Dissertations / Theses: 'Mobile marketing'

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Šrámek, David. "Mobilní marketing v ČR." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-85918.

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Main topic of the Master's Thesis is mobile marketing in Czech Republic and the goal is to describe development of mobile devices, provided services and usage in marketing and marketing communication. Theoretical part is concerning development of the mobile devices and services where each topic is followed by a case study. Practical part contains quantitative and qualitative research. Quantitative on-line based research was conducted on sample of 100 deliberately chosen users. Main goal of this research was evaluation of average user experience with mobile marketing. Qualitative research was conducted by guided discussion with experts in the area of mobile marketing. Main goal of the research was assess actual scope of the use by marketers in context of the situation on the Czech market and discuss future development of this area.

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Chocholová, Petra. "Trends in Mobile Marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75524.

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The principal aim of this thesis is to assess the state of the mobile marketing as of the first quarter of 2011 and to discuss various scenarios of the future development. This thesis defines the terms "mobile marketing" and "mobile advertising" and identifies the main players in the industry. It explores the main categories of mobile advertising such as mobile messaging, in-content and mobile internet advertising. Later, it analyzes the latest trends in the industry and describes in detail the advancements in QR tagging, location based advertising and augmented reality.

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Zelený, Martin. "Marketing and Augmented Reality." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71866.

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The main goal of this diploma thesis is to identify the usage of augmented reality in contemporary marketing practice and the expectations of marketers for the future use. This will be achieved by conducting a quantitative and qualitative research among existing creative and advertising companies. Secondary goal is introducing the concept of augmented reality from the theoretical point of view and also description of potential utilization based on known examples. The tools for the practical part are an online questionnaire and personal interviews.

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Amarsanaa, Bolor, and Joshua Anjorin. "Mobile Marketing : Study of ICA - Correlation between mobile marketing and customer loyalty." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-11766.

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ABSTRACT Title: Mobile Marketing: Study of ICA – Correlation between mobile marketing and customer loyalty Level: Master Degree in Business Administration Authors: Bolor Amarsanaa and Joshua Anjorin Supervisor: Ernst Hollander Date: 2012 – January Aim: Having loyal customers is a key for successful organizations. There is increased complexity and competitiveness in the market place as regards to what companies need to do and how to do them in meeting the needs of customers. Is that why companies today are exploring the potentials of mobile phones to ultimately earn customers’ loyalty? However, there is not much research done in this area, especially in finding correlation between mobile marketing and customer loyalty. Thus, this research aims to examine correlation between mobile marketing and customer loyalty. Method: Data collection methods included literature reviews, a questionnaire and interviews. These were analysed by hypothesising, comparing with theories, and the use of descriptive analysis, correlation, and other methods presented as discussions, tables, and charts. Results & Conclusions: The theoretical and empirical research findings show that customer loyalty is positively related with mobile marketing. Use of mobile marketing such as mobile application, mobile web and SMS can perhaps enhance customer loyalty by meeting the demand of customers; increasing interaction and communication with customers; and increasing customer satisfaction. However, due to the research limitations and due to the fact that mobile marketing is a relatively new field of study, it needs some more time and more extensive research to make a general assumption about relationship between them and the strength of such relationship. Suggestions for future research: For further research, more extended research with broader samples is essential. It will be also crucial to investigate how much of an effect mobile marketing has on customer loyalty by scrutinizing company’s cost and profit measurements of mobile marketing besides opt-in and opt-out measurements of customers. Contribution of the thesis: We hope that this research has scratched the surface to this new field of study and made an addition to existing theory. It also stirs up interests in the emerging research on mobile marketing’s untapped potentials. Key words: Mobile Marketing, Customer loyalty, mobile phone, customer satisfaction, communication with customers.

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Jäckle, Yves. "Mobile Marketing im Handel." St. Gallen, 2007. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/01651306002/$FILE/01651306002.pdf.

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Kazantzidis, Kyriaki Carolin. "Erfolgsfaktoren des mobile marketing." Frankfurt, M. Berlin Bern Bruxelles New York, NY Oxford Wien Lang, 2008. http://d-nb.info/994202261/04.

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Figge, Stefan. "Innovatives Mobile Marketing : kontextabhängige Kundenansprache mit Hilfe mobiler Portale /." Hamburg : Kovač, 2007. http://www.verlagdrkovac.de/978-3-8300-2652-5.htm.

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Figge, Stefan. "Innovatives mobile marketing kontextabhängige Kundenansprache mit Hilfe mobiler Portale." Hamburg Kovač, 2006. http://www.verlagdrkovac.de/978-3-8300-2652-5.htm.

