Mobile Marketing Strategies: Case Study of Small Businesses in Saudi Arabia

Abstract

Mobile marketing is generally understood as a very important channel for marketers to reach out to potential customers. The purpose of this research was to capture how coffee shop businesses in Saudi Arabia utilize mobile marketing to increase profits, brand awareness and customers engagement. This study acknowledged the growing importance of mobile marketing and the significant role that social media play in marketing and sales

This study used a modified semi-structured interview guide for data collection. The purposive sample for this study consisted of five owners of coffee shops in Riyadh, Saudi Arabia who have been in business for at least 5 years. The thematic analysis of five interview transcripts with coffee shop owners in Riyadh in Saudi Arabia resulted in the development of seven themes: (a) perceived significance of social media marketing, (b) customer-focused social media marketing, (c) smart advertising, (d) emphasis on product quality, (e) customer reviews, (f) discounts and giveaways, and (g) involvement of celebrities. The findings of this study can support small business owners to enhance their mobile marketing strategies on social media. In precise, small business owners will learn what strategies are optimal for their business brand, the time required to effectively market, and the expenditures required for successful strategies. The results of the study provide crucial information that new investors can use to implement strategies and methods to sustain a profitable business.