Abstract:

Nowadays organizations strive to find the ways to communicate with their target audiences by using varied advertising mediums because of the developments on the information communication technologies and the globalization. In this context, like the other institutions, the distance education institutions has to execute communication activities by using different advertising mediums to create a positive position in their consumers minds. In this sense, the increase on the ownership of mobile phones and the new specialties of mobile phone technologies like accessing to the internet made mobile marketing efforts important on the advertising investments of distance education institutions. Especially with the mobile marketing, distance education institutions can create personalized informative and promotion messages for their target audiences. Mobile marketing approach has lots of advantages for the institutions and the most important advantages that helps the institutions are; the formats of the approach are forming according to the newest technological developments and it gives chance to create messages for specific target audiences. But mobile marketing has also disadvantages like; the target audience’s mobile phones can be incompatible with the messages and the target audience can ignore these messages. However much the approach has some disadvantages, the distance education institutions- which are based on the technological developments also like the mobile marketing approach- has to invest on mobile marketing according to send personalized and effective advertising messages about their programs’ contents, benefits etc.

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