UNIVERSITY OF BAHRAIN

MANAGEMENT 447

Mobile marketing campaigns: practices, challenges,

and opportunities

STUDENT NAME:

STUDENT ID:
 Abstract

Due to the growing utilization of mobile devices, there is more frequent contact between the

businesses and customers. Communication may happen anywhere, and it has the potential to

stretch the limits of traditional customer care. Depending on the preferences of the customers,

there are several ways to reach each sector of the consumer, including e-mail, web marketing,

content production, digital marketing, advertisement in video games, and television channels.All

key aspects of today's mobile marketing efforts includes the development of a native app, as well

as the optimization of a company's website, e-mails, SMS, and MMS channels.This study

emphasizes the need of effective mobile marketing efforts because mobile phones are the most

common way of acquiring information about products and services.In order to suit the

expectations of various client categories, the appropriateness of various digital marketing

channels has been explored. The most significant difficulties and opportunities have been

highlighted In addition to the current market condition. In terms of strategic planning for mobile

marketing campaigns and the selection of specific channels to reach the intended client group,

the work is quite valuable.

Introduction

Mobility is the most revolutionary trend in modern business, affecting every company,

employee, and client. In order to fit everything into one mobile phone, searching for information,

making purchases, social networking, communicating, and having fun are necessary. According

to a new phrase coined to describe the incident, "a person simply pulls out a smart phone to
receive anything they want quickly under the conditions."According to Vibes (2017) ,

understanding what makes mobile users experiences, how and where to benefit on them, boost

income, and enhance customer connections is critical for businesses. As a consequence,

businesses are really being pressured to carry out smartphone operations in a somewhat more

planned and efficient manner. Smartphone analytics can help virtual insight to gain a much more

detailed understanding of client engagements by integrating their endless possibilities to their

observed values. Digital advertising is a technical area and an intriguing subject for studies due

to its quick development and potential benefits (Ngai and Gunasekaran, 2007; Sadeh, 2003). As

a consequence, numerous researches had classified digital advertising in different ways. The

evolution of mobile advertising is depicted in Table 1. As mentioned in subsequent

classifications, the overview of the purpose of mobile marketing portrayed 'one-way' interaction

from marketers to clients (centered on calls and SMS) and did not cover the important regions

represented by modern mobile communications (video streaming, gaming, apps etc.Due to

expanding desire for mobile phones and strong social network usage, marketers are raising their

mobile advertising spending beside conventional media choices. 

Mobile applications are rapidly being used by organizations to engage with their clients on a

daily basis. Mobile apps are cheaper to create than desktop apps, because they are also more cost

effective for businesses, presence of a large number of applications being produced each year. As

of March 2018, the Google Play Store has over 3.8 million apps while the Apple App Store had

over 2 million (Statista, 2018). From wellness to cartoon games, mobile apps are utilized for a

wide range of functions. In display marketing, digital banners, which imitate traditional

banners/posters for branding and outreach campaigns, are employed. Banners of various sizes are

displayed on prominent mobile apps, high-traffic web portals, and domain-relevant websites
such as Yahoo (general web portal), Shiksha (education portal), Cardekho.com (automobiles web

portal), and others. The majority of websites have mobile-friendly layouts with these adverts

prominently displayed. A big number of people are visiting these websites on their mobile

phones. Video platforms on mobile devices are becoming more and more popular. YouTube

presently has a global user base of over one billion people (as of 2018). YouTube has also been

the most popular video streaming app in the United States and the United Kingdom in terms of

active users (Techcrunch, 2017). Videos, on the other hand, are becoming more and more

important for businesses. Eighty percent of millennials look at video information before making

a purchase decision (O'Neill, 2015). Consumers are finding it easier to pay for membership

offerings through media apps, which is boosting profits for the most popular video smartphone

applications.

Because of its large user base and high degree of communication, social networking is becoming

a significant tool. Despite the fact that smartphones contribute for more than 80% of time online,

it has often been a mystery how to transform this into money. Instagram Stories, but also a

collection of basic marketing and statistics capabilities, were released in 2016. Over the next

three months, Instagram's share of iPhone ad impressions on the Facebook ad network increased

by more than 50%. Marketers can sell their products through a multitude of platforms, involving

company sites, special interests, web banners, embedded videos, and social media platform-

based games (such as Farmville) (subscribe and buy online). Social media mobile applications

such as Facebook Messenger, Whatsapp, WeChat, and Telegram were included for individual

interaction. Advertisers can use social media platforms for everything from consumer

involvement to branding, product introduction, and customer research.

 Literature review

Delivering a highly customized offering to a relevant audience at even the most convenient

moment has always been such a difficult task for advertisers, but digital technology has finally

made it feasible. There is a lot of promise in terms of localization, user choices, responsiveness,

customisation, on-demand, and availability. Marketers, on the other hand, have had to deal with

challenges including payment security, privacy of the users, and non-intrusive marketing design.

Many studies earlier this decade concentrated on the effects of the user's mentality about

particular brands or products on mobile advertising (Saladow, 2012; Li and Du, 2012), instead of

the influence of the recipient's attitude toward specific brands or products on mobile advertising.

Marketers must explore whether components of mobile marketing could influence consumers'

views toward or investment decisions for the products that are offered, according to various

experts (Nittala, 2011). The type of message service shared with users (SMS versus MMS) (Koo

et al., 2012), design attributes of mobile advertising such as color, copy, and style (Chen and

Hsieh, 2012), types of products advertised (Ma et al., 2009), and devices in mobile advertising

for consumers' privacy concerns are among the major factors investigated regarding the effects

of mobile advertisements (Hardt and Nath, 2012). As a result, a number of scholars have

suggested that more diverse talks about how and what might be done to enhance the results of

mobile advertising are necessary (Kolsaker and Drakatos, 2009).

