The world is now dominated by the internet and mobile devices. Internet and mobile devices are occasionally utilized for everything from little to large. These days, electronic media is used to promote the products. Nowadays, a lot of businesses use electronic and social media to advertise their goods. This is where the idea of digital marketing originated. The use of mobile devices and electronic media for product promotion is a new marketing strategy in Australia.
In the coming years, this pace has quickened. These days, social media is used to promote every new product, including food items, clothing, shoes, housing, and much more. Discussed will be the use of mobile phones for advertising in Australia, how digital marketing is improving the performance of Australian organizations with a focus on mobile advertising, and what technological and environmental factors influence the influence of mobile advertising. Finally, a debate regarding how customers and consumers react to mobile advertising will take place.
The Australian Mobile Advertising Landscape
Mobile advertising is a new kind of product promotion and advertising brought about by the influence of mobile phones in Australia (Iqbal, 2016, p.56). Mobile phones and handsets are emerging as a new product marketing tool. In Australia, mobile advertising has brought the target audience into contact with both the existing and growing markets. In addition to efficiently increasing the items’ brand value and reaching a large audience, this has significantly boosted the Australian capitalist economy. Given that mobile advertising is more intimate and private than other digital marketing strategies, it has a greater impact (Jung et al. 2016, p. 252). In Australia, there are a lot of people who use mobile phones. As a result, mobile advertising has become quite prevalent in Australia (Kamal, 2016, p. 62). Customers can better grasp the product’s value and significance when the product manager uses mobile phones to communicate with them one-on-one via audio and video (Eastin et al. 2016, p. 215).
The short messaging service, or SMS, is very popular in this field. The global market has changed because of smartphone innovations. There is an increase in content among them. Additionally, it has caused internet approaches to proliferate. Businesses use this strategy to showcase some or all of their goods and services on the internet (Vyas et al. 2016, p. 22). Because mobile advertising is personalized and engaging, it is thriving. It facilitates communication between marketing firms and customers quickly and efficiently. Customers can be reached with messages that usually pique their interest in goods and services (Ahmed et al. 2016, p. 134).
Technology on mobile phones has made it easier for marketers to connect with customers and learn about their needs about items (Vyas et al. 2016, p. 22). By doing this, the business and customers would become more aware of their shared needs, which would aid in the creation and promotion of the product. All forms of marketing, including digital mix, social media optimization, search engine optimization, and websites, are now mobile-friendly in Australia to make it easy for customers to use them.
Customers gain a greater grasp of the product as a result, increasing its recognition. When compared to other offline and online advertising formats, mobile advertising is substantially less expensive for marketers (Lin et al., 2016, p. 104). Marketers are using the fact that mobile advertisements for many products are less expensive than desktop advertisements to increase brand recognition and promote the products to their mobile audience.
Business executives in Australia can use mobile advertising to do everything from find a vendor office to watch product demos on their phones (Iqbal, 2016, p.56). Unlike email or other channels, where marketers must wait till the customer checks his mail or encounters that message, mobile advertising enables them to reach their target demographic practically quickly. Many startups and business-to-business (B2B) organizations now depend on mobile marketing and promotion to grow their clientele and boost their worth. The train stations’ worth has improved because of digital marketing’s assistance in their transformation into a shopping complex (Kerr et al. 2015, p 392).
Impact of Digital Marketing on Organizational Performance: Spotlight on Mobile Advertising
The advent of digital marketing and mobile advertising significantly improves organizational effectiveness. It has allowed the company to make its products available to a diverse range of customers throughout Australia. Mobile advertising, including search and paid mobile ads, SEO, and SMO, enables marketers to connect with consumers at key and practical moments (Eastin et al. 2016, p. 215). This essentially refers to when people are looking for a product urgently or when they are making their first online purchase (Iqbal, 2016, p.56). Advertisement extensions like Google’s Click-to-call service, which essentially enables customers to contact businesses by clicking on an advertisement, are now widely used by marketers and traders in Australia.
As a result, it makes it easier for customers to find and recognize the relevant products. Additionally, digital marketing enables advertisers to target consumers according to several parameters, like device kind, location, etc. (Vyas et al. 2016, p. 22). This makes it possible for marketers to use highly customized ads that are made just for their target customers. Consider Australia as an example, where marketers are now able to provide additional information about a product by determining whether it is close to a consumer’s home or place of business in addition to determining the product’s potential based on location (Kamal, 2016, p. 62). You may further tailor your advertising to your target audience by figuring out where the prospect will be while they are viewing your adverts.
The significance of digital marketing through mobile advertising in Australia is going will grow with a focus on more specialized needs and more focused customer acquisition tactics, another significant technology element influencing organizational performance is the influence of online reviews and ratings via ORM (Ahmed et al. 2016, p. 134).
Macro‑Environmental Drivers of Mobile Advertising
Mobile Advertising Effectiveness: Technology and User Experience
Many technological factors influence mobile advertising, such as whether websites and web pages can run on different platforms, such as Android or Unix; whether the product company’s website or webpage appears on Google’s front page; whether the company uses black hat, white hat, or grey hat SEO for promotion; and whether customers can view the various product ads that would otherwise be blocked due to the use of an ad blocker or a different operating system (Kamal, 2016, p. 62).
