Download 1. To explore the current use of mobile marketing by Irish businesses

Introduction
• Global market penetration rates at 91%
(Ericsson, 2012)
• “The use of the mobile medium as a means of
marketing communications” (Leppaniemi et
al, 2006, p. 38)
• Non PC devices
Mobile Marketing Tools
Mobile Marketing Tools
Benefits & Challenges
•
•
•
•
Personalisation
Immediacy
Interaction
Targeting
•
•
•
•
•
•
Permission
Acceptance
Content
Privacy
Strategy
Infrastructure
Mobile Marketing in Ireland
• The mobile penetration rate in June 2012 was
107.2% excluding mobile broadband (ComReg,
2012)
• Almost 5.5 million mobile subscriptions in the
same period
• 54% have smartphones (Puca, 2011)
Research Objectives
1. To explore the current use of mobile marketing by Irish businesses
– To identify why companies use mobile marketing.
– To discover what types of mobile marketing are currently being used across
varied Irish businesses.
2. To investigate consumer attitudes towards the use of mobile marketing
– To discover how trust, permission and credibility can affect consumer
acceptance of mobile marketing.
– To examine the adoption of smart phone applications and the opportunities
they present.
3. To establish a framework for the effective integration of mobile marketing
into marketing strategy by SMEs
– To develop a framework to effectively integrate mobile marketing into an
SMEs marketing strategy.
– To measure the effectiveness of the framework
Methodology
• Mixed Method
• Three Phases;
– Eight in-depth interviews with Irish businesses
– Three focus groups and 300 online surveys with
Irish consumers
– Develop & test framework in three organisations
Findings so far…
• Irish organisations are using mobile marketing
tactically
• National organisations are beginning to realise
the importance of strategy
• SMEs using basic Mobile tools
• More advanced tools are used by larger
national organisations
Looking Ahead…
• MARCH
• Interviews - Nearing Completion
• Conduct Focus Groups – Early March
• Design Online Survey – Late March
• APRIL
• Qualitative Data Analysis
• Online Survey Data Collection
• MAY
• Quantitative Data Analysis
• Framework Development & Testing
• JUNE
• Final Write Up & Submission
Thank you for your attention
Any questions?
References
• ComReg (2012b), Quarterly Key Data Report Data as of Q2 2012,
[online] (cited on 23 November 2012) Available from <URL:
http://www.comreg.ie/publications>
• Ericsson (2012), Ericsson Mobility Report [online] (Cited on 22
November
2012)
Available
from
URL:http://www.ericsson.com/ericsson-mobility-report>
• Leppäniemi, M., Sinisalo, J., & Karjaluoto, H. (2006), A review of
mobile marketing research, Journal of Mobile Marketing, Vol. 1,
No. 1, pp. 30–41
• Puca, (2011), Smartphone Ownership and Attitudes [online] (cited
on
16
November
2012)
Available
from
<URL:http://www.puca.com/s/PucaSmartphoneSurvey.pdf>