5. Conclusion
5.1. Contribution
The objective of this research was to gain a deeper understanding of the drivers and barriers to consumer acceptance of mobile marketing and thus determine the critical success factors for marketers adopting mobile and QR Code marketing approaches. It also aimed to discover how smartphone technology has changed the way people use their mobile handsets and the implications this has for how marketers should harness the evolving potential of this channel. Overall, the findings indicate that as smartphone usage in the UK rises, increasing numbers of consumers are relying heavily on their handsets for communication and internet access, and that in areas such as mobile website design and content (including apps)consumer expectations are increasing dramatically.