Mobile Marketing Communication
MOBILE MARKETING COMMUNICATION
BY: - MOHAMMAD ARSHAD, AMIT DHOTE.
EMAIL: -mohd.arshad97@gmail.com, dhoteamit699@gmail.com.
INTRODUCTION
“It’s all about communication and trust relationships.”
– Vesku Paananen, the father of the ringtone business, 2000
The marketing communications environment has changed rapidly during the last few years. Specifically, mass markets have been broken down into fragmented Markets, and therefore, marketers are now shifting away from mass marketing. Marketers are developing targeted marketing communications to build and maintain relationships with customers in more narrowly defined niche markets. Consequently, companies’ interactions with customers are increasingly managed by technologies that enable the firms to personalize communications in real time across multiple media platforms and channels. Thus, marketing communications is nowadays increasingly interactive by nature. Interactive media changes marketing communications from a one-way process to a two-way process with the interaction of the consumer and marketer at the core. This view of interactive marketing is obviously motivated by
Integrated Marketing Communications (IMC). During the past decade, IMC has generated an increasing interest among academics and practitioners. From an interactive marketing viewpoint, IMC not only defines and assigns the integrated role of diverse communication media but also addresses how the combination of different media enhanced. Abstract
This dissertation aims to examine the theoretical and empirical foundations of the mobile marketing phenomenon. While numerous studies have yielded important insights into this topic, the existing mobile marketing literature appears to be inconsistent and somewhat fragmented.
With the help of two action research projects, interviews of mobile marketing
BY: - MOHAMMAD ARSHAD, AMIT DHOTE.
EMAIL: -mohd.arshad97@gmail.com, dhoteamit699@gmail.com.
INTRODUCTION
“It’s all about communication and trust relationships.”
– Vesku Paananen, the father of the ringtone business, 2000
The marketing communications environment has changed rapidly during the last few years. Specifically, mass markets have been broken down into fragmented Markets, and therefore, marketers are now shifting away from mass marketing. Marketers are developing targeted marketing communications to build and maintain relationships with customers in more narrowly defined niche markets. Consequently, companies’ interactions with customers are increasingly managed by technologies that enable the firms to personalize communications in real time across multiple media platforms and channels. Thus, marketing communications is nowadays increasingly interactive by nature. Interactive media changes marketing communications from a one-way process to a two-way process with the interaction of the consumer and marketer at the core. This view of interactive marketing is obviously motivated by
Integrated Marketing Communications (IMC). During the past decade, IMC has generated an increasing interest among academics and practitioners. From an interactive marketing viewpoint, IMC not only defines and assigns the integrated role of diverse communication media but also addresses how the combination of different media enhanced. Abstract
This dissertation aims to examine the theoretical and empirical foundations of the mobile marketing phenomenon. While numerous studies have yielded important insights into this topic, the existing mobile marketing literature appears to be inconsistent and somewhat fragmented.
With the help of two action research projects, interviews of mobile marketing