INVESTIGATING CONSUMER RESPONSIVENESS TO MOBILE MARKETING IN JOHANNESBURG

Abstract

Traditional communication mix elements have become pricey. Therefore there is a growing need for marketers to find cheaper alternatives to communicate with their target audience. Mobile phone marketing will lower the costs of advertising and at the same time improve relationships between marketers and consumers as it targets the personal element of marketing communication. According to research, 29 million people use mobile phones in South Africa. The research objectives seek to determine the different uses of mobile technology by consumers, how mobile phone users interact with mobile marketing techniques, and to make recommendations on the optimal use of mobile marketing. This quantitative study established that, although it might not be the first choice of receiving marketing communications, the majority of the people would still like to receive adverts via their mobile, proving that mobile marketing has a place in marketing. The findings revealed that 34% of South African mobile phone users have smartphones, this creates a new market for mobile internet, social media, and mobile email adverts. It is important that marketers should also use other methods of marketing communication mix as 28 million people use radio and 26 million people use televisions in South Africa, proving that these gadgets are still important in the consumers’ lives and in information sharing. Mobile marketing cannot replace the conventional marketing communication methods completely but can complement the efforts and create an interactive platform for marketers and their consumers.