How to Market to Generation M(obile) Harvard Case Solution & Analysis

For many teens and young adults, other handheld devices, personal digital assistants and cell phones have turned into a necessity of everyday life. That fact has not escaped the notice of firms that have had great difficulty reaching young consumers through conventional advertising tactics. In theory, the mobile platform provides an ideal mechanism for reaching young consumers. Many international corporations, including Burger King, MTV, Procter & Gamble and Ford, have initiated programs that empower consumers to search for the nearest restaurant place receive electronic coupons or participate in other promotion activities that were cellular telephone.

Such efforts have generated click-through rates up to 10 times those of conventional Internet banner ads, and recent predictions for global mobile advertising spending range from $9 billion to $19 billion by 2011. That said, several brands, including ESPN, Budweiser, Sprite and adidas, have launched cellular marketing efforts just to view some successes amidst an identical variety of disappointments. To inquire what really influences whether youthful consumers will participate in cellular advertising activities, a survey was recently ran by the writers in the USA and Pakistan. The study looked at the comparative value of several variables, including consumers' personal connection to their cell phones, their concerns for privacy and their willingness to "opt in" and take permission-based advertising. Important insights were uncovered by an evaluation of the results in consumer behavior. Such results hold a number of significant consequences for firms developing mobile marketing efforts across global markets.


This is just an excerpt. This case is about SALES & MARKETING

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