Title: A strategic framework for non-intrusive mobile marketing campaigns

Authors: Saurabh Mittal; Vikas Kumar

Addresses: Fortune Institute of International Business, New Delhi, India ' Central University of Haryana, Jant-Pali, Mahendergarh 123031, Haryana, India

Abstract: Intrusive marketing is invasive in nature and it has negative impact on the consumers. Due to its turning off effect, customers may develop an antipathy to the brand. Hence, the marketing campaign may lead to just opposite of its objectives. With the large-scale proliferation of mobile communication, there has been a stringent shift from the traditional marketing to mobile phone-based marketing. However, due to the more personalised nature of device, customers are generally more sensitive towards the marketing campaigns delivered on their mobile phones. Any unwanted marketing campaign may elicit negative response and marketers need to be very careful in drafting their strategies to identify what and how to reduce the intrusive nature of their advertisements. The existing frameworks and models for marketing campaigns do not cover the intrusiveness of mobile marketing campaigns. Present work identifies the factors leading to the non-intrusive campaigns and their possible consumer effects. A strategic framework has been proposed for the development of non-intrusive mobile marketing campaigns along with technology-based solutions and content specific suggestions.

Keywords: intrusive marketing; non-intrusive marketing; mobile marketing; passive marketing; non-intrusive mobile marketing framework.

DOI: 10.1504/IJEMR.2022.121819

International Journal of Electronic Marketing and Retailing, 2022 Vol.13 No.2, pp.190 - 205

Received: 23 May 2020
Accepted: 12 Dec 2020
Published online: 07 Apr 2022 *

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