To study the nuances of Generation Y for effective mobile marketing, Dr Varsha Jain, Assistant Professor, MICA and Dr Saumya Pant, Associate Professor MICA authored a paper titled “Navigating Generation Y for Effective Mobile Marketing in India: A Conceptual Framework” which was published in the International Journal of Mobile Marketing.
This paper explores the studies of different types of generations as it helps in understanding the emergence of Generation Y. The authors found seven parameters, such as nature of communication, readiness to purchase, media consumption, nature of information related to brand, brand consciousness and classification of consumers, after extensively studying all the generations. These parameters vary in all the generations. They are very helpful in developing effective mobile marketing approaches. The authors found that Generation Y has high spending power, believes in amusement, has high aspirations and desires, and needs very creative, engaging and customized messages on the mobile phone.
In conclusion, this paper provides a conceptual understanding of the emergence of Generation Y and situates it within the context of mobile marketing. The authors propose multiple parameters that can be used to understand the diverse generation of consumers over time. These parameters can help the marketers to create sensitive and sophisticated messages and realize possibilities of mobile phone and marketing goods and services to the consumers.
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