Impact Of Mobile Marketing In Consumer Markets

Abstract

This research paper aims to explore the impacts of mobile marketing in consumer markets. Study is specifically focused on the impacts of mobile marketing and techniques which are being used in consumer markets because mobile marketing is a fast growing term in the business and various contributions have been done by this phenomenon so the growth of the mobile marketing can be estimated on the basis on its rapid acceptance and steady growth within the customer markets and a well planned strategic marketing action which executed via wireless communication through mobile device in an interactive and relevant manner which enable a company to communicate with their consumers through mobile device or network. The research magnifies the types and strategies of mobile marketing for acceptance trend of users in consumer markets. The study also identifies that when and how a customer utilized their mobile phone and the roles of mobile marketing campaign and their offering methods. In the means of research instrument, this paper is carried out the perceptions and feelings of users and the marketers from the surveys and discussions on mobile marketing in the shape of statement regarding to acceptance of mobile marketing, perception of customers and marketers, organization's mobile marketing approach and ethical quotient. The instrument of research, a questionnaire, contained two parts. First part covers the demographic data which incorporating the age, gender, network, type of connection, and experience with network. Second part seeks to measure on key statements such as utility, context, control, sacrifice, trust, referred service provider company, usage of the applications (Long term), establishment of functional value, personnel value , service value, value of price, social value, customer facilitation services and cost of the services for formulating the final findings of results. The results identify that both the strategies and drivers of mobile marketing are important for users as well as for the marketers. This study also finds significant contribution which explains the customer trust in account of mobile marketing acceptance activity and customer services.