MOBILE MARKETING AS A CONSTITUENT PART OF INTEGRATED MARKETING COMMUNICATIONS

Mobile devices have become a fast-growing marketing channel for a large number of businesses and other organizations that operate on markets around the world. Their use in the general public has enabled marketers to communicate relevant marketing information and messages to potential consumers using modern information technologies such as geo-location services, mobile applications, social media and others. Although not entirely new, since companies used it in the past decades, the marketing channel is considered now as experiencing a real boom, and the prediction is that it will rapidly grow in the future. Because of the ubiquity of mobile devices, the importance of mobile marketing is equally important for the growth and expansion of businesses just as the Internet marketing is. Such progress of mobile communications has led to the necessity of implementing mobile marketing in the promotional mix of integrated marketing communications in order to take full advantage of the new marketing channel. The purpose of this paper is to contribute to the understanding of mobile marketing as part of an integrated marketing communications and to closely define the basic concepts and theoretical assumptions of mobile marketing.