Effective Marketing Strategies to Reach Mobile Users

Effective Marketing Strategies to Reach Mobile Users by Melissa Roy MBA, University of New Haven 2005 BS, Bowling Green State University, 1992 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University December 2017 Abstract Reaching users on mobile devices has never been more critical for retailers given the ubiquitous use of mobile devices. U.S. consumers who shop online are using personal computers less and mobile devices more when doing so. The purpose of this single case study was to explore mobile device marketing strategies used by retail marketing leaders to reach mobile users effectively. Rogers’s diffusion of innovation theory provided theReaching users on mobile devices has never been more critical for retailers given the ubiquitous use of mobile devices. U.S. consumers who shop online are using personal computers less and mobile devices more when doing so. The purpose of this single case study was to explore mobile device marketing strategies used by retail marketing leaders to reach mobile users effectively. Rogers’s diffusion of innovation theory provided the conceptual framework for the study. Participants included a purposeful sample of 8 marketing managers employed by a Fortune 1000 retail organization in the Pacific Northwest. Data collected via in-person, semistructured interviews and a review of the marketing plan documents were thematically analyzed and methodically triangulated. There were 11 themes that emerged from the interviews and marketing plan document review. The results indicated that mobile marketing managers could focus their efforts on 3 of the 11 themes to reach mobile users. The 3 primary themes included getting close to their customers to learn about customers’ preferences, gathering and using big data in an intelligent way, and tailoring experiences by sending messages and offers at times when users are most likely to transact. Results from this study may foster positive social change by increasing profits within the organization as a result of more effective mobile device marketing strategies. The profits retailers generate through effective mobile device marketing strategies could allow them to provide additional community support through charitable donations and provide additional support through the creation of new positions within the community. Effective Marketing Strategies to Reach Mobile Users by Melissa Roy MBA, University of New Haven 2005 BS, Bowling Green State University, 1992 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University October 2017 Dedication I dedicate this study to my family. My parents who taught me that anything is possible if you work hard and surround yourself with people who make the right choices. As a small child, my father, Bill, taught me that girls can do anything boys can do and to continue to learn. My mother, Gaile, taught me that women could be feminine, have a family, and a successful career. No one decides who you are but you. Bill and Janet, although cousins, you always treated me like one of your own and I know how blessed I am that you supported me through this process. Your girls are the sisters I never had. My brother, Bill, who I have always held in the highest regard as one of the most intelligent men I know. My husband, Brian, who has supported every minute of this journey and shows his unwavering support of women as partners, mothers, and business colleagues. Thank you for understanding my absence, both physically and mentally to complete this study. And of course, my children who inspire me every day. Our daughters, Kelly and Olivia, and our sons, Connor and Parker, you have already grown to be amazing young adults, and I am very proud of you each of you, and I look forward to the contributions you will make to all that you touch. My ongoing hope is you will continue to learn. Acknowledgements Project studies are not completed singlehandedly. I first would like to acknowledge my chair, Dr. Denise L. Land. Her constant support, patience, steady guidance, and encouragement made this possible. To my committee members, Dr. John Hannon and Dr. Julia East, thank you for your support and continued efforts to improve my study. Dr. Jim Savard, thank you for helping me during my residency and refining my project study purpose to help contribute in a meaningful way to the practice of mobile marketing. Jessica Bell, my editor, thank you for providing the grounded support and constant humor necessary to finish my study. I found an editor and a friend, and for that I am thankful. Dr. Freda Turner and all the staff at Walden, thank you for the support and guidance throughout the process. To my fellow students, Michelle Apple, Michelle Benham, and Amanda Root, all the late nights together, the joyous heart lifting laughs, together we have individually achieved. I am immensely thankful to have shared this journey. A final acknowledgement to my dear friends who each provided support in many ways, Jennifer and Joe, Dionne and Steve, Jim and Maryann, Buddy and Chris, Kathryn and Brian, Victoria and Sandrine, Stephanie and Aleks, Cathy and Steve, Connie, Dana, David, Donna, Kirsten, Laura, all the Meadows Girls, and my business colleagues and leaders. I am eternally grateful for the support I have in my life, in academia, in my professional life and personally.