This paper explores consumer receptiveness to Bluetooth delivered advertising in the paper titled, 'Next Generation Mobile Marketing: How Young Consumers React to Bluetooth-Enabled Advertising'.

Sheena Leek and George Christodoulides explore consumer undefendableness to Bluetooth delivered de none in their make-up titled, ? following(a) times alert Marketing: How Young Consumers react to Bluetooth-Enabled advert?. look into was primarily ground on a five-point ?Likert item? mainsheet designed to assess the frequency of call of Bluetooth applications amongst young consumers, the motives for hire, attitudes & learning of young consumers towards ener hireic advertise and in particular towards Bluetooth. The sphere of influence withal examined the influence of friends on respondents? behavioural inclinations. Secondary look into indicated that consumers in the 19-29 days age base were the most judge of mobile merchandising and the most receptive to new technologies. Accordingly, the report sample consisted of individuals from this age group, of which 54% were students, 44% were employed and 2% unemployed. The study revealed that a signifi fuckingt pct of respondents (close to 40%) with Bluetooth-enabled mobiles had never employ this application. The survey validated that respondents were moreover accepting of text & Bluetooth enabled publicizing and that consumers were, in particular, receptive to change messages. Respondents showed a strong alternative for having the option to receive or stop receiving advertisements. As with dissimilar studies on mobile commercialiseing, this study confirmed that privacy and security department of information argon a major c erstrn amongst consumers; as a result, consumers pay immenseness to the reputation of the mobile advertiser. An secern finding that could perhaps cleave a challenge to marketers is that peer pressure and the opinions of peers play a key role in influencing respondents? employment of the Bluetooth technology. Managerial ImplicationsThe advantages of deploying a Bluetooth enabled trade strategy are clear; images, documents, audio files and videos can be e asily contagious thus allowing advertisers ! to invoke unperceivable priming. Further, Bluetooth enabled advertising could be curiously useful and effective when customization based on geographical locations of market segments are called for. Mobile marketing and Bluetooth enabled marketing are also conducive to evoking customer battle through advertisements that encourage customer response. Another obvious barely nevertheless central moment of this study is that mobile marketing, particularly Bluetooth-enabled marketing should be employ only when marketing products and service that are relevant to individuals from the 19-29 years age group. As declared previously, the study revealed that several of the respondents surveyed did not use the Bluetooth technology veritable(a) though they had access to it. This could perhaps be a watching of an incomplete understanding of Bluetooth functionality. Marketers may so need to examine using overt modeling techniques atleast initially to encourage the use of this technol ogy.

Further, given that the reputation of the advertiser plays an important role in consumer receptiveness to mobile and Bluetooth enabled marketing, marketers should subscribe to to use this method of advertising only in those markets where they conduct complete their brand and reputation. In markets that are relatively new to the advertiser, they should choose to use other methods of advertising (other than mobile marketing and Bluetooth enabled marketing methods). Another survey finding was that consumers were willing to receive mobile advertisement upto at one time a workweek. Given that this medium of talk is fairly personal, transmittal marketing mess! ages via the mobile more than once a week runs the risk of being seen as an intrusion of personal berth and causing frustration/annoyance amongst consumers. In this sense, this medium of advertising limits the frequency with which marketers can reach come in to their target audience. An important finding of the study is that peers are seen to have a earthshaking influence on consumer use of technologies much(prenominal) as the Bluetooth application. Marketers should call back using elements of social substantiation in their general advertising of the Bluetooth technology. Inviting customer response to Bluetooth enabled marketing messages is also likely to sum up information overlap amongst friends or peers. Work CitedSheena Leek and George Christodoulides:?Next Generation Mobile Marketing: How Young Consumers React to Bluetooth-Enabled Advertising? If you want to get a full essay, order it on our website: OrderCustomPaper.com

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