Digital Advertising's Impact on Buyer's Intention: Mobile Report

This report comprehensively analyzes the influence of digital advertising, with a specific emphasis on mobile advertising, within the global market. It delves into the significance of digital marketing, highlighting its role in promoting products through electronic media and mobile platforms. The report explores how mobile advertising enhances organizational performance, particularly in major cities, and examines the environmental and technological factors impacting its effectiveness. It discusses market competition, the rise of M-commerce, and the influence of political, legal, and economic factors. Furthermore, it investigates consumer responses to mobile advertising, emphasizing the use of technologies like HTML and ADO.NET, and concludes with an overview of the advantages and future trends in this dynamic field. The report also emphasizes the importance of SMS, smartphones, and location-based marketing. The report highlights the advantages of mobile advertising and its cost-effectiveness compared to other advertising formats. Finally, the report also discusses factors such as website compatibility, SEO, and the importance of diverse ad formats.

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Executive Summary
This report deals about the impact of digital advertising in buyer’s intention with special
emphasis on mobile advertising. Digital Marketing is important in the Global market Market. The
reason is quick promotion through the use of internet and websites which helps for the new
product. Mobile Advertisement is the newest form of Digital Marketing Schemes which is
becoming popular nowadays. The major impact of Mobile Advertisement is on the major cities
like Sydney, Canberra and Perth where a large number of startups have successfully build their
business within a few years. The use and response of Mobile Advertisement is higher with age
group of 21-30 and 36-45 years of age. The use of technology like HTML and ADO.NET is used
has a great impact on Global market Market.
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Table of Contents
Introduction....................................................................................................................................4
Mobile Advertising in Global market:.............................................................................................4
Digital marketing affecting the organizational performance with special emphasis in mobile
advertising.....................................................................................................................................5
Environmental factors influencing mobile advertising....................................................................6
Market competition........................................................................................................................6
Boom of M-commerce...................................................................................................................7
Political factors...............................................................................................................................7
Legal factors..................................................................................................................................7
Economic factors...........................................................................................................................7
Technological factors influencing the effectiveness of mobile advertising....................................8
Consumer’s response towards mobile advertising........................................................................9
Conclusion...................................................................................................................................10
Reference List..............................................................................................................................11
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Introduction
Internet and mobile are now ruling the world. From small to bigger things every now and then
internet and mobile are used. The promotion of the products is now done with the help of
electronic media. In today's world, many companies take the help of social and electronic media
to promote their products. This has started the concept of Digital Marketing. In the Global
market, marketing has been developed to the use of electronic media and mobile for the
promotion of their products. This pace has accelerated in the coming years. Today, each and
every new product from food items to clothes, footwear, housing and much more are done with
the help of social media. There will be a discussion about the advertising with the help of mobile
phones in Global market, how the performance of the organization in Global market is being
enhanced with the use of Digital Marketing with emphasis on mobile advertising, what are the
environmental and technological factors affecting the mobile advertising influence and
advertising. Lastly, there will be the discussion about the reaction of consumer's and customer's
response toward mobile advertising. Mobile advertising has many advantages which are
growing at a fast rate. The features like precision and interactivity has created a boom in the
marketing. Mobile advertising also helps to provide advertisements to the customers in real
time on the basis of location. This helps the consumers. It also provides an advantage to
remove irrelevant advertisement by the means of sensors.
Mobile Advertising in Global market:
The influence of mobile phones in Global market has created a new way for advertising and
promotion of products called mobile advertising (Iqbal, 2016, p.56). Mobile phones and
handsets are becoming a new medium for promotion of products. Mobile advertising has
connected the target customers with the emerging and the established market in Global market
(Jung et al. 2016, p.252). The number of peoples using mobile in Global market is huge. This
has made the essence of Mobile Advertising in Global market also extreme (Kamal, 2016, p.62).
