Mobile marketing w procesie decyzyjnym konsumenta
Mobile marketing in a consumer decision-making process

Summary/Abstract: With the growth of the number of sold smart-phones, the interest of their use in marketing operations is also growing. Mobile marketing stops to be only a novelty or a fad. It is a requirement of a marketing strategy for those companies which want to build their market advantage. Mobile marketing has a huge marketing potential which explosion undoubtedly we will be able to observe in the nearest year. Due to innovative tools, it enables not only the elimination of time and space barriers but most of all it provides a value added that appeals to emotions and customer’s new experiences. Thanks to that, mobile marketing involves the customer in a kind of a specific travel with a given company or a brand which aim is to lead to a customer’s engagement and establish permanent relations. However, the effectiveness of action led through the mobile devices requires the knowledge of specific solutions and awareness of their consequences both from the customers and companies or brands that use the mentioned solutions.

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