This report is based on the rapid evolution of mobile technology, and the enthusiasm with which it has been embraced. These developments have transformed mobile as a marketing channel. Mobile marketing spend across the world is starting to rise significantly. In the right circumstances, mobile can be a powerful tool. The rise of smartphones and tablets has deepened the relationship between consumers and their devices. The connectivity and technology they give to consumers are helping to drive several consumer trends, including ‘smart boredom’ and ‘gamification’. They also transform mobile as a marketing channel. Mobile had always had reach (the sheer number of handsets in circulation) and location (the fact that phones go wherever the consumer goes) in its favour. Now it has much more besides. One of the iPhone’s achievements was to abolish the idea that the ‘mobile web’ had to be a different, lower-grade experience compared to the PC-based web. Smartphones have opened up areas like mobile search and mobile social networking like never before. Added to this is the bundle of technology that comes in a modern phone – cameras, voice and image recognition, QR code readers, GPS, and a host of new features.

1. i
SUMMER INTERNSHIP PROJECT REPORT
Impact of mobile marketing on youngsters for buying electronic gadgets
Submitted in partial fulfillment of Master of Business Administration
Session- 2022-2023
Faculty Guide Submitted By:
Jitendra Dubey Rahul Singh
Master of Business Administration 2101640700184
PRANVEER SINGH INSTITUTE OF TECHNOLOGY
Affiliated to Dr. APJAKTU

2. ii
DECLARATION
I hereby declare that this submission is my own work. It contains no material
previously published or written by another person, nor has this material to a
substantialextent been accepted for the award of any other degree or diploma of the
university orother institute of higher learning
Rahul Singh

3. iii
ACKNOWLEDGMENT
Summer Internship Project Report is the one of the important part of MBA program, which has helped me to
gainexperience and will be beneficial in my succeeding career. For this, with an ineffable sense of gratitude
I take this opportunity to express my deep sense of indebtedness and gratitude to Dr. S. K. Bhalla, Director
- Pranveer Singh Institute of Technology and Dr. Harit Kumar, Head of Business Administration
Department, for their encouragement, support and guidance in carrying out the project.
I am very much thankful to, my Project Guide [Dr.Jitendra Dubey], MBA Department for her
interest, constructive criticism, persistent encouragement and untiring guidance throughout the
development of the project. It has been my great privilege to work under his inspiring guidance.
I am also thankful to my parents and my friends for their indelible co-operation for achieving the
goals of this study.

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Executive Summary
This report is based on the rapid evolution of mobile technology, and the enthusiasm with
which it has been embraced. These developments have transformed mobile as a
marketing channel. Mobile marketing spend across the world is starting to rise
significantly. In the right circumstances, mobile can be a powerful tool. The rise of
smartphones and tablets has deepened the relationship between consumers and their
devices. The connectivity and technology they give to consumers are helping to drive
several consumer trends, including ‘smart boredom’ and ‘gamification’. They also
transform mobile as a marketing channel. Mobile had always had reach (the sheer number
of handsets in circulation) and location (the fact that phones go wherever the consumer
goes) in its favour. Now it has much more besides. One of the iPhone’s achievements was
to abolish the idea that the ‘mobile web’ had to be a different, lower-grade experience
compared to the PC-based web. Smartphones have opened up areas like mobile search
and mobile social networking like never before. Added to this is the bundle of technology
that comes in a modern phone – cameras, voice and image recognition, QR code readers,
GPS, and a host of new features. Apps make the difference For marketers, mobile’s
breakthrough came in 2008, when Apple launched the App Store. Apps provided brands
with a new ‘way in’ to mobile that was easy for consumers to use, and relatively cheap to
make. Apps are still an important feature of the mobile marketing landscape. Heineken
developed the Star Player app to activate a sponsorship, and charity DePaul’s iHobo
showed that apps could work well for not-for- profit organisations. However, it’s

5. v
there are many failures. Brands have to think carefully about what they want an app to do,
and in what context it will be used. All of this means that mobile is a far more versatile
marketing tool than it ever was in the past. Increasingly, it is being used as a
brandbuilding channel. Youth-focused brands such as Axe/Lynx have recognised the
power of mobile for several years, but the growing penetration demographics is creating
new opportunities for brands such as IBM. New ad platforms such as Apple’s iAds may
offer new ways to put engaging content in front of consumers. Mobile is also becoming a
crucial loyalty tool for brands including Coca-Cola – some have reconfigured their
loyalty schemes around mobile. Mobile is particularly powerful when used alongside
real-life events. M-commerce is small but growing, and technology such as near-field
communication may make contactless payment via mobiles a reality in the near future.
But it’s clear mobile does more than just enable transactions. It has a role throughout the
path to purchase, whether consumers want to search for a product, read reviews, or look
for coupons. Companies such as Kraft and Korea’s Home Plus have applied these
insights For marketers in some of the world’s emerging markets, mobile will be more
important as a channel than the PC- based internet. Mobile offeris consumers outside the
major cities their first taste of the internet. As a result, mobile has huge potential for
marketers looking to reach these emerging consumer classes.

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Contents
CHAPTER 1........................................................................................................................1
Introduction about the Problem
Industry Profile …………………………………………………………….27
CHAPTER 2......................................................................................................................28
INDUSTRY PROFILE......................................................................................................28
The Origin of Mobile Marketing....................................................................................28
Vision and mission statement.........................................................................................29
Growth and Development of the organization...............................................................30
Functional departments of the organization...................................................................34
SWOT Analysis.............................................................................................................36
Strengths - Mobile Marketing....................................................................................36
Weakness- Mobile Marketing....................................................................................39
Opportunities- Mobile Marketing...............................................................................42
Threats- Mobile Marketing.........................................................................................44
CHAPTER – 3...................................................................................................................46
STUDY OF THE SELECTED RESEARCH PROBLEM................................................46
MEANING OF RESEARCH.........................................................................................47
OBJECTIVES OF RESEARCH....................................................................................48
TYPES OF RESEARCH................................................................................................49
CHAPTER – 4...................................................................................................................64
DATA ANALYSIS AND DATA INTERPRETATION...................................................64
Data analysis..................................................................................................................65
CHAPTER – 5...................................................................................................................79
SUMMARY AND CONCLUSION..................................................................................79
FINDINGS OR INTERPRETATION .........................................................................80
Conclusion & Recommendation....................................................................................82
CHAPTER – 6
Limitations.........................................................................................................................85
CHAPTER 7: CONCLUSION
BIBLIOGRAPHY..............................................................................................................88
Appendices.........................................................................................................................94

7. 1
CHAPTER 1
INTRODUCTION

8. 2
Abstract:
The following paper depicts to understand the Attitude and perception of mobile
marketing and its effects amongst youngstes. India is one of the fastest growing mobile
markets in the world and currently there are around 870 million mobile users. Recent
transformation of mobile handsets from technologically limited mobile phones into true
hybrid mini- computers, and the transition to 3G networks, converted the mobile medium
into an attractive value delivery channel for business entities. Mobile marketing is“the
use of the mobile medium as a means of marketing communication”. “Attitude &
perception is a lasting general evaluation of people (including oneself), objects,
advertisements or issues.” It is important to highlight that attitude toward mobile
marketing refers to consumers’ attitude toward marketing in general rather than one
specific type of marketing.
The developments in mobile communication technologies are considered to be a mobile
revolution by some. This revolution has started with the wireless telegram in the 1890s
moved onto stationary telephone systems from 1910 to 1980, analog mobile systems in
the 1980s and the digital mobile systems starting from the 1990s. In the 2000s on the
other hand, multimedia systems that were developed, helped more effective and
comprehensive provision of mobile services. Mobile phones, which are made available
for the use of people as well as enterprises as a fruit of the many studies conducted

