Abstract
In present spirited business environment, marketers and advertisers are facing trouble in the selection of viable marketing channels. Obviously, mobile phone and electronic mail are the two interesting communication sources. This study aims to emphasize on the effectiveness of mobile and email marketing channels using AIDA model. The study applied qualitative approach to collect data through semi-structured interviews from the registered customers of a retailer and whole sales company “Metro-Habib Cash & Carry Pakistan (MHCCP)â€. The collected data were analyzed through matrix structure by defining themes and color codes. The sub-rows and columns were re-arranged with the help of iterative approach to properly manage the data. The study clarified that mobile marketing channel creates better market attention, interest, desire and purchase action as compared to email marketing channel.
Highlights
The mode of marketing communication has altered due to advancement in information and communication technology and the distances among businesses and their customer’s has minimized
Mobile marketing is the use of mobile as a mean of marketing communication
It is cleared that mobile marketing channel is preferable email marketing channel and hierarchy of effects is the precise concept to be apply for the analysis of communication channels
Summary
The mode of marketing communication has altered due to advancement in information and communication technology and the distances among businesses and their customer’s has minimized. Mobile marketing is the use of mobile as a mean of marketing communication This idea has defined by Shankar and Balasubramanian's (2009) that mobile marketing is “the two-way or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device”. Researchers highlighted another aspect of mobile marketing that it is an efficient source to get positive response from customer’s (Barwise & Strong, 2002). Mobile phone is facilitating new channel for reaching and interacting with consumers (Trappey & Woodside, 2005)
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