8/2/2019 Cell Phone as a Marketing

http://slidepdf.com/reader/full/cell-phone-as-a-marketing 1/2

CELL PHONE AS A MARKETING TOOL 

Introduction:

With the hike in the telecommunication sector, cell phones are far reaching the globe and

hence there are dramatic changes in the way people communicate. Such a technology

has made the world smaller, the penetration and adoption of cell phone is almost 100%

everywhere.

Due to such a revolutionary change and with the advent of mobile commerce cell phone

has become a marketing tool as it allows marketing activities to be tailored to actual

customers needs and tastes and targeting customers more accurately through using

one to one marketing communication .

Cell phone marketing provides marketers with a real opportunity to get a high response

rate as compared to traditional media. The reason being that the people within the cell

phone marketing network such as customers ,businesses ,marketers and brands caninteract with each other in more creative and fashionable way.

Literature Review 

Leppäniemi et al. (2006) carried a comprehensive review about mobile

Marketing research and found 21 different definitions. The author found that

academicians used different term interchangeably such as mobile advertising, wireless

marketing and wireless advertising which all refer to mobile marketing.

Scharl et al. (2005) define mobile marketing as the use of a wireless medium to provide

customers with individualized information about product services and ideas at any timeand locations which benefits all stakeholders.

Graham, 2001 studied the future of wireless advertisings and found that 60% of

respondents showed interest in receiving text advertising through mobile phones and

Black (2001) reported that brand awareness for the advertized

brand increased more than 80% among respondents who received on average six SMS

advertising.

Barwise and Strong (2002) studied SMS as a potential advertising means for young

people, and found that 51% were very satisfied with a service that was customized and

tailored to only receive messages relevant to interests. 84% stated they would

recommend such a service to a friend, and 63% said that they had either replied or

taken action as a result of receiving the SMS ad. The authors, however, stressed the

importance of the relevancy of the SMS contents as prerequisite to motivate young

people to take an action. In addition, the authors showed that mobile advertising were

more favorable to

8/2/2019 Cell Phone as a Marketing

http://slidepdf.com/reader/full/cell-phone-as-a-marketing 2/2

consumers for location-sensitive and time critical events. Enpocket (2002) reported that

94% of respondents had read the SMS advertising messages, and 23% of them

forwarded the marketing messages to friends.

Objectives of Study

1)To study the effectiveness of cell phone marketing.2) To find the effect of direct advertisement through cell phone on customers buying

intention.

3)To find the factors leading to increase in use of cell phone marketing.

4)To find whether the customers rely on the information provided to them through sms.

5)To find what kind of product buying decision is likely to be influenced more by cell

phone marketing.

RESEARCH DESIGN AND METHODOLGY: 

Research Type: Descriptive Research to be used to find the effectiveness of cell phonemarketing.

Sample Unit: - Individual Customers

Sampling Technique: Non probability Convenience Sampling.

Sampling Area: Ghaziabad and Noida.