Author:
Abhishek Abhishek,Hemchand Shravan
Abstract
Purpose
This paper aims to explain the applications of sensor-based communication in mobile marketing and how understanding its fast growth is important for marketers.
Design/methodology/approach
The paper draws from various examples used by companies in India and abroad to explain the phenomenon of sensor-based communication in mobile marketing.
Findings
Marketers should be aware of the different ways in which sensor-based communication can be used to build and sustain customer engagement.
Practical implications
The different typologies of applications of sensor-based communication, along with examples, will help the marketers to develop similar initiatives for their brands/products.
Originality/value
This is the first paper to illustrate, explain and exhort the usage of sensor-based communication in the Indian context.
Subject
General Business, Management and Accounting
Cited by
17 articles.
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