Volume 34, Issue 1, 2025
DOI: 10.53555/03276716.2025.02
Mobile Phone Advertising (MPA) Among Products and Services – A Marketing Communication Perspective
Abstract
The evolution and convergence of dispersed networking, mobile computing and mobile telecommunications has created important profitable opportunity. Mobile business, defined as transactions with direct or indirect financial value over wireless devices, is expected to reach 3.67 billion users by 2024. The value of mobile commerce is expected to reach $300 billion by 2030. The growth of the market, the plenty of new technologies and their convergence has opened many new opportunities for marketing promotions and advertisements. The mobile is a powerful tool in targeting consumers but we are careful in tapping the medium because it could amount to disturbance in consumers’ private space, to tap this growing medium while managing the challenge of spamming, many a young SMS (short messaging service) marketing company has come up with technology and plans that deliver the goods to both advertisers and consumers. Mobile marketing companies have had a character of being pushy as they spam users with content they don't care about and share database without permission.
The paper is both Exploratory and Descriptive in nature. The size of the sample is 100 consumers which includes young students, business people, professionals who are using mobile phones. The structured Questionnaire is used as the main source for collecting the primary data. Interviews were conducted to primary information. Secondary data is collected through Journals, Articles for reference as a source of secondary data. Convenience sample method is used as tool for collecting required information from the population and Data is analysed using Percentage analysis and statistical tools such as Chi square.
Keywords
Mobile Telecommunication, Marketing Promotions, Mobile Marketing, Advertising.