Designing A Digital Marketing Strategy For An Online Retailer

The Benefits of Facebook and Twitter Marketing

With the changes and evolution in modern technologies, business organizations are trying to develop an effective business strategy that can be helpful to gain competitive advantages in the market. In order to develop effective business strategy, attracting targeted customers is important to be considered. Digital marketing tools, as well as techniques, provide opportunities to remain in the competition and development in business.

The present study explains the process of using Facebook and Twitter marketing in order to develop customer relationship with the organization, GSM London. The core stages are identified for development of effective social media marketing strategy and use of social media marketing along with traditional marketing to reinforce the marketing strategy are explained in the study. In addition, the range of scopes provided by the mobile environment to an online retailer is analyzed in the paper. It contains the role of content marketing to attract customers and the laws relevant to GSM London while developing content marketing.

Tuten and Solomon (2014) stated that online customer interaction with the branded organization has grown 70 % between the years 2013 to 2014. At present days, the most compelling cause to move customer relation management strategy through social media is rapid increasing of users of social media sites by people. Developing the great relationship with the customers has a direct effect on the revenue of GSM London. Thus, it is crucial to identify the most effective social media platform that can give competitive advantages for the company.

Facebook is one of the useful platforms for exploring marketing strategy in order to build a relationship with the customers of GSM London (De Vries et al. 2012). The benefits of using Facebook marketing can be explained as followed.

Develop single database: It is required to develop a comprehensive database that can be helpful to manage the relationship with the customers who visit the profile, page, and group created by GSM London. Most of the social networks are seen to allow interaction through API by using open graph; Facebook is one of them.

Prioritize involvement: People can interact through the business profile in various ways on Facebook. Kaur (2016) mentioned that commenting in contents, sharing and driving more traffic to the corporate website of GSM London are the ways to develop the relationship between the organization and customers. In addition, posting pictures of the products or services of the organization is useful to be familiar with the company.

Mobile Marketing and Content Marketing

Identifying targeted customers: The frequent buyers can be identified through Facebook with counting number of visits. The individuals like to interact are determined as most important and influential customers of GSM London.

Provide value to targeted audience: Ashley and Tuten (2015) asserted that identified customers are considered as the most important stakeholder of GSM London. In this aspect, they organize loyalty plan and rewarding point in order to interact with them.

On the other hand, Twitter attracts marketers through its effective planning. There are nearly 9 % of online consumers are seen to active on Twitter. There are a number of benefits if using Twitter marketing strategy to attract customers.

The continuous flow of information: Twitter creates interesting contents for the organization. It helps GSM London to interact with a large number of people.

Avoid boring: GSM London shares content on Twitter and regularly update with new things. It helps to get rid of marketing-speak (Wamba and Carter 2016). It is better to get information about something in 140 words rather than the human speech at present busy schedule of people.

Limited in the company-related tweets: GSM London limits its tweets within the services provided by the company and information about the organization. It assists in attracting people with only useful information.

Hence, it is difficult to identify the most effective platform for using social media marketing strategy for GSM in order to build the customer relationship. However, analyzing the advantages, it can be recommended that Facebook is the more effective platform than Twitter for its benefits and number of users.

Execution of market research is the first step towards the adoption of social marketing strategy. This research makes the GSM London personnel aware of the networking devices, which are in demand in the market. This research would prove helpful in selecting the appropriate device for the customers. Along with this, this research proves beneficial for the GSM London, GSM London in gaining knowledge about the customer approaches towards the offered networking channels.

As a sequential step, organizing meetings with the stakeholders and shareholders would act assistance in analyzing the effectiveness of the chosen device. These meetings enhance the stability in the relationship between the GSM London and the customers. As stated by Tuten et al. (2015), maintenance of this stability is assistance in the achievement of customer loyalty. Viewing it from another perspective, taking into consideration the viewpoints of the stakeholders and shareholders result brings noticeable changes in the business activities of the GSM London. Within this, consideration of affordability would help the industry to transform their performance within the competitive ambiance of a market. Camilleri (2016) commented that affordability reflects the capability of GSM London in terms of delivering quality services to the customers. From this perspective, adoption of efficient and technologically advanced networking devices seems costly for the GSM London (Gsmlondon.ac.uk 2017). Imposition of tax tariffs aggravates the complexities of the GSM London in the execution of import and export activities. These complexities adversely affect the purchasing power of the customers. Along with this, it also compels the GSM London to encounter loss in terms of revenue generation, which nullifies the question of earning the profit. This situation necessitates the creation and development of effective plans. Lack of spontaneity in this direction delays the achievement of completion of the business projects.

