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  • SIVASHANKARI2

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    baranidharan .k
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    Mobile marketing is expected to have a significant impact in India, but companies must be careful to avoid pitfalls that annoy consumers, such as unwanted emails. The paper examines theoretical approaches to determine effective mobile marketing strategies. A survey found that consumers see benefits as saving money, time, and gaining useful information, and that permission is an important factor for participating in mobile marketing.

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    Mobile marketing is expected to have a significant impact in India, but companies must be careful to avoid pitfalls that annoy consumers, such as unwanted emails. The paper examines theoretical approaches to determine effective mobile marketing strategies. A survey found that consumers see benefits as saving money, time, and gaining useful information, and that permission is an important factor for participating in mobile marketing.

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    6 views1 page

    SIVASHANKARI2

    Uploaded by

    baranidharan .k
    Mobile marketing is expected to have a significant impact in India, but companies must be careful to avoid pitfalls that annoy consumers, such as unwanted emails. The paper examines theoretical approaches to determine effective mobile marketing strategies. A survey found that consumers see benefits as saving money, time, and gaining useful information, and that permission is an important factor for participating in mobile marketing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    MOBILE MARKETING

    Abstract

    Mobile marketing is set to make a big impact in India. However, experience

    from the use of email for marketing purposes demonstrates that there are a number of

    pitfalls that companies can fall into and which consumers react badly to. The paper

    examines various theoretical approaches that can be used to investigate effective m-

    marketing strategies. We use an adapted version of the unified view of user

    acceptance of IT to determine the factors that impact on the intention to participate in

    m-marketing. Mobile marketing, which involves two- or multi-way communication

    and promotion of an offer between a firm and its customers using the mobile, a term

    that refers to the mobile medium, device, channel, or technology, is growing in

    importance in the retailing environment. A survey of mobile phone users shows that

    consumers view the benefits of m-marketing as saving money, saving time and

    providing useful information. Consumers think that granting permission is an

    important factor in a decision to participate in m-marketing.

    T. PANCHAVARNAM. M.com.,M.Phil.,

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