13-08-2013, 03:39 PM
EFFECT OF MOBILE MARKETING ON YOUNGSTERS
MOBILE MARKETING.pdf (Size: 545.15 KB / Downloads: 101)
Abstract:
Mobile marketing is a attractive medium for the brand managers to communicate
with the customers for marketing purposes using different forms of mobile
communication mediums including SMS, MMS and other web-enabled. Mobile
device based communications. It is a fact that today's youngsters are the
consumers of tomorrow. It is evident due to current global economic crisis and
recent global worries, there is a need to prepare youngsters to consider different
consumption patterns, while bearing in mind that becoming a wise spender
doesn’t necessarily preclude living a rewarding and satisfying life. In this regard
to empower young consumers helping them to access the market with clearer
ideas on the pros and cons of each 1purchase and to develop their capacity to
select among existing products and services. We would like to highlight the fact
that the resources available to producers are very powerful on the opposite side,
the child consumer has very few resources for creating defensive strategies. This
leads to reconsidering the role of consumer associations as good references for
elaborating and communicating alternative consumption patterns, clarifying risks
connected with certain lifestyles and providing information on safety to young
consumers.
INTRODUCTION
Information technology affects everything from daily life to business in the 21st
century. In business environment, it shapes not only commerce but also the way
in which companies implement their marketing strategies. Offering new
marketing channels to interact with customers is crucial to increase sales for
company. Thus, the successful application of 1information technology to connect
marketing applications is highly prominent. One of the advances in information
technology is wireless mobile communication technology that makes the
―anytime-to-anyplace communication possible. This technology system allows
increased mobility and extended services even to remote areas. Due to wireless
communication system, mobile phone users are able to access their e-mails,
search, order and buy products and services from everywhere without computers.
Besides the Internet and personal computers, the mobile phone is the key to
marketers because it is extremely popular and offers people the opportunity of
mobility now.
Literature Review
Mobile Marketing Association (MMA, 2006), defines mobile marketing as "the
use of wireless media as an integrated content delivery and direct response
vehicle within a cross media or standalone marketing communications program".
Scharl et al. (2005) define mobile marketing as the use of a wireless medium to
provide customers with individualized information about products, services, and
ideas at any time and locations, which benefit all stakeholders. In the same vein,
Wireless Advertising Association (WAA) defines mobile marketing as releasing
advertising messages to mobile phones or PDAs through the wireless network
(Xu, 2007). According to Advertising age (2006, p. 20) mobile marketing is
defined as “the use of wireless media as an integrated content delivery and direct-
response vehicle wi
3G and Wi-Fi
The term 3G is one of the latest broadband mobile communication system that
uses internet and variety of multimedia communications (Bao, 2010). Zeng et al.,
(2009) explains the benefits of 3G by stating that,3G enabled better data and voice
transfer rate, and it is providing various different services like web browsing,
video conferencing, e-commerce applications (Video, voice communication,
online media, Mobile TV and etc.) and personalized information services. Large
variety of 3G mobile services transformed mobile devices from traditional voice
phones to entertaining, life and business media (Yang, 2010). When we compare
surfing on the internet via
Bluetooth
According to Groten et al., (2009): “Bluetooth is a radio interface for short-range
connections between electronic devices” (p.1134-1138). If Bluetooth is enabled,
any user with a mobile device can download rich content like graphics, video,
sound, wallpaper, text, and software (Leek et al., 2009). Interaction within mobile
devices is possible via Bluetooth; mobile devices can connect to other mobile
devices with Bluetooth if it is in range (Groten et al., 2001).
Bluetooth wireless proximity based marketing
The proximity path is the use of Bluetooth to interact with consumers which is
called proximity marketing, or the local delivery of the content to mobile devices
(Becker et al., 2010). The Bluetooth path is the usage of Bluetooth on mobile
devices as a communication channel (ibid). Bluetooth technology provides a
powerful opportunity for marketers to use location specific areas to reach
consumers with rich content, and it is also cheaper and less complex than SMS
(Short message service) and MMS (Multimedia message service) (Leek et al.,
2009). Bluecasting is the use of Bluetooth for mobile marketing purposes (Becker
et al., 2010).
Software and Technology
Mobile applications are available for mobile devices like enterprise digital
assistants, mobile phones and personal digital assistants (PDA) (Ho et al., 2010).
Latest advances in mobile technology let mobile phones to have big memories,
convenient internet connections and faster processers (Liu et al., 2010).Lately
mobile application market improved dramatically, number of content providers,
application developers and advertisers increased which improved the mobile
services and or functions (Ho et al.,2010). Example for large mobile application
platforms are Google Android Market, Microsoft WindowsMarket, BlackBerry
Application World, Nokia Ovi and Ovi Store etc. (ibid).
Informativeness
Assuming the mobile platform as a relatively new marketing channel, marketing
centered activities like content and information sharing are main motivations for
consumer acceptance of mobile marketing (Sultan et al., 2010). The user needs
easy access to the information that he or she is looking for (Haghirian et al.,
2005). The main difference between personalized mobile marketing with
informativeness is that personalization highlights the individual preferences and
adjusted to personal needs and interests (Xu et al., 2007).
Credibility
Advertisement credibility is defined by Lutz et al., 1989 as how consumers
perceive the brand is truthful and believable, which mentioned in the advertising.
Credibility of the advertisement should be considered as an important variable
when determining the attitude toward advertisement; in addition to that attitude
towards advertisement and mood should be ignored when considering the impact
of them on attitude toward advertisement (ibid). There are no academic findings
about the impact of the credibility that delivered to mobile devices (Haghirian et
al., 2005).