This study will be focusing on analysing the factors responsible for developing Indian consumer perception for digital marketing in Multiple categories Many studies have highlighted Mobile penetration has increased . smartphone subscriptions are set to more than double by 2020 and 70 percent of the world 's population will be engulfed by the movement. "By 2020 there will be 26 billion connected devices," As per the report from ericsson , India added at least 26 million subscribers at a time when the total number of mobile subscriptions in the first quarter of 2015 touched 7.2 billion, including 108 million new subscriptions. As per( Global Digital Marketing report 2015, Razorfish )As digital experiences prove to have an increasingly powerful …show more content…
Mobile apps are breaking geographical barriers and providing consumers a seamless shopping experience. . Mobile marketing is trending high to reach wider audiences. There are more than 100 million people who have access to smartphones. And in a technology conscious market, fashion brands and products need to adapt to the latest medium of communication to reach and retain their consumers. Out of all the branded apps available on phones, it is estimated 17% belong to the fashion industry, which covers luxury brands, high street apparel labels, shoes, and outdoor …show more content…
Top brands are also using the mobile platform to get in touch with their customers directly. These apps not only serve the purpose of mobile shopping, but also provide cross-channel engagement for customer loyalty. Now a mobile app can make it simple for customers, to keep a track of their points and update them with offers, and discounts the moment they walk into a physical store. Fashion brands are leveraging on mobile apps to increase the brand 's presence among consumers, smartphones make this process faster and easier. (School of Business, International University, Vitenam ,2014) The rapid development of smartphones has resulted in the increasing use of mobile devices to deliver advertisements for products and services. The findings showed that If mobile advertisers can present credibility and entertainment in their advertisements, consumers are willing to view the ads and be influenced to buy products and services. Study by (central university , J& K ) states that the increasing use of internet by the younger generation in india provides an emerging prospects of online retailers. (The mobile consumer : global snapshot 2013 ) as per Mobile is the next media power
People are often deceived by some famous brands, which they will buy as useless commodities to feel they are distinctive. People require brands to experience the feeling of being special. People spend their money to have something from famous brands, like a bag from Coach or Louis Vuitton which they think they need, yet all that is just people’s wants. Steve McKevitt claims that people give more thought on features or brands when they need to buy a product, “It might even be the case that you do need a phone to carry out your work and a car to get around in, but what brand it is and, to a large extent, what features it has are really just want” (McKevitt, 145), which that means people care about brands more than their needs. Having shoes from Louis Vuitton or shoes that cost $30 it is designed for the same use.
The advancement of technology has completely changed the way in which businesses advertise to consumers. Gone are the days of radio shows, newspaper ads, and “snail mail.” With services, such as Netflix, advertisers are made obsolete. As Baby boomers retire, it becomes more critical for companies to connect to the millennial generation, since research has shown that brand loyalty is established at younger ages. Yet, the millennial generation has grown up with more technology and access to information than any other generation. It appears, the people that constitute Generation Y have become prisoners to their smartphones. For example, the iPhone can contain almost every aspect of a person’s day. From their email, photos,
The fashion industry is still exceptionally fast growing and fast changing, which dictates news ideas and trends at an astounding rate. Product perception as ‘fashionable’ loses it value very soon. One day’s desired luxury item can become unwanted by the next. To update new trends, changes and fashion designs successful communication is essential (Moore, 2012: 9). To maintain good face-to-face relationship with the customer communication throughout all channels is highly important (Carr, 2013:5)
Target Corporation recognizes the importance of technology in reaching its customers. In 2011 the company launched a completely redesigned website that focuses on ease of use. Target also has an industry leading mobile application that allows the company to reach its customers regardless of where they are located. In fact, Mobile Commerce Daily named Target the “2010 Mobile Retailer of the Year” (Target Corporation, 2011). It is in this sector that Target’s potential for growth is the highe...
...ce is that this trend largely increases the potential customers because most of these people do not have a cell phone when they lived rural areas. Besides, the urbanization has stimulated the urban business and economy, which in turn boost the consumption of cell phone indirectly.
