In past few years, SMS has a remarkable increasing involvement in marketing practice, it has been used with other traditional media, such as print advertising, television commercial or other broadcasting, to strengthen the efficiency of the campaign (Zhang and Mao, 2008). It was claimed that SMS itself enables to enlarge the campaign’s reach and effectiveness because of ability of interactive to create viral effect. Wohlfahrt (2002) explained that when receivers receive message, they then forward to further other people in their contact list, and it has been proven by Kroeber-Riel and Weinberg (2003) that those messages delivered by familiar senders were seen in more trustworthy than those sent from advertisers directly.
In marketer’s perspective, messaging help increasing the rate of interaction from the receivers, because advertising with financial offers or promotion, will be sent to the consumers when they are actually shopping (Zoller et al, 2001). Plus, SMS itself allow the sender and receive interact immediately, so that mobile advertising will yield a direct and rapid response from the consumers (Boonmark, 2006).
Moreover, mobile phones are ubiquity and convenience because they are very personal, and always kept within 1 meter of user’s body during the day time (Sirivastava 2004 and Haghirian et al., 2008). Therefore, SMS advertising allow marketer to reach consumers virtually any time and anywhere via their mobile devices (Boonmark, 2006). It helps marketer become closer to the consumer as mobile phone is communication which is a part of consumer’s daily lives (Forrester report, 2001). So that, information sent to mobile devices also tends to capture high attention from receivers because information is read completely and immediately after receipt. (Barwise and Strong 2002). SMS is also low cost medium compared to other type of direct marketing (e.g. telephone marketing, email marketing, direct mail) (Dickinder et al., 2004). SMS can capture tens of thousands consumer with a low budget compared (Leppanieni and Karjaluoto, 2005)
There is variety of way which SMS has been used as a medium. Because SMS provide diversity of response capabilities such as message based responses, call based response, and mobile web landing page response (See Appendix D, MMA, 2009b), SMS is exercised to request for phone’s users engagement (Dickinder et al., 2004). To illustrate, SMS will be sent with the hyperlink allowing phone users to click to make a call (or click) to buy, to download, to vote, to contest or to win a prize. Boonmark’s studies (2006) found that messages were sent out with different kind of appeal, such as rewards, loves, and emotional appeal.
ANALYSIS The author’s purpose is to persuade the reader to learn how to control the use of smartphones and involve more in face-to-face conversation rather than chat online “It is not giving up our phones but about using them with greater intention” (Turker). She notices that many people do not really pay attention when it comes to face-to-face conversation because they get used to playing the phones. In the article, she gives out many details and examples to support her position, her sources are reliable. She points out a lot of facts from her own experiences and other’s interviews to prove the problems that are caused by texting that people do not even realize. She then argues how the smartphone is a psychological device that changes what we do and who we are.
The use of cell phones (text messaging) is a source of conflict and rule making in relationships (Duran, Kelly & Rotaru, 2011). The use of text messaging depends on the interpersonal relationship between the sender and receiver. Proper use of text messaging involves the ability of an individual to overcome the limitations and their personal construction and understanding of the nature of the message. The interpretations and assumptions an individual makes about the outcomes of the message also contribute to the understanding of the message. These different interpretations of the messages consist of the Attribution Theory, Errors in Interpretation, and Ineffective interpretation.
People in general tend to be disinhibited in text communication because they cannot see each other, they can send a message then ‘run away,’ and they might start to experience the message as an extension of their own intra-psychic space, where they feel free to think anything…. (p.
Within the last few years the need for development, introduction and investment into creating and establishing a social media presence has been attempted by every organization. This has also led to the creation of start up business that allow support for organizations to enter this marketing approach. Such as Facebook, Twitter and Google have all helped boost the user base for organizations. Through advertising and permission for selling mobile applications to their own users companies are gaining the attention of younger generations. One of the major current platforms for organizations if mobile applications for phones. For Target, the creation of Cartwheel, target and pay applications allow customers to view products, promotions and shop out of the palm of their hands. This platform allows for real time engagement with customers, getting feedback through surveys and allowing customers to voice concerns via direct messages and contact information. The use of Social media being incorporated into a company's strategic strategies, marketing plans to achieve future success is now more important than
Mobile Optin is an email marketing software created by Anthony Morrison. Anthony has spent many years teaching and doing research on how the benefits of email marketing. His email marketing workshops has been attended by more 250,000 people, with many more reading his internet marketing books. Anthony’s email marketing strategies are based on a number of facts. The first fact is many people know how to send emails. This makes it easy for them to desire learning something new. Secondly, email marketing is very simple, compared to the complex and more analytical marketing strategy of running ads via sites such as Google and Facebook. The other fact is Mobile Optin software is optimized to give businesses and individual
Time is valuable, and in today’s technology driven environment, many people prefer to receive a text rather than have to answer a call. It is more convenient, less intrusive, and allows them to respond immediately, or later when they can, no matter where they
Compared with the rate of many decades before, the rate of mobile usage is zooming these days. The developments of general economy and technology revolute peoples’ life styles and bring mobile business into a new page. Nowadays, business trends could still make a huge difference in those mobile companies.