The Importance of Market Research

Along with this, effective adherence to the market legislations adds efficiency in the business activities of the GSM London. Moreover, it would mitigate the instances of customer turnover (Leung et al. 2015). As a matter of specification, compliance to competition policies helps the GSM London to indulge into fair competition with the contemporary brands. This fairness is assistance in terms of maintaining the position of the company within the ambiance of competition in the market. On the contrary, non-compliance to the legislations aggravates the complexities of the GSM London in terms of carrying out the business activities in an efficient manner.

Evaluation is a final stage in the present discussion. Maintenance of frequency in this evaluation brings noticeable improvements in the products and services of the GSM London. From the perspective of social media marketing, evaluation is essential as it helps in judging the effectiveness of the selected networking channel (Tiago and Veríssimo 2014). This is in reference to strengthening the bondage with the customers. Viewing it from another perspective, evaluation helps the GSM London’s personnel to review their personal performance. This review plays an important part in the attainment of personal and professional development.

Maintenance of traditionalism adds to the GSM London’s culture. This maintenance help in the personnel to bring innovation in the services, keeping the core values intact. This action adds to the personality of the personnel in terms of attaining professional development through personal development (Saavedra et al. 2014). From this perspective, adoption of social media marketing seems appropriate as it possesses the flexibility to enhance the bondage of the customers with the GSM London.

Utilization of lucrative words and phrases for advertising the products and services in the social media helps the GSM London’s personnel to increase the trafficking of the customers towards the brand image (Gsmlondon.ac.uk 2017). This is a gradual progression towards the large-scale revenue generation. Delving deep into the parameter of “social”, exposure of consciousness in providing quality services to the customers upgrades the societal status of the GSM London.

Another perspective in this direction is the compliance with the standards and codes of the legislations. This adherence contradicts the instances of cyber crimes, which influences the purchase decisions of the customers. These instances act as a deviation from the core values identified by the GSM London. Specifically, it compels the GSM London to encounter instances such as customer turnover, which overpowers the contemporary brands to enjoy a competitive advantage.

The Role of Stakeholder and Shareholder Meetings

Strategising the proposed plans systematizes the activities of the GSM London. This action aligns with the GSM London’s structure. Involvement of the stakeholders and shareholders in the decision-making process maintains the coordination between the functional units of the GSM London. This aspect enhances the parameter of collaborative output, which aids the GSM London to achieve successful completion of the allocated tasks within the stipulated time. The action of strategizing takes the GSM London’s personnel a step forward towards the attainment of professionalism (Tsimonis and Dimitriadis 2014). Viewing it from another perspective, strategic implementation of the proposed plans is a judicious and conscious step towards the attainment of success.

Evaluation of the implemented strategies leads to its analysis in terms of alignment with the GSM London’s requirements. Maintenance of consistency in this evaluation contradicts the instances of misalignment in terms of achieving the GSM London’s goals and objectives. Aligning the social media strategies in this context, sponsorships, acts as a savior for the GSM London in times of exigencies (Kumar et al. 2013). Herein, lays the symbolic significance of the legislations, which authenticates and validates the steps taken by the GSM London for the achievement of customer satisfaction. Herein, lays the justification of the parameter of “social” in the marketing strategy.

Effective compliance to the legislations enhances the reputation of the GSM London in terms of achieving better placement in the market. Adoption of a survey, feedback and customer portals aids the GSM London in examining their performance in terms of competition. Maintenance of consistency in surfing these sites keeps the personnel updated with the variable needs of the customers (Keegan and Rowley 2017). This action establishes relevancy with the GSM London’s goals and objectives. Herein, lays the effectiveness of strategizing the proposed plans, which is a gradual progression towards the achievement of success.

