Based on research in Japan Okazaki and Romero (as cited in Ström, Vendel & Bredican, 2014) argued that mobile device shoppers could be classified into three segments based on demographics and life-styles. In japan, the only segment fit into this classification are students and young unmarried office workers. According to Alda’s-Manzano et al. (as cited in Ström, Vendel & Bredican, 2014) mobile device shoppers were both experienced mobile device users as confident with PC internet use. Moynihan et al, Wang and Acar and Barutcu described mobile device shoppers as consumers with higher knowledge and self-efficacy, exhibited and exploratory search behaviour, was more involved, more price-conscious and had higher education (as cited in Ström, Vendel & Bredican, 2014).
In their studies, Kim et al, Pilström and Brusch, Turel et al, and Yang and Jolly argued that mobile marketing delivered utilitarian, hedonic, social and monetary values to retail consumers. Convenience value was important for the use of utilitarian mobile retail categories like financial and information services. According to the reviewed studies displayed in Table A1 (Ström, Vendel & Bredican, 2014, p.1010) mobile push advertising credibility was the most important utilitarian and had a strong effect on loyalty. For push advertising credibility and information was the most important utilitarian benefit affecting adoption and use. Mobile channels may be preferred by consumers that create higher emotional values such as filing spare time, or situations without access to pc internet, Peters et al stated (as cited in Ström, Vendel & Bredican, 2014). According to Kleinen et al and Laukkanen (as cited in Ström, Vendel & Bredican, 2014) other potential situations are when consumers get aroused by external stimuli like store visits or during product use. Moreover, mobile marketing may deliver higher utilitarian values such as efficiency and time and location efficiency, Kleinen et al argued. (as cited in Ström, Vendel & Bredican, 2014)
According to the reviewed studies in table A4 (Ström, Vendel & Bredican, 2014, p.1011) mobile marketing seemed to increase outcomes of other media channels and marketing efforts. Okazaki and Romero argued that mobile marketing may be an adequate tool for retailers to use in lower involvement categories and as a complement to PC internet in higher involvement categories. However, the development of mobile devices will increase mobile marketing in high involvement categories (as cited in Ström, Vendel & Bredican, 2014) Mobile marketing has the most value if its integrated in consumer interfaces, adding interactivity to existing consumers contact points or substituting some contact points with mobile marketing. Effects of good integration of mobile marketing may be increased effectiveness of brand communication and improved service interactions instore and post purchase, Rettie et al disputed (as cited in Ström, Vendel & Bredican, 2014).
Retailers participating in value co-creation with mobile advertising service providers increased perceived value of mobile advertising services. To create more lasting competitiveness, retailers may identify applications with high relevance for consumers that may contribute to a better experience of brand image and implemented better than competition. Based on the results of Nysveen et al. showing that mobile marketing result in loyalty to main channel, retailers should manage consumers migrations between channels, direct consumers to the most valuable channel in each situation. Nysveen et al. (as cited in Ström, Vendel & Bredican, 2014) that by providing the most streamlined, customized purchasing and product use processes, and most tempting brand, store or product experience, mobile marketing may foster loyalty to single retailers’ store network. Results from studies shown in Table A3 (Ström, Vendel & Bredican, 2014, p.1010) suggested that structural changes of partner networks (technology and content providers etc.), organizations and IT structure are necessary for retailers to fully capitalize on the potential of mobile marketing. A drawback of mobile marketing is that the increased transparency of prices and content may lead consumers to cheaper alternatives.