The Perceived Effectiveness Of Mobile Advertising In Nairobi

Abstract

Mobile advertising is the communication of messages or media content to one or more potential customers who use mobile phone devices. Mobile advertising ranges from simple text messaging to intelligent interactive ad messages. The key parts of a mobile advertising system include the advertiser, a mobile ad network, mobile system operators, and mobile devices. Mobile telephony is one of the most important mode of telecommunications in Developing Countries, thus in Kenya indeed. Mobile (cell) phone communication has been suggested as a method to improve delivery of health services. This study therefore sought to find out the perceived effectiveness of mobile advertising to consumers as a promotional tool in Kenya. The research design for the study was a descriptive design. The Target population consisted of customers of the four mobile operators in Nairobi. A total sample size of 200 Individual customers who were subscribers from each of the four mobile operators was used. A sample of 50 subscribers from all the four mobile subscribers in Nairobi namely Safaricom, Airtel, Orange and Yu Mobile was used. Questionnaires contained both structured and unstructured questions. The questionnaires were self-administered. Data was analyzed using descriptive statistics. An effective mobile advertising is a combination of goals, statistics, creativity and an intuitive knowledge of the mobile consumer. The study recommends that there is need to customize mobile advertisements to particular customer segments or even specific individuals based on available information such as demographics, past behaviors, and interests. The study found that the mobile subscribers respond to mobile advertisements they receive. This they do by donating, going for the event as well as visiting the stores. The factors that determine the customers’ decision to respond to the mobile advertisements include relevance, costs, intrusive nature, permissions and other reasons like security and compatibility. The study further established that involvement, feelings/interest to product, attitude, satisfaction, confidentiality, advert source, location & time, message appeal, risk factors, coverage motivation, permission/legality and interactivity affect mobile advertising effectiveness. As such the mobile advertising can be described as being mainly informative, entertaining and intrusive. The study recommends that there is need to customize mobile advertisements to particular customer segments or even specific individuals based on available information such as demographics, past behaviors, and interests