Innovative mobile marketing via smartphones: Are consumers ready?

Ajax Persaud (Telfer School of Management, University of Ottawa, Ottawa, Canada)
Irfan Azhar (Telfer School of Management, University of Ottawa, Ottawa, Canada)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 15 June 2012



Smartphone adoption by consumers is increasing exponentially, and presents marketers with many new opportunites 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.


The study is based on an online survey of 428 respondents. The data is analyzed through ANOVA and regression analysis.


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 enagement 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.


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 decsions on anecdotal case studies and reports in the popular press. This study contributes to fulfilling the need for research evidence.



Persaud, A. and Azhar, I. (2012), "Innovative mobile marketing via smartphones: Are consumers ready?", Marketing Intelligence & Planning, Vol. 30 No. 4, pp. 418-443.



Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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