Mobile phones allow the product manager to make one to one audio and video contacts with the
consumers and hence help the customers to understand the value of the product and hence its
importance (Eastin et al. 2016, p.215). SMS or the short messaging service is highly successful
in this area. Smartphone technologies have made changes in the global market. Among them,
there is an increase in the content. It has also led to the spread of online methods. Using this
method, companies present a part or all of their products and services online (Vyas et al. 2016,
p.22). Mobile advertising is flourishing because it is both individual and interactive. It is fast and
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effective for interaction between consumers and marketing companies. Messages can be
generally delivered to the consumers which make the consumers easily interested in the
products and services (Ahmed et al. 2016, p.134).
Mobile phones technology has helped marketers to establish a bond and relationship with
consumers and understand their requirements about the products (Vyas et al. 2016, p.23). This
would enhance the company and consumers awareness of the common requirements of both of
them and thus helped to develop and market the product. In Global market, today each and
every form of marketing whether it is through websites, Search Engine Optimization, Social
Media Optimization and Digital mix all are made mobile friendly so that the consumers do not
face any difficulty. In this way, customers have a better understanding of the product which
increases the acknowledgment of the product.
Mobile advertising has very less cost significantly lesser for marketers as compared to other
advertising formats offline and online (Lin et al. 2016, p.104). Many products mobile ads are
cheaper than their desktop ads which are something marketers are taking advantage of in order
to enhance brand awareness and drive the products among their mobile audience. Mobile
Advertising allows the business executives in Global market rely on mobiles and to do
everything from locating a vendor office to viewing demos of products on their handsets (Iqbal,
2016, p.56). Mobile advertising allows the marketers to reach their target audience almost
instantly as opposed to email or other channels where the marketers have to wait till the
customer checks his mail or comes in contact with that message. Mobile marketing and
advertising have become a necessity for many start-ups and Business to Business (B2B) to
build their base and increase their value. Digital marketing has helped the train stations to
develop into a shopping complex and thus has increased its value.
Digital marketing affecting the organizational performance with special emphasis
in mobile advertising
The organizational performance is greatly enhanced with the introduction of mobile advertising
and digital marketing. In Global market, it has enabled the organization to make their products
accessible to a wide variety of consumers. Mobile advertising in the form of search and paid
mobile ads and SEO’s and SMO also allow marketers to reach customers at their feasible and
important times (Eastin et al. 2016, p.215). This basically means the time when they’re
searching for some urgent product or during times when they are buying first time any product
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online (Iqbal, 2016, p.56). Marketers and Traders in Global market now generally utilize
Advertisement extensions such as Click-to-call service which is provided by Google which
basically allows consumers to contact the businesses by clicking directly on an advertisement. It
thus helps the consumers to reach and acknowledge the concerned products. Location based
marketing is also a direct marketing strategy where advertisers personalize their messages to
customers based on current location and in real time. This helps the customer to get more
relevant advertisements. Location based marketing provide advertising through mobile in exact
time. The reason is because the advertisements are provided in real time. They provide
targeted ads instead of generic display ads.
Digital marketing also allows the marketers to reach their target people based on criteria such
as location, device type, etc (Vyas et al. 2016, p. 22). This allows marketers to capture their
audiences using highly personalized advertisements tailored specifically for them. Let’s take an
example of Global market where, marketers can now not only tell that the product prospective
based on geography but could also tell whether the product is near to the home or office thereby
providing more information about the product (Kamal, 2016, p. 62).
Environmental factors influencing mobile advertising
Market competition
With the advent of smart phones, the market for mobile advertising has expanded to a great
extent, increasing the competition within the market. This has made organizations use logical
analysis, taking pragmatic decisions to execute location-based services, through which they can
promote their products in the hand of each and every consumer in the market (Fong et al. 2015,
p.726). This impact of market competition on mobile advertising is mainly influenced by the
brand awareness and the attitude of the consumer towards the mobile advertisement. If none of
these factors are met, then the advertisement released is of no use to the company, failing to
gain a competitive advantage for the firm (Watson et al. 2013, p.840). Digital marketing is able
to use the locations based services with the help of making accurate advertisements by making
attractive advertisements. Thus, the target markets also get attracted by promoting the mobile
advertisements. As a result the locations, times all create proper influence in the purchasing
factor of the consumer through digital marketing.
