Virtual Identity And New Consumer Behavior – The Role Of Mobile Marketing

Abstract

As a part of a new virtual world, paper examines social and marketing environment according to the user level of involvement in virtual life. New marketing is present 24 hours a day and is becoming very unique per each client. Virtual identity of the company tries to be involved in customer everyday life and become its inevitable part. Mobile marketing is a relatively new branch of marketing, referring to the two-way marketing communication between company and customers that takes place via mobile devices whose importance in the past years constantly grows. The aim of this paper is to point out role and importance of the mobile marketing in the new reality and its function in a process of generating virtual identity of the company. The emergence of mobile marketing does not substantially change the system of marketing management but gives marketing experts new efficient tool by which they can easily reach a huge number of new clients. Thus, marketing experts have to adjust strategies to new technologies and media while marketing essence remains unchanged.