Literature review

In, Failte Ireland, the national tourism planning authority, wrote a paper on “A guide to how
you can market your business to mobile phone users”. It says that while many internet users
access the internet via smartphone, it is very critical that the website of a business should be
accessible in smartphones as well. Since a lot of websites are not made for the small screen,
many websites are not available via smartphones, so many websites are not usable on mobile
devices. If an organization is seeking to do mobile marketing, the website that is available via
mobile should be easy to use and convenient to use. This study indicates that any organization
should have a mobile plan as mobile devices have been part of their lives.

Khomsun Tunsakul wrote a report on “The Evolution of Mobile Marketing”. It defines mobile
marketing as ‘the use of mobile for marketing communication’. The study states that many
smartphone users not only use mobiles for their simple calling feature, but also looks for
entertainment, business work and for information. This study explores the evolving face of
mobile ads in which billions of smartphone advertising are delivered to mobile users in a single
day. Smartphones have made it easier to meet the target user.
Dr. Shalini Nath Tripathi in her research paper on “Investigating the impact of mobile
marketing in the current Indian scenario and proposing customerization as a solution”.
According to this study, customerisation is really relevant, which solves pessimistic thoughts
about mobile marketing for many consumers. It also tends to achieve greater consumer
responsiveness, thereby benefiting the firms. In general, mobile marketing is not very receptive
and many mobile ads are deleted without realizing that the mobile marketing intent fails. But
when a customer gets his commercial preference, including the brand he / she prefers; the sort
of product he / she wants is receptive to the advertising. This is a valuable lesson for
businesses, as it is important to rely on the mass marketing approach, such as mobile
marketing, which does not meet many customers needs. In this research paper that uses
software to customerise mobile marketing methods, the solution to this issue is presented. The
software is able to track the consumer's preferences and dislikes.
Karthikeyan and Balamurugan, did their research study on “Mobile Marketing: Examining the
impact of Interest, individual attention, problem faced and consumer’s attitude on intention
to purchase”. The goal of the research was to study the perception of mobile users against
mobile marketing and to verify its effect, i.e. mobile marketing, primarily mobile ads, on mobile
users with regard to purchasing decisions. The report concludes that the purchasing choice
varies with the form of mobile ads.
A report was produced in 2011 by Sarah Owens and Lisa Shank on “How Mobile Vouchers are
transforming Mobile Marketing?” This study contrasts different forms of ads, such as online
marketing, viral marketing, mobile marketing, etc. It says that mobile marketing is the best way
to meet the end user relative to the rest of the country, as mobile has become an integral part
of everyone’s lifestyle in today's world. The study notes that relative to conventional coupons,
mobile marketing prices are much lower, i.e. the cost of distribution is much lower. Mobile
coupons is only going to work if their target group is accurate, if a mobile consumer is not
comfortable purchasing a mobile product that is not their target segment. Mobile coupons
should be secure in order to provide consumers with an authentication code.
Venkatesh Shankar, Alladi Venkatesh, Charles Hofacker and Prasad Naik published a research
paper in The Journal of Interactive Marketing on “Mobile Marketing in the retailing
environment: Current insights and future Research avenues”. In this research paper they
explain mobile marketing, it notes that mobile marketing is not only one way of
communicating, but rather two or many more methods of facilitating communication between
the consumer and the organization that requires a communication device, i.e. mobile.
According to this report, smartphone growth in the retail industry has shifted the retail
marketing model. This research paper has conceptualized a structure, working around i.e. the
smartphone, the buyer and the manufacturer were the main individuals. The system tackled a
range of topics, including mobile adoption inhibitors and barriers, the mobile customer group,
core mobile marketing activities for retailers, etc.
In March 2015, Indian Journal of Science and Technology published a research study conducted by
Rakesh Roushan, Mita Mehta and Arti Chandani on “Study of Mobile Marketing Communication
in India”. This research paper attempted to explain the degree of approval and the behavior of
Indian customers against growing mobile marketing communications. It showed how gender,
age, city, schooling, occupation and income classes differ in acceptance and attitude.
A research study was conducted by Phumisak Smutkupt, Donyaprueth Krairit and Vatcharaporn
Esichaikul on “Mobile marketing: implications for marketing strategies”. The goal of this
study was to provide an evaluation of the possible effect of mobile devices on marketing
practices in general, using the familiar structure of 4 Ps (product , price , promotion, location)
and 4 Cs (consumer, cost, contact and convenience). The results showed that mobile marketing
has an immense effect on all aspects of the marketing mix. Its key benefit lies in its remarkable
capacity to deliver information in a customized and engaging manner, without time and location
constraints. The successful use of mobile marketing relies on the willingness of businesses to
make use of this functionality.
Matti Leppäniemi and Heikki Karjaluoto conducted a research study on “Factors
influencing consumer’s willingness to accept mobile advertising: a conceptual model”. The
aim of the study was to create a quantitative model of the ability of consumers to consider
mobile marketing. The research discussed aspects that affect the reception of mobile ads from
the point of view of both the market and the customer. This study described the major factors of
mobile advertising and offers a context through which it is possible to determine the essential
elements impacting the ability of customers to consider mobile marketing.
Antoine Lamarre1, Simon Galarneau1 and Harold Boeck

Reference
 https://www.bu.ac.th/knowledgecenter/executive_journal/july_sep_11/pdf/aw30.pdf -The
Evolution of Mobile Marketing by Khomson Tunsakul, Bangkok University

 https://www.failteireland.ie/Market-Your-Business-Online.aspx National Tourism

 http://citeseerx.ist.psu.edu/viewdoc/download?
doi=10.1.1.495.9197&rep=rep1&type=pdf - Investigating the impact of mobile
marketing in the current Indian scenario and proposing customerization as a solution by
Dr.Shalini Nath Tripathi

 https://journal-archieves15.webs.com/809-821.pdf - Mobile Marketing: Examining the

 https://docplayer.net/5951217-How-mobile-vouchers-are-transforming-mobile-
marketing.html – How Mobile Vouchers are transforming Mobile Marketing? by Sarah
Owens and Lisa Shank

 https://www.researchgate.net/publication/232259310_Mobile_Marketing_in_the_Reta
iling_Environment_Current_Insights_and_Future_Research_Avenues - Mobile
Marketing in the retailing environment: Current insights and future Research avenues by
Venkatesh Shankar, Alladi Venkatesh, Charles Hofacker and Prasad Naik

 https://www.researchgate.net/publication/278023200_A_Review_of_Mobile_Marketin
g_Research