Inaccurate, erroneous, or irritating information can impair the efficiency and confidence of any

media. As a result, a business must refrain from spamming its marketing efforts. Needs of

customers, intentions, and objectives have pushed mobile marketing, with the demandable
being'receiving consent.' Unwanted messages on mobile devices should not disturb customers, so

mobile marketers must design a strategy to avoid this. The authorization of the client is critical to

a successful mobile communication strategy. Differentiating these endeavors from spam can be

as simple as asking the audience for permission to send them marketing content in a clear and

concise manner. SPAM (unwanted SMS, e-mail, advertising, etc.) is a far more hazardous threat

to the value of permission-based marketing in the mobile marketing ecosystem than it is in the e-

mail world.

People are used to being asked if they want to get additional offers/news when downloading

material from the web, managing notifications, or even receiving SMS, e-mail, and push

notifications. However, the number of messages they can receive each day, the types of

communications they may receive, and the time of day they can receive these messages all

become extremely important considerations. As a result of this decision or authorization,

customers will be delighted and satisfied. Instead of requesting permission to track their

locations or authorization to deliver them marketing message, businesses can offer customers the

option of signing up for a place list or SMS list. In mobile marketing, the opt-in or selection

procedure, which is typical in e-mail marketing, is considerably more significant.

 Literature Analysis

Year 2020

Author Names “Vikas Kumar and Saurabh Mittal”

Purpose The purpose of this article is to examine various elements of digital

marketing and their impact on customer behavior by looking at the

changes that have occurred as a result of digitalization.

Research Methodology Secondary research was used in the study's research approach. The

information is gathered from many professors and researchers and

released in e-books. It also includes articles published in journals,

publications, and company websites about their CSR operations.

Data about the company that is updated on a regular basis and made

available to the public. The secondary data gathered is analyzed in

order to present the study. The information gathered is focused on all

areas of India. For a critical review of the material, the explanatory

research technique is used. In the technique, a critical literature

review method was used.

Independent variables ● Investment in mobile marketing

● Market research data

● Budget allocation for digital market adoption

● Digital marketing skills required

● Transition from conventional marketing to internet marketing

Dependent Variables ● Mobile Marketing

Key Findings According to the research, digital and mobile marketing help

businesses perform better and develop faster.

Research Gap & The present journal's research limitations can be attributed to the fact

Limitation /Future that the extents of the influence of the elements are not clearly

research indicated in the study. For a better execution of digital marketing

strategies, the different ways of applying the aspects that effect must

be properly appraised. This must be expressed in order to determine

the success and responsiveness of these methods to customer

behavior and the organization's digital marketing standards. The

substance of digital marketing rules, as well as the extent to which

they might be applied, need to be properly investigated.

Remarks Since the deployment of digital marketing and mobile marketing, the

organization has benefited. The Internet brings the customer closer

and has a greater effect on them. Continuous exposure to

commercials, on the other hand, might have a negative impact by

aggravating clients. The extraction of data from user-generated data

creates ethical considerations. Mishandling data may endanger

customers and offer certain firms an unfair edge.

Kumar, V., & Mittal, S. (2020). Mobile marketing campaigns:

 Reference
practices, challenges and opportunities. International Journal of

Business Innovation and Research, 21(4), 523-539.

Conclusion

Smartphone advertising campaigns have indeed proven to be an important aspect of a business's

marketing program. Marketers have a range of mobile phone-based marketing channels at their

disposal, some of which have proven to be quite profitable. The proper mix and selection of the

suitable mobile marketing channel are crucial for developing a successful mobile marketing

strategy. Customers feedback, behavioral analysis, and the creation and upgrading of tailored

programs are all necessary for a satisfactory return on investment and retain customers.

Companies should keep looking into technological developments like smartphone analytics,

better security, and confidentiality. Due to the availability of individual information, location

data, and other statistics, businesses can conduct improved customer segmentation and

positioning, as well as discover shifting consumer desires. Any error or ignorance in the

development of mobile websites and applications, e-mail or banner creative, or the usage of any

third-party plugin might jeopardize the overall success of marketing efforts. Mobile marketing is

important and has potential, but it must be regularly reviewed, updated, and controlled.
 Recommendation for Future Research

Future study might be conducted on the probable literature gap that exists in the journal

under consideration. The evolution of technology necessitates the development of digital

marketing systems and tactics to keep up with the improvements. Digital marketing has been

using social media to advertise products and services, but diverse tactics that must be employed

to attract target customers of varied ages, cultures, and mindsets must be considered for future

study. Effective methods for keeping an organization's digital marketing tactics up to date must

also be investigated in future research. The efficiency of the various components has been

highlighted; nevertheless, the extent to which customer behavior influences digital marketing

techniques has to be investigated. The manner in which the organization can influence customer

behavior and purchasing decisions must also be investigated and examined for future studies.

Different technologies and systems, such as wearable technologies, virtual reality, and

augmented reality, might be improved and employed for digital marketing; however, the best

ways to use them must be discovered via future study. Once the approaches are discovered, the

effectiveness of those methods must be evaluated. Future research should also determine how the

various search strategies and engines can be used more effectively to read the mind of the

customer in order to gain a better understanding of customer behavior and thus have better

control over its effects on digital marketing norms and organizational improvement.