Smart phones, smarter marketing: suggesting strategies through smart phones in IndiaRajan Gupta
, Saibal K. Pal
, Saibal K. Pal
, 2012, independent scientific component part or a chapter in a monograph
Abstract: Marketing via mobile phones, commonly known as Mobile (m)-Marketing, includes advertising, promotions, direct marketing and customer relationship management using mobile calls or mobile media like SMS and MMS. With over two billion mobile users currently available all over the world and a significant percentage switching to smart phones, marketers now have new opportunities to target users of such devices. This paper focuses on identifying and designing marketing strategies for different sectors and product/service categories in India using these smart devices and available services. Primary data collection has been carried out by interviewing marketing and store managers and also by collecting responses from users. We identify sectors like banking & financial services, education, health, real estate, airlines, tourism and hospitality and suggest interesting marketing opportunities for the mobile platform. We believe that these initiatives would open up new channels for customer engagement, branding, advertising and product promotion. We also feel that with regular addition of new players, the future holds bright for brands coming together, selling together and marketing together in the smartest possible way.
Keywords: marketing strategy, mobile marketing, smart phones, dual branding
Published in RUNG: 05.04.2021; Views: 1744; Downloads: 0
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