The Indian Digital Future Mobile marketing is a specific way of wireless marketing Impact of mobile marketing on customer relationship management in the social distanced COVID era. Review of Literature

1. Welcome to
Presentation on
PAPER PRESENTATION FOR INTERNATIONAL
CONFERENCE ON
“Reimagining Entrepreneurship and Corporate
Governance in the Digital Era” (ICRECGDE)
AT JAIN (DEEMED TO BE UNIVERSITY)
29th January 2021
• An Empirical study of e-
commerce companies:
Challenges and
Prospects of Mobile as
media for Digital and
Social Marketing in the
COVID era
• Authors - Dr. Mukul
Burghate, Mukund Madhav
Tripathi, Kartik Uttarwar
• Presented by - Mukund
Madhav Tripathi
•

2. Introduction
• The Indian Digital Future
• Mobile marketing is a specific
way of wireless marketing
• Impact of mobile marketing on
customer relationship
management in the social
distanced COVID era.
• Review of Literature

3. 90%
According to a 2018 study, nearly
90% of online consumers in the
United States researched
products and brands online
before visiting the store or
making a purchase.
One of the key objectives of
modern digital marketing is to
raise brand awareness, the
extent to which customers and
the general public are familiar
with and recognize a
particular brand.
Research Methodology
1- Objective of the study
To study the significant impact of mobile marketing on customer relationship
management.
To recommend whether SMS marketing is an effective tool of E-Commerce
business.
To identify critical issues related with launching a mobile advertising campaign.
To compare the combined effect of mobile advertisement with other media types on
E-Commerce business.

4. What We
Do Now?
SOCIAL MEDIA
2- Hypothesis
- H0: Mobile marketing does not have any significant
impact on CRM.
H1: Mobile marketing has significant impact on CRM.
2. H0: SMS marketing is not an effective tool of E-
Commerce business.
H1: SMS marketing is an effective tool of E-Commerce
business.
3. H0: Designing an attractive mobile advertisement
campaign and reaching to youth for mobile campaign are
not a critical aspect.
H1: Designing an attractive mobile advertisement
campaign and reaching to youth for mobile campaign are
critical aspects.
4. H0: Combining effect of mobile advertisement with other
media types to create integrated campaigns will not have
any significant impact on E-Commerce business.
H1: Combining effect of mobile advertisement with
other media types to create integrated campaigns will
have significant impact on E-Commerce business

5. LIMITATIONS OF THE STUDY
• This study is conducted
in the city of Mumbai
which would not cover
other metros and hence
would not capture
regional factors affecting
mobile marketing.
• Researchers have
assumed that the
information provided by
the mobile users and
managers of mobile
marketing companies is
transparent and
accurate.
• The literature search and
review is depending
upon the availability and
access to research
information on the
subject in Mumbai.

6. DATA ANALYSIS AND INTERPRETATION
How often do you shop online?
More
than
once in
a
month
Once
in 1-2
month
s
Once
in 3-6
month
s
Once
in 7-12
month
s
Hardly
does
Online
shopping
Total
Under 20 6 11 3 10 0 30
21 -30 191 229 138 82 20 660
31 -40 110 100 70 40 0 320
41 -50 0 3 10 27 30 70
Above 50 0 2 0 6 2 10
Total
Observati
ons 1090
Table and corresponding bar
chart shows that people in the
age group of 20 to 40 prefer
online shopping. Their
frequency of purchase
represents that they purchase
online at least once in six
months’ time.
E – Commerce companies
can target the above age
groups to maximize their
online sales. Also strategies
should be formulated to
develop interest for online
shopping in other age
groups consumers.

7. DATA ANALYSIS AND INTERPRETATION
Which advertisement method do you prefer for on-line shopping?
Billboa
rds
Print
Media
SMS Televisi
on
Voice
Callin
g
Not
respon
ded
Total
Under
20 0 2 5 13 0 0 20
21 -30 30 181 231 179 29 10 660
31 -40 10 90 130 80 10 0 320
41 -50 0 10 30 20 0 10 70
Above
50 0 0 5 0 5 0 10
1080
Table and corresponding bar chart shows that
people prefer Bulk SMS as their first choice for
getting information regarding the products and
services related updates and advertisements for
online their shopping. Other advertisements modes
like print media and television is also significantly
accepted by people.
The above data clearly indicates the
importance of mobile as a tool of marketing
in the online businesses in Mumbai region. E-
Commerce companies should give more and
more advertisement and focus to the bulk
SMS mode to send their promotion
information to the consumers.

8. DATA ANALYSIS AND INTERPRETATION
Do you think combining different media types with mobile
marketing would be a better Mobile Marketing way?
Strong
ly
Agree
Modera
tely
Agree
Agree Somewh
at agree
Disagr
ee
Total
Under 20 1 12 7 0 10 30
21 -30 70 300 140 140 10 660
31 -40 60 170 30 40 20 320
41 -50 10 20 10 20 10 70
Above 50 0 3 5 2 0 10
Total 1090
Table and corresponding bar chart shows that
people, in every age group are Agreeing the
fact that combining different media types
with mobile marketing would be a better
Mobile Marketing way.
The above data clearly indicates that the
importance of mobile as a tool of
marketing has been validated even in the
various media options currently in
practiced by various Industries to reach
out their customers for branding and
marketing and advertisement purpose.
Hence the focus to the bulk SMS mode
should be increased.

9. CONCLUSIONS AND SUGGESTIONS
• Mobile marketing has critically transformed
communication industry and in turn
significantly rejuvenated marketing world by
ensuring prompt interaction between customer
and advertiser. Consumers can easily receive
information of their interest and this gives
power to the advertisers in a cost- effective
manner to develop and enhance long-term
customer relationship.
• Modern advertisers are adopting this
important tool and relying on different modes
of interactive technology for the promotion
and advertising of their products and services.
• SMS service is very effective for
communication between one to one friends.
But business organizations also think that it
could be an important tool for business tasks
and communication with customers.

10. CONCLUSIONS AND SUGGESTIONS
• SMS gateway server helps
marketers in reaching their multiple
target audiences in less time even
during the heavy traffic in the
network. This gateway software can
be easily installed at the marketers’
end to ensure smooth flow of the
entire SMS marketing process.
• The effects of advertising activities
are affected by the attitude towards
an advertising message, the
advertising company or even the
medium used. It should be observed
though that these results are
pertinent to traditional advertising
via mass media or web-based
advertising only.
• Mobile advertising allows marketers
to exploit the medium’s unique
features in order to customize their
messages to consumers’ attributes.

11. Thank you all for your
patient listening !