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Gentile, Ada. "Mobile marketing: le app come strumento di comunicazione d'azienda nell'era del mobile." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2015. http://amslaurea.unibo.it/8314/.

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Obiettivo di questa tesi è cercare di mostrare come il mobile può diventare molto utile per le aziende sia a livello di guadagno sia a livello di comunicazione aziendale con i propri clienti. Il tema principale sviluppato nell'elaborato riguarda il Mobile Marketing e gli strumenti più proficui utilizzati da questa nuova tecnica di marketing, in particolar modo le App. In primo luogo viene trattato il tema del brand: importante mezzo comunicativo che dal primo momento intacca il pensiero del cliente e ne veicola le scelte di acquisto. Frutto di un'analisi ben più specifica è l'argomento del mobile marketing, le strategie migliori da adoperare per sfruttare al meglio i device portatili, i vantaggi maggiori che riceveranno le aziende che lo adotteranno e un piccolo accenno sui principali strumenti del mobile. Infine di svilupperà maggiormente l'argomento delle Applicazioni mobili e di quelle app brandizzate che hanno riscontrato maggior successo tra gli utenti.

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Keskin, Kaan. "Innovative Marketing Trends as a Response to the Changing Consumers." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-193782.

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In recent years, innovation and the subsequent technological advancements have gained significance in shaping consumer behavior to a disruptive extent. Especially with the advancements in mobile technology, consumer behaviors shifted towards an elevated expectation of mobility and increased interactivity. Marketers who seek a better degree of access to the consumer market and provide customer satisfaction needed to adopt new tools and methods in communication, which would align with their target groups more effectively. Mobile marketing emerged as an innovative technique that is based on and driven by this change in consumer behavior; therefore it is necessary to evaluate the effectiveness of its approach and implementation. In this light, this research paper employs a quantitative approach based on the results' analysis of an online survey conducted by the Author of the thesis, aimed at testing whether there is a strong correlation between mobile marketing efforts and customer satisfaction. Consequently, one can conclude that the same mobile devices that serve as convenience for consumers, serve as an effective channel of communication for marketers, whereas with an integrated approach where other components of the marketing mix support mobile content, the likeliness of attaining consumer satisfaction is higher.

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Leppäniemi, M. (Matti). "Mobile marketing communications in consumer markets." Doctoral thesis, University of Oulu, 2008. http://urn.fi/urn:isbn:9789514288159.

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Abstract This dissertation aims to examine the theoretical and empirical foundations of the mobile marketing phenomenon. While numerous studies have yielded important insights into this topic, the existing mobile marketing literature appears to be inconsistent and somewhat fragmented. With the help of two action research projects, interviews of mobile marketing practitioners, and an online survey, this study aims to contribute to our understanding of the nature of mobile marketing communications in consumer markets. This thesis consists of an introductory section and five papers. The first paper evaluates the current state of mobile marketing research based on a review and an analysis of extant literature that focuses on mobile (or wireless) applications aimed at marketing or advertising. Various definitions of mobile marketing are evaluated and a more technologically-agnostic definition is provided. The second paper presents a framework of the mobile marketing communications environment that delineates how mobile marketing should be integrated into a company's integrated marketing communications strategy. A comprehensive overview of divergent mobile marketing activities is provided, along with representative examples derived from popular press. In addition, a detailed description of mobile marketing campaign planning and its implementation process is provided. The third paper provides a conceptual model of the relationships between interactive integrated marketing communications and database management in a mobile context. The results from empirical research suggest that consumers are willing to participate in Short Message Service (SMS) marketing in a retailing context. The fourth and fifth papers utilize data collected by means of an online survey (n = 4,062) and examine the factors associated with consumers' intention to receive mobile advertising messages and responses to SMS direct-response campaigns. The results suggest that consumers' intention to receive mobile advertising messages is related to the relevance of the message, permission to receive mobile advertising messages, the benefits of receiving the message and the privacy of personal data. In addition, the results suggest that women and men differ significantly in their responses to SMS call-to-action campaigns, consumers aged 36–45 years are most likely to respond to SMS call-to-action in a TV program and participate in SMS sweepstakes and other competitions, and that employment status has a substantial impact on consumers' SMS campaign activity. Overall, this thesis provides a conceptual and theoretical foundation intended to guide research efforts focused on mobile media and to aid practitioners in their quest to achieve mobile marketing success.

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Wessén, Fredrik, and Mats Forsberg. "On Target Marketing in Mobile Devices : MBA-thesis in marketing." Thesis, University of Gävle, University of Gävle, Ämnesavdelningen för företagsekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-6321.

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In the best of worlds, all marketing is relevant.

