The Effectiveness of Mobile Marketing

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Mobile communication has become part of our daily lifestyle. The widespread adoption of mobile devices is occurring because these devices fit the way we wish to live. Mobile devices help fill many consumers need to be always connected and always informed. It’s a growing industry and all corporate players are offering mobile products and services to consumers that need to be more and more connected and informed. The market is just being created, growing out of the earlier “mobile data” classification into what is being regarded as m-commerce and m-services today. Technology developments have created new marketing communication channel or media such as email, SMS (Short messaging Service) and MMS (Multimedia Messaging Service). Today mobile advertising is carried out mainly using SMS (Short Message Service). The objective of this paper is to explore effectiveness of mobile marketing to consumer. Consumer responsiveness is potentially more effective than permission because it assumes consumer attention rather than merely permission. To reach this purpose, this study tries to examine any significant relationship between intention to buy and customer perception in respect to mobile marketing and also is there any significance differences in demographic (gender and age groups). The data is obtained by field sampling survey in Klang Valley, the capital of Malaysia. The findings of this study contribute to companies want to utilize the mobile medium to deliver advertising message in this fierce competitive and fragmented media landscape so that consumer services and products are better targeted, and also companies which currently are deploying mobile technology in their overall marketing strategy. This paper also probes the need to measure the responsiveness of their consumers in order to understand the effectiveness of their marketing communication in different traditional and new communication channels.


Keywords: Mobile Marketing, Mobile Advertising, Consumer Marketing, Marketing Communication, Mobile Commerce
Stream: Technology in Community
Presentation Type: Virtual Presentation in English
Paper: A paper has not yet been submitted.


Mohammad Khidzir Yusof

Faculty Member, Faculty of Business and Accountancy, University of Malaya
Petalking Jaya, Selangor, Malaysia

Books
A demographic study of Malaysian entrepreneurs : A progress report
Malaysian Entrepreneurs : An Empirical Examination
Machiavellianism : An update of the theory and empirical Evidence
Business Ethics Among Entrepreneurs : A case for Malaysian Entrepreneurship
The Malay character and Machiavellian traits

Conferences
Mohammad Khidzir Yusof and Abdul Latif Haji Salleh 2004 "Personality, Religiosity, Business Ethics and Entrepreneurial Performance". Academy for Global Business Advancement Conference. New Delhi, India.

Mohamad Khidzir Yusof "The Relationship among personality Constructs, Religiosity, Business Ethics and Entrepreneurial Performance". USM proceedings for the 5th annual Asian Academy for management Conference. Pahang.

Mohamad Khidzir Yusof. "A review of Literature on Locus Control, Machiavellianisr. And Entrepreneurship Theories." First National conference on Entrepreneurship and Small business . UUM
Othman Md.Yun, Mohamad Khidzir Yusof and Zaidi Md. Amin, "Personality type and the choice of occupation" Institute of Personnel Management Malaysia.

Aaron Lee

Market Research Director, Consumer Marketing, Isentric Sdn Bhd
Petaling Jaya, Selangor, Malaysia

Aaron Lee holds a BEng (Hon) degree in Electrical & Electronic Engineering from the University of London, United Kingdom. Prior to joining Isentric Sdn Bhd, he was working as a Business Consultant in Accenture for a period of three years. He has established himself as a subject matter specializing in telecommunication billing settlement and new mobile product development. He has worked in mobile product development and billing departments of telecommunications companies such as TimeCel, TimedotCom, Celcom and Maxis.In iSENTRIC Media , he is responsible for the managements’ direction, overall operations and profitability for the company. After establishing the company, he has come forth with a range of technical and marketing approach using the mobile channel.

Ref: T08P0042