to a Wall Street Journal report, the mobile advertisement spending would increase 83
percent this year to almost $18 billion and would overtake other promotion mediums
such as newspaper and radio (Perlberg, 2014). There are several benefits for
marketers to be involved in mobile marketing. The first advantage of mobile
marketing is the ability for it to be personalized.
Messages being deliver ed in traditional media tend to be consistent and cannot be
personalized due to its mass media nature. This may result in the message bein
delivered to the inappropriate target audience which results in inefficiency of cost
and resources. Mobile marketing on the other hand allows the messages to be
personalized according to the needs of each target market which makes it more
efficient in finance and other resources. Personalized messages also tend to be more
relevant which in return gains more attention and interest from the target audiences
as compared to messages displayed in a mass media (Bauer, Barnes, Reichardt and
Neumann, 2005).
Mobile marketing could also reach to more audience than expected through viral
effects as some recipients who belong to the target audience may spread the message
to other recipients who were not initially targeted by the company (Wohlfahrt, 2002).
Besides the chances of gaining more customers these viral effects also serve a benefit
to marketers since a message received from a close one or acquaintances tend to be
viewed as more credible by the recipient as compared to receiving the message from
a selling party (Marini and Wiedemann, 2006).
Mobile marketing is also beneficial with the use of quick response (QR) codes
whereby it would benefit both the company and consumers. Marketers often
distribute their QR codes in different places like shopping malls or magazines
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