This study brings light to and creates understanding for how to capture the opportunities for target marketing, given by resent technical development and improvement.

Customers often perceive marketing on the internet as annoying, embarrassing, repetitive and sometimes even noisy. Companies have problems to focus their marketing efforts towards the areas which give most value for the marketing investments. The conflict between companies pushing the marketing messages to their customers, who are trying to avoid them, a growing mistrust is feed.

Well established businesses are challenged by new companies cutting in between the content providers and their customers. A new business model using the Long Tail phenomena is shaking the old media houses’ business position.

Smartphones and netbooks are merging into mobile devices, which release a number of opportunities for target marketing. This study states that mobile devices are personalized and as a consequence, open for the possibility of target marketing towards individuals. However, there are identified obstacles to overcome. One challenge lies in the balance between marketing benefits and preventing violation of the customers’ personal integrity.

From literature and case studies, light is brought to the state of practice of rules and regulations, old media houses Schibsted and Aftonbladet, search engine provider as Google and a marketing agency, Mobiento Mobile Marketing.

Trends and best practices stick out as more important in order for a company to become a successful target marketing actor. A “target marketing house concept” points out four significant areas for companies to benefit from the power of target marketing in mobile devices.

Trough out of this study, protection of the personal integrity and personal data has been pointed out as a key factor for a mutual and trustful customer relationship. This is considered to be as a precondition, both for behaviour segmentation and for a joint rewarding customer dialogue.

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Rossato, Martina <1990&gt. "Il mobile marketing nelle strategie di marketing museale: l'area veneta." Master's Degree Thesis, Università Ca' Foscari Venezia, 2015. http://hdl.handle.net/10579/5845.

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nella tesi verranno analizzati il comparto dei musei italiani e in particolare quelli del veneto con le relative normative nazionali e regionali. Successivamente verrà analizzato il mondo del mobile marketing con un'introduzione al digital marketing, comparto da cui proviene il mobile. Come ultima fase verrà analizzata la domanda museale, di conseguenza verranno analizzati i dati raccolti e proposte delle possibili soluzioni.

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Gårdlund, Martin. "A Conceptual Model of Mobile Marketing for a Multinational Consumer Goods Company." Thesis, KTH, Mikroelektronik och Informationsteknik, IMIT, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-92281.

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In the last 10 years, mobile phones have gone from being an exclusive almost unnecessary high-tech device to being an everyday item, used by billions of people around the world. The technology evolution has changed phones from a suitcase sized mobile phone imitating its stationary counterpart, to a small communication device that can perform more than twenty different tasks and is usually less than half the size of the a traditional fixed phone. With this massive adoption of mobile phones come business opportunities. One of these opportunities is to make use of its potential as a large scale marketing communication channel. Marketing via the mobile networks, presents a large target audience that can be compared to broadcast media such as television and radio, but despite this can still be a personal channel and hence compared to direct mail or one-to-one marketing. Many, both successful and failed, mobile marketing schemes have been tried, but without any definite answers and no clear action plan. Considering that much of the success of Procter & Gamble can be attributed to the company’s skill in mass marketing, there is a need within the company to research the potential advantages and disadvantages of mobile marketing. This thesis explores whether or not mobile marketing is mature enough to permanently introduce it to the marketing mix of the company.
Under de senaste åren har mobiltelefonen gått från att vara en exklusiv nästintill onödig lyxtillbehör till att idag vara en alldaglig sak som används av miljarder människor runt om i världen. Från att ha varit stora som portföljer och mestadels försökt imitera de stationära telefonerna, har mobiltelefonen idag blivit ett mycket liten kommunikationsverktyg som kan genomföra mer än tjugo olika uppgifter och som oftast är hälften så stor som en vanlig telefon. Med denna väldiga tillväxt av mobiltelefoni kommer också affärsmöjligheter; en av dessa möjligheter är att marknadsföra storskaligt via detta nya medium. Det mobila nätet når en stor målgrupp som närmast skulle kunna jämföras med den som televisionen eller radio når. Den stora skillnaden är att med mobiltelefonen kan man göra denna kommunikation personlig som närmast skulle kunna jämföras med direkt reklam. Flera mobila reklamkampanjer har testats; både lyckade och mindre lyckade. Dessa kampanjer har dock oftast analyserats dåligt eller inte alls. Med tanke på att företaget Procter & Gamble mestadels har lyckats med sin affärsidé är på grund utav sin skicklighet inom marknadsföring, finns det nu ett stort behov av att ta reda på fördelarna och nackdelarna med mobil marknadsföring. Detta examensarbete undersöker om mobil marknadsföring är mogen nog för att permanent ta en plats i företagets marknadsförings mix.

