The Role of Mobile Apps in Contemporary Marketing in Poland Cover Image

The Role of Mobile Apps in Contemporary Marketing in Poland
The Role of Mobile Apps in Contemporary Marketing in Poland

Author(s): Leszek Gracz
Subject(s): National Economy, Economic development, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: m-marketing; mobile apps; mobile market;

Summary/Abstract: Mobile market is contemporarily one of the most growing online markets. One of the most important marketing actions within the frame of mobile marketing is creating applications (apps) for mobile devices (smartphones, tablets, etc.). The paper presents the results of primary research on the use of mobile apps in Poland, on the example of 20 biggest Polish companies (according to the ”Rzeczpospolita” daily’s ranking). The research was conducted in January 2016. On the basic of the research the main objective of the paper is elaborated: an analysis of the use of smartphone apps by Polish companies and self-government organisations and presenting the role of mobile apps in contemporary marketing in Poland. The key findings are that most of the researched companies are aware of the m-marketing and importance of mobile apps as a new, interactive channel of reaching the audience; however, there is still some potential for improvement. The mobile market has still a lot of potential for further growth.

  • Issue Year: 363/2016
  • Issue No: 4
  • Page Range: 33-43
  • Page Count: 11
  • Language: English