Kraft Foods is the largest confectionery, food, and beverage corporation headquartered in the United States and the second largest in the world, marketing a vast number of brands in over 155 countries (NYSE, 2010). A big reason Kraft Foods has been so successful over the years is that they are always trying to remain current and creative when they market their products, and really have developed a firm grasp on their target markets. In 2008 Kraft changed the way companies will market their products, when they introduced their new Brand of instant coffee, and created a platform to connect themselves with their consumer at the point of purchase, all the while showing the world the future of marketing by taking both promotional ideas mobile (Wirelessfederation, 2010).
This is where the shift from traditional print media to more interactive media started to occur. Luxury fashion brands and high end fashion brands also started connecting itself to people through social media. Initially social media was believed to be damaging for the fashion industry but now it’s considered to be a powerful source of medium to reach and engage a wide audience.
In the past decade, the average consumers had limited access to what’s hot in fashion with current trends taking much longer to propagate into the mainstream. The fashion industry has traditionally been exclusive to a margin of wealthy in society to enjoy and participate in. The advent of social media and its adoption within the fashion industry has given the regular consumer glimpses into latest fashion trends, and at lightning speed.
Brand loyalty is disappearing and consumers look around for the best deal based on price, quality, convenience or brand awareness. E-tailing and ‘Fast Fashion’ are crucial in the development of fashion marketing. They bring numerous benefits such as low cost, fresh design, quick response and greater efficiency in meeting consumer demand, however, at the same time, driving environmental issues.
Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.
Almost every industry has conformed; using cell phones as a conduit for their message subsequently raking in sales in the billions. On-demand video streaming applications like Netflix and HBO Go, Movies and TV shows can now be viewed in the palm of your hands and music can be streamed with just a swipe. Case in point, music streaming apps like Spotify have over forty-four million active users. With this app available on all major operating systems, allows its users to discover new music by suggesting songs and artists for your listening pleasure all over a wireless connection. The Spotify app even allows its users to search for their favorite singer, genre or song, skip through selections they don 't like, read lyrics and check for concert tickets. Even in the gaming world, phones have bit off a large piece of the pie making it possible for smaller companies to impact the market. The ever-improving graphics and impressive processors that these phones are built with contributes to its performance making mobile gaming that much enjoyable. This is true for the best selling mobile platform game - Angry Birds. To date, they have over one billion downloads, half of those downloads being in the last six months alone! They’ve grossed approximately one hundred and six million dollars in revenue and even branched out into producing collectibles, creating a household name for themselves. It’s plain to see that the
Schenker, M. (2013). How the 4 P’s of Brand Marketing Apply to Digital Marketing. Retrieved from: http://www.branddrivendigital.com/4-ps-of-marketing/ [Accessed: 09 Mar 2014]
Mobile usage has proliferated in recent years. Areas all over the world have enjoyed the rapid development and high penetration of mobile devices. This popular trend has developed for so many reasons and has a lot to say about us.
“Digital Commerce: March 2011”, Report provided by Internet and Mobile Association of India and available at http://www.iamai.in/rsh_pay.aspx?rid=0gWlBn0YPIA=
As the author of the article concedes, the online shopping has flourished in the past years. Many customer have seen the advantages of e-commerce in the ways of time and money saving. Whit a simple click on the keyboard the goods are uploaded in a virtual cart and from there are delivered to the customer address. Also, the online stores have the opportunity to create a customer database and a customer profile. The customers receive periodic reminders of the new offers and sales via email or mobile phone messages. In the meantime, many classic stores have struggled to maintain the business keep up. According to the article, the brick and mortar stores will implement new features that conduct customers to an easy and pleasant shopping. For instance, the retailers will use the customer mobile phone as a concierge application. The customer will be informed about latest products and their availability. Furthermore, the customer will have the possibility to track needed items inside the store with the help of store mapping and products locations. If the customer will change the shopping list, the app will provide the route to the new item. Also, when a customer will passing a store the app will remind the last customer visit into the store and