Mobile marketing e os anúncios personalizados.

Abstract

The consumer is more connected by various types of New Technologies of Information and Communication and chief among these the smartphone. This in turn has several features which can be exploited by companies as a new media channel. Therefore use the smartphone as a channel of communication with the customer can be a great opportunity. Thus this study aimed to assess the extent to which customers are willing to receive via your smartphone, personalized ads when they are close to the place of purchase. The method used was exploratory and descriptive. The research was conducted with a convenience sampling obtaining 142 respondents. To perform the data collection was used the electronic questionnaire. The results above show that to occur a greater degree of agreement on the acceptance of marketing through the smartphone is necessary to work very well with some variables such as prior authorization; customization of the ads; local proximity of purchase and the frequency of sending messages. It was also found that the acceptance of marketing through the smartphone can generate an increase in consumer buying will. However in general considering the complexity of the approval of marketing through the smartphone the use of these variables alone is not sufficient for a more complete understanding of the degree of agreement theme.