The last ten years have seen huge growth in the ownership and the use of mobile phones in Ireland, and recently the growth of newer, more advanced devices and Smartphones has meant that a new area of marketing has been emerging.
The media world has been changing too. Traditional media has been giving ground to digital media, with search advertising and display contesting for supremacy in digital, and no sooner do we see those battles finished, mobile comes looking for its share.
But where does mobile fit in this new marketing world? How well equipped are Irish marketers to face this new challenge? Are they facing this new challenge?
We believe that success in this increasingly important sector needs a light shining on where the market was last year, where it is going this year and what excites marketers in this area for the future.
In the first study of its kind we worked closely with O2 Media to conduct a research piece into mobile marketing practises amongst the cream of Irish Marketers by using the membership of the Irish Marketing Institute as the base for this study.
You will find that marketers are trying to embrace mobile, to push for more investment and training, to deliver plans that take advantage of this multi-faceted medium and leverage the
opportunity that the mobile world represents.
Mobile Marketing Report 2014