Integrating mobile into marketing strategy

Abstract

As the use of mobile devices among consumers proliferates, it is important for managers to understand how they can effectively integrate mobile marketing into their marketing strategy. The objective of this research was to explore the current use of mobile marketing by Irish businesses and provide a set of guidelines for the effective integration of mobile marketing into marketing strategy. This process included a thorough review of mobile marketing theory, its application, use and attitudes towards it. Seven in-depth interviews and three focus groups were conducted with managers and consumers in Ireland in 2013 and the findings were comprehensively analysed. The findings identify that managers are largely unclear about how to use mobile marketing and that organisations lack structured mobile marketing strategies. The outcomes of this research are presented as a set of guidelines which will contribute not only to the literature but also to support practitioners in their objective of using mobile marketing in a more considered and strategic manner.