Legislations help in the maintenance of centrality in the case of the relationship between the GSM London and the customers. Viewing it from another perspective, legislations act as a medium through which the GSM London attains customer satisfaction (Gsmlondon.ac.uk 2017). Moreover, it helps in the preservation of the GSM London’s values, which simultaneously helps in the achievement of customer loyalty (Laroche et al. 2013). Aligning of the concept of social media in this concept reflects technological advancement for the GSM London, which is an innovative touch to the business activities.

Mobile business intelligence is considered as the capability to enable workforce of mobile in order obtain business insights by using information analysis with the help of the application that is optimized for mobile devices. Business intelligence is referred as computer-based techniques, which are utilized in spotting and digging out as well as analyzing data of business like revenue of sales by services related to costs as well as incomes. GSM London uses the mobile environment as regular tools in business (Gsmlondon.ac.uk 2017). It offers a number of opportunities for online retailers. On the other hand, the demand for accessing to information of business as well as applications can be achieved with the help of mobile technology (Hudson et al. 2015). Online retailing is increasing at the astonishing rate. Retailers ignoring e-commerce may face trade lessening. The reasons behind it are the customers continuously get advantages in online shopping. Hence, it becomes essential for online retailers to use mobile technology and provide a platform to the customers that can be accessed by the customers through online. The opportunities provided by mobile platforms to online retailers can be described as followed.

Adherence to Market Legislation

Easy access to the market: With the help of mobile technology, consumers can access markets in various ways that help the entrepreneurs to access the market and understand easier. Online marketplaces like Amazon and eBay allow buyers to set up simple online shop to sell products and services within minutes. Schweidel and Moe (2014) stated that GSM London uses online platform that provides accessing of service of the organization easily for the customers. The online marketplace has become more popular compared to any of the marketplaces. It assists the organization to access the services worldwide. As a result, online retailers get opportunities to expand their business in a wide range.

Reduced overheads: Selling over online can reduce the requirements for expensive premises for retail. It helps the retails to save money and gain advantages. In addition, staffs for facing customers and saving money for premises also allows investing in the better way of marketing and experience of customers get on the sites of e-commerce. In addition, use of mobile platforms can be helpful for the online retailers not to invest many financial resources in human resources.

The potential for rapid development: Online selling can be defined as traditional constraints to the retail development. In this perspective, finding as well as paying for larger is not considered as major factors (Maduku et al. 2016). Effective digital marketing strategy and making plan are fulfilled by the systems that can boost development of sales. It is important to plan properly that can be competitive in present marketplace. It also improves the revenue of the company.

 Widen market and export: Major advantages of mobile marketing over traditional retailers based marketing are the ability to expand the market of GSM London quickly that is beyond of local customers and local marketplace (Watson et al. 2013). The organization can discover demand of their educational services across the country. In addition, mobile marketing helps GSM London to meet its targeted customers through offering website in different languages. It allows making the pattern over the overseas companies.

The intelligence of Customers: The ability for using online marketing tools assists to meet the target customers of GSM London. Gao et al. (2013) commented that analysis tools of the website are useful to obtain insights into the requirements of the customers. In addition, driving sales in online advertising develop e-marketing plan and advice on enhancing the on-site experience of online marketing.

However, there are some limitations for using mobile technology in the business of retailers. Costs of website bear additional costs for the organization in online selling. In addition, planning, creating, hosting as well as securing along with securing and maintaining of professional e-commerce sites. In addition, fulfilling orders and products of the warehouse as well as dealing with the returns are disadvantages for using mobile technology for business. It is crucial for a business to maintain security and control fraud issues, which are the major challenge for using mobile technology (Shankar et al. 2016). The legal issues are getting to the grips with the business of e-commerce. The law needs to be appropriately placed over the entire process of online retail. Along with these, the costs of advertising needs can be efficient for getting the suitable customers to products. It results in demanding generous budget. Hence, it is important to use the mobile technology properly in order to gain competitive advantages for the company.

