4. 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

5. Mobile Marketing Tools

7. Benefits & Challenges Personalisation Immediacy Interaction Targeting Permission Acceptance Content Privacy Strategy Infrastructure

8. 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)

9. 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

11. 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

12. 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

13. 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

14. Thank you for your attention Any questions?

15. 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> 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