Defines and classifies mobile social media, mobile marketing, ambient awareness. Shows different business uses of mobile marketing and mobile social media. Shows how to successful use mobile social media such as Foursquare, Twitter, Facebook Places, etc.

1. Definition, classification,
business use, and success factors of
mobile marketing and mobile social media
Based on article by:
Andreas Kaplan (2012)
Title: If you love something, let it go mobile:
Mobile marketing and mobile social media 4x4
Found in: Business Horizons, 55(2), 129-139.

2. Definition of mobile marketing,
mobile social media, ambient awareness
Definition of mobile marketing:
“Mobile marketing is any marketing activity conducted through a ubiquitous network
to which consumers are constantly connected using a personal mobile device”. (p. 130)
Definition of mobile social media:
Mobile social media is defined “as a group of mobile marketing applications
that allow the creation and exchange of user generated content”. (p. 131)
Definition of ambient awareness:
Ambient awareness is defined as “awareness created through regular and constant reception,
and/ or exchange of information fragments through social media”. (p. 132)
Kaplan Andreas M. (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4, Business Horizons, 55(2), 129-139.

3. Classification of mobile marketing (p. 131)
Trigger of communication
Push Pull
High Victim Patron
Degree of
consumer
knowledge
Low Strangers Groupies
Two variables are applied to differentiate between four types of mobile marketing applications:
(1) the degree of consumer knowledge and (2) the trigger of communication.
Kaplan Andreas M. (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4, Business Horizons, 55(2), 129-139.

4. Classification of mobile social media (p. 132)
Location-sensitivity
No Yes
Space-timers
Quick-timers
(Exchange of messages with
(Transfer of traditional social
relevance for one specific
media applications to mobile
Yes devices to increase immediacy,
location at one specific point-in
time, e.g. Facebook Places,
e.g., posting Twitter messages
Foursquare, Gowalla)
or Facebook status updates)
Time-sensitivity
Slow-timers Space-locators
(Transfer of traditional social (Exchange of messages with
media applications to mobile relevance for one specific
No devices, e.g., watching a location which are tagged to a
YouTube video or reading a certain place and read later by
Wikipedia entry) other others, e.g., Yelp, Qype)
Mobile marketing applications that are neither location- nor time sensitive are slow-timers, applications that take account of
time and place simultaneously are space-timers. Applications that only reflect one of these two dimensions are referred to as
either space-locators (location-sensitive but not time-sensitive) or quick-timers (time-sensitive but not location sensitive).
Kaplan Andreas M. (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4, Business Horizons, 55(2), 129-139.

5. 4 business uses of mobile social media
1.Marketing research
2.Communication
3.Sales promotions and discounts
4.Relationship development and loyalty programs
Kaplan Andreas M. (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4, Business Horizons, 55(2), 129-139.

6. 4 I’s of mobile social media (p. 135):
Success factors of
mobile social media marekting
INDIVIDUALIZE your
activities to take INVOLVE the user
account of user through engaging
preferences and conversations
interests
4 I’s of
mobile
social
media
INTEGRATE your
INITIATE the creation
activities into your
of user-generated
users' life to avoid
content
being a nuisance
Kaplan Andreas M. (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4, Business Horizons, 55(2), 129-139.