9. 3
on the go and need to communicate with others. In the development process of mobile
phones, the objective was to ensure freedom of communication for people independent of
the location they are presently at and as such the first mobile phone call was placed on
April 3, 1973 in the United States of America in New York by Martin Cooper. The
following are some of the reasons why the mobile phones are considered to be important
where the marketing activities are concerned-
□ The fact that customers always carry their mobile phones on them regardless of where
they go;
□ They are always open for communication;
□ The more attention grabbing nature of one-to-one contact with customers;
□ Being able to maintain the messages received for later response by the customers;
□ Opportunity to have one-to-one audio-visual communication with customers;
□ Being suitable for customers and effective for the marketing executives.
Therefore, it can be said that mobile phones have become very effective tools of
communication as they provide means of instant contact by their users who carry them in
their pockets, purses and briefcases as they remain switched on at all times providing
high

10. 4
quality of communication, allowing enterprises to establish personal contact with their
clientele using them as a tool in their marketing activities to communicate with their
customers on one-toone basis. Digital, Social Media, and Mobile Marketing (DSMM)
describes an ongoing major transformation in marketing. It condenses several
technological developments affecting marketing research and practice In B2B contexts,
DSMM usage remains scarce, mainly aiming for aspects such as brand image rather than
being implemented in industrial information search and purchasing, yet presenting
considerable potentials. Information search and purchasing, often summarized as buying
behavior, are essential activities of industrial firms In industrial buying, information
search describes the action conducted by the buyer in order to obtain all relevant
information sources for the buying decision, often involving the consideration of data
from different origins. Industrial buying behavior is characterized as a complex process
with multiple dimensions and phases. In B2B contexts, information search and
purchasing normally are more formalized than in B2C contexts, for example resulting in
buying centers with multiple buyers. In context of DSMM, distinct differences delineate
B2B and B2C usage. The factors influencing industrial buying are evolving constantly, as
reflected by emerging information technologies or cultural developments. Mobile
marketing can be used to build customer engage-ment with a brand, through text
messages, mobile advertising,permission based marketing, the delivery of mobile
content,user-generated content, and mobile commerce. However, mobiletechnology
presents companies with challenges as well as oppor-tunities. In particular, earlier studies
in the pre-smart phone era,where the main means of marketing communication was via
textor SMS messages have shown that

11. 5
consumers perceive mobilemarketing communications to be variously irritating ,an
invasion of privacy and intrusive.
What Is Mobile Marketing?
Mobile marketing is any advertising activity that promotes products and services via
mobile devices, such as tablets and smartphones. It makes use of features of modern
mobile technology, including location services, to tailor marketing campaigns based on
an individual's location.
Mobile marketing is a way in which technology can be used to create personalized
promotion of goods or services to a user who is constantly connected to a network.
Mobile marketing is an advertising activity that uses mobile devices, such as text promos
and apps via push notifications.
Mobile marketing audiences are grouped by behaviors and not by demographics.
Mobile marketing is a subset of mobile advertising.
Marketing faces privacy issues related to data
collection.
Mobile marketing is much more affordable than traditional marketing on television and
radio.
When it comes to mobile marketing, this means keeping devices in mind and utilizing

12. 6
puzzle when it comes to building out any short-term or long-term marketing plan. From
email, to pay-per-click (PPC), search engine optimization (SEO), content marketing, and
social media marketing, there is a mobile marketing channel to reach every part of your
audience where they are most comfortable. For mobile marketing to be effective, you
need to curate a cohesive experience that customers expect—and that can be a real
challenge as you work to acquire, engage, and retain users across a variety of platforms.
Mobile marketing can do wonders for driving brand value and demand for your products
or services by leveraging mobile devices to connect with more consumers in real time at
any point in the customer lifecycle. Mobile is also growing steadily. According to
eMarketer, mobile versus desktop usage stats in the United States in 2018 show that the
mobile-only audience will grow to 55.7 million (nearly 19%) by 2022, and Adweek
estimates that 79% of smartphone users have their phones on or near them all but two
hours a day. Today, there are more mobile devices in the world (8.7 billion) than people
(7.1 billion), due largely in part to our voracious appetite for new technology. U.N. data
analysts have found that in the United States, 71.5% of citizens over the age of 13 have a
smartphone, and 66.5% have smartphones globally (WorldoMeters U.N. data, GSMA
Intelligence). To harness the growing power of mobile marketing, you must focus on
creating a seamless experience that your audience expects.
"For me, the future of mobile marketing lies in connecting the dots between online and
offline media. Mobile is such a powerful tool when used in conjunction with other, more
traditional, media and should be seen as the glue that binds everything together.”

13. 7
– Mike Reynolds, Senior Mobile Executive, International Advertising Bureau
Common problems that mobile marketing can solve
Mobile marketing is unique in that it reaches people in real time right where they are.
Additionally, more and more sales are being initiated from mobile, so it’s a vital part of
any marketing strategy.
 Problem: I’m unsure if my audience is a mobile audience.
Today’s mobile users range from ages 7 to 90 (OneAudience). In other words,
pretty much everyone is a mobile user in some capacity. The trick is knowing
how and when they use their mobile devices. Take time to develop buyer
personas and you’ll be able to reach your audience anywhere.
 Problem: My website and content are not responsive.
One of the first steps to creating a mobile marketing program is ensuring
responsive design across your website, emails, and landing pages. By
implementing responsive design, you ensure a seamless and easy-to-engage-with
experience that will attract and retain users.
 Problem: I have good mobile traffic, but am not seeing good conversion.

14. 8
There are a variety of methods that can be used to analyze and optimize your
mobile marketing tactics, including improving your responsive site and landing
page design and personalizing content for mobile. It’s essential for businesses
to future-proof their marketing strategy by boosting those mobile conversion
rates.
 Problem: I don’t know how to integrate a mobile strategy into my
marketing plan.
The key to defining any effective strategy is to first decide what success looks
like. Get the key stakeholders together to map your mobile marketing
strategy, determine how current efforts are performing (if you have any in
place), and identify where you can improve.
Components of mobile marketing
Mobile marketing goes far beyond text messaging and mobile apps. To have a cohesive
marketing experience, you must consider responsive design across the board.
 Mobile-friendly websites.
Mobile-friendly content fits on the screen without side-to-side scrolling or
zooming, it loads quickly, and it’s free of mobile-specific errors. The most
important reason to maintain a mobile-friendly site is to create a consistent
and

15. 9
engaging user experience (UX). Mobile UX has a dramatic effect on every
stage of the buying cycle.
 Mobile-friendly marketing SMS and MMS messages.
SMS (short message service) and MMS (multimedia message service)
messaging are two direct methods you can use to send content to customers, but
it’s important to use these channels wisely. Gain knowledge of the best
techniques to get your messaging to your customer fast, and go over the cardinal
rules for an effective campaign, whether it be promos, videos, product alerts, or
reminders.
 Mobile-friendly advertising and landing pages.
Fifty-seven percent of email is opened on mobile platforms and 69% of mobile
users delete email that isn’t optimized for mobile (Litmus). Because of this, it’s
imperative that your emails employ responsive design—a strategy that
automatically formats webpage content for optimal viewing on any device.
And don’t forget about landing pages. If your email is mobile friendly, but the
click- through goes to a landing page that isn’t optimized for mobile, that
visitor will likely become frustrated and click away.
 Mobile-friendly apps.
With the right strategy and road map, mobile apps can provide an opportunity
to drive profound engagement with your customers. Explore the different types

16. 10
whether or not a mobile app is the right move to support your
acquisition, engagement, or conversion business goals.
 Mobile-friendly MarTech.
Twenty percent of mobile apps are only used once. With most consumers having
50 to 100 apps on their phones, how can you ensure that your company's mobile
app stands out from the competition? Mobile app developers face many unique
marketing challenges, including the need to drive ongoing app downloads,
installs, and usability improvements. Companies with mobile apps that have
used marketing automation can better drive app downloads, user retention,
engagement, and monetization.
Return on investment (ROI) of a successful mobile marketing program
With buyers using mobile more and more frequently to research future purchases, a
proper mobile marketing strategy can lead to a direct increase in revenue.
 Mobile marketing reaches buyers that are researching products.
More and more, mobile users are shopping. Google’s research shows that
comparison searches using “best” have increased by 80% in the last two
years.
 Mobile marketing is growing.

