ABSTRACT
The invention of the Internet has significantly changed the consumer behavior. Online digital platforms allow many innovative ways to connect and engage with consumers. The Internet has drastically changed the five-stages of decision-making. Marketers use inbound marketing to attract, engage, and delight customers. From an IMC perspective, brands use search ads and display ads to target online consumers based on context or browsing behavior. Furthermore, smartphones are used to specifically target consumers based on geographic location. Mobile marketing strategies can include various tactics such as mobile apps, SMS or MMS messaging, mobile web, and in-app advertising. Mobile marketing can be integrated into an overall IMC strategy to reach customers on their mobile devices and reinforce the brand message across multiple touchpoints. For example, a brand can use SMS messaging to send targeted promotions to customers who have opted-in to receive messages. The brand can also use mobile advertising to reach potential customers on their mobile devices while they are browsing websites or using mobile apps. By integrating mobile marketing into an overall IMC strategy, brands can create a consistent brand message across all marketing channels, including mobile, and increase their chances of reaching customers in the right place and at the right time. However, it is important to ensure that the mobile marketing tactics used are relevant and appropriate for the target audience and do not come across as intrusive or spam.
