Effectiveness of Mobile Phone Marketing in developing Economies

This Book act as a toolkit for brand owners and agencies who wish to embrace mobile phone network as a channel to drive for long-lasting brand awareness. The key drivers or objectives in undertaking the research were to evaluate the effectiveness of the mobile phone network as a marketing channel, to identify the currently used mobile phone advertising platforms, to assess the challenges faced by businesses in emerging markets in using the mobile phone advertising channel and finally to recommend on practices which can be embraced to make the mobile phone channel effective. The researcher used the personal care product range as the case study. Furthermore, primary data was exclusively used for the purpose of the study. The data which was collected includes information about the common mobile phone operating system preferred by customers, common mobile phone features, commonly subscribed social media bundles, just to mention a few. Mobile phone as a marketing channel has many distinct platforms which can be used for marketing which includes SMS and MMS, mobile web, mobile ads, in-app ads, location based, just to mention the prominent ones evaluated in the study.