Permission Marketing of Infomediaries in M-Commerce Advertising

Table of Contents

1. Introduction

1.1 Problem Statement / Relevance

1.2 Definitions in Mobile-Commerce

1.2.1 Mobile-Commerce

1.2.2 Mobile-Advertising

1.3 M-Commerce Market Overview

1.3.1 Mobile Markets

1.3.2 Mobile Value Chain/Web

1.3.3 Enabling Technologies

1.3.3.1 Network Technologies

1.3.3.2 Service Technologies

1.3.3.3 Localization Technologies

1.3.4 Mobile Devices

1.4 Attributes of M-Commerce

2. Permission Marketing

2.1 Permission in Customer Relationship Management

2.1.1 Definition of Permission Marketing

2.1.2 The Concept of Permission

2.1.3 Mobile Customer Relationship Management

2.2 “Opting” in M-Marketing

2.2.1 The Six-Step Opting Program

2.2.2 Spam and Clutter

2.3 Permission Intensity

2.3.1 Intravenous Permission Level

2.3.2 Points Permission Level

2.3.3 Personal Relationship Level

2.3.4 Brand Trust Level

2.3.5 Situational Level

2.4 Target Marketing through Personalized Advertising

2.4.1 Push & Pull Advertising

2.4.2 Advertising in the M-Commerce Context

2.5 Special Features of Permission Marketing in M-Commerce

2.5.1 Medium for Mobile Advertising

2.5.2 Pros and Cons compared to Traditional Media

2.6 Summary

3. M-Infomediary

3.1 Concept of Infomediaries as Advocates of Mobile Consumers

3.1.1 Definition of M-Infomediaries

3.1.2 Services to the Consumer

3.1.3 Services to the Vendors

3.2 M-Infomediary Types

3.2.1 Customer vs. Vendor Oriented Infomediaries

3.2.2 Open vs. Closed Relationship with Buyers and Sellers

3.3 Building Infomediaries in M-Commerce

3.3.1 Three Stages to Build an Infomediary

3.3.2 Potential Candidates for M-Infomediaries

3.4 Customer Profiling with the Enabling Technologies of M-Commerce

3.4.1 Customer Profiling for Personalization

3.4.2 Customer Data

3.4.3 Privacy Intrusion

3.5 Benefits and Challenges of M-Infomediaries

3.5.1 Benefits of M-Infomediaries

3.5.2 Challenges of M-Infomediaries

3.6 Summary

4. Permission Marketing Infomediation in M-Commerce

4.1 Permission Marketing Infomediary Business model

4.1.1 The Merged Model

4.1.2 Revenue Streams

4.2 Infomediary Types and Permission Intensity

4.2.1 Four Types of Permission Marketing Infomediaries

4.2.2 Permission-Based Infomediation in M-marketing

4.3 Permission Marketing Infomediaries vs. Direct Relationship Marketing

4.3.1 Re-Intermediation

4.3.2 Economics of Intermediation

4.4 Permission Marketing Infomediaries vs. Interruption Marketing

4.4.1 Weaknesses of Classical Marketing Approaches

4.4.2 Economics of Interruption

4.5 Permission-based and location-sensitive-advertising in M-Commerce

4.5.1 Typology of M-Commerce Advertising

4.5.2 Location-Specific-Advertising

4.5.3 Revenue Streams of Location-Based-Services

4.5.4 Finding the Right Balance

4.6 Summary

5. Empirical Survey

5.1 Set of Criteria

5.2 Case Examples

5.2.1 Mr.AdGood and MindMatics

5.2.2 LoopCityScout

5.2.3 Kompazz/Appollis Interactive AG

5.2.4 SMS-Rabatt

5.2.5 AdMox

5.3 Results

6. Conclusion

6.1 Possible Conclusions of Research

6.2 The Future of M-Commerce

Research Objectives and Key Topics

The core objective of this thesis is to examine how infomediaries can utilize permission marketing to create a successful, value-driven business model within the M-Commerce advertising sector, specifically addressing the balance between personalized customer targeting and privacy protection.

• Theoretical development of a "Permission Marketing Infomediation" (PMI) business model.
• Analysis of mobile-specific consumer characteristics and data privacy challenges.
• Evaluation of customer profiling techniques and location-based advertising opportunities.
• Comparative analysis of permission-based approaches versus traditional interruption marketing.
• Empirical validation through case study examples of existing mobile marketing service providers.

Excerpt from the Book

Summary of Chapters

1. Introduction: This chapter provides an overview of the M-Commerce market, defines core terminology, and establishes the research focus on permission marketing and infomediation.

2. Permission Marketing: This chapter explores the principles of permission marketing as a customer-centric strategy to replace intrusive advertising methods.

3. M-Infomediary: This chapter introduces the infomediary business model, detailing how agents can act as advocates for consumers by managing data and personal preferences.

4. Permission Marketing Infomediation in M-Commerce: This chapter merges the concepts of permission marketing and infomediation to develop a new, integrated business model for mobile advertising.

5. Empirical Survey: This chapter presents and evaluates five real-world case examples of mobile marketing companies to provide empirical insight into current industry practices.

6. Conclusion: This chapter summarizes the research findings and discusses the future trajectory of the M-Commerce advertising ecosystem.

Key Keywords

M-Commerce, Permission Marketing, M-Advertising, Infomediary, Personalization, Mobile Customer Relationship Management, Location-Based-Services, Contextual Marketing, Consumer Privacy, Business Models, Direct Relationship Marketing, Mobile Data, Opt-in, Opt-out, Targeted Advertising.

Frequently Asked Questions

What is the core focus of this research?

The research focuses on defining a viable business model for M-Commerce advertising by converging the concepts of permission marketing and information intermediation (infomediaries) to ensure consumer privacy and effective targeting.

Which marketing challenges does this work address?

The work addresses the inefficiency and intrusive nature of traditional "interruption marketing" and examines how mobile devices enable a superior, personalized one-to-one marketing approach.

What is the primary objective of the proposed PMI model?

The primary objective is to create a win-win scenario where mobile users receive value-added, relevant content in exchange for their permission and data, while advertisers achieve higher conversion rates with lower dispersion losses.

Which scientific methodology is employed?

The study utilizes a mixed-method approach: a theoretical grounding based on extensive literature review followed by an empirical survey analyzing five distinct case examples of M-Commerce companies.

What is covered in the main body of the thesis?

The main body covers the M-Commerce market environment, the theory of permission marketing and infomediation, the development of the "Permission Marketing Infomediation" (PMI) business model, and an empirical analysis of its real-world application.

Which terms best characterize this work?

Key terms include M-Commerce, Permission Marketing, Infomediary, Personalization, Location-Based-Services, and Consumer Privacy.

How does the author define an 'infomediary' in this context?

An infomediary is defined as a trusted third party, acting as an agent or broker, that aggregates personalized consumer information to facilitate better matches between vendors and consumers while protecting privacy.

What role does 'location' play in the advertising model proposed?

Location acts as a critical dimension of contextual marketing, allowing marketers to provide highly relevant, timely services—such as localized coupons or navigation assistance—that are specifically tailored to the user's current physical environment.