Fox School of BusinessIdea Marketplace

Are Consumer Purchases Affected by Mobile Promotions?


November 15th, 2013

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Mobile technologies enable marketers to target consumers by time and location.  Temporal targeting and geographical targeting through a short message service (SMS) individually increase sales purchases; however the impact on sales when both strategies are employed simultaneously is not yet clear. Additionally, the study looks for differences on customer purchases when sending same-day promotions compared to two-day prior to the promoted event. The findings of these research suggest that understanding the when, where, and how of mobile targeting strategies is crucial and would benefit marketers reduce expenditures as they design their mobile targeting campaigns.

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