Marketing dissertation - mobile phone applications are costly and time consuming to develop and implement, are organisations justified in using them as part of their marketing strategy?

Yes, it is justified.

Explanation:

The Mobile Phone market is one of the larges markets that exist, with Smartphone shipments worldwide adding up to around 1.6 billion units in 2019. Therefore even though creating mobile phone applications are costly and time consuming, the size of the market alone justifies this implementation because it will allow their product to land in the hands of all those people within that market. This in term leads to a significant increase on their Return on Investment (ROI).

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new communications technology has affected the way social movements are organized because nowadays, social movements rely on social networks and the media to get different people with a similar way of thinking in contact, and thus, get them to mobilize for a greater cause.

individuals only participate in collective action when they feel identified with it. is in this aspect that social media becomes relevant, because it guarantees communication among all individuals and organizes the social actions that are going to be carried out, i.e., the social movements.

in addition, being covered by the media is important to validate the message and make it relevant in the social agenda, as well as to reach more people who can share interests, appealing to public sympathy for their cause.

in conclusion, it is by social networks and social media that social movement is given birth; by connecting different individuals with similar ideas and organizing them to mobilize for a greater cause.