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Boom of M-commerce
M-commerce has created a revolution in the field of the global economy by enabling
organizations to reach out to the masses, creating awareness about their brand and products.
Today, each and every individual is seen to have a Smartphone in their hands, enabling them to
have almost every up to date app on their mobile phones (Hayden and Webster, 2014, p.1).
This has made companies like Amazon, update their information and technology department
along with their telecommunications department, in order to open their own websites, as well as
release their apps for Smartphone, enabling masses of consumers to know about their products
(Brady, 2013, p.3).
Political factors
The political situation in a country plays a major influence on the mobile advertising done in the
country. This will again depend upon the current political scenarios. The political parties are
often seen to influence the contents advertised through the mobile advertisements to the
masses. It is often seen that during elections, political candidates spread advertisements about
their abilities (Kang, 2014, p.360). In addition, it is even seen that the government of the country
influences the time period during which the consumers can view the advertisement, by creating
scandals and rumors, patronizing their client companies.
Legal factors
The business organizations create advertisement keeping various legislations and policies in
mind so as not make mobile advertisements in a creative manner, so as to promote their
products and gain a competitive advantage (Baek and Morimoto, 2012). It is said that if the
organizations make a mobile advertisement as a political strategy, so as to bring down the
reputation of a company, or goes against the privacy concerns of a consumer or even an
organization, it can be severely punished and penalized (Kotler et al. 2015, p.1).
Economic factors
In the modern era, every organization seeks to promote their products via mobile advertising so
as to promote their products on a viral basis, creating a buzz among consumers. However, this
is influenced by the budget estimated and spent in the advertisement, as well as the company's
income and the national economic status, since creation of advertisement on such a viral basis,
requires capital in form of finance from its department as well as from the various investments
done by shareholders of the company (Ström et al. 2014, p.1001).
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Technological factors influencing the effectiveness of mobile advertising
There are various technological factors which are affecting the mobile advertising like the ability
of websites and web pages to run on different platforms i.e Android, Unix , whether the website
or the webpage of the product company is coming on the front page of Google, whether the
company is using black hat, white hat or grey hat SEO for promotion, whether the consumers is
able to view the different ads of the product which otherwise could be blocked due to the use of
Ad blocker or use of different operating system (Kamal, 2016, p. 62). The use of different types
and formats of advertising also affect the effectiveness of Mobile advertising.
The most important challenge faced by marketers in Global market is the emphasis build
through different Ads (Iqbal, 2016, p.56). Mobile advertisements are essential with the help of
modern technologies. For this reason the accurate modern mechanism is being chosen. This is
also helpful for meeting the development of the advertisements. New products and services
become development with the help of the digital marketing. Technological aspects are here
helpful for meeting the customer’s needs and demand (Eastin et al. 2016,p. 215). It has been
found that technological factors have a great impact on marketers than consumers in Global
market especially in Perth (Lin et al. 2016, p. 104).
Marketers have to consult with the designers regarding the website design so that the
consumers have no problems in acknowledging the products irrespective of whether the website
is running on mobile, handsets, tab or desktop or PC (Jung et al. 2016, p.253). There are
various other important technological factors in mobile advertising. It includes what
programming languages like Java; Python is used (Vyas et al. 2016, p. 22). What technology is
used to create the backend of the website like ADO.Net only NET is used? Which scripting is
used for making of the website is it HTML, CSS or JavaScript. Use of Java Applets is used or
not. Whether the website is build by ASP.NET, Java, RUBY or RAILWAY (Ahmed et al. 2016, p.
134).
In this Global market area, people and users are much more using technology. They are more
prone to social networking sites like face book twitter and instagram. This has made the
marketers to strategize their marketing based on this scenario (Gainsbury et al.,2015, p.389). The
use of sensors help to send personalized offers and notifications to the customers based on
their needs and habits for real time engagement through their mobile device and personalized
devices. Sensors avoid the irrelevant advertisement for the customers and send only the
required offers and notifications to them.
