The Effectiveness of Mobile Marketing
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
Mohammad Khidzir Yusof
Faculty Member, Faculty of Business and Accountancy, University of Malaya
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