Reference : Shankar V., Blasubramanian (2009) « Mobile Marketing : A Synthesis and Prognosis » in Journal of Interactive Marketing, Vol. 23, pp. 118-129.
Idée dominante : Le marketing mobile apporte des problématiques spécifiques ainsi que des méthodes et outils nouveaux pour y répondre.
Résumé :
Le marketing mobile se définit comme un modèle de communication et de promotion liant individuellement le consommateur et l’entreprise. Il se fond de plus en plus dans les stratégies marketing multicanales des entreprises. Ce support a pour avantage de fournir des informations concernant la localisation des utilisateurs, de communiquer rapidement avec lui de part sa dimension mobile et continuellement connectée.
Cependant, ce nouveau canal doit soulever quatre questions.
1) Tout d’abord, savoir quels sont les facteurs influençant la décision des consommateurs à adopter un appareil mobile innovant et complexe (facilité d’utilisation, utilité, pression sociale).
2) Ensuite, déterminer l’impact du marketing mobile sur les préférences et les prises de décision des utilisateurs et de quelle manière l’améliorer.
3) De fait, le troisième point est de formuler la stratégie de marketing mobile selon les différentes méthodes et outils existant tout en gardant à l’esprit si cette stratégie crée des synergies avec les autres types de marketing.
4) Enfin, comprendre comment ce marketing mobile peut différer selon les pays de part le degré d’adoption des technologies mobile.
Plusieurs méthodes ou outils peuvent être employées dans une campagne de marketing mobile : Les SMS, les contenus intégrés, les jeux, le géo-ciblage…
Pour agir efficacement sur ce nouveau canal de communication les entreprises doivent repenser leur proposition de valeur dans le contexte mobile, amener le client vers du opt-in, se concentrer et apprendre de leurs comportements particuliers à cet environnement mobile, voir les opportunités qu’apportent les médias sociaux, profiter des bénéfices de la localisation et ne pas submerger le consommateur de message qui ne l’intéressent pas.
Notes d’intérêt : L’intérêt de cette recherche est qu’elle permet de donner les grands aspects à tenir en compte lorsque l’on s’adresse à des utilisateurs d’appareils mobiles. La limite est qu’elle ne discute pas des applications mobiles et des opportunités qu’elles amènent.
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