Evaluation as a Final Stage

The decision making procedure for every customer generally begins at the time of realizing the requirements. Customers recognize the requirements when imbalanced situation arising in the status (Bart et al. 2014). In this situation, recognition occurs and there is the difference between actual as well as desired state. The requirements of customers are divided into the groups. Marketers make the construction of the campaigns for creating imbalance status. Hence, it is required to create imbalance requirements that would make the customer make decisions with the help of mobile technology.

Content marketing has become one of the essential for marketing that develops a relationship with the target audience. Content marketing is revolutionized with the adoption of the printing press. It becomes affordable for the marketers to team up the business created content through purchasing of the contents (Jayasingh and Eze 2015). Content marketing makes easy in navigating the content. It is tough to find the proper content. Use of tags as well as categories helps SEO. In addition, it is required to navigate the content that is helpful to attract customers. Content marketing attracts prospective consumers that make available for the customers in order to create awareness. As per the report of Google and Shopper, zero moment of Truth report makes the customers consulted in terms of buying decisions. Successful business communicates with the prospects on the sites of social networking. Briz-Ponce and Juanes-Méndez (2015) stated that it is important to share informational content that is written in informational content. Informational webinars, as well as seminars, can be demonstrated to make expertise at the time of giving prospects with appropriate information. It leads to developing decision-making skill, which can be achieved by informational content of decision making.

Content marketing has an important role in transforming business through interacting with the customers. The rise of social media and brands become closer to communicate with the customers (Kumar et al. 2016). The rise of social media and brands become closer to communicate with the customers. There are several organizations adjust idea and effort needed for loyal consumers. T provides effective information that is helpful to develop tight community with the customers, loyal with the brand. It is important to invest time with the brand that publishes contents with regular intervals. The followers of GSM London effectively check-in with the brand.

Holliman and Rowley (2014) mentioned that content marketing helps to make a brand an authority. Quality content delivers effective information that makes the brand an authority on the particular subject. Contents are delivered through social media that allows getting feedback from the customers. It inspires allegiance and discussion as well as provokes thought of common people. In addition, content shared by GSM London improves its SEO and connect people with the brand easily. Generating blog with quality content connect the brand with positive repercussions (Polonsky et al. 2015). In addition, content adds value to the business of GSM London. It is vital to delivering insights for the company that can bring competitive advantages to the organization.

Content forms one of the prospective means for GSM London in connecting with the customers. Adopting simple yet attractive language for content development helps the organization to connect with a large number of customers at a single time. This increases the trafficking in the online sites (Noel et al. 2017). Authorization is of prime important in this direction as it helps in the achievement of customer loyalty, trust, and dependence. This attributes to maintain the stability in the relationship between the organization and the customers, which results in the development of customer-centric products and services. Viewing it from another perspective, coordination between the functional units of the organization lures the customers.

Sojka (2016) stated that contents attain firmness upon the preservation of socio-cultural backgrounds of the customers. This adds to the culture of the organization. This influences the purchasing power of the customers, which makes them contended. This motive broadens the scope and arena of content marketing for the organization. Contents attain firmness upon the preservation of socio-cultural backgrounds of the customers (Gsmlondon.ac.uk 2017). This adds to the culture of the organization. This influences the purchasing power of the customers, which makes them contended. This motive broadens the scope and arena of content marketing for the organization.

Legislations act as a protective cover watch for companies and organizations. These legislations play an effective role in mitigating the instances of harassments and discriminations among others. This mitigation can be correlated with the variability of the platforms, which help in the development of content marketing. These aspects hold true even for GSM London, where the personnel abides by the standards, codes, and ethics of the market legislations. A typical example of this is the competition policies, which help the personnel to enter into fair competition with the contemporary brands (Hallahan 2014). This fairness contradicts instances such as adoption of wrong means for gaining the top position within the market.

Apart from this, effective adherence to the Data Protection Act (1998) enables the GSM London personnel to safeguard the personal data and information of various agency partners. This aligns with the core values of the organization, which preserves the organizational culture.

Joint ventures with Federal Trade Commission help the organization to carry out the business transactions in an efficient manner. As a matter of specification, this partnership would prove beneficial in controlling the instances of obscene contents, which influences the purchasing power of the customers (Hoffman and Kelley 2015). The functionalities of these associate partners bear resemblance with the standards of Anti-Spam Law, which safeguards the customers from unknown emails. This adds to the production of quality content, which expands the scope and arena of GSM London. It is vital to make content sticky that makes ideal to find and read the posts.