17. 11
Google has found that about 50% of B2B queries today are made on
smartphones. The Boston Consulting Group (BCG) expects that figure to grow to
70% by 2020.
 Mobile marketing is part of most sales. More than 60% of B2B buyers report
that mobile played a significant role in a recent purchase (BCG, 2017)
Planning, implementing, and optimizing your mobile marketing program
Mobile marketing is both a short-term and a long-term strategy, and to create a successful
program, there are certain steps you’ll need to follow.
 Step 1: Create mobile buyer personas.
Understanding your audience is the first step to any marketing strategy, and
buyer personas are a valuable tool to aid in that understanding. Buyer personas
are fictional representations of your various types of customers. Create a profile
that describes each one’s background, job description, main sources of
information, goals, challenges, preferred type of content, objections, and/or role
in the purchase process. It is easier to determine a channel and voice for your
marketing messages when you have a clear picture of your target audience.
Observe mobile habits, utilize A/B testing, and you’ll build out useful buyer
personas for mobile.
 Step 2: Set goals.

18. 12
Before you launch a mobile marketing strategy, you’ll need to determine your
goals and create a plan. Our guide will help you understand customer lifecycles
and develop personas, build your marketing calendar and marketing
automation toolkit, and define your mobile marketing goals and key
performance indicators (KPIs) across all channels. Determine main objectives,
key audiences, and how you’re developing cross-channel engagement so you
can analyze how the channels you’re currently using can be included in your
mobile marketing strategy.
 Step 3: Establish KPIs.
Just like your other marketing efforts, mobile marketing needs to be tested
and optimized. Determine which realistic, measurable KPIs define your
mobile campaign’s success.
 Engagement. Provide mobile-friendly content for potential customers
who are searching for information about your industry or product.
Make sure your website is mobile responsive to improve mobile SEO.
 Acquisition. Make sure lead nurturing emails are mobile friendly with
clear calls-to-action. Buttons in emails should be near the top of the
message and be big enough to easily tap in order to facilitate click-
throughs. Then make it as easy as possible for someone to fill out a
form on your mobile-optimized landing page.

19. 13
 Customer service. In a connected, social marketplace, customer service
is very much a marketing opportunity. Allow your customers to easily
reach you through any platform they want, including simple click-to-call
buttons for smartphone users.
 Step 4. Monitor mobile metrics. Google Analytics can help monitor mobile
usage of your site. Mobile behavior data reveals how well your mobile content
engages your audience and conversion data indicates whether or not some of
your key landing pages still need to be optimized for mobile browsing.
Dashboard tools can show you the quantity and quality of traffic, page view
metrics, bounce rates, and more.

20. 14
10 reasons why mobile marketing is so effective

21. 15
Marketing related mobile activity

22. 16
TYPES OF MOBILE MARKETING
1.Mobile applications
Mobile applications allow you to include advertisements in mobile apps design.
2. In-game
This form of advertisement will have ads within a mobile game. When you play a game
it is not uncommon to see ads.
3.SMS (short message service)
You probably know SMS better as texting. Using SMS, marketers can send text
messages to customers with offers and other information.
4. MMS (multimedia message service)
MMS marketing sends text messages that contain media items such as images, video, or
audio. I think MMS is better than a simple SMS because consumers will respond better
with a visual. They are more likely to remember your message.
5. QR Codes (quick-response barcode)
QR codes can be scanned with the camera on a mobile device. Once scanned, it will take
consumers to the linked website.

23. 17
6. Mobile Banner Advertisements
These are banners that are the same ads you will see on a desktop, but will be smaller in
order to fit the mobile device’s screen.
7. Near Field Communication (NFC)
NFC is a type of technology that has the ability to send data to a consumer’s cell phone
using a short-range wireless connection.
8. Bluetooth or Proximity Marketing
Consumers obtain location specific advertisements, which is enabled from their Bluetooth.
9. Voice Marketing
Voice marketing uses an automated and computer produced phone call to consumers.
10. Pay Per Call
This type of advertisement allows the user to tap the phone number that is directly listed
in the ad.
11. Mobile Search Advertisements
Mobile search ads are similar to Google’s but are optimized for mobile.

24. 18
MOBILE MARKETING BEST PRACTICES
 Being aware and responsive to the complexities of mobile marketing (different devices,
multiple operating systems, different browsers, different screen sizes, limited bandwidth,
and limited memory)
 Evaluating a mobile marketing website by Google’s mobile-friendly test: https://www.
google.com/webmasters/tools/mobile-friendly/
 Balancing the need for ‘bells and whistles’ with the need for clean, mobile-optimized
sites _ Periodically studying a firm’s opt-in rate and the factors that influence it
 Using appropriate opt-in incentives.
 Handling personal information in a confidential manner.
 Portraying the use of personal and institutional trust .

25. 19
How Mobile Marketing Works
Mobile marketing may include promotions sent through SMS text messaging, MMS
multimedia messaging, through downloaded apps using push notifications, through in-app or
in-game marketing, through mobile websites, or by using a mobile device to scan QR
codes.
Proximity systems and location-based services can alert users based on geographic
location or proximity to a service provider.
Mobile marketing is an indispensable tool for companies large and small as mobile
devices have become ubiquitous. The key players in the space are the brands (and
companies that they represent through advertising), and service providers that enable
mobile advertising.
Mobile advertising targets audiences not so much by demographics but by behaviors
(though demography plays a part, such as the fact that iPad users tend to be older and
wealthier).
One notable behavior in the mobile marketing space known as "snacking," which is when
mobile device users check in to media or messaging for brief periods. Seeking instant
gratification equates to more points of contact for marketers.

26. 20
In mobile marketing, the device (especially screen size) does make a difference; users of
smartphones and iPad tablets react differently to mobile marketing.
For example, smartphone users tend to find informative content to be the most relevant,
yet iPad users tend to be captivated by interactive advertising that features rich media
presentations with eye-catching imagery (the message of the content is a secondary
concern).

