Impact Of Marketing Essay

5706 words - 23 pages

IMPACT OF MARKETINGTABLE OF CONTENTS2INTRODUCTION 31. MARKETING THEORY 31.1. What is marketing? 31.2. Marketing Revolution 51.2.1. Internet Marketing 71.2.2. Direct Marketing 81.2.3. Viral Marketing 91.2.4 Mobile Marketing 121.3 Mobile Marketing Context 141.3.1. Key Terms of Mobile Marketing 151.3.2. Limitations of Mobile Marketing 162. MOBILE MARKETING IN TURKEY 193. CONCLUSION 20REFERENCES INTRODUCTIONMobile technologies have a considerable effect on marketing world. Technological developments in this area have created new communication media and channels like e-mail, SMS (Short Messaging Service) and MMS (Multimedia Messaging Service). These digital media are preferred for marketing campaigns as they have the potential of improved reach to consumers by allowing personalization of the content and context of the message. Mobile devices enable interactivity between advertisers and customer that is getting faster and easier as the technology proceeds. For that reason advertisers prefer the emerging communication channels such as SMS and MMS to advertise and promote their products and services. However, there is still little known about the customers' perception and evaluation of mobile advertising. In order to make sure that the marketing efforts of companies are effective, the reaction and attitudes of the customers regarding the advertising value of mobile marketing should be examined.Mobile Technologies and the high penetration of mobile phones have a considerable effect on marketing world. These digital media are preferred for marketing campaigns as they have the potential of improved reach to consumers by allowing personalization of the content and context of the message. This trend in the world has influenced Turkey as well and the use of mobile devices to deliver advertisements for products and services has increased. Companies in Turkey began, to use mobile devices as marketing and advertising medium since it has benefits such as time and location sensitive advertisements, personalization and decreasing marketing costs.Mobile devices enable interactivity between advertisers and customer that is getting faster and easier as the technology proceeds. For that reason advertisers prefer this emerging communication channel to advertise and promote their products and services. Although it seems attractive to use mobile marketing and advertising to promote products and services the perceptions of the consumer should be considered, as well. At this point, perceived value of mobile advertising becomes an important parameter in validating the approach of the consumer.1. MARKETING THEORYTC "4.1. What is marketing?" \f C \l "2"1.1. What is marketing?Marketing is a very general term that has no specific definition to it. However, it is best described as "A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others" (Kotler, Brown, Adam and Armstrong,...

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