MOBILE MARKETING: IMPLICATIONS FOR MARKETING STRATEGIES

Over the past few years mobile marketing has opened up new opportunities for firms to communicate and engage with their target audience in a more effective way. However, the potential of this tool has not been fully exploited. A lack of experience in mobile marketing among marketers and the current status of this phenomenon are believed to attribute to this shortcoming. This study aims to provide an assessment of the potential impact of mobile devices on marketing practices in general, using the familiar framework of the four Ps (product, price, promotion, place) and the four Cs (consumer, cost, communication, and convenience). The findings indicate that mobile marketing has a tremendous impact across all elements of the marketing mix. Its major advantage lies in its unique ability to provide information in a personalized and interactive way, without restriction of time and place. The effective use of mobile marketing depends on the ability of firms to make use of this feature