This is not identical to the version that was defended. There is one sentence deletion from the Acknowledgements section.

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Sawant, Samir. "Mobile marketing strategies for B2C companies." Thesis, Massachusetts Institute of Technology, 2010. http://hdl.handle.net/1721.1/59272.

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Thesis (S.M. in System Design and Management)--Massachusetts Institute of Technology, Engineering Systems Division, 2010.
Cataloged from PDF version of thesis.
Includes bibliographical references (p. 60).
Mobile application ('apps') development is a recent pandemic phenomenon; companies that are not associated with mobile technologies are noticing it and want to develop their own mobile apps. However, these companies do not realize that they need to have a mobile strategy in place, just like their IT strategy. Mobile technology is a new paradigm for businesses. The mobile device is emerging as a powerful sales channel and marketing medium, which these businesses must strategize and plan for. Companies need to be equipped with a framework within which they can develop marketing initiatives through mobile technologies. The world is reaching a point where developing a viable mobile strategy is an imperative for small and large businesses to enable their long term growth and sustenance. Recently, the iPhone and its app store have created a vibe in industry with almost 1 billion mobile apps being downloaded from the iphone app store by July 2009. However, many marketers still doubt iPhone's reach to a larger, and, more importantly, a targeted audience. Also, there is increasing complexity with a variety of architectures, platforms and processes being adopted by each player, for example: iPhone App store, Blackberry App world, Palm's App Catalog, Microsoft's Windows Mobile Marketplace, Nokia's ovi, Google Android Market and more in the pipeline by various players in the market ecosystems, mainly device manufacturers-Samsung, LG, Motorola-as well as service providers - AT&T, T-Mobile and 02, to name a few. The purpose of this thesis is to analyze the mobile application development framework and its implications for marketers, and try to answer some of the questions regarding mobile application development strategy. The author will attempt to address the lack of knowledge that companies have available today when deciding whether to develop mobile applications for marketing and how to choose which platform(s), and provide a reference document that companies can use in order to be successful.
by Samir Sawant.
S.M.in System Design and Management

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Wagner, Sebastian. "Möglichkeiten und Grenzen des Mobile Marketing /." München : GRIN-Verlag, 2006. http://swbplus.bsz-bw.de/bsz274283484inh.pdf.

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Vaz, Jacques Chicourel Nunes. "Mobile marketing: novos usos do sms no mix promocional de marketing." Universidade Federal da Bahia, 2007. http://www.adm.ufba.br/sites/default/files/publicacao/arquivo/jacques_chicourel_nunes_vaz.pdf.

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A telefonia celular tem se desenvolvido e no decorrer da sua evolução, o telefone celular antes visto apenas como um mero dispositivo de voz, agora passa a ser um protagonista na vida das pessoas desempenhando outras várias funções. Uma destas funcionalidades, o envio de SMS (Short Message Service)1, se tornou um padrão de comunicação usando apenas mensagens de texto para comunicação entre indivíduos. Aproveitando esta capacidade de enviar mensagens de texto para indivíduos com o intuito de divulgar e promover marcas e conceitos, surge o mobile marketing2 e mobile advertising3 que apresentam uma inovação no conceito de interação entre empresas e clientes. Neste trabalho, foi realizada uma pesquisa exploratória referente aos conceitos acerca do tema além de modelos de análise que tratam sobre os fatores de influência da receptividade de mensagens publicitárias enviadas através de SMS.
Salvador

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Zinn, Marian, and Helen Johansson. "Student Recruitment for the Mobile Generation : An Exploratory Study of Mobile Marketing Practices in the International Higher Education Industry." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-27877.

