Mobile Marketing in a Digital Age: Application, Challenges & Opportunities

Abstract

Digitalization as a strong component of the globalization process is currently breaking barriers and throwing up opportunities in many professions. Marketing can be pinpointed as a foremost beneficiary. This study is objected towards x-raying the marketing activities to which digital technology, especially mobile devices, can be applied in the task of promotion and positioning products/services for customer adoption. The methodology employed to drive this study are observed and evolving phenomenon in mobile marketing for which mobile devices have served as effective channels for reaching prospective customers. Espo Facto evidences of mobile devices’ efficacy are also used as a support technique to validate the study. Literatures reviewed are in the area of mobile devices, concepts and their applications as powered by ISP firms. Beneficial as mobile devices are for marketing and its extant capacity for fast and personalized transaction, they nonetheless throw up some challenges to African and LDCs economies. These challenges along with their limitations were clinically discussed. In the light of possible areas of application, the study reveals a rich spectrum of opportunities beckoning African entrepreneurs for exploitation. As recommendations, study advices African leaders to close the power deficit and adopt the ICT culture as a business orientation. Again, it is suggests that application/software development that aid local and global participation in mobile advertising be encouraged. Lastly, we recommend that schools’ curriculum be expanded to teach digital knowledge and evolving best practices in marketing communications to enable Africans integrate into the digital age and become major players in the use and application of mobile devices for business growth and sustainable socio-economic development.