Paper Contents
Abstract
Executive summary Mobile marketing is the collaborating multichannel promotion of products or services for mobile phones and devices, smartphones and networks. Mobile marketing is marketing on a mobile device, such as a smart phone. Mobile marketing provides customers with time and location sensitive, personalized information that promotes goods, services and ideas. Some mobile marketing is similar to advertising delivered over other electronic channels such as text, graphic and voice messages. SMS messaging is currently the most common delivery channel for mobile marketing. Search engine marketing is the second-most common channel, followed by display-based campaigns. This qualitative research attempts to describe the concept and types of Mobile Marketing and to evaluate the impact of Mobile marketing on consumers behaviour in India. Accordingly, pull technologies seem to hold particular promise for mobile marketing communications. This study examines the use and attitudes towards QR codes, which are two-dimensional barcodes that can link to websites and information. Despite their potential, QR code usage remains low. Users who have scanned QR codes accessed various types of content, mostly information on websites, from sources like newspapers, magazines, outdoor ads, and posters, often while in the street or at home. Factors driving continued use include ease of use, utility, and incentives, while lack of knowledge about scanning and benefits may hinder adoption. Recommendations for practice and further research are provided.
Copyright
Copyright © 2024 Sairam S Hegde. This is an open access article distributed under the Creative Commons Attribution License.
