Innovative mobile marketing via smartphones: are consumers ready?

Purpose – Smartphone adoption by consumers is increasing exponentially, and presents marketers with many new opportunities to reach and serve customers. However, are consumers ready for mobile marketing through their smartphones? This study aims to investigate 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 – The results indicate that consumers' shopping style, brand trust, and value are key motivations for engaging in mobile marketing through their smartphones. 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. Research limitations/implications – This research adds to the growing body of evidence on acceptance of mobile marketing. Practical implications – This study found that successful engagement 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 simply basing their decisions on anecdotal case studies and reports in the popular press. This study contributes to fulfilling the need for research evidence.

Marketing Intelligence & Planning
Persaud, Ajax; Azhar, Irfan
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