27. 20
Mobile Marketing vs. Traditional Marketing
Unlike traditional marketing efforts, mobile marketing takes advantage of the fact that
many users of mobile devices carry them around wherever they go. As a result, location-
based services can collect customer data and then offer coupons, deals, or promotions
based on their proximity to a store or a place frequently visited by the consumer.
These marketing campaigns can be more targeted and specific to the individual user, and
should, therefore, be more effective for the company doing the marketing. One example
may be a marketing campaign that sends food-related coupons to a customer any time
they come within half a mile of a specific supermarket.
Advantages and Disadvantages of Mobile Marketing
Advantages
In regards to online related advertising, mobile marketing is much easier to access. You
don't need high-level technology or significant technical experience to get started. It's
also easier to measure the success of mobile marketing campaigns.1
Mobile marketing is also extremely cost-effective. There are a variety of options to
choose from for any budget and the impact it can have when compared to the cost is
significant. In a common comparison, social media ads are much cheaper than purchasing
ad space for radio or television.

28. 21
Customers can also be reached in real-time with mobile marketing no matter where they
are. Radio or television marketing only works when a customer is in front of the
television or has the radio on.
Disadvantages
There are privacy issues concerning how the data collected by mobile devices are used
and whether or not companies have the right to collect such data without explicit consent.
Such data can be used for identity theft or to send spam if it falls into the wrong hands
due to
data theft or poor security of the information. Also, the tracking of an individual's
locations and movements may be considered crossing the line by some.
A particular drawback of mobile marketing is that it has the potential of increasing costs
for the user. For example, if a campaign directs a user to a video that requires a
significant amount of data and the user does not have an unlimited data plan, it may eat
into their monthly data allowance or result in charges if they go over their allotment.
Mobile marketing also needs to be perfect from the start. As users have smaller attention
spans and a variety of companies competing for their attention, a poor mobile marketing
plan will fail to grasp a user's attention and possibly lose their interest forever. For this
reason, a mobile marketing plan does not have room to be less than perfect.
Pros
 Easy to set up and monitor

29. 22
 Cost-effective
 Real-time access to potential customers
Cons
 Data privacy concerns
 Possible increased data costs for the user
 Little room for error

30. 23
How Do You Start a Mobile Marketing Business?
Set Up a Mobile Website
People use their smartphones for almost everything these days and so it's important that
your website is formatted correctly for viewing on a smartphone. If you have an existing
website, many companies offer automated systems that convert your existing website for
viewing on a mobile platform. WordPress and GoDaddy are two great examples of
companies that do this.
Other companies also create a completely new version of your website just for viewing
on a mobile device, commonly known as plug-and-play platforms. Another alternative if
you are comfortable with writing computer code is adding a line of code on your website
that is able to determine the screen size of the device being used and adjusts the site Set
Up Your Business on Location-Based Platforms
Setting up your business on the various location-based platforms, such as Foursquare,
Gowalla, and Facebook Places is a good way to make your business available to a wider
range of people and to start running mobile ad campaigns. Foursquare has been a pioneer
in this respect, where companies can run various promotions, such as offering discounts
for meeting a certain number of visits or "check-ins" on the app.
Dive Deeper
To get a real feel and understanding of mobile ad marketing you need to fully immerse
yourself in the experience. Start using location-based platforms wherever you go, check-

31. 24
23
in, use the various apps available for paying in restaurants or grocers, check out ads,
perform various voice searches, all to get a feel of how people might use their mobile
devices for consumer transactions. This can help you to design your mobile ad campaigns
more efficiently.
Start a Mobile Ad Campaign
Once your website is set up for mobile device viewing and you've understood how the
mobile ad marketing world works, it's time to set one up for your business. Mobil ad
campaigns are a crucial element for businesses to get viewership. If you have a
skateboard shop in the neighborhood and someone searches "best skateboard shops near
me" you want to make sure that your business pops up in their search. There are a variety
of ways that mobile ad marketing campaigns can be paid for. These include flat fees for
running an ad for a certain period of time, or on a cost-per-click basis,
a cost-per-thousand basis, or a cost-per-acquisition basis. Facebook, Google, Apple,
Instagram, and other social platforms all offer the ability to start your own mobile
marketing campaign.
Utilize QR Codes
QR codes, which are square bar codes containing information, can be placed in a variety
of locations, and once scanned by a phone's camera, direct a user to a website that can
show a business's website, promotions, or other important information. They're a simple
and easy way to make your business known.

32. 25
Examples of Mobile Marketing
Samsung
For the release of its Galaxy S6 phone, Samsung worked with Indian tech company
InMobi to develop interactive ads. These ads created a personalized real-time battery
identification mobile ad unit that displayed the product and service to a user with a demo
on their phone when their battery levels were low. The mobile ad highlighted the new
phone's "super fas charging capability" right when their battery was low, enticing them
to upgrade to the new phone.
Pond's
Pond's is another company that partnered with InMobi. Pond's created an ad for one of
their acne products that was interactive in that when a person looked at their phone, the
camera would capture their features and highlight acne-prone areas. The ad didn't require
any software to be downloaded or for the user to visit any other site.
Ruffles
Ruffles witnessed declining sales in Brazil and decided to target teenagers with
interactive ads. It created a mobile reality game called AmiGo. The user saw what the
game showed them while their friends saw what the user's camera showed them. Friends
would see Ruffle chips surrounding the user and they could send voice commands to their
friend on where they can grab the chips. The more chips collected the more points the

33. 26
user would receive. Ruffles ranked the highest-scoring users on its social media accounts.
Nissan
Nissan created the "Evil Snowmen" ad for its Rogue SUV. The ad was a video where its
Rogue SUV fought a gang of snowmen. The ad also contained hotspots on the screen
that users could touch to learn more about the SUV's features. Other hotspots also
provided weather and snow safety advice.
Mobile Marketing FAQs
What Are Mobile Marketing Tools?
Mobile marketing tools are digital marketing strategies that companies use to reach
their target audience through a variety of channels that are available on smartphones,
tablets, and other digital devices. These can include ads placed on social media, such as
Twitter and Instagram, or pop-up ads on browsers.
What Are Some Free Mobile Marketing Tools?
Some free mobile marketing tools include AppsFlyer, Insider, Branch, and CleverTap.
These types of software usually provide no fee service for limited features while
advanced features usually require payment. Regardless, they are a good way to get started
without having to commit funds and see what works for you.

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What Are the Top Mobile Marketing Apps?
The top mobile marketing apps include Facebook Pages, WhatsApp Business, YouTube
Studio, Instagram Business, and Twitter for Business.
How Much Does Mobile Marketing Cost?
The cost of mobile marketing varies depending on the platform used and the length of
time the ad is run for. However, mobile marketing is extremely affordable, usually
costing a few dollars for an ad to run for a few days.

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 INDUSTRY PROFILE
The Origin of Mobile Marketing
How that we covered the definition of mobile marketing, let’s talk about its history. The
history of mobile marketing and mobile advertising began with the humble ping of the
SMS, which was invented in 1992 in the United Kingdom. This channel was untouched
by marketers and advertisers until the 2000s. A Finnish news provider decided to promote
their latest news headlines through SMS. These messages included advertising, and so
mobile advertising and mobile marketing begun and marketers began to experiment with
this new exciting channel.
By the time mobile usage and ownership were prolific amongst consumers, marketers
were accustomed to reaching consumers on their mobile devices and experimenting with
new channels and ad formats. Thus, the transition into new forms and greater investment
in mobile marketing was the logical next step. Now mobile advertising has developed
into numerous different and distinctive forms, including MMS marketing, Push
notifications, App-based marketing, In-game mobile marketing, Location-based
marketing, Mobile search ads, QR codes, and Mobile Image ads.
The global mobile marketing market size to be valued at USD 337.8 billion by 2027 and is expected to
grow at a compound annual growth rate (CAGR) of 22.9% during the forecast period. Mobile
marketing is a multi-channel digital promotional activity to reach the target audience through their

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mobile devices, such as smartphones and tablets, via email, SMS and MMS, social media, websites,
and apps. Based on research conducted by the Global System for Mobile Communications Association
(GSMA) research, approximately 75% of the total number of mobile users would be using
smartphones by the end of 2025. The rapidly growing adoption of smartphones and tablets coupled
with robust internet penetration in developing countries, such as China and India would significantly
drive the market.

