One of the major areas where much researches have focused on is how people have accepted the technology which is concerned with the consumption of services from the internet. Since the success of marketing mobile marketing, it has been considered as an innovative concept. Moreover, mobile marketing has been the driver for the acceptance of mobile technologies and again the aspect has brought entertainment and fun experiences to people who use mobile devices. For an advertisement to be effective consumers have to communicate to and so this can as well be done through mobile devices whereby consumers can receive the advertising messages. Some reports argue that mobile marketing can be accepted by consumers to adopt mobile devices. Today the importance of mobile marketing is given by the time spend by mobile devices users interacting with the internet and also applications in the mobile devices (Robayo, Montoya & Rojas, 2017) However many people do search on google and it has made many organizations or individuals invest so much through mobile marketing campaigns. Besides the mobile marketing has made companies adapt to new behaviors when using the internet and when browsing as well as when using the applications.
With the possibility of performing mobile marketing activities, there is a need to be acknowledged about the digital consumer’s behavior for decision making, the science management for the marketing functions. Due to the increase of smartphones all over the world, consumers are responding to mobile marketing strategies. Identically, due to the presence of personal devices like laptops and smartphones which have high frequencies from the users all the time, this has opened many chances to bring more communications at the right time to bring impacts to the decision making of the consumers. Accordingly, the future potential of mobile marketing has the highest growth rate due to the presence of mobile devices and mobile communication technologies ( Robayo, Montoya & Rojas, 2017). The aspect has been put on the highest point because of the ease contact of the users sending contents as well as the generation of interactive experiences. Similarly, mobile communication technologies have been so firm because the usage of messages has brought many possibilities for consumers to receive information. Through the messages, mobile marketing has increased the sense of the value of consumers.
The acceptance of mobile technology is also associated with the use of internet services however, the models applied in the mobile marketing aspect to know the attitude and the concepts perceptions about mobile marketing acceptance. Again there is a need to know about the theoretical perspective of the consumers’ issues to make decisions in the right way. Notably, mobile marketing can be applied in groups, the first one is where a company of an individual can generally spread messages to many consumers which are not known then this group is called unknown. The second group is coming where consumers receive the message but they are not well informed and so they may not know the time to perform. The company does not identify which customers are particularly related and the group is known to be the followers because the consumers are now engaged. The other group is where the company identifies its consumers individually and so they usually spread messages and information even without requesting to do so. This group is called the victims. There is another group that concerns the consumers who are highly engaged and the company asks for permission when conducting and providing them with information ( Robayo, Montoya & Rojas, 2017). Here there is a relationship between the consumer and the company because the customers can perform marketing strategies one by one. In this group, there is a low irritation of low dissatisfaction to the consumers. However, this group is called regular followers.
In the mobile marketing aspects, the marketing aspects are carried out through a universal network and the consumers should stay connected to the internet. Mobile marketing is classified into two levels, the first level is identifying the consumers, and the second level is activating consumers to communicate. Consequently, a lot of organizations have been advantageous to mobile marketing since it allows sending of promotions, performing many marketing activities as well as making advisements that have made them loyal to their consumers. Initially, there have been challenges in mobile marketing especially in downloading and in adblocking software and also handling information concerning money ( Robayo, Montoya & Berrio, 2017). Besides mobile marketing has become an opportunity for varieties to stay in the market. Further, there has been interaction companies having consequential communication with their customers and also seeking loyalty from their customers.
The penetration of smartphones together with the mobile application has enabled companies to search for quick expansion of the companies and also as they have been able to maintain their level in the competitive grounds. However, to benefit from new channels companies should account for themselves to the internet and also familiarize themselves with the characteristics of the internet. Mobile marketing increases the interaction between consumers and their favorite varieties of goods. Importantly, just like any other marketing mobile marketing require a lot of strategies so as the consumers to feel like part of it. Through mobile marketing, consumers tend to choose whatever brand they want. Again a consumer can choose a database and also will choose whether to leave it ( Robayo, Montoya & Rojas, 2017). Similarly, mobile marketing does not allow companies to send messages in an unrestricted manner where the number of messages should be managed so that the consumers are not hurt. During mobile marketing data confidentiality should be considered also because sharing database with the customer information with others may make lead to customers losing trust in companies and they may go away.