One of the most important values is that mobile advertising provides is the credibility which is one of the most important utilitarian benefits and that creates a real advantage to the big brands which are known among the consumers ( Strom, R., Vendel, M., Bredican, J. (2014) ).There are a lot of studies which emphasize the importance of integrated mobile advertising (Kim & Jun, 2008, Scharl et al, 2005, Sultan & Rohm, 2005), e.g. integration of pc with mobile internet(Okazaki & Hirose, 2009, Okazaki & Romero, 2010, Wang, 2007), integration of mobile marketing with traditional media (Kim & Jun, 2008).There were suggestions even to integrate more of products with mobile marketing (Sultan & Rohm, 2008).Mobile advertising is best suited for highlighting existing needs and creates new needs in the context of products that require low involvements of potential consumers. Mobile advertising can also provide those bits of information which can facilitate purchase that needs high involvement(Shankar, Venkatesh, Hofacker et al, 2010).Permission-based marketing has also developed a lot since the development of mobile internet, emails etc. which are also capable of getting into the private space of consumer. Consumers want a clear brand promise and offerings that they value but the touch points have changed drastically from the past and because of a lot of mobile penetration, mobile advertising is doing a recognizable job and various technologies like location-based advertisements have added to its success.
Mobile marketing will have to be “opt-in” to work. Targeted mobile couponing is associated with high redemption rate and Return on investment and facilitation of product reviews improves the word of mouth effect. Customer retention is improved by product matching. It is also important now for marketing strategies to take care of privacy and security issues to be successful. Networking, the utility of applications, price, ease of use, and trust are important enablers for mobile advertising. (Shankar, Venkatesh, Hofacker et al, 2010).There has been an accelerated global growth in mobile advertising from last few years and is a function of 3 important areas which are driving it are:
b)Mobile technology and access
Mobile advertising is more cost effective CPM media buy which has broader reach and frequency and various important measurements like response rates, banner ad click-throughs, and customer feedback mechanisms are easy to check through m-advertising. These days consumers carry their mobile devices at most of the places and that ability for a marketer to reach them anywhere at any time of day is what continues to compel more advertisers to start using this a tool and premium content for mobile devices which includes streaming videos and downloadable applications is growing at the fastest rate of all types of mobile marketing (Mind Commerce,2013).Social networks like Facebook has created immense opportunities for mobile advertisers. Mobile commerce video advertising approach purpose a new way for consumers to take their decisions. TV used to be the best way for advertising, currently, mobile phones are more popular and users shop more online. One of the biggest challenges for advertisers is to get mobile advertising accepted by target consumers, getting a Positive attitude towards the brand, advertisement or purchase intentions are taken as determinants of the acceptance of mobile advertising(Aditya & Ashish,2015).
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