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Consumer’s response towards mobile advertising
Consumers have different sorts of responses towards advertisement through mobile. Many
users who are in older age group do not accept the advertisement through marketing. If the data
and information provided through ads are relevant and provide a touching benefit to the
audience, then users would certainly accept mobile advertising (Iqbal, 2016, p.56). Users do not
like when the ads are intrusive. The impact of online reviews and ratings on other customers
also can't be ignored. The user also believes in performance use relationship if mobile
advertising through digital marketing system has a high perceived usefulness. It has been
shown that nearly half of the population in Global market considered that mobile advertisement
is useful for them (Ahmed et al. 2016, p. 134). There are differing opinions among consumers
about mobile marketing. Based upon the consumer behavior the accurate decision making
criteria are framed based upon the digital marketing. As a result the social platforms are also
become developed by monitoring the information in an accurate manner in the international
market. Based upon the mobile advertisement the social profiles get created which is very cost
effective as well as flexible. Thus, the advertising effectiveness becomes framed here by having
the accurate advertising strategy in the entire market through digital features. The right
decisions are taken by the consumers at a right time which is helpful for meeting the challenges.
Thus, it is effective from the point of view of the consumers. In Global market, for example, there
were different groups of responsiveness among consumers were found; those that are not
responsive, those that are neutral and those that are responsive and are therefore willing to
receive mobile advertising (Kamal, 2016, p.62). Consumers between the ages 21 and 30 were
found to be most responsive and consumers above the age 31 were the least responsive.
Consumers are more responsive if the mobile advertisement is relevant. The main reason for
the dislike from the population of Global market is due to the increase of commercial clutter.
Responsiveness among users to mobile marketing in Global market is more related to
demographic factors such as gender, age and income (Jung et al. 2016, p. 251). According to a
study regarding Digital Marketing, it is demonstrated that men and women differ in respect to
responses to mobile marketing. Moreover, in general, women tend to more actively responsive
to Mobile Advertising. Age also has a significant impact on response among customers.
According to the results consumers in the age group of 36- 45 years were the most responsive
more than 21-30 age. Income has no effect among the consumers in Global market
(Padmanabhan et al. 2016, p.48). Global market 51 percent of the users in Sydney was
favourable 29 percent toward the advertisement they had received through their mobile and the
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rest were fairly satisfied (Jung et al. 2016, p.254). Moreover, if the advertisements are carefully
then customers will surely find the advertisement relevant and may give the response to it (Lin
et al. 2016, p.104). In the year of 2016 nearly sixty-three percent of the respondents in
Canberra, had responded to at least one of the advertisement through mobile they had
received. In the study, it has been found that consumers respond to mobile advertisements that
grab their attention by being straight to the point and either informative or entertaining (Eastin et
al. 2016, p.215). Customer response has also grown due to the fact that digital marketing
through Instagram and face book has helped them to change view above the following products
and make them accessible (Gainsbury et al. 2015, p.389).
Conclusion
It is inferred from the article that Internet and mobile are now ruling the world. From small to
bigger things every now and then internet and mobile are used. It is also concluded that the
promotion of the products is now done with the help of electronic media. In today's world, many
companies take the help of social and electronic media to promote their products. It has started
the concept of Digital Marketing. In the Global market is has been developed to the use of
electronic media and mobile for the promotion of their products. This pace has accelerated in
the coming years. Today, each and every new product from food items to clothes, footwear,
housing and much more are done with the help of social media. There will be the discussion
about the advertising with the help of mobile phones in Global market, how the performance of
the organization in Global market is being enhanced with the use of Digital Marketing with
emphasis on mobile advertising, what are the environmental and technological factors affecting
the mobile advertising influence and advertising. Lastly, there will be the discussion about the
reaction of consumer's and customer's response toward mobile advertising.
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Vyas, H., Patel, B., and Chavda, K., (2016). Attitude towards Mobile Advertising of Rural
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