Emergence of Mobile Marketing in Sub-Saharan Africa: Analysis of Consumers’ Behaviour towards Mobile SMSs | Chapter 03 | Emerging Issues and Development in Economics and Trade Vol. 2
Mobile Marketing refers to the marketing activities undertaken to reach the consumers directly via mobile phones, connected to a ubiquitous network, to which the consumers are frequently connected. Mobile communication is a part of mobile marketing. It is often materialized by the use of mobile Internet, SMS and MMS by companies to send advertising messages via mobile phones. Thus, companies have found a new opportunity to operate in terms of targeted communication. Studies undertaken in other context indicated that mobile marketing is more efficient than other contact modes with the permission that is given in advance by the consumer to be sought. However, in Sub-Saharan Africa in general and in Cameroon in particular, there is still a timid interest among researchers on the field of mobile marketing. The objective of this paper is to describe the reactions of Cameroonian mobile phone consumers toward mobile services. Last data published by the Cameroonian ministry of Post and T...