Quantitative Analysis of Context-Based Mobile Marketing in Saudi Arabia
Keywords:
Mobile marketing, Context-based marketing, Saudi Arabia, Quantitative analysis.Abstract
Saudi Arabia is witnessing a phase wherein cultural adaptability is evolving, and more flexibility is being identified due to economic diversification and other factors. With the advancement of technology, e-commerce and other digital initiatives are on the rise, which have created ample opportunities for mobile-based marketing strategies. Different researchers have indicated that due to the high penetration rates of smartphones and other tech-savvy gadgets, most people are browsing advertisements and videos on these gadgets. Additionally, the expansion of 5G connectivity has led to a huge surge in data traffic. These factors indicate that the Mobile-first generation of today's Saudi Arabia is very much receptive to context-based mobile marketing. This research paper endeavours to investigate the effectiveness of Context-based Mobile Marketing (CBMM) through quantitative analysis. Factors like Demographics, Customers' preferences, Use of artificial intelligence (AI), Product quality, etc. are key determinants for quantitative analysis, and this paper strives to examine the impact of context-based mobile marketing under the influence of such factors. In order to conduct different analyses, a representative sample of mobile users was targeted with survey questions revolving around CBMM trends in Saudi Arabia's retail industry. Thereafter, the obtained results were subjected to different statistical tests that aimed to identify the significant relationships between contextual factors and key performance indicators (KPIs) of CBMM campaigns. This helped establish the utility of CBMM towards appealing to and retaining customers, differentiating from market competitors, enhancing brand visibility, adapting to emerging customer trends, etc., in the retail industry of Saudi Arabia.
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