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Mobile marketing campaigns: practices, challenges and opportunities

Author

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  • Vikas Kumar
  • Saurabh Mittal

Abstract

Increased use of smartphone and other mobile devices means more frequent contact between the brands and consumers. Interactions happen on anytime, anywhere basis, going much beyond the boundaries of traditional customer connect. Starting with the traditional e-mail, to pay per click, search engine optimisation, content writing, social media marketing, video and in-game advertisements, there are multiple channels to reach every segment of the audience as per their comfort. Considering the mobile communication media, optimisation of corporate website, e-mails, SMS, MMS channels, and building a native app are the prominent aspects of the present day mobile marketing campaigns. Present work highlights the importance of optimum mobile marketing campaigns as the mobile phones are serving as a preferred mode for accessing the information about the products and services. Suitability of various mobile marketing channels have been analysed to suffice the needs of different customer segments. Along with this, most important challenges and opportunities have been outlined, considering the present day market scenario. The work is very much helpful in strategic planning of the mobile marketing campaigns and selection of specific channels to cater to the targeted customer base.

Suggested Citation

  • Vikas Kumar & Saurabh Mittal, 2020. "Mobile marketing campaigns: practices, challenges and opportunities," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 21(4), pages 523-539.
    • Handle: RePEc:ids:ijbire:v:21:y:2020:i:4:p:523-539
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    Citations

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    Cited by:

    1. Sagan Mariusz & Sannegadu Rajesh & Pudaruth Sameerchand & Juwaheer Thanika Devi & Lamport John Matthew, 2024. "A qualitative study to explore the drivers, perceived benefits, and barriers of mobile marketing adoption – the case of Mauritius," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 60(4), pages 259-271.
    2. Gesty Ernestivita & Vikas Kumar & Subagyo, 2026. "Leveraging strategic revenue management and marketing for effective revenue diversification: evidences from Indonesia," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 25(1), pages 41-52, February.
    3. Miracle Eze, 2024. "Digital Marketing in Emerging Economies: A Comparative Study of Consumer Engagement Strategies in Nigeria and South Africa," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 16(2), pages 1-65, June.

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