Mobile Marketing is one of the marketing tool which involves communication with consumers or companies via electronic devices such as mobile phone, tablet etc. It delivers messages, advertisments, news and information to the targets. Mobile Marketing came up with a huge amount of advantages like easy to work with. However, it has some disadvantages in the mean time such as it is too diverse. While the disadvantages there are couple of challenges which Mobile Marketing has to face in the future.
Mobile advertising can be defined as “the usage of mobile Internet-based media to transmit advertising messages to consumers in form of time and location sensitive, personalized information with the overall goal to promote goods and services” (Haghirian, Madlberger and Inoue, 2008, p. 3). Similarly, Scharl, Dickinger and Murphy (2005, p. 165) described it as information that promotes goods and services in a personalized, time and location sensitive manner, using a wireless medium. Leppäniemi, Karjaluoto and Salo (2004, p. 93) defined it simply as “the business of encouraging people to buy products and services using the mobile channel as medium to deliver the advertisement message.” Mort & Drennan (2002, p. 9) stressed “the ubiquitous nature
In the research, we need to investigate whether the product and service can influence people behavior to purchase it through mobile advertising. The mobile devices information can be provided to the consumers of their interest which gives chance to markets to build the customer relationship in new dimension that’s way now a day’s many companies rely on these types of devices to advertise and promote their product and service to their target customer (Saeed, et al., 2013).Country of region is important predictor of product quality as imported product is more preferred when local product is considered of low quality. Other than that, when the advertisement for that product increase its mean that this will increase due to the high loyalty so
The development of online marketing in the world has established a new place of communication and interaction among individuals. At present, Internet has become an important tool for modern companies. The aim of this research is to observe the impact of online marketing strategy on consumers’ purchasing decision. Specifically, this research is observing the impact of online marketing strategy on consumers’ purchasing decision when it comes to retailers (Hsin Chang & Wen Chen, 2008) 1.2. Background Many of the organisations have agreed with the fact that transformation of customer behaviour is the unavoidable trend due to which they have started changing their marketing strategy.
New age advertising has gone more digital and so services like QR Codes, Infographics , Gifographics are eye catching and can communicate brand messages effectively. Let’s not forget about conventional marketing mediums, like radio and television that may not be the best options for small to medium online businesses; because they are costly and may generate too much demand. Mobile marketing has a certain sophistication its developed over the years, not only can you send SMS messages with your brand message and offers direct to your target audience at an affordable rate. Mobile marketing allows you a range of new services that are gaining the interest of more business owners: • (MMS) Multi-media Message Service – can contain a timed slideshow of images, text, audio and
With the range of new technologies becoming available all the time, this scope can only grow. Interactivity Whereas traditional marketing is largely about getting a brand's message out there, e-Marketing facilitates conversations between companies and consumers. With a two-way communication channel, companies can feed off of the responses of their consumers, making them more dynamic and
Heikki Karjaluoto, et al. (2005) states that brand plays a very important and decision changing role in stimulating the consumer to choose ane mobile over the other. Also the factors such as advertisement and price has also an effect on consumer buying behaviour. Nasr Azad et. al.
• To find out the features in adverts that can influence people to buy mobile handsets. • To determine the effect of advertising on consumer buying behavior of mobile handset users in Lahore. 1.4 SIGNIFICANCE OF RESEARCH Advertising and its significance to businesses has never been in doubt. It has also been well investigated into by various researchers on different and specific dimensions. The researcher’s conviction for undertaking this study is the dimension it brings to bear on the topic.
Nowadays, the most commonly used type of marketing is digital marketing which is considered as the main way and future of marketing. It is extremely essential because of its pacy growth. Electronic device use is important when a company is applying digital marketing in order to attract new customers and build permanent