• SREEJEETA DUTTA GUPTA

This report is based on the rapid evolution of mobile technology , and the enthusiasm with which it has been embraced. These developments have transformed mobile as a marketing channel. Mobile marketing spend across the world is starting to rise significantly. In the right circumstances, mobile can be a powerful tool. The rise of smartphones and tablets has deepened the relationship between consumers and their devices. The connectivity and technology they give to consumers are helping to drive several consumer trends, including ‘smart boredom’ and ‘gamification’. They also transform mobile as a marketing channel. Mobile had always had reach (the sheer number of handsets in circulation) and location (the fact that phones go wherever the consumer goes) in its favour. Now it has much more besides. One of the iPhone’s achievements was to abolish the idea that the ‘mobile web’ had to be a different, lower-grade experience compared to the PC-based web. Smartphones have opened up areas like mobile search and mobile social networking like never before. Added to this is the bundle of technology that comes in a modern phone – cameras, voice and image recognition, QR code readers, GPS, and a host of new features. Apps make the difference For marketers, mobile’s breakthrough came in 2008, when Apple launched the App Store. Apps provided brands with a new ‘way in’ to mobile that was easy for consumers to use, and relatively cheap to make. Apps are still an important feature of the mobile marketing landscape. Heineken developed the Star Player app to activate a sponsorship, and charity DePaul’s iHobo showed that apps could work well for not-for-profit organizations. However, it’s become clear that for every successful branded app, there are many failures. Brands have to think carefully about what they want an app to do, and in what context it will be used. All of this means that mobile is a far more versatile marketing tool than it ever was in the past. Increasingly, it is being used as a brand building channel. Youth-focused brands such as Axe/Lynx have recognized the power of mobile for several years, but the growing penetration of smartphones among older demographics is creating new opportunities for brands such as IBM. New ad platforms such as Apple’s iAds may offer new ways to put engaging content in front of consumers. Mobile is also becoming a crucial loyalty tool for brands including Coca-Cola – some have reconfigured their loyalty schemes around mobile. Mobile is particularly powerful when used alongside real-life events. M-commerce is small but growing, and technology such as near-field communication may make contactless payment via mobiles a reality in the near future. But it’s clear mobile does more than just enable transactions. It has a role throughout the path to purchase, whether consumers want to search for a product, read reviews, or look for coupons. Companies such as Kraft and Korea’s Home Plus have applied these insights For marketers in some of the world’s emerging markets, mobile will be more important as a channel than the PC-based internet. Mobile offer is consumers outside the major cities their first taste of the internet. As a result, mobile has huge potential for marketers looking to reach these emerging consumer classes.

"Research project on a study utility of mobile marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 5, page no.g558-g585, May-2022, Available :http://www.jetir.org/papers/JETIR2205765.pdf

"Research project on a study utility of mobile marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 5, page no. ppg558-g585, May-2022, Available at : http://www.jetir.org/papers/JETIR2205765.pdf