Market Article Analysis

The growth of mobile marketing upon which the Sorofman is stressing upon in his article can be substantiated by the following facts. There are 5x many cell phones in the world than PCs (Conner, 2013) 91% of adults keep their smart-phones within arm’s reach (Conner, 2013) By the end of 2013, there will be more mobile connected devices than there are people on earth (Brenner, 2013) The above mentioned facts authenticate the notion that mobile marketing has the tendency to emerge as the most powerful communication tool. with significant reach. It can be credited with innovative ways to connect with consumers and in giving a sales boost. A research conducted by Forrester Research in January 2013, depicts the increasing number of mobile commerce sales via smart-phones in American market (Siwicki,2013). The author has further explained certain ‘ground rules’ to carry out an effective mobile marketing plan. He explains that bombarding smart-phone users with marketing content, by using location-based marketing, as soon as they enter a particular vicinity might be interpreted as ‘creepy’ and might be just simply ignored. … Not to mention, that it might also dilute a brand’s image. This requires an integrated and holistic approach towards the marketing plan. Neil Richardson suggests that by adopting mobile marketing the marcomm activity would more effective, if the business’s website is accessible through a mobile phone. Because the consumers would not have to wait to log into their PCs or they would not have to take out specific time to go through a business website (Richardson, 2010) The businesses have to properly segment their potential market and identify the target audience, who should be specifically targeted. The nature of the content has to be carved out keeping in mind a particular set of target audience. Such a strategy has to be embedded in the overall communication plan of a brand. If the brands rely too heavily on discharging messages across fragmented media without adopting a properly devised strategy, then it might result have adverse affects such as. Wastage of time, costs, labor Misinterpretation of message Reaching wrong audience Reaching the right audience but failure to convey the message in the right way (Lieb, 2012) Sorofman has rightly said in his article that a combination of tools should be used rather than being mono-focused. This argument can be further supported by what Rachael Pashqua suggests in his book named ‘Mobile Marketing: An Hour a Day’ to integrate SMS in the overall marketing strategy of the firm (Pashqua amp. Elkin, 2013). This does not imply that the traditional mediums should be entirely ignored. The idea is to find a strategic fit between the traditional medium and the new mobile tools. The fundamentals of both the mediums should be well understood and its effects on customer response

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