IC5e 2015

International Conference on eBusiness, eCommerce, eManagement, eLearning and eGovernance 2015

 


IC5e 2015 Kokula Krishna Hari K
Publication Meta Value
Short Title IC5e 2015
Publisher ASDF, India
ISBN 13 978-81-929742-8-6
ISBN 10 81-929742-8-6
Language English
Type Hard Bound - Printed Book
Copyrights IC5e Organizers / DCRC, London, UK
Editor-in-Chief Kokula Krishna Hari K
Conference Dates 24 - 25, July 2015
Venue Country London, United Kingdom
Submitted Papers 417
Acceptance Rate 4.31%
Website www.ic5e.org

Paper 007


Customizing mobile advertising: A marriage of Internet technology and marketing practice

Customizing mobile advertising: A marriage of Internet technology and marketing practice

Raneem Rayani1

1Saudi Electronic University, Saudi Arabia

Abstract

The multiplier effect phenomenon is a characteristic of Internet technology: internationally the Internet is the tap root of many significant developments in economic and social life. This paper was conceived during my study of one of these developments, electronic commerce (e-Commerce). E-commerce has generated a vast body of knowledge incorporating thoughts from many disciplines. This paper follows mobile marketing one of the trails in the corporate marketing dimension of e-commerce. Based exclusively on relevant professional literature, it speaks to the adaptation of certain marketing traditions to mobile devices: cell phones, personal digital assistants (PDAs), smartphones. Thus, this paper projects the marriage of technological innovation and commercial traditions: mobile devices are the technological innovation; careful composition of messages and couponing are among the commercial traditions.

Author's Profile

Raneem Rayani : Profile

Cite this Article as Follows

Raneem Rayani. “Customizing mobile advertising: A marriage of Internet technology and marketing practice.” International Conference on eBusiness, eCommerce, eManagement, eLearning and eGovernance (2015): 68-77. Print.