Applying the Delta model to mobile marketing management in the US marketplace

摘要

We extend the Delta strategic model with a novel usage for aligning marketing and firm competitiveness strategies. We employ exploratory and confirmatory factor analyses on a large US data set to confirm that the aligned features in our study are significant to informing mobile marketing tasks. Results present two practical guidelines for mobile marketers. They can: 1. assume most mobile household customers are using cheaper key technologies/services vs. early adopter technologies/services on their mobile devices 2. treat product, customer solution, and customer profile features as distinct. Results imply greater success if each category is inclusively targeted across a marketing campaign.