Compliance with the standards of Computer Misuse Act (1990) would improve the focus of the organizational personnel in the allocated tasks. This improvement contradicts the intensity of misuse, which possesses flexibility in reducing the cyber crimes while developing quality content. An inclusion of proper and efficient risk assessment techniques within the policies would assist in mitigating the intensity of cyber crimes. Flexibility in this direction would make subside of the power of hackers to intervene into the personal data and information of the personnel as well as customers. The earlier sentence adds to the variability of the platforms, which help in the development of diversified contents. A typical example of this is the Quick Heal Security, which tracks the hacking instances at the moment of online digital content development. Efficient and judicious utilization of this software helps GSM London in the achievement of customer loyalty (Gsmlondon.ac.uk 2017). The spontaneity towards the adoption of this software bears correlation with the action “quick”. Heal projects the healing of the crisis period of the organization, which encountered a slow progress of the business activities. Security is the result of this healing. Herein, lays the justification of placement of the aspects of the software in an equal alignment.

Carpenter (2015) asserted that possession of copyrights for the developed contents would authenticate the business activities of the organization. Firmness in this direction helps the organization officials in the attainment of customer loyalty, trust and dependence. This copyright contradicts the instances of improper advertisements, false promises and deceives.

Compliance with the ethics safeguards the personal sentiments of the personnel and the customers. The violation in this direction stains the responsibility of the personnel in terms of their roles and responsibilities. Adherence to the ethics adds to the morality of the company personnel, which reflect the corporate social responsibility. Effective adherence to the regulatory framework expands the social parameter of the business of GSM London (Gsmlondon.ac.uk 2017). Moreover, it helps in the attainment of large-scale customer satisfaction. The adjective “large-scale” relates to the expansion of the organizational business, which is a gradual progression towards penetration into the foreign markets. Herein, lays the conjunction with the variability of platforms, which prove beneficial in the development of diversified and wide-ranging contents (Carpenter 2015). Viewing it from another perspective, regulatory framework relates to the regulation of the illegal activities in the content development, which acts as an obstacle to the efficient execution of the business activities.

Conclusion

From the above discussion, it can be concluded that digital marketing has a vital role in increasing business of GSM London. Proper application of digital marketing is cost effective than traditional marketing. It is vital to creating several sources that can make community between the organizations. Social media develops the community through content marketing and social media marketing strategy. In addition, mobile marketing creates a platform to access the products and services of the organization. Digital marketing helps the organization to cater the customer and track the journey of a customer. It results to generate higher ROI as well as revenue for the company.

References

Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), pp.15-27.

Bart, Y., Stephen, A.T. and Sarvary, M., 2014. Which products are best suited to mobile advertising? A field study of mobile display advertising effects on consumer attitudes and intentions. Journal of Marketing Research, 51(3), pp.270-285.

Briz-Ponce, L. and Juanes-Méndez, J.A., 2015. Mobile devices and apps, characteristics and current potential on learning. Journal of Information Technology Research (JITR), 8(4), pp.26-37.

Camilleri, J., 2016. The use of social media marketing in tourism enterprises in Malta (Bachelor’s thesis, University of Malta).

Carpenter, S., 2015. Marketing and Advertising Strategies: What’s it all About?. In Japan Inc. on the Brink (pp. 148-157). Palgrave Macmillan UK.

De Vries, L., Gensler, S. and Leeflang, P.S., 2012. Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), pp.83-91.

Gao, T.T., Rohm, A.J., Sultan, F. and Pagani, M., 2013. Consumers un-tethered: A three-market empirical study of consumers’ mobile marketing acceptance. Journal of Business Research, 66(12), pp.2536-2544.

Gsmlondon.ac.uk. (2017). Cite a Website – Cite This For Me. Available at: https://www.gsmlondon.ac.uk/ [Accessed 18 Feb. 2017].

