The Role of Knowledge Management in Mobile Marketing

Abstract

Mobile terminal devices and mobile networks enable mass customization for individual customers, and pursuant to this mobile marketing represent the last stage of segmentation leading up to the individually customized marketing, i.e. „one on one marketing“. Mobile marketing refers to using an interactive wireless medium with purpose of providing customers with personal information, having time and location dimension, promoting goods, services and ideas, thus generating value for all stakeholders. On one hand, mobile medium has completely transformed present day notion of marketing campaigns and opened up a range of new opportunities for advertisers, and on the other hand it put new challenges before companies whose CRM and KM systems are not well adapted to new requirements of mobile marketing. This article attempts to answer the question on how to successfully run mobile marketing campaigns, while using tools and knowledge provided by Knowledge Management and Customer Relationship Management.