Exploring the Effectiveness and Reach of Mobile Marketing: An Indian Perspective

Mobile Marketing refers to the use of the mobile as a medium for marketing communication. Today mobile has become the second shadow of customers. It is the extension of their lifestyle. Mobile channel allows companies to reach a wide range of people, at the same time directing the communication to a targeted audience. Marketers should understand the importance of overall customer experience and try to take the advantage of exploding growth of mobile market. The overall customer experience can be identified by different parameters like awareness, consideration, intent and support which may lead to loyalty and advocacy. These parameters are explained by the concept of ‘customer hourglass’. The study explores the effectiveness of mobile marketing by analysing a few case-studies on the customer hourglass and examines the preparedness of the Indian audience specially the youngsters and media people.