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CHAPTER 2: COMPANY PROFILE
IKIGAI LAB
Ikigai is an operational BI platform that navigates towards business objectives through augmented
actions. As the only commercially available product built upon the cutting-edge MIT research on AI
and machine learning, Ikigai is uniquely positioned to help operational teams improve the speed and
accuracy of their decisions under uncertainty and constant change, ultimately increasing the ROI for
their business.
Ikigai seamlessly integrates with your existing tech stack and stitches together any data sources to
streamline end-to-end data-driven processes, combining data analytics, visualizations, and automation
with its unique technology, such as data reconciliation (Deep Match TM) or multi variant time series
forecasting, and making them accessible for any data information.

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HOW WE GOT STARTED
Current use of BI in industries is limited to point-solutions for non-core operations, but there is so
much more to be gained by leveraging these technologies for larger tasks. Our vision is to unlock the
full potential of BI applications and System of Intelligence (SoI) solutions by deploying them for
enterprise-level applications. Such a transition would maximize operational and managerial
efficiencies, and drive down functional costs significantly.
To that end, we make sure that our solutions are user-friendly and can be easily incorporated by
businesses today without any operational losses in transition. Our products are packaged in intuitive
and easy-to-use interfaces, which provides the end-users with the right set of controls to manage their
processes seamlessly in a low-code environment.

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What is Business Intelligence?
BI (Business Intelligence) is a set of processes, architectures, and technologies that convert raw data
into meaningful information that drives profitable business actions. It is a suite of software and
services to transform data into actionable intelligence and knowledge.
BI has a direct impact on organization’s strategic, tactical and operational business decisions. BI
supports fact-based decision making using historical data rather than assumptions and gut
feeling.
BI tools perform data analysis and create reports, summaries, dashboards, maps, graphs, and charts to
provide users with detailed intelligence about the nature of the business.
BI tools enable business users to access different types of data — historical and current, third-party and
in-house, as well as semi-structured data and unstructured data like social media. Users can analyze
this information to gain insights into how the business is performing.
According to CIO magazine: “Although business intelligence does not tell business users what to do or
what will happen if they take a certain course, neither is BI only about generating reports. Rather, BI
offers a way for people to examine data to understand trends and derive insights.”
Organizations can use the insights gained from business intelligence and data analysis to improve
business decisions, identify problems or issues, spot market trends, and find new revenue or
business opportunities.

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Vision, Mission and Quality Policy
❖ OUR VISION
Our Vision is to be the company that best understands and satisfy customer expectations.
❖ OUR MISSION
Our Mission is to exceed the customer expectation consistently through commitment & innovation.

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 Enterprise BI:
Enterprise business intelligence platforms provide a higher capacity for data management and analytics.
Using data to create a holistic view of the business can lead to critical efficiencies. When data
collection and analytics remains project- or team-focused, essential information gets siloed, and
companies risk inefficiencies, redundancies, and potential mission conflicts between teams.
Companies can improve performance with an enterprise approach to BI. This approach involves
aligning business, data, and analytics strategies and leveraging resources and expertise.
Technology continues to grow at an incredible rate, and machines are becoming more and more capable
of performing tasks that were handled by human operators. Sure, computers have been better at basic
computations and mathematical processing since the very beginning, but things like decision- making,
subjective observation, and feedback incorporation were things out of their reach. With the advent of
advanced Business Intelligence (BI), and the growth of Operational Technologies (OT) and large-scale
adoption of Internet of Things (IoT), computer systems have become more intelligent than ever before,
and they are pushing current industrial-setups to the next frontier of operations. For instance, in a
manufacturing plant, a traditional computer system may simply report the number of defective pieces
coming off the assembly line. For the same operation, an BI-powered computer system may realize that
there is a particularly high number of defects in a particular time-frame, understand the business
implications.

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BUSINESS INTELLIGENCE PRODUCT:
 Data warehouses and data marts
After data is pre-processed and aggregated, it is fed into one central repository, such as a data
warehouse or data mart, which supports business analytics and reporting tools. For larger data sets,
businesses typically use an open source data storage framework called Apache Hadoop.
 ETL
BI solutions rely on a data integration process that combines data from multiple data sources into a
single, consistent data store that is loaded into a data warehouse or other target system. ETL is short for
three steps in this process, which are extract, transform and load.
 OLAP
This technology extracts big data from relational tables and reorganizes it into a multidimensional
format, enabling fast processing and insightful data analysis. OLAP is an acronym which stands
for online analytical processing.

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Emerging BI capabilities
 Natural language processing
Natural language processing (NLP) refers to the branch of artificial intelligence that enables computers
to understand text and spoken words in a similar way to human beings. BI vendors have started to
incorporate this technology into their products, allowing users to access business information in new
ways. Imagine typing a question into your self-service BI or asking it directly, “which product has
created the most revenue this month?” versus searching through the data for that answer yourself.
 AI-assisted data preparation
It is highly valuable for BI solutions to provide a one-stop-shop across the entire analytics journey —
and that starts with data. Automatically identifying any problems in the data and suggesting ways to
combine different data sources allows users to adapt and customize datasets and dashboards as needed.
The process makes it faster and easier for a business user to cleanse, refine and combine data modules
so that they end up with exactly the data they need to drive powerful visualizations and uncover new
insights.
 Smart reporting
Reporting and dash boarding are at the heart of a modern approach to analytics. Organizations rely on
regular, structured reporting to run their business. These formal reports collect and disseminate the
crucial details that support good decision-making, and they provide jumping-off points for further

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exploration of trends, threats and opportunities. AI features embedded in modern BI solutions learn
from users to make it easier to identify visualizations that have the highest impact for discovering and
communicating insights.
Growth of the organization:
 Every Organization is different so our programs also.
We create programs to make your business more
successful. Every company has its own unique workforce
and needs.
Ikigai Lab creates tailor-made learning programs for each organization.
 Outcome Based Learning
All the programs have specific learning outcomes.
Participants will be able to come up with the solutions for business problems.
Participants will be able to come up with the real business use cases.
 Progress Reports
Improve the performance and learning by tracking their performances
See the overall results of the programs in a report.
Results of quizzes, assignments of all the participants on a regular basis.

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Advancing technology, increasing accessibility and steadily improving benefits for users are some of
the main factors driving the growth of the business intelligence market. Data security will become a
major concern of BI users and providers in the near future. BI, data, and analytics have evolved over
the years from manual processes to more sophisticated approaches that leverage platforms,
algorithms, and advanced BI tools. With the right data and analytical reports and methods, an
organization can improve its vision and efficiency across the business

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Challenges Faced By Organization In Past:
1. Integrating Data from Various Source Systems:
As the number of data sources grows, many businesses will need to gather data for analysis from a
range of databases, big data platforms, and business applications, both on-premises and on the web. The
most frequent method is to employ a data warehouse as a central repository for business intelligence
data. Other options are more flexible, such as integrating data without putting it into a database system
utilising the data virtualization technique or BI tools itself. But that, too, is a difficult process.
2. Data Quality Issues:
The accuracy of BI apps is only as good as the data they’re based on. Before starting any BI initiatives,
users require access to high-quality data, according to Soumya Bijjal, head of product marketing at
Aiven, an open-source database infrastructure platform supplier.
3. Data Silos with Inconsistent Information:
Another prevalent business intelligence issue is siloed systems. It is challenging for BI tools to get
siloed data with variable permission levels and security settings since data completeness is a need for
successful BI. To have the intended influence on corporate decision-making, BI and data management
groups must disintegrate silos and unify the data inside them, she noted.
However, many businesses struggle with this due to a lack of internal information standards across
departments and business divisions.

