Abstract
A STUDY ON MOBILE MARKETING STRATEGIES PRACTICED BY THE COMMERCIAL BANKS IN ERODE
*Dr. K. Ramesh MCS, M. Phil, MBA, M.Com, Ph.D, SET
ABSTRACT
the digital age, mobile technology has revolutionized how businesses operate, and the banking sector is no exception. Mobile marketing has become a powerful tool for commercial banks to enhance customer engagement, improve service accessibility and transform financial services delivery. The study examined the significance of mobile marketing in commercial banks, including its benefits, challenges and potential for the future. Customer behavior is vital for commercial banks to optimize their mobile marketing strategies. Gaining insights into how mobile marketing initiatives affect customer’s attitudes and perceptions, banks can tailor their campaigns more effectively to meet customer needs and enhanceoverall engagement. Factors such as age, gender, cultural background and individual differences in technology adoption may play a role in shaping customer’s responses to mobile marketing efforts. Therefore, this research aims to investigate how these moderating factors interact with mobile marketing to determine their influence on customer behavior. The findings of this research can guide commercial banks in designing more effective mobile marketing strategies and help in maximizing the benefits of mobile marketing campaigns to attain their goals.
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