Emerging Digital Marketing Strategies Using Mobile Instant Messaging (Dissertation Sample)

Emerging Digital Marketing Strategies Using Mobile Instant Messaging
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Chapter 2: Literature Review
Customers may improve their personal lives by using cell phones to connect to the rest of the world quickly and easily through voice, email, text messages, and the internet. As cellphones become more and more personal messaging devices, businesses have the opportunity to target people with their advertisements. Sales representatives may initiate conversations about their favorite products or services to foster a sense of community among consumers and increase the likelihood of repeat purchases. Marketers may offer targeted, high-value communications at certain times and locations using smartphones and tablets, therefore increasing their impact and efficacy. Marketers may use MIMs to increase engagement and retention and encourage them to shop on mobile devices(Hu, 2020). Marketers may now reach potential customers directly using mobile texting services.
On the other hand, marketers have difficulties due to this rapid and direct contact with customers. Customers will have an unpleasant experience, the brand will suffer, and the marketer may face disciplinary consequences. Mobile communications, on the other hand, offer businesses a unique chance to engage clients, establish loyalty, and empower them.
Özsungur (2022) argues that a literature review is integral to any academic study. Academic journals, books, and the internet have been used to obtain information for this literature study. A thorough examination of the MM literature was conducted. In this study, many disciplines in the field were discovered, and those chosen for review included a basic overview of MM, consumer acceptability and attitudes, and MM best practices. Hu (2020) categorizes literature by consumer, managerial accounting, and general. These categories coincide with their evaluation of MM research. It provides a similar categorization scheme for organizing literature based on theory, strategy, and consumption patterns. A literature review includes justification and context for the study. This chapter It collects, analyses, explains, and combines the substance of published information in a new, inventive, and continuously growing marketing field.
Marketers now have access to a brand-new channel for connecting with customers: mobile phones. Their 24/7 availability provides businesses with a pool of unique customers with whom they may establish meaningful interactions based on shared characteristics, including personal identification, commercial preferences, geographic locale, and communication habits. 8. Today's customers live fast-paced, on-the-go lives; depending on traditional advertising makes them hard to reach. Thus, MM gives a far more accessible, engaging, and intimate means of targeting consumers than conventional marketing has. The "always-on, always with you" mobile device provides a wide variety of new options to contact new clients, with a worldwide market internet penetration of 91%. MM's final marketing worth is still a matter of debate. Consumers can have their needs met instantly, no matter where they are or what they're doing. As a result, mobile communication devices are reasonably possible to become "the next big advertising medium," as Karnouskos et al. (2020) predicted.
Even if interest is great, skepticism abounds since many marketers think that MM falls short due to overstated promises, unfulfilled expectations, and a lack of best practices, according to a study by the Chief Marketing Officer. It turns out that just 16% of organizations with 250 participants have a defined mobile strategy. It is also said that the maximum capabilities of MM have not yet been realized because of a lack of expertise in MM among merchants and the fact that the phenomenon is still in its immaturity. Both phrases, marketing strategy and digital applications, have been used indiscriminately in literature over the last decade to denote two distinct ideas(Karnouskos et al., 2020). Wireless marketing and advertising have also been included in these strategies.
Because the emphasis of this study is on MM, terminology based on prior research must be clarified. According to the Mobile Marketing Association (MMA), MM is "using cellular media as an incorporated content delivery and reactionary response vehicle within a bridge or stand-alone marketing and communications campaign." Mobile phones are a new communication platform. employed alongside traditional marketing tools like broadcast, radio, the internet, lead generation, print, or billboard. However, Shi et al. (2017) suggest a definition for this study: "the use of the mobile media as a method of advertising messages."
Promotional strategies and mobile advertising have many of the same traits. Hence, this definition was used. Several follow-up investigations have confirmed the validity of this definition. For example, according to Karnouskos et al. (2020), research on mobile message advertising is aplenty, yet there is little agreement on the basics of consumer attitudes toward mobile advertising. The efficacy of SMS advertising was inconsistent with Shi et al. (2017). He attributed the discrepancies to many factors, including the distribution method, messaging, and object kind. If there is no agreement, it may be because the study has a large number of variables as well as intricate correlations between them. Because of the lack of understanding, further study and even newer technologies to explain technology acceptance are needed.
1 Organization of the Review
The investigation of MIMs tactics used to engage customers through MIMs started with a literature review of both industrial and educational literature. We essentially reviewed the literature online, utilizing academic libraries and databases. The searches lead to academic and professional journal articles, books, dissertations, and company reports. We concentrated our investigations on short texts and emails, MIMs, digital applications, customer resistance, and the technology adoption model. We also kept Google Scholar notifications based on these search parameters (Sharkawy & Meawad, 2019). This literature review comprised 92 academic papers. The numerical summary of the cited publications in the finished research was 137 scientific journal articles, five company reports, one dissertation, and four literature sections. Of the 153 published sources cited in this project, 86.6 percent were within the previous five years. 90 percent of these citations were academic books. This literature The review contained two loci for the research: tactics marketers may apply while marketing and team, and the study's theoretical model(Maeng et al., 2019). MIMs is a subcategory of mobile commerce in the same way email is part of internet marketing.
The word "mobile" possibly encompasses laptops, streaming devices, and other portable devices. This research focuses on non-PC devices, particularly mobile phones. While scholars employ various languages for the notion of MM, they all describe comparable qualities for the occurrence. Those most often listed are its sensitive nature, accessibility, speed, and adaptability. Although other promotional strategies may possess some of these features, none contain them all; consequently, MM is distinctive and merits a category of its own. The consequences of this good social change included the possibility for marketing professionals to develop tactics successfully involving customers. This greater involvement of consumers may lead to more sales, less competition, and quicker distribution of information (Sharkawy & Meawad, 2019). The advantages of this better customer involvement accrue to corporations via more sales to surrounding people, through additional tax income, and higher employee commitment for marketing professionals.
Mobile advertising is becoming more accepted as a legitimate commercial channel. Still, businesses that participate in messaging service operations may obtain insight into the aspects that influence customers' attitudes about accepting or rejecting the message. To organize my research, we created a mind map of the articles' primary topics and found similarities in the information they included (Ahluwalia, 2020). A mind map is a valuable way to connect ideas from various sources. I relied on TAM's user-oriented approach and the advertising flow model to categorize the issues found in the literature. Both models were needed initially, but we restructured the literature review topics and problems related to the strategy and stopped using them (Rambe & Bere, 2019). Using social, psychological, or product advantages, advertising influences customers' purchasing decisions. Consumers, on the other hand, are typically repelled by marketing initiatives.
Consumer complaints about commercials tend to be focused on the marketing methods used by marketers rather than the advertising idea itself. As a result, designing techniques that work necessitates learning more about customer resistance to mobile messaging marketing. Two broad groups of tactics emerged for me as I scoured the literature (Santos & Silva, 2019). They are reducing customer aversion to mobile advertising, enhancing trust and enhancing the message's perceived worth. Trust in the source of the advertising, the considered risk of participating in the advertising campaign, and the considered behavioral control of over-involvement in the campaign are all subcategories of strategies that improve perceived trust. Increase the perceived value of mobile communication by increasing its monetary and informative worth (Rambe & Bere, 2019). If the statement's value isn't elevated, ...