Evaluation of effectiveness of mobile as an advertising channel

Abstract

From a marketing communication point of view, new digital marketing channels, such as Internet and mobile phones, are considered to be powerful opportunities to reach consumers by allowing interactivity and personalization of the content and context of the message. Although globally Mobile advertising industry is in its infancy, the forecasts about its growth have been very enthusiastic. Lot of research has been done internationally to identify the success factors of mobile advertising campaigns. However no such work in the Indian context exists till now. This project tries to explore the factors affecting the effectiveness of mobile in the Indian context. The project also studies the value chain for mobile advertising as it is evolving in the Indian context. The project uses a survey of mobile advertising Industry experts and a pilot survey done amongst mobile consumers to establish the factors which would influence the effectiveness of mobile as an advertising channel. It attempts to adapt a model to represent the interaction of factors that would lead to willingness of consumers to accept mobile advertising.