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Mobile Marketing in Ireland, a new form of spam or a revolutionary e-business tool?

Conway, John (2007) Mobile Marketing in Ireland, a new form of spam or a revolutionary e-business tool? Diploma thesis, Dublin, National College of Ireland.

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Abstract

The aim of this thesis is to identify whether mobile marketing in Ireland will be considered a form of spam or a revolutionary e-business tool for both the vendors and customers alike. The literary review looks at the evolution of mobile marketing in other countries and then the research methodology looks at the comparisons for Ireland. The primary research contradicts the literary review in a number of key areas including mobile search and the customer's attitude towards receiving advertising messages on their mobile phone.
The sampling procedure used in this report was a survey. A total of 117 respondents provide the analysis and conclusions. A piece of web based software called my3ql.com was used to gather the data being collected. 23 questions were created and posted on the website mentioned so that users could just browse to a link, then emailed to 165 respondents who were requested to reply to the questionnaire. The results were collated and 1 presented in pie chart format which were then used for the research analysis in chapter 3.
The main reasons for conducting this research was to find out if mobile marketing will be a successful advertising medium or will it be a failure and considered as a form of spam. The research intended to find out consumers attitudes in Ireland as to both the awareness and acceptance level of the technology. The findings show that with all the excitement about mobile marketing, as indicated in the literary review, Ireland is not yet ready for mobile marketing. This is due to the fact it is a new form of advertising medium and the technology is not best understood by people yet. As the awareness increases on the value of mobile marketing it will become more and more prevalent in the coming years in Ireland. Also people regard their mobile handsets as very personal devices and any attempt to use their handsets as a medium for advertising is considered an invasion of their privacy at present. 72% of respondents are aware of mobile marketing and 61% see it as being potentially beneficial to them but only 6% would be willing to receive unsolicited text messaging.
The conclusions and recommendations taken from the research are that marketers need to be careful in their approach to using the advertising medium and need to target their audience as close as possible. This is to ensure that consumer privacy rights are not compromised and also so that it will encourage the consumer to take advantage of the services that it has to offer. At present Ireland considers mobile marketing as a form of spam and not a revolutionary e-business tool.

Item Type: Thesis (Diploma)
Subjects: H Social Sciences > HF Commerce > Telecommunications in Business
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Electronic Commerce
Divisions: School of Computing > Higher Diploma in Business and Technology
Depositing User: SINEAD CORCORAN
Date Deposited: 10 Jun 2010 15:15
Last Modified: 26 Apr 2012 14:58
URI: http://trap.ncirl.ie/id/eprint/268

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