DMIJ 3,2
suggest a number of implications for practitioners, of which two appear to be most prevalent. First, the presence of a significant relationship between a consumer’s perception of the relative advantages of mobile phone marketing and their adoption of mobile phone marketing implies that managers should promote the benefits this innovation offers over other channels it supersedes. For example, for many consumers, receiving marketing communication to their mobile phone is more convenient, timely,
134 useful and interactive than other methods such as email or direct mail. Therefore, if managers wish to increase the likelihood of consumers responding favourably to their mobile phone marketing campaigns, they should ensure that all direct communication