Emerald | Marketing Intelligence & Planning | Innovative Mobile Marketing via Smartphones: Are Consumers Ready? | Innovative mobile marketing via smartphones: are consumers ready? | Scoop.it

Purpose - Smartphones adoption by consumers are increasing exponentially and presents marketers with many new opportunites to reach and serve customers but are they ready for mobile marketing through their smartphones? This study investigates consumers' willingness to accept marketing through their smartphones.

 

Design/methodology/approach - The study is based on an online survey of 428 respondents. The data is analyzed through ANOVA and Regression Analysis.

Findings - This research adds to the growing body of evidence on adoption of mobile marketing. The results indicate that consumers' shopping style, brand trust, and value are key motivations for engaing in mobile marketing through their smartphones.

 

Research limitations/implications - Further research should focus on specific tactics marketers use to engage customers beyond marketing messages, that is, how they engage customers in dialogue to build relationships, encourage purchases and build loyalty. This could reveal how customers really want to engage in mobile marketing.

 

Practical implications - This study found that successful enagement of customers in mobile marketing requires that marketers focus their strategies and tactics around value creation, getting customers to engage with their brand in an authentic way, and respecting customers' shopping style i.e. engaging customers the way they want to be engaged. Marketers must listen to their customers and develop appropriate strategies rather than simply adapting existing marketing strategies.

 

Originality/value - The topic of mobile marketing through smartphones is important to both marketing executives and marketing researchers. To date, this topic has attracted little research attention and marketing executives are simple basing their decsions on anecdotal case studies and reports in the popular press. This study contributes to fulfillng the need for research evidence.

 

To get a copy, go to http://www.emeraldinsight.com/journals.htm?articleid=17026058&show=abstract