EFFECT OF MOBILE MARKETING ON YOUNGSTERS

Abstract:
Mobile marketi! is a attracti"e me#i$m %or t&e bra# maa!ers to comm$icate 'it& t&e
c$stomers %or marketi! ($r(oses $si! #i%%eret %orms o% mobile comm$icatio me#i$ms
icl$#i! SMS) MMS a# ot&er 'eb*eable#+ Mobile #e"ice base# comm$icatios+ It is a %act
t&at to#a,-s ,o$!sters are t&e cos$mers o% tomorro'+ It is e"i#et #$e to c$rret !lobal
ecoomic crisis a# recet !lobal 'orries) t&ere is a ee# to (re(are ,o$!sters to cosi#er
#i%%eret cos$m(tio (atters) '&ile beari! i mi# t&at becomi! a 'ise s(e#er #oes./0t
ecessaril, (recl$#e li"i! a re'ar#i! a# satis%,i! li%e+ I t&is re!ar# to em(o'er ,o$!
cos$mers &el(i! t&em to access t&e market 'it& clearer i#eas o t&e (ros a# cos o% eac&
1($rc&ase a# to #e"elo( t&eir ca(acit, to select amo! e2isti! (ro#$cts a# ser"ices+ 3e
'o$l# like to &i!&li!&t t&e %act t&at t&e reso$rces a"ailable to (ro#$cers are "er, (o'er%$l o t&e
o((osite si#e) t&e c&il# cos$mer &as "er, %e' reso$rces %or creati! #e%esi"e strate!ies+ T&is
lea#s to recosi#eri! t&e role o% cos$mer associatios as !oo# re%ereces %or elaborati! a#
comm$icati! alterati"e cos$m(tio (atters) clari%,i! risks coecte# 'it& certai
li%est,les a# (ro"i#i! i%ormatio o sa%et, to ,o$! cos$mers+
1+ INTRO4UCTION
I%ormatio tec&olo!, a%%ects e"er,t&i! %rom #ail, li%e to b$siess i t&e 51st cet$r,+ I
b$siess e"iromet) it s&a(es ot ol, commerce b$t also t&e 'a, i '&ic& com(aies
im(lemet t&eir marketi! strate!ies+ O%%eri! e' marketi! c&aels to iteract 'it&
c$stomers is cr$cial to icrease sales %or com(a,+ T&$s) t&e s$ccess%$l a((licatio o%
1i%ormatio tec&olo!, to coect marketi! a((licatios is &i!&l, (romiet+ Oe o% t&e
a#"aces i i%ormatio tec&olo!, is 'ireless mobile comm$icatio tec&olo!, t&at makes
t&e
./6a,time*to*a,(lace comm$icatio (ossible+ T&is tec&olo!, s,stem allo's icrease#
mobilit, a# e2te#e# ser"ices e"e to remote areas+ 4$e to 'ireless comm$icatio s,stem)
mobile (&oe $sers are able to access t&eir e*mails) searc&) or#er a# b$, (ro#$cts a# ser"ices
%rom e"er,'&ere 'it&o$t com($ters+ Besi#es t&e Iteret a# (ersoal com($ters) t&e mobile
(&oe is t&e ke, to marketers beca$se it is e2tremel, (o($lar a# o%%ers (eo(le t&e o((ort$it,
o% mobilit, o'+
T&ro$!& t&e itro#$ctio o% #ata ser"ices) S&ort Messa!e Ser"ices 7SMS8) M$ltime#ia Messa!e
Ser"ice 7MMS8) Mobile Iteret) etc+) t&e mobile (&oe is ra(i#l, becomi! a "iable commercial
marketi! c&ael %or to attract ,o$!sters+ No'a#a,s) mobile marketi! a#o(tio a#
acce(tace is o t&e rise) b$t marketers 'o$l# &a"e little abilit, to cosistetl, !eerate (ro%its
'it&o$t a clear $#ersta#i! o% t&e elemets #ri"i! ,o$! cos$mer acce(tace+ T&e mai
ob9ecti"e o% t&is st$#, is to #ra' Global S,stem %or Mobile Comm$icatios 7GSM8 o(erators
a# etre(ree$r./0s attetio to e' o((ort$ities i mobile commerce a# mobile
marketi!+
T&e (eetratio a# a#o(tio o% mobile is almost 1::; i ma, 'ester a# Asia co$tries
7Netsi<e) 5::=>T&e Ecoomist) 5::?8+ T&is $bi@$ito$s (&eomeo &as ma#e a re"ol$tioar,
cotrib$tio i t&e a#o(tio a# #i%%$sio o% mobile commerce sice it allo's marketi!
acti"ities to be tailore# to act$al
c$stomers- ee#s a# tastes ) a# tar!eti! c$stomers more acc$ratel, t&ro$!& $si! oe*to*oe
marketi! comm$icatios com(are# to im(ersoal a# mass me#ia 7Carter) 5::A> S&a' et al+
5::18+ T&e icre#ible $mber o% io"atios '&ic& are itro#$ce# ,earl,) a# t&e %ast
tec&olo!ical #e"elo(mets 7Easi! 'oo# a# Ko$stelos) 5:::8) &a"e also c&a!e# t&e
a#"ertisi! (&iloso(&, 7Bar'ise B Farle,) 5::?8) lea#i! %irms to a#o(t mobile marketi!