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4. End-User Training:
Effective training and change management initiatives connected to BI projects also require the
participation of corporate leaders and managers.
The new dashboard, which was completed in 2019, is automatically updated, replacing a time-
consuming manual reporting procedure.
5. Managing the Use of Self-Service BI Tools:
Self-service without supervision business executives and other decision-makers may be confused by BI
installations in multiple business units, which can result in a chaotic data environment with silos and
inconsistent analytical outputs.
BI technologies are also frequently updated with bespoke extensions to satisfy unique corporate
objectives, according to fielding. Such modifications block product improvements over time. To avoid
this, she recommends that BI teams collaborate with end-users to better understand their requirements
and create methods to offer necessary data and dashboards utilising out-of-the-box capability.
6 Low Adoption of BI Tools:
End-users frequently choose the route of least resistance and return to familiar tools like Excel or SaaS
services.
If you’re just getting started with a deployment, establishing a solid use case that immediately exhibits
actual business advantages and motivates employees to use a new BI solution is critical.

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SWOT Analysis Of Organization:
Business intelligence (BI) isn’t something out of sci-fi novel — it’s here, being used right this
secondby technology experts, businesses, and the average person like you or me. Despite moving from
fantasy to everyday reality, there’s plenty of hang-ups regarding BI. For one, people fear the power
of BI. What if it gets in the wrong hands? Can it be used nefariously? Others wonder if it’s trulybetter
to rely on machines to do tasks humans were once responsible for.
In this SWOT analysis of Business intelligence, the strengths, weaknesses, opportunities, and
threatsof BI will be broken down for you to understand the pros and cons of using this advanced form
of technology in varying instances.
The strengths of Business intelligence
Increase workplace productivity.
Rather than spending hours of manpower on menial, repeatable tasks, employees can configure
artificial intelligence to manage it instead. Although we’ve already used machines on the production
lines before, BI allows us to manage a multitude of tasks more efficiently than before. This is
beneficial for all companies. By having technology manage everyday tasks (rather than humans)
companies save money.
It lowers operations costs and even noncompliance fees.
Adopted into many industries

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BI is now used in a variety of industries, ranging from digital marketing to healthcare. The type and
sophistication of the BI needed depend on the task — you’ll need less power to automate emails
than sorting through a registry of patient information, for example. It’s not just for sorting
information either; we’re also seeing BI used in facial recognition and academic research too.
Better quality of life.
AI is used outside of the workplace as well. Within the home, people who have smart speakers andlight
bulbs are using AI too. These devices make managing the home easier and can reduce the cost of
electricity. You can even find AI in your car, so long as you’re buying a brand like Tesla.
In some ways, it’s strange. Only a few years ago, artificial intelligence was found only in sci-fi books,
games, and movies. Now it’s commonplace, despite not reaching even its full capabilities yet.
The weaknesses of business intelligence
Business intelligence remains in human
You know by now that business intelligence is a form of technology. It can be a machine or an
algorithm. But of course, it’s not human. And this last point remains a strength and a weakness
simultaneously. As

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a strength, it means people working in jobs requiring a touch of “humanity” feel safe — their job isn’t
up for grabs by our technological overlords quite yet.
But as a weakness, this means BI is limited. It’s a tool but not necessarily a solution. BI can
communicate, but it can’t communicate emotionally. And so, although it can use information, it won’t
be able to grasp or react to the complexities of human emotion.
Opportunities of business intelligence
Combing BI with newer forms of tech
Business intelligence is connected to other new forms of technology, including machine learning, deep
learning, and the Internet of Things (IoT). It’ll likely be adopted into programming, enabling
developers to reverse problem solve. This allows for enhanced responses to problems, which may
benefit other industries, like customer service.
Smart cars drive progress for people with disabilities.
Right at this moment, we’re seeing the adoption of AI into the automobile market. Tesla car modelsuse
it to self-drive on the highway and park without human assistance. Obviously, this is somethingstraight
out of a science fiction novel (aka cool as heck) but it’s also beneficial for people who havedisabilities
and has impacted their driving ability.

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Less strain on employees
And as I said in the strengths section of this SWOT analysis, BI allows us to automate boring, trivial
tasks. This is perfect for people who dread taking care of these tasks and would rather focus on the
“big picture”. Entrepreneurs or startups who have employees wearing a lot of hats and are stretched
thin will love BI for this.
SWOT Analysis of Business Intelligence: Final thoughts
Business intelligence is here and it isn’t going anywhere. The possibilities are endless, and this drives
experts to keep advancing it. However, some of the public worries — about the future of jobs, and
even of humankind.
BI isn’t evil though — it takes over mundane tasks to free up our time. It’s ported into various forms of
technology, like smart bulbs, to reduce electricity use and emissions. It’s also helping to diagnose
conditions early in healthcare — in the right hands, AI has the ability to increase our quality of life. We
just need to keep an eye (and hand) on it.

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CHAPTER – 3 STUDY OF THE SELECTED
RESEARCH PROBLEM

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MEANING OF RESEARCH
Research in common parlance refers to a search for knowledge. One can also define
research as a scientific and systematic search for pertinent information on a specific topic.
Research is the art of scientific investigation. The Advanced Learner’s Dictionary of
Current English lays down the meaning of research as “a careful investigation or inquiry
specially through search for new facts in any branch of knowledge.”
1 Redman and Mory define research as a “systematized effort to gain new knowledge.”
2 Some people consider research as a movement, a movement from the known to the
unknown. It is a voyage of discovery.
We all possess the vital instinct of inquisitiveness for, when the unknown confronts us,
we wonder and our inquisitiveness makes us probe and attain a full and fuller
understanding of the unknown. This inquisitiveness is the mother of all knowledge and
the method, which man employs for obtaining the knowledge of whatever the unknown,
can be termed as research. Research is an academic activity and as such the term should
be used in a technical sense. According to Clifford Woody research comprises defining
and redefining problems, formulating hypothesis or suggested solutions; collecting,
organizing, and evaluating data; making deductions and reaching conclusions; and at last,
carefully testing the conclusions to determine whether they fit the formulating hypothesis.
D. Slesinger and

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of things, concepts or symbols to generalize to extend, correct or verify knowledge,
whether that knowledge aids in the construction of theory or the practice of an art.”
3 Research is, thus, an original contribution to the existing stock of knowledge making
for its advancement. It is the pursuit of truth with the help of study, observation,
comparison, and experiment. In short, the search for knowledge through an objective and
systematic method of finding a solution to a problem is research. The systematic
approach concerning generalization and the formulation of a theory is also research.
As such the term ‘research’ refers to the systematic method. Consisting of enunciating the
problem, formulating a hypothesis, collecting the facts or data, analyzing the facts, and
reaching certain conclusions either in the form of solutions(s) towards the concerned
problem or in certain generalizations for some theoretical formulation
OBJECTIVES OF RESEARCH
1.To study the perception & buying behavior of customers towards various mobile brands.
2.To know about the customer preference level associated with different mobile phones.
3.To study the major features, which a customer looks for in a mobile before making
a purchase. Factors that influence decision-making in purchasing a mobile phone.