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Background: In an increasingly market-driven and global higher education industry, characterized by growing international competition and the emergence of disruptive mobile technologies, higher education institutions (HEIs) are challenged to adopt innovative ways of marketing for student recruitment to sustain student enrollment numbers. Within this new landscape the concept of mobile marketing for student recruitment has become an important issue for HEIs. Mobile devices are playing an increasingly significant role in the decision-making process of potential students and this trend has created the need to adopt new forms of marketing through mobile devices to stay relevant with a new mobile generation of students. Purpose: Despite the growing significance of mobile marketing for HEIs, little is still known about the phenomenon of mobile marketing for student recruitment within a higher education setting. Hence, the purpose of this thesis was to fill this knowledge gap by exploring how and why mobile marketing can be used during the student recruitment process from the perspective of education-marketing practitioners. Method: The research gap addressed in this thesis called for existing mobile marketing concepts to be introduced to the field of higher education marketing. Hence, in alignment with abductive reasoning, the starting point of the research was the creation of a theoretical framework that integrates theory on mobile marketing tools with the student recruitment process. Subsequently, through a collective case study design, exploratory qualitative research was undertaken amongst ten universities and four education-marketing agencies to learn about exemplary cases of mobile marketing practice in HEIs. Empirical data was collected from semi-structured interviews with 16 informants, as well as relevant documents to gain a rich understanding of the phenomenon of mobile marketing for recruiting new students. Results & Contribution: This thesis extends the higher education marketing literature by making a first contribution towards conceptualising mobile marketing for student recruitment. The empirical study revealed ten major categories of mobile student recruitment tactics to engage with potential students on mobile devices, and provides new insights on how and for what purpose these tools can be used to recruit new students. Furthermore, a conceptual model of mobile marketing for student recruitment was developed, which helps to understand how mobile marketing can be applied to the student recruitment process. The study is particularly relevant for education marketers, as it provides practitioners with new knowledge about the opportunities presented by mobile marketing channels to communicate with their main target audience. Specifically, the study provides empirical evidence of mobile marketing practices in the industry and a set of specific recommendations. Additionally, the new model may provide a framework for developing a mobile recruitment strategy for HEIs.

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Muff, Erik. "Využití mobilních aplikací pro věrnostní komunikaci a direct marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193103.

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The diploma thesis deals with the usage of mobile applications for communication within loyalty programs and direct marketing. The objective of this thesis is to identify the potential of the usage and to compare the efficiency of the communication through mobile applications for smartphones in communication within the loyalty programs with e-mailing. The comparison of both communication channels was done based on campaigns, which were realized for purpose of this thesis for the real client. Researched metrics were click through rate and conversion rate. The identification of mobile application usage potential for communication was done through questionnaire and interview with experts.

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Sobbizadeh, Hibel. "Mobile Broadband: A Market Research." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-8727.

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Abstract Title: Mobile Broadband: A Market Research Level: Thesis for Master of Business Administration in Marketing Management Address: University of Gävle Department of Business Administration 801 76 Gävle Sweden Telephone (+46) 26 64 85 00 Telefax (+46) 26 64 85 89 Web site http://www.hig.se Author: Hibel Sobbizadeh Supervisor: Maria Fregidou-Malama Date: 2010-01 Aim: This research is performed in order to investigate about Mobile Broadband (MB) market and the evolution of mobile broadband modems in this market. The aim is to find out how the MB market is developing and which MB modems are dominating the market at present and future time. The study describes the history behind the MB market and its present and future state where an increase of “internet connected” devices is almost inevitable. It at the same time discusses how the MB modems are developing from today‟s PC data cards and USB dongles to integrated modules in different devices. Method: The research is based on published and unpublished articles and data found on internet. Different search engines and databases such as Google and Gävle University library-databases are used to find various data. This empirical data is then connected to theory containing Marketing analysis, planning, implementation and control. The analysis 3 part (PEST) gives a picture of the Political, Economic, Social and Technological factors of the MB market, while the planning, implementation and control parts of the work give an overview of the threats and opportunities of the market and the strategies to overcome the problems and embrace the opportunities. Result & Conclusions: The study demonstrates that MB market has potential of becoming a successful market where devices with embedded module will be connected to internet anywhere at anytime. This requires cooperation from all the players in the value chain. The companies that choose and implement the best marketing and value chain cooperation strategies will be leaders of this future market. Suggestion for future research: One of the biggest challenges and limitations during the work of this study due to its newness was to find empirical data about MB market. As the time passes new information and statistics will make it easier for further research. As the technology is developing rapidly it is recommended to use the latest articles and statistics on internet when gathering new research material. Contribution of the thesis: This study contains valuable input to people and organizations who would like to get an overview of the MB and MB modem markets‟ development in the coming years. Key words: Mobile Broadband, PEST analysis, marketing planning, marketing strategy, marketing implementation, marketing control, embedded modules.

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Wiesner, Tomáš. "Efektivní využití moderních technologií v marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113463.

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Mobile marketing. History of mobile cellphones. The smartphone market and its development. Smartphone users` behavior. Mobile application for smartphone. Measurement of success of mobile applications. Czech insurance market. Marketing of insurance companies. Mobile marketing possibilities for insurance companies. Reasons for introduction of mobile application by Česká pojišťovna insurance company. Creation and evaluation of mobile application Pojišťovna.

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Andrews, Michelle. "Mobile Technologies and Consumer Insights." Diss., Temple University Libraries, 2015. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/332146.

