Theoretical model for assessing the impact of mobile marketing on brand awareness increase

Abstract

In today’s business world, with increasing customer expectations and evolving marketing technologies, the shift to personalised marketing is becoming a very important aspect for brands. Mobile marketing is becoming increasingly important as a means of increasing the visibility of every brand. The ever-evolving mobile marketing and the very popular use of mobile phones bring success and benefits not only to businesses but also to the consumer himself. The article distinguishes the main mobile marketing tools such as SMS, social media, local marketing, app marketing, video and QR codes. Personalised content brings a lot of benefit to mobile marketing and helps brands strengthen their relationship with customers and results in better results. The article’s problem – how does mobile marketing help to increase brand awareness? The aim of the article is to create a theoretical model for assessing the impact of mobile marketing on increasing brand awareness. The article, based on scientific literature and scientific articles, analyzes: 1) mobile marketing, its features and the importance of personalised content in mobile marketing; 2) theoretical aspects of increasing brand awareness. Based on the analysis of scientific literature, a theoretical model for assessing the impact of mobile marketing on increasing brand awareness was created in the article.