Title: Mobile marketing campaigns: practices, challenges and opportunities

Authors: Vikas Kumar; Saurabh Mittal

Addresses: School of Business Studies, Sharda University, Greater Noida, UP, India ' School of Business Studies, Sharda University, Greater Noida, UP, India

Abstract: Increased use of smartphone and other mobile devices means more frequent contact between the brands and consumers. Interactions happen on anytime, anywhere basis, going much beyond the boundaries of traditional customer connect. Starting with the traditional e-mail, to pay per click, search engine optimisation, content writing, social media marketing, video and in-game advertisements, there are multiple channels to reach every segment of the audience as per their comfort. Considering the mobile communication media, optimisation of corporate website, e-mails, SMS, MMS channels, and building a native app are the prominent aspects of the present day mobile marketing campaigns. Present work highlights the importance of optimum mobile marketing campaigns as the mobile phones are serving as a preferred mode for accessing the information about the products and services. Suitability of various mobile marketing channels have been analysed to suffice the needs of different customer segments. Along with this, most important challenges and opportunities have been outlined, considering the present day market scenario. The work is very much helpful in strategic planning of the mobile marketing campaigns and selection of specific channels to cater to the targeted customer base.

Keywords: mobile marketing; mobile advertisements; online marketing; marketing communication.

DOI: 10.1504/IJBIR.2020.105996

International Journal of Business Innovation and Research, 2020 Vol.21 No.4, pp.523 - 539

Received: 10 Jan 2019
Accepted: 17 Feb 2019
Published online: 24 Mar 2020 *

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