Innovation Management Case Studies » Mobile Phones: The Advent of a New Advertising Medium
Marketers are constantly looking for innovative ways and channels to send marketing messages. The attention of marketers swung towards mobile phones as an innovative medium for this purpose, due to their mass usage. Mobile phone penetration around the world reached more than 2 billion as of 2008. This led to use of short messaging, mobile search advertising, and video files as advertisement platforms for reaching consumers. Most consumers around the world accept such messages, according to their perceived relevance and offers provided. Mobile phone advertising platforms have evolved, depending upon the features of mobile phones that consumers use. The case analyses how mobile phones can be used better for marketing communication.
Pedagogical Objectives
To understand the opportunities for marketing communication through mobile phone as a medium
To discuss how mobile phone advertisements should be designed considering how consumers react to advertisements through mobile phones.
