Mobile Marketing Paper Example

Chapter 1: Introduction

Background of the Study

Mobile marketing has become one of the most common communication phenomena between customers and business entities. The increasing number of people using mobile devices such as smartphones and tablets has created a new platform for corporate interaction. The use of mobile phones has become one of the digital avenues where producers and consumers connect (Persaud & Azhar, 2012). Scholars have also capitalized on this trend to initiate and advance studies geared towards improving awareness and the knowledge regarding how mobile marketing is impacting both the consumers and the businesses. According to Oscar, Alexandra, and Sandra (2017), mobile phone users have increased in recent years and have attracted the corporate sector. On the other hand, the consumption of mobile digital content has increased, which has paved the way for organizations to consider how they could influence the purchasing behaviors of their clients. The use of mobile phones has ensured that individuals are communicating and interacting with one another while sharing knowledge and insights. In such a case, the use of mobile phones and other digital devices has opened a new dimension in communication, which has become a potential avenue for business development and customer engagement. While investigating the issue of mobile marketing, Oscar, Alexandra, and Sandra (2017) pointed out that the use of mobile phones has increased the types and amount of digital content shared between business entities and their targeted customer. The authors also affirmed that this goes beyond the interpersonal communication supported through different mobile interface since businesses are able to engage their customers and improve their value proposition.

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The current statistics indicate that since 2013, the number of smartphone users agrees by over 40% to an estimated value of 1.07 billion (Oscar, Alexandra, & Sandra, 2017; ComScore, 2016). It is considered that the growth is partly influenced by the affordability of mobile devices. However, some proponents also argue that the changes have emanated from the increased access to mobile technologies that guarantee multiple and diverse applications to improve users' experiences. Amid the increasing number of users lies the business sector whose performance is subject to the external trends characterizing the use of technology and other digital devices. The integration of the use of mobile phones and access to the internet is another essential feature that cannot be ignored. Through smartphones, users are able to access the internet at their discretion while at the same time using different installed application, which increases the digital media and information shared through these devices (Persaud & Azhar, 2012). The integration of mobile marketing in business is therefore positioned at the center of advanced communication needs and the technology changes that create a platform where businesses could embed their product and service promotion agenda and strategies to maximize customer engagement. It is important to note that many organizations have embraced the use of the internet as a forum that can enable them to get in touch with the customers and other business partners. Through the internet and different applications and interface, experts are in a position to link content shared across different digital platforms into a mobile-friendly format.

On the other hand, the nature of a business in another key factor that defines the approach to customer engagement, acquisition, and retention. For example, corporate agencies that are specialized in service delivery such as the hospitality, banking, and the cosmetic sector engage in activities that need constant contact with their clients because of the need for timely and regular dissemination of information. In this case, a new element is generated, which entails the transformation of the mechanisms used to reach out to the targeted customers. Therefore, the measures used by business ventures has become necessary and organizations have resorted to approaches that will market their brands and services and lead to long-run results. The use of mobile marketing has transformed the manner in which individuals interact and access information in the global village. Oscar, Alexandra, and Sandra (2017) argue that the evolution of mobile communication has brought a new concept of marketing for the organization through varied avenues and methods. Technology has boosted the operations and activities carried out using mobile phones such that it is much easy for an organization to market their products and communicate with the respective targeted market. Through smartphones, individuals are in a position to share information through audio, texts, videos, and pictures that carry the respective messages they want to disseminate (Persaud & Azhar, 2012). This is the niche that most businesses have used to improve their brand awareness among customers based on their segmentation and targeting. Based on the concept of customer engagement and retention, it is favorable and justified for organizations to select the appropriate avenue to pass the information regarding their brands and products on social platforms with their potential customers.

Moreover, the use of mobile marketing is continuously becoming relevant as consumers adapt to new technology trends such as continuous and intensive use of text messaging, surf in mobile internet, and sharing of different types of contents. Along learning more about different media, mobile marketing presented a field of unknown, left with too little attention. Moreover, mobile marketing budgets are still small, consisting of the leftover of massive television and printed media budgets, partly due to lack of knowledge about opportunities in mobile marketing. This paper attempts to highlight how mobile direct marketing is used to enhance customer retention as well as the consumers' general reactions to such practices, particularly in Sephora Singapore. The researcher has focused on the attitudes of the customers in this region regarding the use of mobile marketing while paying attention to the gaps, insights, and recommendations for businesses operating in this region (Persaud & Azhar, 2012). Therefore, the paper first introduces key theory related to the concepts of mobile marketing, direct marketing, and customer retention. The notion of customer retention and loyalty programs are discussed in relation to all the main topics of the literature review. Based on the qualitative assessment carried out in the course of the study, the researcher has presented and discussed the findings in line with the objectives and research questions defining the paper.

Statement of the Problem

he rate at which people engage and use their mobile phones is increasing based on the level of advancement in technology that has led to the creation of applications that link internet interface to the mobile software. Combining the use of mobile phones and the need for brand promotion provides a framework where business could acquire and retain customers through constant interaction (Persaud & Azhar, 2012). Mobile marketing has become one of the most efficient and fastest ways of sharing information about a product or service to potential customers (ICD, 2013). The same is true about customer feedbacks, which is used to improve quality in the business sector. Organizations have been keen to set measures that could be used to improve brand awareness and customer engagement through mobile phones. In this case, researchers have also been attracted to investigate different aspects of mobile marketing. Regardless of the current empirical evidence about the use of mobile marketing, the lack of proper planning and implementation of the set strategies and interventions has been linked to poor results. There is limited evidence that provides industry-specific or firm-tailored approaches and implications when adopting mobile marketing. Such a case has emanated from the failure to address customer perceptions and attitudes regarding the mobile marketing practices used in different organizations. A study focusing on this area is needed to present the dimensions that characterize the attitudes of customers regarding this product promotion method.

Moreover, the increased use of mobile phones and the high number of digital contents shared across these devices has increased the complexities that organizations face when using mobile marketing to interact with the customers (ICD, 2013; ComScore, 2016). On the other han...