Mobile and social technologies in marketing campaigns in Poland - A research study

This paper is part of a project funded by the National Science Centre awarded on the basis of the decision number DEC-2011/03/HS4/04291. The paper presents the specificity of mobile consumer communities in Poland, based on survey results, and supported by an analysis of potential application of the findings in the context of business and marketing activities. The research was stimulated by the rapid development of mobile consumer communities. The study analysed the use of mobile technologies by modern consumers and involved an evaluation of selected aspects of mobile social media apps and solutions, along with an examination of typical attitudes and expectations of mobile consumers towards marketing activities conducted over this channel. The main purpose of this study is to prove the utility of mobile consumer communities as platforms for integrating the social media and the mobile functionality to form a framework for comprehensive marketing strategies. Based on the findings, the marketing activities can be tailored to the expectations of mobile consumers, offering a range of benefits for the consumer (better adjustment and personalization) and for the company (improved effectiveness).