Adoption of sensor based communication for mobile marketing in India

Abstract

Purpose – This paper aims to explain the applications of sensor-based communication in mobile marketing and how understanding its fast growth is important for marketers. Design/methodology/approach – The paper draws from various examples used by companies in India and abroad to explain the phenomenon of sensor-based communication in mobile marketing. Findings – Marketers should be aware of the different ways in which sensor-based communication can be used to build and sustain customer engagement. Practical implications – The different typologies of applications of sensor-based communication, along with examples, will help the marketers to develop similar initiatives for their brands/products. Originality/value – This is the first paper to illustrate, explain and exhort the usage of sensor-based communication in the Indian context.