Place-Based Strategies, Multichannel Merger, and Context-Driven Alerts for Engagement With Mobile Marketing

1. Introduction

Technological advancements have altered the way consumers behave, obtain information, and interact with one another and how businesses must communicate their marketing message to consumers is impacted by this change in behavior. Mobile phones have become increasingly important in consumers' daily lives in recent years, surpassing the internet, which is currently one of the most popular communication platforms. Therefore, the easiest way to get in touch with customers is by using a cell phone. In the current digital era, mobile marketing has become essential for companies to engage with their target customers. It provides customers with personalized location and time-sensitive information. Companies should continue developing and implementing strategies to achieve organizational goals, with marketing strategies being crucial for performance enhancement. Mobile marketing is centered on using mobile devices like smartphones and tablets to connect and engage with target audiences. The relevance of mobile marketing is undeniable. Due to their increasing necessity in today's world, people are using mobile devices more and more. This suggests that businesses must ensure the appropriate execution of mobile marketing strategies in order to reach their target populations.

It is essential in the digital age as mobile devices have become integral parts of people's lives, providing marketers new channels to connect with potential customers. Any firm that wishes to reach its target audience must invest in mobile marketing, a subject that is both complicated and constantly changing. The key aspects of mobile marketing includes mobile devices, mobile apps, mobile websites, SMS marketing, mobile advertising, location-based marketing, social media marketing, mobile SEO, mobile payment and wallet marketing, compliance with privacy regulations etc. Mobile phones provide valuable location data, allowing marketers to deliver targeted ads and offers based on users' current and past locations. Marketers need to be more mindful relating to privacy regulations and user consent to ensure effective mobile marketing. As technology advances, mobile marketing strategies evolve to meet mobile users' changing needs and preferences.