In the recent times, the mobile companies have tried to come up with more innovative approaches to marketing. Through examples of digital content including music etc, the article presented the essentials of mobile marketing.
As the article rightly predicts, the future does look good for these companies but the extent can be questioned. At the same time, numerous studies have been carried out regarding privacy rights etc.
It was found that several factors affected the outcome of such marketing campaigns; mobile technology, legal constraints amongst some.
Specific factors were looked at for the purpose of the empirical study; usage, consumer innovativeness, social influence, privacy concerns, personal attachment, permission-based marketing amongst some. The findings showed that since the US was a bigger and more lucrative market a that, it required much greater work in terms of overcoming more barriers while the Pakistani market seemed more hedonic and functional.