Is mobile marketing the future of advertising Case Study

Is mobile marketing the future of advertising - Case Study Example By definition, Integrated Marketing Communication (IMC) is a new competitive weapon and way of companies to draw maximum benefits from one shot. In other words, it is a concept designed to give users of the marketing mix an opportunity to make use of all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing a unified force, rather than permitting each to work in isolation (Kortler 2002). Varey (2001) considers integrated marketing as a paradigm shift towards more personalise, customer-oriented, technology-supported marketing systems. Under this new approach, it is recommended that different communications channels used by the company to communicate with prospective customers and customers be integrated. Such an action will result to a clear, consistent and compelling message about the company's product and services. The effect of which will be glaringly reflected on the sales record subsequently (Kotler. 2005). Integration of a company's marketing communication activities can avoid confusion and disaffection in the minds of consumers and buyers, offering a comfortable identity to customers and staff (Kotler. 2005). As marketing has shifted to a more one to one direction, marketers have employed different methods to get to their target markets. Mobile advertising is fast becoming the order of the day (Baker 2007). The current revolution of information and communication technologies is changing our business environment drastically: new technologies influence the way we organize our work and the environment in whic h we compete, introducing new rules and new relative powers among incumbents, newcomers and even entire markets. This complex, evolving environments are referred to as New Technology Playgrounds (Ace 2001). Against this background, this paper seeks to answer the following questions Is mobile marketing the future of advertising' What are the variables that motivate companies to use mobile advertising' How do mobile marketing differs from the other advertising methods' What has been the trend in mobile marketing in the last five years' What proportion of the advertisement budget is allocated to mobile marketing' 1.1 Objectives and Purpose of Study This paper focuses on the growing trend of mobile marketing as a new way of advertisement. In particular, the paper seeks to analyse and evaluate if mobile marketing represents the future direction of advertisement. Other objectives include To examine the salient features of mobile marketing as compared to the other advertisement method. The paper also aims at analysing mobile marketing trend in the last five years through an examination of the budget allocated towards mobile marketing. 1.2 Importance and Significance of Study This study aims at delineating the use of mobile marketi

Assignment Example | Topics and Well Written Essays - 500 words - 232

Assignment Example For the cable news network, I decided to watch CNN while I settled on Fox Network for the broadcast news network. After the thirty-minute session, I came up with the following outcomes. The first thing that I noted was that the top stories for both networks differed significantly. I decided to pay attention to the top three news stories for both the Fox Network, which is a broadcast network, and for CNN which is a cable network. I noticed that only one story was similar across the board for the two networks. For CNN, the similar story came third while the same story came first in Fox Network. This was a direct implication that the news stories that are covered by both networks are totally different. It is, however, important to note that ordinary viewers may not note this difference because they could be cruising through different stations oblivious of whether it is a cable or broadcast network. During the session, I also noted that both networks did not give the same weight to similar stories. As already mentioned, one story was broadcasted by both networks. However, Fox made the story their top story while CNN did not accord the same story equal weight. This is an implication that the two networks were not in communication so as to decide on a single pattern of airing the same story. In addition to that, the comprehensiveness of the story was different for both networks. Fox gave a comprehensive analysis of the story while CNN seemed to provide a mere overview. When it came to the amount of airtime given to the top three stories, Fox seemed to offer more airtime to its stories as compared to CNN. That notwithstanding, Fox was more comprehensive in analyzing the content of its stories as compared to CNN which seemed to provide a quick overview of the contents. Despite the difference in the airtime accorded for the stories in both networks, I was unable to notice a significant difference in the slant of presentations of the stories aired on that day.