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Need an research paper on the impact of mobile marketing on mobile users. Needs to be 2 pages. Please no plagiarism.
Need an research paper on the impact of mobile marketing on mobile users. Needs to be 2 pages. Please no plagiarism. The Impact of Mobile Marketing on Mobile Users affiliation The Impact of Mobile Marketing on Mobile Users Introduction
Innovations create marketing opportunities as well as challenges. Mobile advertising, an area of mobile commerce, targets users of handheld wireless devices such as mobile phones. Mobile marketing has impacted the customers and make them loyal to organizations thus creating a new level of business opportunities (Al-alak, Alnawas, & Ibrahim, 2010). Organizations rely on the fact that, most consumers of their products and services are most likely to carry their mobile devices with them in a standby state. Therefore, this makes are more likely to receive the message and absorb it instantly (Shankar & Balasubramanian, 2009).
Impact
Mobile marketing has helped the mobile users enhance their relationship with the organization brand. The interaction between the consumers and the organization has been enhanced. Mobile phones have created a good platform for delivering information to the organizations. The introduction of mobile advertisement has made it easy for consumers to purchase their products using mobile devices, and this has made to the increase in the purchase response (Leppäniemi & Karjaluoto, 2005).
Compared to the traditional methods of marketing, mobile marketing has tremendously changed the perception of marketing today. The mobile users’ perception towards marketing has changed, and they feel it personal as though they are part of the marketing strategy (Church & Smyth, 2009). The consumers who are the users of mobiles feel as though they own the organization. The change in perception towards organization and businesses has been reported as a result of mobile marketing. Several companies are now recording a significant increase in the number of customers purchasing their products (Smutkupt, Krairit, & Esichaikul, 2010).
Mobile marketing has been a success in the recent year. This has been contributed by the fact that the user of the mobile is instantly getting convinced upon receiving the message on a certain product or services being offered. This has contributed greatly to the organization to create relevance in marketing communication messages in meeting the expectations of the customers (Varnali & Toker, 2010).
This mode of advertisement has been able to meet the satisfaction of most customers. This is because most customers are always getting frequent updates on the organization progress and the introduction of new products at the disposal. This has been able to save customers a lot of time and resources as opposed to the old methods including the use of internet. This up to date information is vital to both the success of the organization as well as maintenance of customers’ loyalty. As a result, most companies have been able to retain most of their customers through mobile advertisements (Sultan, Rohm, & Gao, 2009).
In addition, this marketing strategy has been able to allow the users to provide feedback to the organization pertaining their services, products or progress. Through these means, the mobile users get enough opportunity to interact and engage with the organization in coming up with a product to meet the market requirement (Smutkupt et al., 2010).
On the other hand, not everybody using mobile devices is happy with this mode of advertisement. Some users feel that mobile advertising is stepping over a line of discretion and invades their privacy hence feeling disturbed by this technique thereby affecting their attention and perception of the company (Leppäniemi, 2008). Not everyone is comfortable with receiving text messages because they view being nuisance even in times when one is busy. These people are affected negatively, and their response to such advertisers makes them withdraw from certain organizational products and services (Jenkins, 2006).
In conclusion, this mode of marketing does not affect every mobile user positively. There are those who view it as nuisance, and there are those who take advantage of it to keep track of an organization. However, it is great that this marketing strategy has been able to integrate its customers directly in every aspect of the business (Ranchhod, 2007).
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References
Al-alak, B. A. M. B. A. M., Alnawas, I., & Ibrahim, A. (2010). Mobile Marketing : Examining the Impact of Trust , Privacy Concern and Consumers ’ Attitudes on Intention to Purchase. International Journal of Business and Management, 5, 28–41.
Church, K., & Smyth, B. (2009). Understanding the intent behind mobile information needs. Proceedings of the 14th International Conference on Intelligent User Interfaces.
Jenkins, F. (2006). Mobile Marketing. Wall Street Journal, 7, 198–199.
Leppäniemi, M. (2008). Mobile marketing communications in consumer markets. Business.
Leppäniemi, M., & Karjaluoto, H. (2005). Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation. International Journal of Mobile Marketing, 3, 18.
Ranchhod, A. (2007). Developing Mobile Marketing Strategies. International Journal of Mobile Marketing, 2, 76–83.
Shankar, V., & Balasubramanian, S. (2009). Mobile Marketing: A Synthesis and Prognosis. Journal of Interactive Marketing, 23, 118–129.
Smutkupt, P., Krairit, D., & Esichaikul, V. (2010). Mobile Marketing : Implications for MARKETING STRATEGIES. International Journal of Mobile Marketing, 5, 126–139.
Sultan, F., Rohm, A. J., & Gao, T. (Tony). (2009). Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth Markets. Journal of Interactive Marketing, 23, 308–320.
Varnali, K., & Toker, A. (2010). Mobile marketing research: The-state-of-the-art. International Journal of Information Management.