Hallahan, K., 2014, March. Publicity Under Siege: A Critique of Content Marketing, Brand Journalism, Native Advertising and Promoted User Endorsements As Challenges to Professional Practice and Transparency. In 17 TH INTERNATIONAL PUBLIC RELATIONS RESEARCH CONFERENCE (p. 391).

Hoffman, K.D. and Kelley, S.W., 2015. Guidelines for Developing Retail Recovery Strategies. In Proceedings of the 1996 Academy of Marketing Science (AMS) Annual Conference (pp. 123-123). Springer International Publishing.

Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), pp.269-293.

Hudson, S., Roth, M.S., Madden, T.J. and Hudson, R., 2015. The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, pp.68-76.

Jayasingh, S. and Eze, U.C., 2015. An empirical analysis of consumer behavioural intention towards mobile coupons in malaysia. International Journal of Business and Information, 4(2).

Kaur, G., 2016. Social Media Marketing. Asian Journal of Multidisciplinary Studies, 4(7).

Keegan, B.J. and Rowley, J., 2017. Evaluation and decision-making in social media marketing. Management Decision, 55(1).

Kumar, V., Bhaskaran, V., Mirchandani, R. and Shah, M., 2013. Practice prize winner—creating a measurable social media marketing strategy: increasing the value and ROI of intangibles and tangibles for hokey pokey. Marketing Science, 32(2), pp.194-212.

Kumar, V., Keller, K.L. and Lemon, K.N., 2016. Introduction to the Special Issue—Mapping the Boundaries of Marketing: What Needs to Be Known.

Laroche, M., Habibi, M.R. and Richard, M.O., 2013. To be or not to be in social media: How brand loyalty is affected by social media?. International Journal of Information Management, 33(1), pp.76-82.

Leung, X.Y., Bai, B. and Stahura, K.A., 2015. The marketing effectiveness of social media in the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality & Tourism Research, 39(2), pp.147-169.

Maduku, D.K., Mpinganjira, M. and Duh, H., 2016. Understanding mobile marketing adoption intention by South African SMEs: A multi-perspective framework. International Journal of Information Management, 36(5), pp.711-723.

Noel, J.K., Babor, T.F. and Robaina, K., 2017. Industry self?regulation of alcohol marketing: a systematic review of content and exposure research. Addiction, 112(S1), pp.28-50.

Polonsky, M.J., Carlson, L., Grove, S. and Kangun, N., 2015. International environmental marketing claims: Real change or simple posturing?. In Proceedings of the 1996 Academy of Marketing Science (AMS) Annual Conference (pp. 136-137). Springer International Publishing.

Saavedra, F.U., Criado, J.R. and Andreu, J.L., 2014. Is Social Media Marketing Really Working?: Its Impact on the Relationships among Market Orientation, Entrepreneurial Orientation, and Business Performance. In Digital Arts and Entertainment: Concepts, Methodologies, Tools, and Applications (pp. 1260-1279). IGI Global.

Schweidel, D.A. and Moe, W.W., 2014. Listening in on social media: a joint model of sentiment and venue format choice. Journal of Marketing Research, 51(4), pp.387-402.

Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S. and Morrissey, S., 2016. Mobile shopper marketing: Key issues, current insights, and future research avenues. Journal of Interactive Marketing, 34, pp.37-48.

Sojka, J.Z., 2016. Use of in-class experiential learning to promote student engagement. In Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? (pp. 285-286). Springer International Publishing.

Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why bother?. Business Horizons, 57(6), pp.703-708.

Tsimonis, G. and Dimitriadis, S., 2014. Brand strategies in social media. Marketing Intelligence & Planning, 32(3), pp.328-344.

Tuten, T., Solomon, M. and Ladik, D., 2015. The Teaching of Social Media Marketing. In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same… (pp. 475-475). Springer International Publishing.

Tuten, T.L. and Solomon, M.R., 2014. Social media marketing. Sage.

Wamba, S.F. and Carter, L., 2016. Social media tools adoption and use by SMEs: An empirical study. In Social Media and Networking: Concepts, Methodologies, Tools, and Applications (pp. 791-806). IGI Global.

Watson, C., McCarthy, J. and Rowley, J., 2013. Consumer attitudes towards mobile marketing in the smart phone era. International Journal of Information Management, 33(5), pp.840-849.