Mobile marketing: killer application or new hype?

The developments in mobile marketing are enabling an extraordinary opportunity to marketers to explore this new channel of promotional marketing. This paper aims to discuss some emerging issues related to mobile marketing, and to provide a simple framework for understanding the potential and effectiveness of the usage of mobile phones as a promotional media. While examining some of the developments in mobile marketing, it details the core dimensions of the conceptual framework. In order to explore its utility, some recent case studies by a major Australian mobile marketing company are analysed using the conceptual framework. The paper finishes with a discussion, conclusions and directions of further research.