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Business Administration/Marketing
Ph.D.
Mobile technology is changing the way consumers consume content and connect with others. At the same time, marketers admit that effectively implementing mobile targeting and promoting deals through mobile devices remains a challenge. To address these challenges and reveal consumer insights in the mobile marketing space, I propose a research stream via three essays that investigate the contextual factors that influence consumer receptivity to mobile messages. One of these factors is environmental contexts, such as the crowdedness of a consumer's environment, which is the focus of the first essay. Another factor is the context of social cues and the framing of the mobile message itself, which is the focus of the second essay. Yet another factor is whether the promoted product has social value beyond the consumption value itself, which is the focus of the third essay. How contextual factors may influence consumer receptivity to targeted mobile promotions is complex and is explored in detail in the following studies.
Temple University--Theses

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OLIVEIRA, MANOELA BRANDAO DE. "RELATIONSHIP MARKETING: CROSS-SELLING ON MOBILE TELECOM." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2014. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=24474@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO
Com rápido crescimento nos últimos anos, o mercado de telecomunicações está ficando cada vez mais saturado. Como a comunicação tradicional por meio de serviços de voz já é amplamente utilizada, as operadoras têm enfrentado dificuldades em atrair novos usuários. Neste cenário, as operadoras têm direcionado cada vez mais esforços nas ações de cross-selling para rentabilizar sua base de clientes, oferecendo e estimulando o uso de novos serviços. Nesta pesquisa, serão utilizados dados existentes no banco de dados de uma operadora de telefonia móvel do mercado brasileiro para testar um modelo que facilita a identificação dos clientes mais propensos à contratação de novos serviços. Os dados foram tratados por meio de técnicas de mineração de dados e árvore de decisão. Os resultados sugerem que, com base na modelagem proposta, ações de cross-selling podem ser otimizadas com o aumento da taxa de retorno e, conseqüentemente, redução no custo das abordagens e menos desgaste da base de clientes com contatos irrelevantes.
Due to its fast growth in recent years, the wireless market is becoming increasingly saturated. Since traditional communication through voice services is already widely used by most individuals, wireless carriers are facing difficulties in finding and attracting new users for such services. Given this scenario, enterprises are turning their attention to cross-selling campaigns to monetize their client base, offering and stimulating the use of new services. In this research, an existent data set from a Brazilian mobile telecom carrier was used to test a model that could facilitate the identification of current customers more likely to be interested in acquiring new services. The data were analyzed and modeled via data mining and decision tree. The results suggest that, if the proposed model is used, cross-selling campaigns could be optimized, achieving an increased rate of return, reduction in the cost of contacts and less wear of the client base with irrelevant offers.

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Vicente, Samuel Pedro Neves. "Planeamento estratégico de marketing na MBM mobile." Master's thesis, FEUC, 2012. http://hdl.handle.net/10316/19992.

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Relatório de estágio do mestrado em Gestão, apresentado à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Filipe Coelho.
No âmbito do Mestrado em Gestão da Faculdade de Economia da Universidade de Coimbra, o presente trabalho tem por objetivo retratar as tarefas e atividades realizadas por mim, durante o período de estágio curricular desenvolvido na empresa MBM mobile. Dado que as principais tarefas se relacionaram com a planificação estratégica de Marketing, este relatório contém um projeto simplificado do plano de Marketing da MBM mobile. É também apresentada uma perspetiva histórica da evolução e importância do Plano de Marketing para as empresas.

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Goossens, Peter. "Mobile Marketing as a strategy in CRM." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-72680.

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Mobile marketing is a young and still developing strategy in marketing. It thanks its creation and rapid evolution to the growth of mobile devices, such as mobile phones and tablets. This paper's research question, "can mobile marketing be used as a strategy in CRM?" investigates the strength of mobile marketing, its application and use by marketers as their sole or part of their marketing campaign and as strategy in customer relationship management (CRM). The two main components of the research question are mobile marketing and CRM. Mobile marketing is part of the marketing mix, namely promotion. CRM on the other hand is a business strategy which is designed to reduce costs and increase profitability by solidifying customer loyalty. According to Pousstchi and Wiedemann (2006), there are 6 objectives of mobile marketing, and a Mobile campaign is based on 12 critical success factors (CSF) (Scornavacca E., McKenzie J.). These CSFs range from related content, permission, personalisation to time and response time. If mobile marketers take these CSFs into account when creating their mobile marketing, then they raise the success rate of their mobile campaign significantly. Mobile devices are very personal items, people even take them with them when they visit the bathroom. This and the fact that most people have a cellphone and/or other mobile devices, make mobile marketing very appealing to be used as a marketing medium. Mobile marketers have several options, using mobile devices, to reach consumers. Internet plays a critical part, but new technologies such as 3G and Wifi have also eased the way of reaching consumers. SMS and MMS are two other commonly used messaging services in mobile marketing. With all the research of this paper, but with regard to its limitations, this research paper concludes that, if used properly, mobile marketing can be used as a CRM strategy.

