EFFECT OF MOBILE MARKETING ON YOUNGSTERS Abstract: Mobile marketi! is a attracti"e me#i$m %or t&e bra# maa!ers to comm$icate 'it& t&e c$stomers %or marketi! ($r(oses $si! #i%%eret %orms o% mobile comm$icatio me#i$ms icl$#i! SMS) MMS a# ot&er 'eb*eable#+ Mobile #e"ice base# comm$icatios+ It is a %act t&at to#a,-s ,o$!sters are t&e cos$mers o% tomorro'+ It is e"i#et #$e to c$rret !lobal ecoomic crisis a# recet !lobal 'orries) t&ere is a ee# to (re(are ,o$!sters to cosi#er #i%%eret cos$m(tio (atters) '&ile beari! i mi# t&at becomi! a 'ise s(e#er #oes./0t ecessaril, (recl$#e li"i! a re'ar#i! a# satis%,i! li%e+ I t&is re!ar# to em(o'er ,o$! cos$mers &el(i! t&em to access t&e market 'it& clearer i#eas o t&e (ros a# cos o% eac& 1($rc&ase a# to #e"elo( t&eir ca(acit, to select amo! e2isti! (ro#$cts a# ser"ices+ 3e 'o$l# like to &i!&li!&t t&e %act t&at t&e reso$rces a"ailable to (ro#$cers are "er, (o'e r%$l o t&e o((osite si#e) t&e c&il# cos$mer &as "er, %e' reso$rces %or creati! #e%esi"e strate!ies+ T&is lea#s to recosi#eri! t&e role o% cos$mer associatios as ! oo# re%ereces %or elaborati! a# comm$icati! alterati"e cos$m(tio (atters) clari%,i! risks coecte# 'it& certai li%est,les a# (ro"i#i! i%ormatio o sa%et, to ,o$! cos$mers+
1+ INTRO4UCTION I%ormatio tec&olo!, a%%ects e"er,t&i! %rom #ail, li%e to b$siess i t&e 51st cet$r,+ I b$siess e"iromet) it s&a(es ot ol, commerce b$t also t&e 'a, i '&ic& com(aies im(lemet t&eir marketi! strate!ies+ O%%eri! e' marketi! c&aels to iteract 'it& c$stomers is cr$cial to icrease sales %or com(a,+ T&$s) t&e s$ccess%$l a((licatio o% 1i%ormatio tec&olo!, to coect marketi! a( (licatios is &i!&l, (romiet+ Oe o% t&e a#"aces i i%ormatio tec&olo!, is 'ireless mobile comm$icatio tec&olo!, t&at makes t&e ./6a,time*to*a,(lace comm$icatio (ossible+ T&is tec&olo!, s,stem allo's icrease# mobilit, a# e2te#e# ser"ices e"e to remote areas+ 4$e to 'ireless comm$icatio s,stem) mobile (&oe $sers are able to access t&eir e*mails) searc&) or#er a# b$, (ro#$cts a# ser"ices %rom e"er,'&ere 'it&o$t com($ters+ Besi#es t&e Iteret a# (ersoal co m($ters) t&e mobile (&oe is t&e ke, to marketers beca$se it is e2tremel, (o($lar a# o%%ers (eo(le t&e o((ort$it, o% mobilit, o'+ T&ro$!& t&e itro#$ctio o% #ata ser"ices) S&o rt Messa!e Ser"ices 7SMS8) M$ltime#ia Messa!e Ser"ice 7MMS8) Mobile Iteret) etc+) t&e mobile (&oe is ra(i#l, becomi! a "iable commercial marketi! c&ael %or to attract ,o$!sters+ No'a#a,s) mobile marketi! a #o(tio a# acce(tace is o t&e rise) b$t marketers 'o$l# &a"e little abilit, to cosistetl, !eerate (ro%its 'it&o$t a clear $#ersta#i! o% t&e elemets #ri"i! ,o$! cos$mer acce(tace+ T&e mai ob9ecti"e o% t&is st$#, is to #ra' Global S,stem %or Mobile Comm$icatios 7GSM8 o(erators a# etre(ree$r./0s attetio to e' o((ort$ities i mobile commerce a# mobile marketi!+ T&e (eetratio a# a#o(tio o% mobile is almost 1; i ma, 'ester a# Asia co$tries 7NetsiT&e Ecoomist) 5?8+ T&is $bi@$ito$s (&eomeo & as ma#e a re"ol$tioar, cotrib$tio i t&e a#o(tio a# #i%%$sio o% mobile commerce sice it allo's marketi! acti"ities to be tailore# to act$al
