Market Article Analysis Essay Example | Topics and Well Written Essays - 1000 words

Market Article Analysis - Essay recitationThe growth of mobile marketplaceing upon which the Sorofman is stressing upon in his article displace be substantiated by the following facts in that respect are 5x many cell phones in the world than PCs (Conner, 2013) 91% of adults keep their smart-phones within arms reach (Conner, 2013) By the end of 2013, on that point will be more mobile connected devices than there are people on earth (Brenner, 2013) The above mentioned facts authenticate the notion that mobile merchandise has the end to emerge as the most powerful communication tool with significant reach. It can be impute with innovative ways to connect with consumers and in giving a sales boost. A research conducted by Forrester Research in January 2013, depicts the increasing number of mobile commerce sales via smart-phones in American market (Siwicki,2013). The author has further explained certain ground rules to carry come forth an effective mobile marketing plan. He expla ins that bombarding smart-phone users with marketing content, by using location-based marketing, as soon as they enter a particular neck of the woods might be interpreted as creepy and might be just simply ignored. ... not to mention, that it might also dilute a brands image. This requires an integrated and holistic approach towards the marketing plan. Neil Richardson suggests that by adopting mobile marketing the marcomm activity would more effective, if the businesss website is accessible through a mobile phone. Because the consumers would not have to wait to log into their PCs or they would not have to take prohibited specific time to go through a business website (Richardson, 2010) The businesses have to properly segment their effectiveness market and identify the target audience, who should be specifically targeted. The nature of the content has to be carved out keeping in mind a particular set of target audience. Such a dodging has to be embedded in the overall communicati on plan of a brand. If the brands rely too firmly on discharging messages across fragmented media without adopting a properly devised strategy, then it might result have untoward affects such as Wastage of time, costs, labor Misinterpretation of message Reaching wrong audience Reaching the in effect(p) audience but failure to convey the message in the right way (Lieb, 2012) Sorofman has rightly say in his article that a combination of tools should be used rather than being mono-focused. This argument can be further supported by what Rachael Pashqua suggests in his book named Mobile Marketing An Hour a Day to integrate SMS in the overall marketing strategy of the firm (Pashqua & Elkin, 2013). This does not imply that the handed-down mediocres should be entirely ignored. The idea is to find a strategic fit between the traditional medium and the new mobile tools. The fundamentals of both the mediums should be well understood and its effects on guest response