MOBILE MARKETING EFFECT ON YOUNGSTERS

Abstract

Mobile Marketing is emerging function of marketing. Today marketers want to stay connected with their customers‘ always. As lifestyle of consumers is changing importance of traditional mediums like TV, Radio etc is decreasing and newer mediums like mobile, internet etc is gaining importance. Since mobile is a personalized device which a customer keeps with him always; when he is resting when he is travelling, when he is going out with friends and family etc. So marketers can stay in touch with their customers whenever. Nielson survey demonstrate that consumers are increasingly gaining trust in the credibility of mobile messages. In this project it is first tried to find out the different ways in which marketers send their messages through mobile medium. Also how mobile marketing effect the youngsters. After gaining a secondary perspective the aim was to find out the current state of mobile marketing and its penetration in the lives of customers. It is also tried to find out the utility and importance of mobiles in consumer decision making process. It was observed that the penetration of mobile advertisements and marketing is very high in the day to day life of consumers but importance is relatively low. Customers mostly use mobile phones for searching purpose but the involvement of mobile in other decision making stages is not much. Then an attempt was made to understand the attitude of customer attitude towards mobile marketing. The trust in the credibility of mobile marketing is quite high this trust does not lead to any kind of brand preference or purchase decision. Still the mobile advertisements are not interesting enough or relevant enough for consumers to share. Looking at the current trends and consumer attitude it was found in what kind of activities consumers like to engage themselves and what kind of communication they are willing to receive. It was observed that customers are quite irritated by unnecessary spamming and are looking for messages that are relevant to them. So marketers should focus on Customerization of messages in terms of content, location, time etc. Also the consumers are looking for mediums in which they can initiate a two way communication with brands, so initiatives should be taken by marketers to facilitate such communication.