c$stomers- ee#s a# tastes ) a# tar!eti! c$stomers more acc$ratel, t&ro$!& $si! oe*to*oe marketi! comm$icatios com(are# to im(ersoal a# mass me#ia 7Carter) 5> S&a' et al+ 518+ T&e icre#ible $mber o% io"atios '&ic& are itro#$ce# ,earl,) a# t&e %ast tec&olo!ical #e"elo(mets 7Easi! 'oo# a# Ko$stelos) 58) &a"e also c&a!e# t&e a#"ertisi! (&iloso(&, 7Bar'ise Farle,) 5?8) lea#i! %irms to a#o(t mobile marketi! strate!, as a 'a, to make t&eir a#"ertisi! messa!es break t&ro$!& t&e cl$tters 7&a! a# Mao) 5D8+ Earl, sc&olars cocl$#e t&at mobile marketi! ( ro"i#es marketers 'it& a real o((ort$it, to !et a &i!& res(ose rate com(are# to tra#itioal me#ia 7e+!+ 3oo#si#e a# Soi) 118+ T&e 9$sti%icatio %or t&at is t&at (eo(le 'it&i t&e mobile marketi! et'ork s$c& as c$stomers) b$siesses) a#"ertisi! a!ecies) marketers a# bra#s ca iteract 'it& eac& ot&er i more creati"e a# %as&ioable 'a, + Mobile #e"ices are (artic$larl, a((eali! to marketers #$e to t&eir (otetial %or tar!eti!) iteracti! 'it& a# establis&i! relatios&i(s 'it& cos$mers+ I#ee#) Ro&m a# S $lta 75?8 ar!$e t&at &a#&el# mobile #e"ices allo' marketers to #e li"er (ersoali
Eabli! Tec&olo!ies T,(es o% Mobile Marketi! Im(ro"e# tec&olo!, i mobile #e"ices allo'e# $s to s$r% t&e iteret) %i# t&e locatio 'it& GS 7Global ositioi! S,stem8) t'eet 'it& %rie#s or c&at 'it& t&em) 'atc& mo"ies a# (la, !ames a# so o 7Li$et al+) 518+T&is (art o% t&e st$#, 'ill #eli"er i%ormatio abo$t tec&olo!, t&at maki! mobile marketi! (ossible a# (reset t,(es o% c$rret mobile marketi! a((licatios+ HG a# 3i*Fi T&e term HG is oe o% t&e latest broa#ba# mobile comm$icatio s,stem t&at $ses iteret a# "ariet, o% m$ltime#ia comm$icatios 7Bao) 518+ e! et al+) 758 e2(lais t&e bee%its o% HG b, stati! t&at)HG eable# better #ata a# "oice tras%er rate) a# it is (ro"i#i! "ario$s #i%%eret ser"ices like 'eb bro'si!) "i#eo co%ereci!) e*commerce a((licatios 7i#eo) "oice comm$icatio) olie me#ia) Mobile T a# etc+8 a# (ersoali
&e iteret) (eo(le are taki! a#"ata!e o% coecti! to iteret 'it&o$t 'ires i &otels) at t&e $i"ersit, cam($s) i t&e o%%ice) a# 3i*Fi is becomi! s,o,mo$s 'it& 3LANs 7'ireless local area et'orks8 allo'i! access to t&e iteret 7a,es et al+) 58+ C$rretl, 3i*Fi is a"ailable t&ro$!& 'i#e ra!e o% mobile #e"ices as a #e%a$lt %$ctio 7er, et al+) 558+ 3i*Fi &ots(ots are (ro"i#i! %ree iteret access to e"er,oe '&o is carr,i! a #e"ice 'it& 3i*Fi %$ctio 7ibi#8+ Mobile baer a#"ertisi! 4e"elo(mets i mobile scree tec&olo!, icrease# t&e resol$tio a# (ro"i#e# a o((ort$it, %or a#"ertisers to im(lemet &i!&er @$alit, ima!es a# baers o mobile #e"ices 7Mobile Marketi! Associatio) 5=8+ Cose@$etl, a#"ertisers ca (ro#$ce more e%%iciet a#"ertisemets 'it& &i!&er @$alit,) ric&er a# bi!!er 7ibi#8+ FIGURE: E2am(le o% Mobile Baer A#"ertisi! Locatio base# marketi!