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Roy, Melissa R. "Effective Marketing Strategies to Reach Mobile Users." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4252.

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Reaching users on mobile devices has never been more critical for retailers given the ubiquitous use of mobile devices. U.S. consumers who shop online are using personal computers less and mobile devices more when doing so. The purpose of this single case study was to explore mobile device marketing strategies used by retail marketing leaders to reach mobile users effectively. Rogers's diffusion of innovation theory provided the conceptual framework for the study. Participants included a purposeful sample of 8 marketing managers employed by a Fortune 1000 retail organization in the Pacific Northwest. Data collected via in-person, semistructured interviews and a review of the marketing plan documents were thematically analyzed and methodically triangulated. There were 11 themes that emerged from the interviews and marketing plan document review. The results indicated that mobile marketing managers could focus their efforts on 3 of the 11 themes to reach mobile users. The 3 primary themes included getting close to their customers to learn about customers' preferences, gathering and using big data in an intelligent way, and tailoring experiences by sending messages and offers at times when users are most likely to transact. Results from this study may foster positive social change by increasing profits within the organization as a result of more effective mobile device marketing strategies. The profits retailers generate through effective mobile device marketing strategies could allow them to provide additional community support through charitable donations and provide additional support through the creation of new positions within the community.

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Waller, Talaya. "Marketing Strategies of Mobile Game Application Entrepreneurs." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1809.

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Mobile game application entrepreneurs can offer many benefits to the U.S. economy; however, 80% of the entrepreneurs in this study stated that marketing their mobile applications was a major business challenge. Successful strategies that entrepreneurs have used to overcome their mobile game application marketing challenges may be beneficial to other entrepreneurs. Based on Schumpeter's theory of economic development and new value creation of technological innovation, the purpose of this phenomenological study was to explore the strategies that entrepreneurs have used to market their mobile game application development businesses successfully. Twenty mobile game application entrepreneurs from northern California, who successfully sustained their businesses for 3 or more years, completed semistructured interviews. The entrepreneurs responded to open-ended questions designed to determine how they successfully marketed their mobile game applications. Moustakas's modified van Kaam method was used and included coding and organizing data into 5 primary themes that emerged from the analysis. The primary themes that emerged from the analysis were marketing challenges, social network influences, financing opportunities, innovative marketing approaches, and marketing strategies. The findings suggest that social media and networks are essential for marketing success, and mobile games should be innovative to ensure competitive advantages. The knowledge generated from this study may help mobile game entrepreneurs successfully market their mobile game applications and sustain their business. An increased number of businesses may lead to social change by helping to create jobs, thus reducing unemployment.

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Greenstine, Andreea, Andriy Lukin, and Mariia Buzynna. "Mobile Advertisements:Millennials' Perspective." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35003.

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Background: Millennials are the largest and most pertinent audience for mobile advertisements and yet, following an extensive literature review, there were no mobile marketing studies which delimited their scope specifically to Millennials. Furthermore, advertisements are complex presentations which are described by both content factors such as playfulness or informativeness, and also media type factors through which the advertisement is delivered. These different factors cause different attitude levels in Millennials. Purpose: The purpose of this thesis is to discuss and analyze different media type, content and context factors of mobile advertisements in order to gauge which of these factors mobile advertisements should possess. Method: The research has a quantitative approach and is based on a survey design. Both secondary and primary data were used. The primary data collection was conducted with the help of a questionnaire which was distributed online. Conclusions: The results show that Millennials have the most positive attitude towards advertisements which they were exposed to through Apps, and that the content factor which has the most influence on their attitude is the entertainment value. Therefore, marketers should focus on making highly entertaining ads and delivering them through Apps in order for Millennials to have more positive attitudes towards them.

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Bujalková, Jana. "Návrh a vyhodnocení online propagace projektu Qool.cz." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-198044.

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This diploma thesis is focused on internet and mobile advertising and its usage in promoting the Qool.cz project. The beginning of thesis is dedicated to general possibilities of using mobile advertising, possible payment methods and advertising formats. Throughout the whole thesis, there is a focus on three main parts of the mobile environment - mobile web, mobile applications and mobile advertising. Practical part of the thesis focuses on using all these methods in promoting the Qool.cz project. The secondary goal of this thesis is to present a high-level perspective on using mobile technologies in a marketing mix.

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Bredican, John. "Apps in the U-space : From mobile to ubiquitous marketing." Doctoral thesis, KTH, Industriell marknadsföring, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-186305.

