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Mobile Marketing - Current Issues

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Mobile Marketing: Current Issues and Future Trends

Course Title and Year: BA Marketing, Year 4
Subject: Online Marketing Skills
CA/Project Title: “Mobile Marketing - Current Issues and Future Trends”
Supervising Lecturers: Ms. Amanda Freeman
Submission Date: 22/02/2013
Student Name: Laura Flanagan
Student Number: 20040930

Table of Contents

1.1 Introduction 4 1.2 Defining Mobile Marketing 4 2.1 Types of Mobile Marketing Communications 4 3.1 Brief Overview of the Mobile Marketing Industry 9 3.2 Mobile Marketing Implications for Marketers 10 4.2 Future Trends 13 Conclusion 13 Appendix 14 References 15

“Mobile Marketing – Current Issues and Future Trends”

1.1 Introduction This report intends to explicate the fundamental nature of mobile marketing communications and elucidate its significance for today’s marketers. Furthermore, the report will also focus on what key trends mobile marketing is likely to face in the future.

1.2 Defining Mobile Marketing

Firstly, mobile marketing is pertinent to all of the “activities undertaken to communicate with customers through the use of mobile devices” such as the dissemination of promotional offers and information on product and services, (De Pelsmacker, Geuens and Van den Bergh, 2007). Hence, mobile marketing employs mobile devices as the primary communication platform for promoting products and/or services to customers. Mobile phones, smart phones and computer tablets are all considered to be mobile devices.

2.1 Types of Mobile Marketing Communications

This section of the essay aims to classify the various types of mobile communications that are currently available to marketers. For the purpose of this report, we shall focus on eight major types of mobile marketing communications.

1. SMS (Short...

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