target market in an interactive and appropriate method through the use of a mobile
device or mobile network.
There are many forms of mobile marketing which marketers can use in achieving the
company’s objectives (Tunsakul, 2011). One of the most common forms of mobile
marketing is the short message service (SMS) marketing. SMS marketing allows
companies to provide consumers with information regarding the current and new
products or services being offered, promotions offered for a limited amount of time,
introduction and location of nearby stores to encourage them to pay a visit and other
information like members schemes or general information (Kavassalis et al., 2003).
The multimedia message service (MMS) marketing was later introduced following
developments in technology of mobile phones. MMS marketing includes digital
contents such as pictures and audiovisual which makes it more creative and
interesting. Due to its effective results many marketers are increasingly using MMS
to promote their products and other information like the SMS contents (Li and
Stoller, 2007).
Mobile web marketing is also an effective form of mobile marketing. Mobile devices
tends to have smaller screens and different functions when compared to a PC and
with the growing trend of mobile phone users, marketers need to develop a mobile
version of their website so that consumers are able to access it through their mobile
devices (Emerson, 2013). Consumers often prefer to have a simpler web based
design for the mobile version due to limited functions and size of the mobile device
and also people who use mobile phones more often than PC usually have a quicker
lifestyle whereby time factor is of great importance.
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