Mobile marketing: A literature review on its value for consumers and retailers

•Mobile device shopping is indicated to offer highest value to savvy Internet shoppers with extensive experience of using mobile devices.•The potential value of mobile marketing comes from integrating entire consumer interfaces instead of single channel implementation.•Mobile marketing integration is indicated to increase the value of existing marketing investments and create new levels of service excellence.•Mobile marketing contributing to an enhanced experience of retailers’ brands, reinforcing or adding valuable benefits, may create lasting competitive advantages.•The barriers of imitation of retailers’ mobile marketing are based on structural changes of organisational and network resources and competences.

The article describes the existing knowledge of how mobile marketing can increase the value for consumers and retailers. Mobile device shopping, and consumers' use of mobile devices while shopping is shown to be both an extension of consumers' shopping behaviours developed on Internet-connected desktop and laptop computers (PC), and potentially new behaviours based on a mobile devices' uniquely integrated features such as camera, scanners and GPS. The article focuses on how mobile marketing creates value for consumers and retailers, enabling more precise research and development of managerial concepts and tools while providing both managers and academics with increased understanding of mobile marketing and its value outcomes for retailers.