Mobile Marketing: An Analysis and Evaluation of Marketing Channels, Developing Efficacy Matrix to Determine there Respective Employability in the Multimedia Ecosystem
Mehul Shorewala
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Abstract
As per academic Andreas Kaplan, mobile marketing can be defined as "any marketing
activity conducted through a ubiquitous network to which consumers are constantly
connected using a personal mobile device". It can be used to provide customers with time and
location sensitive, personalised information that promotes goods, services and ideas. It is a
form of marketing in which marketers send promotional messages and advertisements to
customers on their mobiles, though in the initial years it was lot more disorganised and
massive amount of spamming was reported, but with technological and analytics available,
customised promotional messages could be sent to consumers based on their profile. This
improvement has changed the perception of customers towards mobile marketing to a large
extent.
Keywords: mobile marketing; multimedia ecosystem; efficacy matrix