ABSTRACT
Mobile marketing is marketing that involves the use of mobile devices, including smartphones, tablets, phablets and wearable technologies such as Google Glass. These new devices produce a new consumer who is technology-aware and expects continuous access to data networks while they are on the go. Mobile devices are very personal and often carried at all times. These same mobile devices are increasingly used to store personal and professional information, to communicate through social media, search for information, shop, work, read books and magazines, and, for some, to remotely control household gadgets such as fridges, lights and microwaves. Mobile technologies are increasingly becoming an integral part of a consumer’s life. According to the eMarketer report, the United Kingdom (UK) is the world leader in terms of mobile phone adoption and mobile advertising. It has been predicted that by 2016, three out of four mobile owners in the UK will be using smartphones. Mobile penetration is even higher amongst the younger population (16-35 age group), who utilise smartphones less for call purposes and more to access mobile social media for texting, browsing and online purchasing (Ofcom, 2014).
