The Influence of Mobile Marketing on Brand Equity a Case Study of Safaricom Limited

Abstract

The use of mobile marketing can provide advertisers with a big opportunity of enhancing consumer exposure to a brand, thus increasing brand awareness. This study investigated mobile marketing practices at Safaricom and how they influence brand equity. The study reviewed literature related to the subject and employed the case study approach. Through its flexibility different aspects of mobile marketing from a unit that practices this form of marketing or hosts such marketers were examined. The study interviewed managers who are directly responsible for making strategic marketing decisions. Primary data was collected by way of interview guide. The interview guide carried both closed and open-ended questions. The results show that some marketers are confident in mobile as a means of enhancing equity due to the high customer adoption of mobile app and mobile web. Top brands such as Safaricom are spending significant amounts of money on mobile advertising for brand building and for reinforcing the sales push. Mobile phones are making it easier for cross-media messages to get to individuals more that any other connected devices. As a recommendation more marketing organizations should take to mobile advertising and explore the full length of options such as Mobile apps, mobile display, and mobile video in addition to mobile search. This will increase the monetization of mobile advertising.