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TYPES OF RESEARCH
Descriptive research:
It includes surveys and fact-finding inquiries of different kinds. The major purpose of
descriptive research is a description of the state of affairs as it exists at present. In social
science and business research, we quite often use the term Ex post facto research for
descriptive research studies. The main characteristic of this method is that the researcher
has no control over the variables; he can only report what has happened or what is
happening.
Most ex post facto research projects are used for descriptive studies in which the
researcher seeks to measure such items as, for example, frequency of shopping,
preferences of people, or similar data. Ex post facto studies also include attempts by
researchers to discover causes even when they cannot control the variables. The methods
of research utilized in descriptive research are survey methods of all kinds, including
comparative and correlational methods. In analytical research, on the other hand, the
researcher has to use facts or information already available and analyze these to make a
critical evaluation of the material.

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STUDY POPULATION - Impact of Mobile Marketing on Youngsters for buying
Electronic Gadgets
Sampling Technique-
1- Non-Random Purposive Sampling:
Non-Random samples are called judgment samples. As the term implies, judgment,
rather than chance alone, determine which population elements are selected for a sample.
The degree of judgment applied in selecting elements for a judgment sample varies
greatly.
2- Snowball Sampling:
In Sociology and statistics research, snowball sampling (or chain sampling, chain-
referral sampling) is a nonprobability sampling technique where existing study subjects
recruit future subjects from among their acquaintances. Thus the sample group is said to
grow like a rolling snowball.

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Sample Size:
Selected for the Study Sample of 116 respondents of Study Of Online And Face To Face
Education For Learners And Teachers. Respondents were selected Simple Random
Sampling Method.
Sampling Area: Kanpur
Type of Data:
Primary and Secondary
Data 1-Primary Data:
We collect primary data during doing experiments in experimental research but in case
we do research of the descriptive type and perform surveys, whether sample surveys or
census surveys, then we can obtain primary data either through observation or through
direct communication with respondents in one form or another or through personal
interviews.
2-Secondary Data:
Secondary data means data that are already available i.e., they refer to the data which
have already been collected and analyzed by someone else. When the researcher utilizes

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this case, he is certainly not confronted with the problems that are usually associated with
the collection of original data. Secondary data may either be published data or
unpublished data.
Usually published data are available in (a) various publications of the central, state are
local governments.
Measurement Scale used: Nominal, Ordinal, Interval.
1-Nominal:
Nominal scale is simply a system of assigning number symbols to events to label them.
The usual example of this is the assignment of numbers of basketball players to identify
them. Such numbers cannot be considered to be associated with an ordered scale for their
order is of no consequence; the numbers are just convenient labels for the particular class
of events and as such have no quantitative value. Nominal scales provide convenient
ways of keeping track of people, objects, and events. One cannot do much with the
numbers involved. For example, one cannot usefully average the numbers on the back of
a group of football players and come up with a meaningful value. Neither can one
usefully compare the numbers assigned to one group with the numbers assigned to
another. The counting of members in each group is the only possible arithmetic operation
when a nominal scale is employed

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CHAPTER – 4
DATA ANALYSIS AND DATA
INTERPRETATION

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Data analysis-
It is a process of inspecting, classifying and transforming the data for the purpose of
getting the information about our research and collecting useful information. It is the
process of systematically statistical or logical techniques to evaluate the data.
WHY DATA ANALYSIS SHOULD BE DONE?
We are doing data analysis so that we got know the answers of the questions we are
facing or the problems that is arising doing this research. Data relevant to the question
must be collected from the appropriate sources.
OBJECTIVE OF DATA ANALYSIS?
As we do any study there has to be any objective and set a clear objective. It set a cleared
objective regarding any study. So it depends that how and why we are doing this study.
This analysis has been done to get the results from the students that what are the choices
and preferences about mobile marketing. It also helps my research to know more facts
about the topic and leads my research into some useful conclusions.
Here below is the questionnaire and there results that I collected from the students by
sending through Google form. This is the primary data that has been collected.

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Inference:-
It is observed from above data that the students between the ages of 21 to 25 years
old arw involved in mobile marketing.

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Inference:-
It is observed from above data that the most of the students prefer Sumsung as
their mobile brand for mobile marketing.

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Inference:-
It is observed from the above data that most of the students prefer amazon as their
mode for shopping.

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Inference:-
It is observed from the above data that the design of the mobile phone is checked
before the purchase.

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Interpretation-
Data interpretation basically means the implementation of the collected data for the
purpose of any conclusion. It’s a process to know and determine its significance.
Interpretation is the process of making sense of numerical data that has been collected,
analyzed, and presented. Interpretation means drawing the collected facts from any
particular study. It means to find the research in a broader form. It’s a form of device
through which we get the explanation that has been observed so we can get the better
understanding and also provides a theoretical knowledge.
WHY INTERPRETATION?
 usefulness and utility of research findings
 to understand the abstract principle
 establishment of explanantory concepts
 to know the real significance
 it is required for hypothesis results

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The importance of data interpretation is evident and this is why it needs to be done
properly. Data is very likely to arrive from multiple sources and has a tendency to enter
the analysis process with haphazard ordering. Data analysis tends to be extremely
subjective. That is to say, the nature and goal of interpretation will vary from business to
business, likely correlating to the type of data being analyzed. While there are several
different types of processes that are implemented based on individual data nature, the two
broadest and most common categories are “quantitative analysis” and “qualitative
analysis”
SOME OF THE METHODS ARE-:
 direct visual observations of raw data
 data in tables
 graphical representations
 calculation of numerical and statistical methods
 mathematical modelling

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This data has been collected through the Google forms. The research i have done to know
about that what is the most used method to know the education details.
This research is done that how mobile has done the work so easy that for getting the
education information we just need to search. as we have discussed in above chapters that
Mobile marketing, which involves two or multi-way communication and promotion of an
offer between a firm and its customers using the mobile, a term that refers to the mobile
medium, device, channel, or technology, is growing in importance in the retailing
environment. It has the potential to change the paradigm of retailing from one based on
consumers entering the retailing environment to retailers entering the consumer's
environment through anytime, anywhere mobile devices.
The data is collected to know the opinions of the youngsters that what they know about
mobile marketing what are their preferences etc. if we see that the collection of this data
has been collected

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through mobile only as it is more convenient and easy to access. So now a day’s people are more
on virtual world.
My perception what I received by collecting this data is that students still prefer internet to get the
knowledge about the colleges.
They do use mobile for getting information about the education sector. They find the best method
is internet to receiving the information or advertisements for education sector. I learned that most
of the students are aware about mobile marketing. I got to know that students are considering the
knowledge from mobile. There are good numbers of students that prefer internet for getting the
information or knowledge. The information that receives is more effective as they just got that on
phone only for that they don’t need to go out and collect the information. I find mobile marketing
is more effective. I also find that mobile is used for different purposes so it’s not only for
education purpose only but it is also for entertainment purpose that they are using mobile.
I learned from this survey that marketing that has been done through mobile is much more easy
convenient and effective and also very influential and has much more impact on the students.

