Correspondence: Mikael B. Skov, Department of Computer Science, Aalborg University, Selma Lagerlofs Vej 300, Aalborg East DK-9220, Denmark. Tel: +45 9635 8922; Fax: +45 9635 9798; E-mail: dubois@cs.aau.dk

¹is a PhD student in Information Systems at the Department of Computer Science at Aalborg University. In his PhD study, he is working on mobile software development (MSD) and more specifically on questions such as: What characterises it? What are the issues within MSD and why? And how can MSD practice be improved? Other research interests are innovation and agility on software development. He can be reached at joenne@cs.aau.dk.

²is an associate professor in the Human–Computer Interaction Lab at Aalborg University and holds a PhD in Human–Computer Interaction from 2002. His research interest is centred around mobile and pervasive computing, with a particular focus on understanding and extending existing approaches to evaluating mobile systems and how to utilise location-based services.

Received 15 November 2007; Revised 15 November 2007; Published online 24 December 2007.

Abstract

Mobile marketing refers to marketing of services or goods using mobile technology and mobile marketing holds potentially great economical opportunities. Traditionally, mobile marketing has been viewed as mobility in the large taking place virtually anywhere, anytime. Further, research shows considerable number of studies on push-based SMS mobile marketing campaigns. This paper explores a related yet different form of mobile marketing namely micro mobility marketing. Micro mobility marketing denotes mobility in the small, meaning that promotion of goods takes place within a circumscribed location, in our case a medium-sized retail supermarket. Two prototypes based on push and pull marketing strategies are implemented and evaluated. Taking outset in a synthesis of central issues in contemporary research on mobile marketing, we discuss their role in micro mobility marketing to point to similarities and differences between micro mobility marketing and the traditional mobile marketing in the large. Finally, we suggest areas for further study.