Menedżerowie i konsumenci wobec narzędzi marketingu mobilnego
Managers and Consumers Attitudes towards Tools of Mobile Marketing

Summary/Abstract: The article presents the results of direct research, the aim of which was to show the behavior of enterprises, attitudes and opinions of managers regarding the mobile marketing instruments, as well as the compliance of the instruments used with the consumer preferences. The research was carried out using the Internet survey method on a sample of 511 consumers and questionnaire interviews on a sample of 235 managers. Purpose selection method was used in both samples. Mobile marketing offers many tools that can be used to improve marketing activities. Modern Polish enterprises are still learning to use them in marketing activities. Not always choices are in line with consumer preferences. Efficiency assessments provide an indication of the use of specific mobile marketing tools in the future. Currently, the most commonly used tools are social media, mobile websites, search engine advertising (AdWords) and graphic advertising (Display). In the future they will be joined by coupons and mobile applications, geolocation tools and QR codes. However, mobile e-mails, SMSs, MMSs and VSMs, as well as augmented reality and newsletters due to the reluctant attitude of consumers are unlikely to gain a greater role in the future.

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