Mobile Phone Introduction Since the invention of smartphones, people have expressed different and unique reactions on their level of attachment to them, and the nature of use. However, if analyzed from a marketing perspective, as an interactive device, mobile phones have good opportunities to contribute to customers’ experience while interacting with brands. The mobile phone market has emerged as one of the largest sectors of the global market. At the same time, the values of marketing continue to be rapidly changing. Thus, the consumer appeal of the product, and the perceived brand image influence consumer behavior significantly. These changes have resulted in the need to increase investments in marketing planning and measurement. This paper will analyze the main marketing issues that should be considered when studying the effects of marketing on smartphone consumers’ interest in purchasing a mobile phone, and will give the recommendations to help mitigate those issues. Discussion Consumer interest According to Lim and Yao (2017), engagement in smartphone brands is the number one strength that defines companies’ successful marketing performance. There is no agreement about the exact impact of the marketing strategy in customer satisfaction, but marketers tend to make an attempt to understand the connection between the marketing effort and the impact. Different studies show that mobile marketing has high impact on the brand image of mobile products in various businesses. Many authors have conducted surveys of the consumers’ attitudes towards mobile products. Making recommendations based on these studies is also one of the primary areas of marketing analysis. For instance, the results of surveys of computer users have been used to determine what design of computer products customers prefer. These studies have helped in defining the effectiveness of mobile marketing as an important dimension of marketing. However, no studies have been conducted to examine how mobile marketing affects customers’ search and decision to purchase mobile phone products, and provided the recommendations to any company planning to do marketing activities on the basis of the findings of those studies. Theoretical concern According to L. Tan, S. Chou, and A. Zafar (2013), smartphone users understand the effects of marketing activities and are willing to invest their resources in order to improve the results (p. 370). Based on the views of the researchers, marketing professionals have to realize that they should adopt marketing practices that cannot prove more significant than influencing customer’s choice to purchase mobile phone products. Because of the high number of users and the fast-changing nature of these users’ behaviors, marketers have to develop novel campaigns to capture the attention of customers. Firstly, a series of initiatives should be implemented to try to create the social awareness of the brand (Zafar et al., 2013, p. 348). The initiative may help to gain the trust of the customers. In the case of pay phones, an initiative should be developed to make the brand more popular among consumers. However, the main challenge in this marketing campaign is to deliver a message that attracts the attention of consumers and influences their purchases. Instead of advertising on TV and newspapers, several marketing slogans can create more trust among consumers. As a result, marketers will not get reduced response rates due to the lack of brand awareness. Since the number of brands offers different personal experiences, different products have different target consumers. It is the responsibility of marketers to understand the target consumers and come up with products that can satisfy them. Recommendations In order to reach different target consumers, one of the recommendations that should be taken into consideration is an increase in the amount of marketing communication. Though possible, this strategy will be impossible to affect the number of customers or develop new customers’ attitudes. In particular, the marketing team should focus on creating an entertaining campaign and should create a unique marketing campaign to increase the number of people who are aware of their products (Reed, 2017, p. 54). At the same time, marketers should improve the quality of information. In particular, marketers should change the price and the brand image of the phone in an appealing manner and follow positive trends as well as increase the number of visitors of the website. For instance, following the changing trends of the mobile phones market and the creation of new trends, a company may increase the price of the phone through the purchase of the phone. It is possible to use social networks as one of the methods of creating a unique campaign. One should keep in mind that, though there are numerous social networks, Facebook and Twitter are among the most prominent and most effective ones, and hence are not so expensive as other social networks. Apart from that, these social networks have more professional community members and a larger number of customers. This will enable a company to connect with people and increase their trust. The importance of social media marketing must not be overlooked. Conclusion Mobile marketing has a great impact on the target consumers’ search, research, and purchase. On the one hand, mobile marketing causes instant results, which are greater compared to traditional advertising; on the other hand, mobile marketing influences customers’ search for information. Marketing practices are affected by those effects, as well as the
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