strate!, as a 'a, to make t&eir a#"ertisi! messa!es break t&ro$!& t&e cl$tters 7C&a! a# Mao)
5::D8+ Earl, sc&olars cocl$#e t&at mobile marketi! (ro"i#es marketers 'it& a real o((ort$it,
to !et a &i!& res(ose rate com(are# to tra#itioal me#ia 7e+!+ 3oo#si#e a# Soi) 1AA18+ T&e
9$sti%icatio %or t&at is t&at (eo(le 'it&i t&e mobile marketi! et'ork s$c& as c$stomers)
b$siesses) a#"ertisi! a!ecies) marketers a# bra#s ca iteract 'it& eac& ot&er i more
creati"e a# %as&ioable 'a, +
Mobile #e"ices are (artic$larl, a((eali! to marketers #$e to t&eir (otetial %or tar!eti!)
iteracti! 'it& a# establis&i! relatios&i(s 'it& cos$mers+ I#ee#) Ro&m a# S$lta 75::?8
ar!$e t&at &a#&el# mobile #e"ices allo' marketers to #eli"er (ersoali<e#) cote2t* a#
locatio*s(eci%ic messa!es to i#i"i#$al members o% a tar!et market+ T&e, ote t&at Global
bra#s s$c& as Mc4oal#./0s) 4omios) Coca*Cola) MTE a# Nike are all a#"ace# i t&eir
#e"elo(met o% mobile marketi! comm$icatios 7MMC8 iitiati"es+ Almost oe*t&ir# o%
I#ias 11./F51*,ear*ol#s $se# t&eir mobile (&oes to s$r% t&e iteret at least oce a #a,) '&ile
a @$arter $se# t&em to take (&oto!ra(&s e"er, #a,+ As mobile (&oes im(ro"e t&eir ca(acit, %or
stori! #o'loa#e# m$sic a# "i#eo cotet) t&e, are likel, to become e"e more i#is(esable
to ,o$! cos$mers+ T&is s$!!ests t&at ,o$! (eo(le./0s $se o% mobile (&oes) a# t&e %actors
#ri"i! t&is) is a to(ic 'ort&, o% marketers./0 attetio+
Eabli! Tec&olo!ies B T,(es o% Mobile Marketi!
Im(ro"e# tec&olo!, i mobile #e"ices allo'e# $s to s$r% t&e iteret) %i# t&e locatio 'it&
GGS 7Global Gositioi! S,stem8) t'eet 'it& %rie#s or c&at 'it& t&em) 'atc& mo"ies a# (la,
!ames a# so o 7Li$et al+) 5:1:8+T&is (art o% t&e st$#, 'ill #eli"er i%ormatio abo$t
tec&olo!, t&at maki! mobile marketi! (ossible a# (reset t,(es o% c$rret mobile marketi!
a((licatios+
HG a# 3i*Fi
T&e term HG is oe o% t&e latest broa#ba# mobile comm$icatio s,stem t&at $ses iteret a#
"ariet, o% m$ltime#ia comm$icatios 7Bao) 5:1:8+ Ce! et al+) 75::A8 e2(lais t&e bee%its o%
HG b, stati! t&at)HG eable# better #ata a# "oice tras%er rate) a# it is (ro"i#i! "ario$s
#i%%eret ser"ices like 'eb bro'si!) "i#eo co%ereci!) e*commerce a((licatios 7Ei#eo) "oice
comm$icatio) olie me#ia) Mobile TE a# etc+8 a# (ersoali<e# i%ormatio ser"ices+ Lar!e
"ariet, o% HG mobile ser"ices tras%orme# mobile #e"ices %rom tra#itioal "oice (&oes to
etertaii!) li%e a# b$siess me#ia 7Ya!) 5:1:8+ 3&e 'e com(are s$r%i! o t&e iteret "ia
com($ter 'it& "ia HG t&ere is some a#"ata!es o% HG ca be see like 'it&o$t time a# (lace
limitatios) '&ic& are becomi! a o((ort$it, %or mobile commerce to !o %$rt&er 7Ce! et al+)
5::A8+ A# i% s(ecial ser"ices ca be itro#$ce# to (eo(le) it ca accelerate t&e im(ro"emet o%
mobile commerce 7ibi#+8+ T&ese #a,s 3i*Fi is becomi! more a# more (o($lar 'a, to coect
to
&e iteret) (eo(le are taki! a#"ata!e o% coecti! to iteret 'it&o$t 'ires i &otels) at t&e
$i"ersit, cam($s) i t&e o%%ice) a# 3i*Fi is becomi! s,o,mo$s 'it& 3LANs 7'ireless
local area et'orks8 allo'i! access to t&e iteret 7Ia,es et al+) 5::A8+ C$rretl, 3i*Fi is
a"ailable t&ro$!& 'i#e ra!e o% mobile #e"ices as a #e%a$lt %$ctio 7Ier, et al+) 5::58+ 3i*Fi
&ots(ots are (ro"i#i! %ree iteret access to e"er,oe '&o is carr,i! a #e"ice 'it& 3i*Fi
%$ctio 7ibi#8+
Mobile baer a#"ertisi!
4e"elo(mets i mobile scree tec&olo!, icrease# t&e resol$tio a# (ro"i#e# a o((ort$it,
%or a#"ertisers to im(lemet &i!&er @$alit, ima!es a# baers o mobile #e"ices 7Mobile
Marketi! Associatio) 5::=8+ Cose@$etl, a#"ertisers ca (ro#$ce more e%%iciet
a#"ertisemets 'it& &i!&er @$alit,) ric&er a# bi!!er 7ibi#8+
FIGURE: E2am(le o% Mobile Baer A#"ertisi!
Locatio base# marketi!