Author(s): Darlynton Yartey, Oladokun Omojola, Lanre Amodu, Naomi Ndubueze, Babatunde Adeyeye, Evaristus Adesina
Abstract: Marketers have often relied on data to better understand the preferences of the customer base. While the traditional methods were engaged in the retrieval of data, the mobile devices connected to the internet introduced an influx of data on a real time called big data. Based on this advancement, marketers with the technical capacity are able to identify customer needs accurately and identify sway in trends. Although this strategy seems beneficial to the marketers, the naïve nature of the customers to the collection and usage of personal online information for mobile marketing remains a crucial poser. Hence, this study through survey sought to identify the awareness level and perception of 700 undergraduates in three higher institutions in Lagos, Nigeria. Results show that all the respondents had connected mobile devices, received advertising messages on their devices and were active shoppers online. Furthermore, the females were more aware of the collection and usage of personal data, hence, they embraced the collection based on relevance of advertising messages and strict use for mobile marketing. This study therefore recommended marketers’ collection and usage of customers’ personal data to be based on strict use for mobile marketing and assurance of relevance of advertising messages.
Keywords: data, big data, marketing, mobile marketing, awareness, perception
DOI: 10.37394/23207.2021.18.5WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 18, 2021, Art. #5