The Intimate Marketer: Personalized Direct Marketing Strategies in a Wireless Environment

This paper explores the needs of m-commerce customers so that they may be targeted for direct marketing in a mobile environment. Given the accessibility afforded by two-way communication and the interactivity of the medium, firms can develop a more intimate understanding of their customers resulting in more customized and therefore more personal marketing. Strategies based on these customer needs are discussed with a focus on developing stronger customer relationships. Though it might be tempting to focus strategies solely on the technology itself, it is the customer-oriented strategies that will prevail. (C) 2007 by The Haworth Press. All rights reserved.