Mobile marketing research: The-state-of-art

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Varnali, K., & Toker, A (2010). Mobile marketing research: The-state-of-art. International Journal of Information Management, 30 (2), 144-151

Mots clés : Mobile marketing, Mobile consumer behavior, Mobile marketing research, Mobile commerce, Mobile business

Depuis les années 2000, le canal Mobile est le canal publicitaire ultime car il permet aux entreprises d’être toujours présent auprès de ses consommateurs, à tout moment de la journée et n’importe où. Ainsi, les articles académiques sur le sujet se multiplient et s’accumulent.

Dans cet article, K. Varnali et A. Toker organisent et classifient la littérature existante sur le marketing mobile. Ils couvrent 255 articles, tirés de 82 journaux, publiés entre les années 2000 et 2008.

  • Dans un premier temps, nous allons identifier la méthode utilisée par K. Varnali et A. Toker pour identifier les articles en relation avec le marketing mobile.
  • Nous identifierons ensuite l’organisation et la classification de ces articles.

 

Développement :

Tous les articles sur le marketing mobile sont dispersés entre des journaux aux disciplines très variées comme le management, le marketing ou encore la technologie.
Ainsi pour répertorier tous les articles existants sur le marketing mobile, différentes bases de données en ligne ont été utilisées : ABI/INFORM, EBSCOhost, Emerald, IEEE Xplore, Inderscience Publishers, Science Direct and Wiley Interscience.
La recherche de littérature a été basée sur les mots clés suivants : « mobile commerce », « mobile marketing », « m-commerce », « m-marketing », « mobile advertising », « m-advertising », « mobile consumer », « m-consumer », « mobile business », « m-business », « mobile services », « m-services », « SMS marketing » and « Short Message Service Marketing ».
Tous les articles trouvés qui ne traitaient pas du marketing mobile ont été éliminés.

Ainsi, 255 articles, tirés de 82 journaux ont été sélectionnés.

Ensuite ces articles ont été classifiés selon leur orientation et leur point de vue. K. Varnali et A. Toker proposent donc la classification suivante :

  • Théorie (44 articles) : Les articles présents dans cette catégorie sont essentiellement des articles expliquant le concept de marketing mobile, la différence entre le e-commerce et le m-commerce et les dimensions du marché du mobile.
  • Stratégie (73 articles) : Cette catégorie est elle-même organisée en deux parties :
    • Stratégie : Les articles présents dans cette catégorie adoptent une perspective stratégique et se concentrent principalement sur les problèmes de design dans les business models des mobiles.
    • Applications : Dans cette catégorie se trouvent les articlent qui se concentrent sur les problèmes de design et les fonctionnalités des applications mobiles et spéculent sur leur potentiel.

 

  • Comportement du consommateur (131 articles) : Ces articles permettent de comprendre l’adoption du marketing mobile et la prédiction du comportement de consommateur face au marketing mobile.
    Cette catégorie est elle-même divisée en 5 catégories :

    • Le marketing mobile perçu par le consommateur
    • L’adoption et l’acceptation du m-marketing
    • Attitude des consommateurs face au marketing mobile
    • Le rôle de la confiance
    • La satisfaction et la loyauté du consommateur dans le contexte du marketing mobile.

 

  • Politique légale et publique (7 articles) : Les articles de cette catégorie se concentrent sur les problèmes politiques et légaux dans le contexte du marketing mobile. « Le mobile marketing en un problème important en terme de politique du consommateur à cause de deux caractéristiques de la technologie de communication mobile : (1) La permission d’identification des utilisateurs individuels dépend de l’appareil et de la technologie, cela menace la vie privée et la sécurité des informations personnelles, (2) les taux de pénétration élevés, en particulier chez les mineurs.

En conclusion, K. Varnali et A. Toker soulignent bien qu’il n’y a pas de classification communément accepté pour le marketing mobile et qu’il n’y a pas encore de « définition explicite du marketing mobile qui capture la véritable nature du phénomène ».

 

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