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CHAPTER – 5
SUMMARY AND CONCLUSION

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Summary of learning experience/findings
FINDINGS OF THE STUDY-
1. Out 116 respondents most of them prefer the samsung over other brands for mobile marketing.
2. As per this data students preference and choices depends on the brand of the college so they
don’t prefer marketing of education via phone.
3. In this study it is found that they have known about the mobile marketing but not using it for
the education sector.
4. They find neutral information regarding education sector through mobile.
5. From this data we get to know that most of the students prefer internet over mobile marketing
for the education sector.
6. This data explains that most of them prefer mobile marketing for the advertisements.
7.40% student was preferring the mobile as there mode of convenience for the advertisements.
8.The findings of the study explains that they are well known about the term ‘mobile
marketing’.
9. This data interpretation explains that the students prefer seeking knowledge and information
through mobile devices.
10. This data showed the results depend on the opinion of the students.
11. The data specifies that the information they get from the mobile marketing is quite effective.

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12. This study explains that information they receive is impactful on the students.
13. The data is relevant for the one who is doing the research on the mobile marketing with
special reference to the education sector.
14. This data signifies the preferences of getting the information regarding the education sector.
15. It identifies that the questionnaire was not enough to explain the whole research in just single
report.
16. Students use mobile for receiving any kind of information which has to be needed or been asked.
17. The data and interpretation has been done correctly according to the research that has been
done on that.

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Conclusion & Recommendation-
This chapter contains the information and analysis on the mobile marketing which is having a
huge impact on the education sector.
Mobile phones and smart phones will lead to adopted at the mass across at the huge level.
Although mobile marketing is helpful in making the best choices and explore the world by just
clicking on the phone. They are providing the several strategies for the customers were according
to the customers what they need and demand according to their preferences.
Overall internship is a very good program and I will recommend it to my fellow friends. It was a
very good experience with lots of learning. It provides numerous benefits and advantages to the
practical trainees. The treatment by the company was just equitable and professional. I have
learned from the different people and different units. The study signifies that the research has
been completed properly. The purpose of this study was achieved successfully. It tells us that the
data interpretation was done accordingly to the topic. This study can do in more detailed form
also but due to the shortage of problem it couldn’t have increased.
Mobile marketing has a great impact on the education sector as it has diversified he more areas
and increased its scope as well. It helps in getting the information to the mass number of people
in a very convenient and easy manner. It helps in reaching the mass number of students getting
the information, advertisements, and knowledge as well in just few seconds. A marketer has to
understand how various environmental factors have been impact. A marketer should know how to

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balance the research and analysis and accordingly take execute the plans and implement the
methods accordingly.
1. It signifies and explains the data easily
2. The conclusion of the study is the facts and figures are accurate.
3. The relationship between the task and research has been done correctly.
•To conclude, mobile marketing can be viewed as the next generation of corporation promotional
medium, to extend its communication interface and interactions with its customer base. One point
to take notice is that the development of mobile marketing is pivoted by the rapid development of
mobile device technologies. Hence, mobile marketers must constantly update the current mobile
technologies so that they can provide the best technology available to their customers. By doing
so, end users will benefit and can enjoy the service and technology available.
•Mobile marketing technology is an incredibly affordable tool for the savvy consumer.
•Mobile marketing provides an unparalleled opportunity to build personal one-to-one
relationships with consumers. However, mobile marketing is not just a new mechanism for
advertising, but an entirely new medium that requires non-traditional strategies; mobile customers
have a very special set of needs and expectations. Moreover, marketers must respect the personal
nature of the cell phone and create a win- win situation where the customer provides the
marketer with real added

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value. Sole use of the new channel, however, is not enough; advertisers must integrate mobile
marketing campaigns into their total promotion mix to take full advantage of the medium.
•Mobile consumers are becoming more educated about the features and functionality of their
devices and are engaging more frequently in mobile marketing campaigns. The mobile phone is
becoming an essential element in a consumer's everyday life. This increased dependency on the
mobile phone is expected to lead to increased utilization.
•To come to the point, the mobile phone is rapidly becoming a practical direct marketing channel.
There are some factors playing a role in improving and increasing mobile commerce. Besides
mobile service quality that entertainment value, information value and advertising content
communication are some of the strongest drivers of the acceptance of the mobile phone as a
marketing tool. Moreover, one of the ways to convince mobile phone users of the benefits of
mobile commerce is the price of products and services.

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Limitations

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Platforms too diverse
Mobile devices do not have any particular standard, as compared to PCs and laptops. Mobile
phones come in many shapes and sizes, so screen size is never constant. Besides, mobile
platforms vastly differ from each other. Hence creating one campaign for all of them can get
difficult.
Privacy issues
Mobile marketers need to understand and respect the fact that users would like their privacy
online. So they should only indulge in promotional activity if they have the user’s permission for
it.
Navigation on a mobile phone
The mobile phone usually comes with a small screen and no mouse. This means that navigation
on a mobile phone may get difficult for the user, even if it has a touch screen. In such a case,
most ads may go untouched, as the user may find it to difficult to look in detail through each one
of them.
Problem Area
However, mobile marketing has still many challenges to overcome, the first one being people’s
perception of it. For instance, we are bombarded with marketing messages at home, on the
Internet and basically everywhere we go. Because of this constant presence in our lives, many
people have a negative attitude towards advertising. Thus, marketers’ attempt to reach
consumers on their
mobile phones might very well be regarded as intrusive. There are already so many concerns with

82. 75
regard to privacy and trust in the online environment. It is ever more possible to create an
electronic collage that covers much of a person’s life” In addition, fear of spamming can also be a
major concern. Thus, addressing these issues and providing convincing solutions is one of the
necessity and importance in order to gain consumer acceptance of mobile marketing.
TIME CONSTRAINT
A generally accepted time constraints meaning is the project’s scheduled date of completion. For
the project to achieve its purpose, to reach its objective, and to deliver its value, the project team
should declare it done on a set date. Time constraints determine when activities or tasks of a
project should start and when they should end.
OTHER RESOURCES ARE LIMITED

83. 76
BIBLIOGRAPHY

84. 10
Links
 https://www.investopedia.com
 https://appsamurai.com/what-is-mobile-marketing-and-how-it-started/ -
:~:text=The%20history%20of%20mobile%20marketing%20and%20mobile%20advertisin g
%20began%20with,latest%20news%20headlines%20through%20SMS.
 https://digitalagencynetwork.com/inspiring-digital-marketing-agency-vision-and-mission-
statements/
 https://www.ukessays.com/essays/information-systems/functional-areas-of-
organization.php
 https://www.thebrandonagency.com/blog/advantages-and-disadvantages-of-mobile-
marketing/
 https://www.marketo.com/mobile-marketing/
 https://en.wikipedia.org/wiki/Mobile_marketing
 https://technians.com/blog/importance-of-mobile-marketing/
 https://krify.co/impact-of-mobile-technologies-on-educational-world/
 https://www.letsintern.com/blog/7-soft-skills-you-get-to-learn-during-an- internship/

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Appendices
Questionnaire
1. Name *
2. Gender *
Male
Female
3. Age *
15-20
21-25
26-30
4. Do you have your own mobile phone ? *
Yes
No

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5. Which app do you prefer the most for shopping ? *
Amazon
Flipkaít
Myntía
Otheís
6.What brand is it ?
Samsung
Oneplus
Iphone
MI
Otheís
7.Which feature do you prefer the most before buying a mobile phone ? *
Cameía RAM
oí ROM
Píocessoí
Batteíy
Otheís
8.How often do you change your mobile phone ? *
Eveíy otheí yeaí
Eveíy otheí month
Always the same phone

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9.Is the design of a mobile phone important for you ? *
Yes
No
10.You often use your mobile phone to ? *
Call
SMS
Mobile inteínet
All