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Designing Effective Mobile Advertising with Specific Reference to Developing Markets
Abstract
Mobile advertising is a potentially powerful tool for direct and interactive marketing. Unlike e-commerce, the acceptance of m-commerce by customers has seen only modest growth, especially in Third World countries. The reason is lack of consumer responsiveness. This study aims to propose a hierarchical utility package (in the consumers’ perception) with reference to mobile advertising, thus aiming to enhance its acceptance amongst the consumers. Customization of messages and location based messaging are the strongest positive drivers of consumer acceptance of mobile advertising, followed by inclusion of incentives and self deleting advertisements. Firms making use of the mobile channel as part of their promotional strategies should take into cognizance the perceived usefulness that the addition of the channel brings, and consumer preferences with reference to their information needs. Thus by incorporating the utility package in the mobile advertising format, the mobile phone as an information channel might result in a symbiotic bonding relationship with its customers. Thus a marketer, by incorporating the utility package in the mobile advertising format, can not only ensure its greater acceptance (among consumers) but also develop a leverageable, competitive advantage.
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