Social relationships are essential for one to function properly within today’s society. Cell phones have affected social relationships by changing them from social conduct to contacting someone through a text message. Research in human interaction using communication technologies like text messages and phone calls could deepen an understanding of how society manages their everyday life” (Rippen). Cell phones have become such a necessity in everyday life that cell phone users rely on a device to manage their everyday social relationships. Cell phone users can manage their social relationships with the touch of a screen.
Viral marketing is a form of word-of-mouth marketing that aims to result in a message spreading exponentially and campaigns work when a message is spread exponentially and it results in a desired outcome for a brand (Stokes, R., 2010). Viral marketing uses the internet to disclose and spread the company’s products or services. It harnesses the electronic connectivity of individuals to ensure marketing messages are referred from one person to another (Stokes, R., 2010). There are two types of viral marketing. Organic viral campaigns spread with no input from the company who wants to advertise. The message or product/ service being sold by the merchant are passed around in a viral nature without any intention from the marketer (Stokes, R., 2010). In organic viral marketing, no planning was done on how to broadcast the products or services and those who expose the products or services made a choice just to pass it around by word of mouth in the internet. Amplified viral marketing on the other hand have been strategically planned, have defined goals for the brand being marketed, and usually have a distinct method of passing on the message (that can be tracked and quantified by the marketer) (Stokes , R.,2010). To go viral, sellers or services provider have to define the aims of the campaign. Sellers or service providers have to decide if the company wants brand awareness, drive traffic or make sure customers avail of the products or services. Secondly, the company should plan the message it wants to go viral. The message has to be unique and easily noticeable by consumers. Third, the message you want to convey must be passed on to others efficiently. The company has to provide incentives for sharing. The greatest ince...
Cell phones are among the most innovative gadgets of the 20th century. Traditionally, people relied on cumbersome methods to transmit information and data over long distance, which usually made the communication process ineffective and slow. The ability to communicate deferred from one society to another and some societies had advantage over others due to their superior methods of communication. It was problematic to send urgent messages due to the lack of reliable and fast techniques of communication. The cell phone invention solved most of these issues. It introduced a platform through which parties could communicate instantaneously regardless of their location or distance. In addition, the cell phone technology is globally accepted hence it is a uniform medium of communication, making it both fast and efficient in any given community. Moreover, cell phones opened up room for more technological in...
Throughout history, developments in technology and communications have gone hand-in-hand in society’s advancement. However, the most significant impact of technology is in the communication department, because the spread internet has made sending emails, chatting, paying bills and finding a date affordable and quick. People can use Facebook, Skype, Yahoo or Gmail to communicate efficiently and instantly to their friends and loved one’s for no cost at all if they choose to.
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.
Technologies are increasing rapidly and shaping not only the traditional marketing but internet marketing as well. That is why marketers are facing a great global competition in terms of modern marketing. Marketers should know this thing that new technologies can help them by making their work simple, so they should shift to latest technologies and some new things. Business gets success when it comes with something new and interesting. That is why marketers must change their strategies as the tradition, trend, and environment changes. When we talk about changes and technologies, we can’t forget viral marketing, which is a form of fresh marketing. Many advertisers and companies are moving towards it. (H.B Klopper, 2002)
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...
In recent years, technology has become the most used and preferred way of communicating, extending across many platforms. All of these programs, such as e-mail, instant messaging, social networking websites in conjunction with text messaging and the ability to access all of these entities on the go, have come into fruition based on the immense and widely found growth made in technological advancements that have occurred in our society. With this, a massive change has developed in regards to referencing how we as humans engage in communication. We have now shifted into a society that relies heavily on the existence of digital communication, whether it be through the means of a mobile device (text messaging) or the Internet (Facebook, Twitter,