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 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)
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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
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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
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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
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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
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Thank you for your attention Any questions?
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References ComReg (2012b), Quarterly Key Data Report Data as of
Q2 2012, [online] (cited on 23 November 2012) Available from
Ericsson (2012), Ericsson Mobility Report [online] (Cited on 22
November 2012) Available from
URL:http://www.ericsson.com/ericsson-mobility-report> Leppniemi,
M., Sinisalo, J., & Karjaluoto, H. (2006), A review of mobile
marketing research, Journal of Mobile Marketing, Vol. 1, No. 1, pp.
3041 Puca, (2011), Smartphone Ownership and Attitudes [online]
(cited on 16 November 2012) Available from