Shruti Khera,

Specialist-Global Research Centre for Consulting,

Wipro Consulting Services

Introduction

SNP (Social networking potential) has gained utmost importance in today’s scenario. Marketers are focused in identifying individuals with high SNP, who can help companies enhance their product sales and market visibility through ‘Viral Marketing’.

As the increase in popularity of social networking is on a constant rise, new uses of technology are constantly being observed. The phenomenal growth and affordability of mobile telephony in recent years has significantly enhanced the potential of mobile marketing. If retailers are able to exploit this opportunity, it can largely impact their top line. Personal references about a company’s product received from friends and family immensely help in creating a ‘Desire for Purchase’ in consumer’s mind. Companies trying to maximize their brand awareness must take advantage of social networking in all stages of the purchase process, from awareness to discovering to purchasing to loyalty. If this facility is provided to customers on mobile phones, a service accessible anytime anywhere, will surely improve the customer footfall.