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

For many teenagers and young adults, cell phones, personal digital assistants and other handheld devices have become a necessity in everyday life. This fact is not lost on companies that have had great difficulty in reaching young consumers through traditional marketing approaches. In theory, the mobile platform provides an ideal mechanism to reach younger consumers. Large retailer could, for example, to send a group of teenagers who are in the shopping center of various electronic coupons on their phones to promote special discounts. Many global corporations, including Burger King, MTV, Procter & Gamble and Ford, have initiated programs that allow consumers to search for the nearest restaurant location using their mobile phones, to receive e-coupons or participate in other mobile marketing. These campaigns have generated clicks up to 10 times higher than traditional online banners, and the latest forecasts for the global mobile marketing costs range from $ 9 billion to $ 19 billion by 2011. However, several brands, including Budweiser, ESPN, Sprite and Adidas, to the mobile marketing efforts only to see some success with an equal amount of frustration. To investigate what really affects whether young consumers will participate in mobile marketing activities, the authors of a recent survey in the United States and Pakistan. The study looked at the relative importance of a number of factors, including consumers' personal attachment to their cell phones, their preference for privacy and their willingness to "opt in" and take permission-based marketing. Analysis of the results found important information in consumer behavior. These findings have several important implications for companies developing mobile advertising campaigns in the world markets. "Hide
on FAREENA Sultan, Andrew Rohm Source: MIT Sloan Management Review 9 pages. Publication Date: July 1, 2008. Prod. #: SMR285-PDF-ENG

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