andrews;
Open Access English
  • Published: 01 Nov 2017 Journal: GfK Marketing Intelligence Review (issn: 1865-5866, Copyright policy)
  • Publisher: Sciendo
<jats:title>Abstract</jats:title> <jats:p> To avoid overtargeting consumers or targeting them at the wrong moment, mobile ads need to be relevant. Geographically, consumers have been shown to be more responsive to promotional offers from shops that were located close to them. For the lead time of promotions, insights are similar: The closer in time, the better the response. When considering the interplay of time and space, though, the picture becomes more complex. Recipients need enough time to respond given their distance from the promoted venue, but too much time may reduce response rates. It appears that people do not plan too far in advance for events such a...
free text keywords: Mobile Advertising, Mobile Targeting, Geofencing, Real-Time Marketing, Marketing. Distribution of products, HF5410-5417.5, Contextual information, Lead time, Business management, Train, Advertising, Marketing, Business
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