Mobile Marketing

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MOBILE MARKETING

Dr. Vijaya Baskaran

Abstract

This paper attempts to understand the underlying concepts of Mobile Marketing, which is defined as, “the use of the mobile medium as a communications and entertainment channel between a brand and an end-user.” Mobile marketing is more than a trendy new media channel; it is a powerful communication tool with considerable audience reach and awareness.Also tries to estimate the significant opportunities for growth existing in this sector, however advertising and marketing agencies are failing to promote the value of mobile marketing to clients as they wrongly believe consumers will reject this tool. A study reveals that the mobile landscape of 2012 is ripe with innumerable possibilities of nearly 5.3-billion people having mobile phones and infact more than half of mobile subscribers are willing to embrace mobile promotions, when carefully targeted and for appropriate services. Mobile data traffic is trebling every year and M-Commerce(Mobile commerce) is undergoing rampant change. Retailers and consumers are racing for devices and applications with capabilities that they’ve never had before. It is also predicted that more than 10-trillion text messages will be sent next year. Text messaging programmes will account for about $14-billion of the over $19 billion meaning lot more will be spent on mobile campaigns in 2012. Mobile advertising networks have delivered 350-billion global impressions in 2011, generating $800-million in media spend, and earning $275-million in revenue. The US market generated 50% of gross media spend, with Europe and Asia both at around 25%.The mobile web will be a leading channel in 2012. Mobile search will be the dominant activity for engaging people with branded communications, according to Google. Mobile search could become as big for Google, if not bigger, than desktop search.While the future of mobile marketing may be exciting, there is a rather glaring security risk involved with the technology that would make all of this possible. Major issues to be addressed starts with privacy. For all the wonders the Internet has brought to the world, privacy has never been at more of a risk. Essentially, mobile devices know everything about oneself where one goes, what one does, what are the likes and dislikes. Mobile marketing is the current craze in the world of advertising, but the success of the marketing strategies targeting mobile consumers hinges largely on whether a company has a mobile website. Without such a website, the marketing effort will be severely hampered as most mobile consumers are unable to navigate traditional websites with their smart phones.The detailed discussion on how innovative technologies would be greatly redefining customer engagement and experience to varying proportions is added to address the approximate direction in which mobile marketing is heading in the gadget era.

Mobile marketing can refer to one of two categories of interest. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a cell phone using SMS Marketing. (this is an example of horizontal telecommunication convergence). Second, and a more traditional definition, is meant to describe marketing in a moving fashion - for example - technology road shows or moving billboards.

Although there are various definitions for the concept of mobile marketing, no commonly accepted definition exists. Mobile marketing is broadly defined as “the use of the mobile medium as a means of marketing communication”[1] or “distribution of any kind of promotional or advertising messages to customer through wireless networks”. More specific definition is the following: “using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders".[2]

In November 2009, the...
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