The researcher states that this era is known as the era of information technology in view of the fact that the innovations brought by the information technology have not only modernized the ways businesses and individuals carry out their tasks but also improved the living standards. With the emergence of the Internet, the majority of people started using it for email and communication purposes. But soon it was replaced with mobile technology. Now the majority of people use mobile phones to complete their daily tasks. Seeing the increasing interest of people in mobile technology, business marketers have started using it for marketing and promotion of business contents. Mobile marketing is a process through which traditional marketing activities are carried out using a mobile phone. Basically, the mobile marketing is the process of using mobile phones to provide customers with location and time specific, custom-made information, which promotes goods, services, and ideas. However, the question is that in this technology based era how effective is mobile marketing. This paper presents a comparison of mobile and email marketing strategies. The basic purpose of this research is to prove the claim that mobile marketing is more effective than email marketing. According to Roach, the current position and modern characteristics of the mobile technology as a one-to-one communication device define that mobile marketing is evocative of an inventive kind of direct marketing. Up till now many researchers have carried out extensive research to determine the factors which have an effect on consumer acceptance of marketing contents distributed through mobile marketing. In addition, various researchers such as (Barnes and Scornavacca), (Barwise and Strong) and Leppaniemi and Karjaluoto) discuss similar ideas. Additionally, their research is based on three key components: first of all there is a need to see that the user has given their approval to take delivery of marketing contents to their mobile phone; the level of authority the service provider maintains throughout the transaction, and the level to which the mobile user has trust on the brand being marketed.
In the same way, (TRAPPEY and WOODSIDE) and (Merisavo, Kajalo and Karjaluoto) also discuss the features and elements of the marketing material and distribution. They have discussed various factors driving the consumer's level of acceptability (Merisavo, Kajalo and Karjaluoto) and (TRAPPEY and WOODSIDE). On the other hand, thus far, there has been little research committed to discovering the characteristics of this medium, and whether they have an effect on a customers’ decision to agree to or refuse marketing communications delivered straightforwardly to their mobile phone (Roach).
This research will be based on the qualitative research methodology. For this purpose, I will collect data from academic journals, marketing books, newspapers and online promotional material in an attempt to support my research. I will analyze some of basic aspects that demonstrate superiority of mobile marketing methods for business promotion. This research will qualitatively assess some of the major aspects to prove how mobile marketing is more efficient than email marketing.
Results and Discussion
The one of the major problems with trying to reach customers through email is that the majority of business organizations had already made use of this strategy that it can without doubt be considered as spam by the target customers. In this scenario, mobile advertising and mobile marketing are a brilliant way to reach customers, in particular when business