Reaching Consensus About the Impact of Mobile Marketing Tools on Iberian Consumer Purchase Intention

Abstract

Mobile is becoming central to communication and the development of marketing actions. This study aims to obtain a consensus from a panel of Iberian experts on which mobile marketing tools have the most impact on the Iberian consumer's intention to purchase. It was decided to carry out a qualitative methodology using the Delphi method to obtain the opinion and consensus of experts on which tools most influence purchase intention (N=21). The results show that location-based mobile service is the tool that experts believe will have the most impact on purchase intention and that message alerts, advertising, and promotions triggered by the user's location in messages and local search and exploration advertising are the LBS options that impact intention. The insights produced by this chapter are pertinent for researchers and organizations, namely managers and digital marketing professionals, as they provide valuable information from the point of view of experts on the most effective mobile marketing tools for interacting with consumers and making better decisions.