International mobile marketing: a satisfactory concept for companies and users in times of pandemic
Benchmarking: An International Journal
ISSN: 1463-5771
Article publication date: 19 November 2021
Issue publication date: 15 July 2022
Abstract
Purpose
This study’s purpose is to analyze the international mobile marketing (IMK) in order to stage the importance of this tool in the internationalization of companies. Our understanding of mobile marketing is constantly evolving, due to its high business penetration in a world globalized by technologies.
Design/methodology/approach
A review of the relevant literature on IMK, companies and customers is undertaken to understand the link between them. The paper begins by explaining the coronavirus disease 2019 is accelerating the change of the rules of the game in traditional and online commerce around the world. Furthermore, this study uses secondary data from organisation for economic co-operation and development (OECD), Sensor Tower, mobile marketing association (MMA), App Annie, among others, to support research results.
Findings
The results have shown that IMK has opened a melting pot of opportunities for companies and consumers in this period of pandemic; the potential of this tool is being redefined, in order to identify, anticipate and satisfy customers requirement profitably and efficiently. This study aims to provide an assessment of new concept of IMK and how this tool has to be integrated into the firm’s digital marketing strategies.
Originality/value
The study contributes to make better future decisions in the international digital expansion of companies by company executives and marketing experts. This paper provides a comprehensive framework intended to guide research efforts focusing on digital marketing as well as to aid practitioners in their quest to achieve IMK success.
Keywords
Acknowledgements
The author gratefully acknowledges the comments on the first draft made by reviewers and editor, which have greatly enriched this paper.
Declaration of conflicting interests: The author declared no potential conflicts of interest related to the research, authorship and/or publication of this article.
Citation
Florido-Benítez, L. (2022), "International mobile marketing: a satisfactory concept for companies and users in times of pandemic", Benchmarking: An International Journal, Vol. 29 No. 6, pp. 1826-1856. https://doi.org/10.1108/BIJ-06-2021-0303
Publisher
:Emerald Publishing Limited
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