The effectiveness of mobile advertising is also impacted by the use of various ad styles and types. The emphasis created by various advertisements is the biggest issue Australian marketers confront (Iqbal, 2016, p.56). Another significant technological element influencing the functioning of the firm is the influence of online evaluations and ratings obtained through ORM. Mobile advertising is influenced by a variety of technological elements, such as sponsored retail content on the internet and the influence of both organic and paid social media (Eastin et al. 2016, p. 215). According to Lin et al. (2016), p. 104, technological elements have a greater influence on marketers than customers in Australia, particularly in Perth.
For consumers to easily recognize the products, marketers must work with designers on the website design, regardless of whether the website is viewed on a desktop computer, mobile device, tablet, or smartphone (Jung et al. 2016, p. 253). Other significant technological aspects of mobile advertising include several other factors. Programming languages like Python and Java are among them (Vyas et al. 2016, p. 22). What technology, such as ADO, is used to build the website’s backend? Is only NET utilized? Which scripting language—HTML, CSS, or JavaScript—is utilized to create the website? Whether or not Java applets are used. whether Java, RUBY, RAILWAY, or ASP.NET was used to create the website (Ahmed et al. 2016, p. 134). People and technology users are far more prevalent in this region of Australia. They are more likely to use social media platforms like Instagram, Twitter, and Facebook.
Marketers now base their marketing strategies on this situation (Gainsbury et al., 2015, p. 389). Their work has been easier as a result, and they can now send their products with ease. As a result, Facebook marketing was born. This is a method of product sales that makes use of Facebook and Instagram. Here, consumers are learning more about the product. Every day, Facebook marketing gains popularity. It is expanding its consumer base and reaching a lot more individuals.
Consumer Engagement and Acceptance of Mobile Ads
Mobile advertisements elicit a variety of reactions from consumers. Many consumers in the older age group reject marketing advertisements. Users would undoubtedly embrace mobile advertising if the data and information shown in the commercials were pertinent and offered a meaningful advantage to the audience (Iqbal, 2016, p.56). When advertisements are invasive, users dislike it. It is also impossible to overlook the influence that internet reviews and ratings have on other consumers.
If the user finds mobile advertising through digital marketing systems to be very helpful, they will also believe in the performance-use relationship. According to research, almost 50% of Australians believe that mobile advertisements are helpful to them. This has aided them in providing information about numerous things that they were looking for but were unable to locate.
Younger people in Australia are more receptive to mobile advertisements and look for information, amusement, financial incentives, usefulness, and relevance (Ahmed et al. 2016, p. 134). Customers have different perspectives on mobile marketing. For instance, customers in Australia were divided into three responsiveness groups: nonresponsive, neutral, and responsive, who are therefore open to receiving mobile advertising (Kamal, 2016, p.62). Customers above the age of 31 were found to be the least responsive, while those between the ages of 21 and 30 were the most responsive. If the mobile marketing is relevant, consumers will respond more readily. Australia’s people dislike the country primarily because of the rise in commercial clutter.
In Australia, demographic characteristics including gender, age, and wealth have a greater correlation with users’ responsiveness to mobile marketing (Jung et al. 2016, p. 251). A study on digital marketing shows that there are differences between how men and women react to mobile marketing. Additionally, women are generally more receptive to mobile advertising. Customers’ responses are significantly influenced by age as well. The findings showed that consumers between the ages of 36 and 45 were more receptive than those between the ages of 21 and 30. According to Padmanabhan et al. (2016), income has no bearing on Australian consumers. In Britain, where most replies come from younger people, the cultural setting is more like that of Australia (Vyas et al. 2016, p. 22).
Australian consumers tend to think that digital marketing via mobile ads has increased their ability to make purchases. In Sydney, Australia, 51% of users expressed satisfaction with the advertisement they received on their mobile device, 29% expressed favourability, and the remaining users expressed fair satisfaction (Jung et al. 2016, p. 254). Additionally, if the ads are well-crafted, consumers will undoubtedly find them relevant and may respond to them (Lin et al., 2016, p. 104). Nearly sixty-three percent of Canberra respondents in 2016 said they had answered at least one mobile advertisement they had received. A study found that the most replies were given to communications that were brief, educational, and entertaining. According to the study, consumers react favourably to engaging mobile ads that are brief, instructive, or amusing (Eastin et al. 2016, p. 215).
Digital marketing via Facebook and Instagram has also helped them shift their perspective on the following products and make them more accessible, which has increased customer reaction (Gainsbury et al., 2015, p.389). Customers’ reactions to the products have been overwhelmingly positive as a result. In Australia, Facebook marketing has been quite successful and is bringing in more customers. Instagram has also drawn customers due to its effectiveness in attracting the right kind of audience. It has been demonstrated that Facebook and Instagram have successfully launched brand-new businesses, allowing them to establish themselves in the Australian market (Kerr et al. 2015, p 392).
Conclusion
The essay implies that mobile devices and the Internet are currently in control of the planet. Internet and mobile devices are occasionally utilized for everything from little too large. Additionally, it is concluded that electronic media is now used to promote the products. Nowadays, a lot of businesses use electronic and social media to advertise their goods. The idea of digital marketing was born. The use of mobile devices and electronic media for product promotion is a new marketing strategy in Australia. In the ensuing years, this pace has quickened. These days, social media is used to promote every new product, including food items, clothing, shoes, housing, and much more.
There will be a discussion about mobile phone advertising in Australia, how digital marketing, with a focus on mobile advertising, is improving the performance of Australian organizations, and what technological and environmental factors influence mobile advertising or its impact. Finally, a debate regarding how customers and consumers react to mobile advertising will take place.
References
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