Mobile advertising : advertising's new avatar
Kamdar, Dharmesh Mansukhlal
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Mobile technologies are one of the fastest growing and most widely adopted technologies in this current era. Parks Associates forecasts 4.5 billion mobile phone users worldwide by 2013, with many people using these devices as gateways for entertainment services, community information, and social networking. There will be over 140 million U.S. consumers paying for mobile broadband, which will extend video, communication, networking, and support services to various devices. The mobile advertising industry was seen as the poor relation of Internet advertising in terms of revenue, if not of hype. Yet mobile offers advertisers many attractive possibilities. No other device is as personal, interactive and constantly within reach as a cell phone. And cell phones let advertisers target whole new parameters, such as location and context. So, does it mean that Mobile Communication will be the new Avatar of Advertising industry? The continuous development of wireless networks and mobile devices has motivated an intense research in mobile communication. This research examines the so-called mobile marketing, which is Internet advertising and marketing offered through mobile communication systems, such as cell phone advertising. The rapid increase in Internet-based services available through mobile communication devices is expected to lead to an equivalent increase in mobile marketing spending by corporations. It is argued that the increasing technological capacity of mobile communication systems such as smart phones allow such advertising to be more effective and delivers a better rate of return for marketers than does Internet advertising in general. This paper, explores the world of mobile advertising, how can marketers reach the ‘always on’ mobile consumer and finally concludes with the future of mobile communication.