No lugar certo, na hora certa: revisão e agenda de pesquisa sobre mobile marketing com base em geolocalização

Annaysa Salvador Muniz Kamiya, Diana Sinclair Pereira Branisso

Resumo


Objetivo: Com base na presença cada vez mais difundida do celular no contexto do varejo, o objetivo da presente pesquisa é examinar os efeitos potenciais do conteúdo da mensagem móvel e dos dados de geolocalização como motivadores de visitas às lojas, conectando os esforços online ao comportamento offline.

 Método: Este artigo fornece uma revisão da literatura sobre o que se sabe a respeito dos temas mobile marketing, comunicação baseada em localização e o efeito de notificações push nas atitudes e comportamento dos clientes.

Resultados: Sintetizamos argumentos para notificações push baseadas em localização relacionadas a visitas ao site offline e oferta de cupons, conteúdo personalizado e de alto envolvimento. Com base em várias descobertas de marketing, identificamos um conjunto de proposições.

Contribuições teóricas: Esta revisão pretende contribuir para as teorias de mobile marketing, comportamento do cliente omnicanal e também para a compreensão das promoções baseadas em geolocalização. Ao identificar estratégias que os profissionais de marketing podem empregar para promoções mais eficazes, a presente revisão fornece uma estrutura abrangente para sintetizar as descobertas atuais no marketing baseado em geolocalização e identifica lacunas em nosso conhecimento atual, a fim de estimular o desenvolvimento de pesquisas neste campo.

Implicações gerenciais: A principal suposição que apoia o artigo é a de que o conteúdo e o momento da mensagem (considerando a geolocalização do cliente) aumentam as visitas à loja física. O contexto e a conveniência são apresentados como os principais impulsionadores do efeito (visitas ao ponto de venda físico geradas por notificações móveis), considerando que o contexto e a conveniência são representados pela geolocalização e pelo conteúdo da mensagem. Isso fornece a base para um modelo de estratégias de mobile marketing para que empresas atraiam clientes para locais físicos. A contribuição desta revisão está em iluminar o caminho da ativação mobile na estratégia de cross-channel do varejo.


Palavras-chave


Geolocalização; Marketing com base na localização; Mobile marketing; Varejo; Aquisição de tráfego

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DOI: https://doi.org/10.5585/remark.v20i2.18713

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