Is mobile marketing the future of advertising Case Study

Is mobile trade the future of advertising - Case Study ExampleBy definition, Integrated Marketing discourse (IMC) is a cuttingfangled competitive weapon and way of companies to draw maximum benefits from one shot. In other words, it is a concept designed to give users of the market mix an opportunity to make use of all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing a merge force, rather than permitting each to work in isolation (Kortler 2002). Varey (2001) considers integrated marketing as a paradigm shift towards more than personalise, customer-oriented, technology-supported marketing systems.Under this new approach, it is recommended that different communications channels used by the company to communicate with prospective customers and customers be integrated. Such an action will result to a clear, unvarying and compelling message about the companys product and services. The effect of which will be glaringly reflected on the sales record subsequently (Kotler. 2005). Integration of a companys marketing communication activities can avoid confusion and disaffection in the minds of consumers and buyers, offering a comfortable identity to customers and staff (Kotler. 2005). As marketing has shifted to a more one to one direction, marketers have employed different methods to get to their target markets. Mobile advertising is fast becoming the order of the day (Baker 2007). The current transmutation of information and communication technologies is changing our business environment drastically new technologies influence the way we organize our work and the environment in which we compete, introducing new rules and new relative powers among incumbents, newcomers and even entire markets. This complex, evolving environments are referred to as New Technology Playgrounds (Ace 2001).Against this background, this paper seeks to answer the following questionsIs mobile marketing the future of advertis ingWhat are the variables that actuate companies to use mobile advertisingHow do mobile marketing differs from the other advertising methodsWhat has been the trend in mobile marketing in the last five yearsWhat counterbalance of the advertisement calculate is allocated to mobile marketing1.1 Objectives and Purpose of Study This paper focuses on the growing trend of mobile marketing as a new way of advertisement. In particular, the paper seeks to analyse and evaluate if mobile marketing represents the future direction of advertisement. Other objectives includeTo examine the salient features of mobile marketing as compared to the other advertisement method.The paper also aims at analysing mobile marketing trend in the last five years through an examination of the budget allocated towards mobile marketing.1.2 Importance and Significance of StudyThis study aims at delineating the use of mobile marketi