Insights into the Development of the Market of Mobile Marketing Services in Romania
Author:Carmen Balan and Mirela-Patricia Zegreanu
JEL:M31, M37, M49, M15
DOI:
Keywords:mobile marketing, mobile advertising, short message services (SMS), mobile marketing agencies, exploratory research, in-depth interviews
Abstract:
The article aims to explore the present evolution stage of the mobile marketing service market in Romania. Central part of the article is the exploratory research based on in-depth interviews with major specialists in mobile marketing services. The main objectives of the research were to study: the offering of mobile marketing agencies in Romania; most used mobile marketing instruments; market changes generated by the advent of smartphones; perception of competition among Romanian mobile marketing agencies. This exploratory approach is the first multi-faceted qualitative study of the supply side of the Romanian market of mobile marketing services which is presently at the border between emergence and growth.