Mobile Advertising: An Empirical Study on Utility for Small and Local Traders of Kota Rajasthan

Globalization is a buzzword in the present era. Mobile phone and internet for connecting people easily and speedily that too at a very cheap cost. Every manufacturer wants to produce and sell their products worldwide. But without knowing of particular market or buyer, it is hard to sell. Earlier manufacturers and advertisers were able to approach the target customers only through limited mediums in limited areas, but after introduction of television and radio their accessibility for target audience have augmented at great extent. However, it is much expensive for smaller & local traders. Nowadays advertisers and manufacturers has found a new idea for promotion of their products or services that is advertisement through mobile phones. Customer is always unknown to new products and services. Mobile phones are probably the biggest medium to inform and communicate about the products /services to the potential buyers. New generation dwell so much time on mobile phones and internet. Thus, the usages of mobile advertising could be a better opportunity to push & promote new products through mobile phones rather than the traditional marketing. In this study we will focus on how advertisement by mobile phones like SMS’s, Voice calls, push messages, mobile internet and other applications are helpful for local and small traders to promote their products and service in target market. The paper will also highlight the satisfaction level of the small and local traders regarding m-advertising strategies. Moreover, it an attempt has been made to present few models of m-advertising by the researchers.