Vol: 8, Issue: 3 2018

Page: 001-035

Mobile Marketing: An Analysis and Evaluation of Marketing Channels, Developing Efficacy Matrix to Determine there Respective Employability in the Multimedia Ecosystem

Mehul Shorewala

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.