Permission Marketing of Infomediaries in M-Commerce Advertising

Table of Contents

• Introduction
• Problem Statement / Relevance
• Definitions in Mobile-Commerce
• Mobile-Commerce
• Mobile-Advertising
• M-Commerce Market Overview
• Mobile Markets
• Mobile Value Chain/Web
• Enabling Technologies
• Network Technologies
• Service Technologies
• Localization Technologies
• Mobile Devices
• Attributes of M-Commerce
• Permission Marketing
• Permission in Customer Relationship Management
• Definition of Permission Marketing
• The Concept of Permission
• Mobile Customer Relationship Management
• "Opting" in M-Marketing
• The Six-Step Opting Program
• Spam and Clutter
• Permission Intensity
• Intravenous Permission Level
• Points Permission Level
• Personal Relationship Level
• Brand Trust Level
• Situational Level
• Target Marketing through Personalized Advertising
• Push & Pull Advertising
• Advertising in the M-Commerce Context
• Special Features of Permission Marketing in M-Commerce
• Medium for Mobile Advertising
• Pros and Cons compared to Traditional Media
• Summary
• M-Infomediary
• Concept of Infomediaries as Advocates of Mobile Consumers
• Definition of M-Infomediaries
• Services to the Consumer
• Services to the Vendors
• M-Infomediary Types
• Customer vs. Vendor Oriented Infomediaries
• Open vs. Closed Relationship with Buyers and Sellers
• Building Infomediaries in M-Commerce
• Three Stages to Build an Infomediary
• Potential Candidates for M-Infomediaries
• Customer Profiling with the Enabling Technologies of M-Commerce
• Customer Profiling for Personalization
• Customer Data
• Privacy Intrusion
• Benefits and Challenges of M-Infomediaries
• Benefits of M-Infomediaries
• Challenges of M-Infomediaries
• Summary
• Permission Marketing Infomediation in M-Commerce
• Permission Marketing Infomediary Business model
• The Merged Model
• Revenue Streams
• Infomediary Types and Permission Intensity
• Four Types of Permission Marketing Infomediaries
• Permission-Based Infomediation in M-marketing
• Permission Marketing Infomediaries vs. Direct Relationship Marketing
• Re-Intermediation
• Economics of Intermediation
• Permission Marketing Infomediaries vs. Interruption Marketing
• Weaknesses of Classical Marketing Approaches
• Economics of Interruption
• Permission-based and location-sensitive-advertising in M-Commerce
• Typology of M-Commerce Advertising
• Location-Specific-Advertising
• Revenue Streams of Location-Based-Services
• Finding the Right Balance
• Summary
• Empirical Survey
• Set of Criteria
• Case Examples
• Mr.AdGood and MindMatics
• LoopCityScout
• Kompazz/Appollis Interactive AG
• SMS-Rabatt
• AdMox
• Results

Objectives and Key Themes

This thesis explores the concept of permission marketing within the context of mobile commerce advertising. The primary objective is to analyze the potential and challenges of using infomediaries to facilitate permission-based marketing strategies in the mobile environment. The research aims to understand how infomediaries can act as advocates for mobile consumers, ensuring that advertising is targeted and relevant while respecting consumer privacy and preferences.

• The role of infomediaries in mobile commerce advertising
• The application of permission marketing principles in mobile environments
• The impact of infomediaries on customer relationships and advertising effectiveness
• The advantages and limitations of using infomediaries in mobile commerce
• The potential of location-based advertising and its implications for permission marketing

Chapter Summaries

The first chapter introduces the concept of mobile commerce and provides a framework for understanding its key features and challenges. It defines mobile commerce and mobile advertising, outlining the development and growth of the m-commerce market. The chapter also explores the mobile value chain, enabling technologies, and the characteristics of mobile devices that contribute to the unique features of this emerging market.

The second chapter focuses on permission marketing and its application within mobile commerce advertising. It defines the concept of permission marketing, emphasizing the importance of consumer consent and opting-in strategies. The chapter explores different levels of permission intensity and analyzes the role of personalized advertising in the context of m-commerce. It also discusses the advantages and disadvantages of using mobile advertising compared to traditional media.

The third chapter delves into the concept of m-infomediaries, presenting them as advocates for mobile consumers. It defines m-infomediaries and outlines their services to both consumers and vendors. The chapter explores different types of m-infomediaries based on their customer and vendor orientations, as well as their relationship with buyers and sellers. It also discusses the process of building m-infomediaries, including potential candidates for this role.

The fourth chapter examines the intersection of permission marketing and infomediation in the context of m-commerce. It analyzes the permission marketing infomediary business model, exploring revenue streams and identifying different types of infomediaries based on their permission intensity. The chapter compares permission marketing infomediaries to direct relationship marketing and interruption marketing, highlighting the strengths and weaknesses of each approach. It also examines the role of location-based advertising within the context of permission marketing and m-commerce.

Keywords

This research explores the intersection of permission marketing, infomediaries, and mobile commerce advertising. Key themes include mobile commerce, m-advertising, permission marketing, opting-in strategies, consumer privacy, personalized advertising, and infomediary services in the context of the emerging mobile market. The study also addresses the potential of location-based advertising and its implications for permission marketing in the mobile environment.