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Smart mobile devices are becoming increasingly essential daily companions. Applications (apps) are the interface through which the consumer can leverage unique capabilities of smart mobile devices to interact with people, other devices and firms via the supporting mobile ecosystem. Smart mobile devices and apps are influencing how competition is defined and changing how firms do business by improving internal processes and increasing flexibility and convenience for customers. Mobile apps and devices enable users to move from a portable and mobile communication and computing environment to that of a ubiquitous communication and computing environment [u-space]. Discussion in terms of ‘mobile marketing’ is therefore too limiting, our understanding should be ‘ubiquitous marketing’. Six papers explore ubiquitous marketing further. The retail sector provides a contextual setting for paper one and finds that mobile marketing increases value for retailers and consumers. Integration of all retailer / consumer interfaces with mobile marketing to maximise exposure and connectivity between both parties is recommended. Paper two investigates the sources for mobile app ideas in companies and finds that apps developed externally or within the firm with some outside help, were perceived to be more effective. Apps that leverage the mobile devices unique features is central to the methodology proposed for developing an app in paper three. The next three papers examine the impact that mobile apps and devices have on business activities and customer relationships. Paper four finds increased operational efficiency in a Dental Practice, while paper five identified the opportunity for increased firm-customer interaction in a medical context. Paper six determines that rather than five dimensions of SERVQUAL, financial service quality of apps consists of three dimensions: Reliability, personal and visibles; and that service success can be derived from providing less service. This thesis contributes to a fuller understanding of U-commerce theory. It advances understanding in how apps are making significant changes in how information technology is managed and controlled from an organisational perspective, and how these technology advances can influence consumer interaction.

QC 20160516

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Satokangas, S. (Saara). "Effectiveness of mobile in-game banner advertising." Master's thesis, University of Oulu, 2013. http://urn.fi/URN:NBN:fi:oulu-201302281063.

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The aim of this research is to find out the effectiveness of banner advertising in mobile games. The matter has been approached by examining the attitudes consumers have towards mobile in-game banner advertising (IGBA) and the intention they have to click on these advertisements. The existing literature considering banner advertising, mobile advertising and in-game advertising is gone through rather extensively and based on it, a theoretical framework was formed and later on tested with empirical data. The empirical part of this study is conducted by using primarily quantitative methods but also some qualitative methods were employed in the initial phases of the research. As this research was done simultaneously with another researcher on the same topics, access to some of her interview transcripts were gained. These interviews were used as a pre-test before studying the matters in a larger scale with quantitative methods and they also helped in forming the survey questionnaire. However, as the interviews were conducted for different purposes, only what comes out of the quantitative study, are reported as findings of this research. The results of the study show that banner advertising, as it currently exists in mobile games, does not have a positive effect on gamers. On the contrary, gamers have fairly negative or negligent attitudes towards advertising in mobile games. Entertainment offered by the advertisement, as well as its information value, are important determinants of attitudes but gamers do not feel that IGBA succeeds in either category. In addition, due to the rather disconnected nature of banners, they are many times on the way of playing and get clicked accidentally which causes irritation in gamers. The cost of the game also affects significantly to the acceptance of advertising in mobile games. The cheaper the game, the more tolerant players are for advertising in it and vice versa. The same applies to the level of involvement that the game requires. If the game requires deep concentration, an appearing banner advertisement is perceived considerably more irritating and inappropriate, as it harms the game play severely. The correlation between attitudes and intentions is significant and thus it is important to pay attention to the factors that contribute to the overall attitude towards IGBA. One of the most promising findings in this study considering advertising effectiveness links to incentives offered via IGBA. Offering incentives based on the progress made in the game, for instance in the form of discounts and free trials, has a strong positive effect on the intention to click on IGBA. These kinds of incentives players would like to choose themselves from different options and preferably redeem them in a physical store. Basing the incentives on the player’s specific playing location got rather strongly divided interest, which yields for careful targeting and consideration if this advertising format is to be used. The results of this study need to be taken in light of some limitations. Firstly, the empirical research was conducted on a convenience sample of Finnish mobile players, which limits the possibility to generalize the results. Also as earlier research in this area is very scarce, the model presented acts only as a start for mobile IGA effectiveness research. It is likely that not all the factors affecting attitudes towards mobile IGBA are represented in the model. Thus the presented model could be further developed in future research
Tämän tutkimuksen tavoitteena on määrittää mobiilipeleissä esiintyvän bannerimainonnan tehokkuutta. Aihetta lähestytään tutkimalla mobiilipelaajien asenteita bannerimainontaa kohtaan, sekä heidän aikomustaan klikata kyseisiä mainoksia. Aluksi käydään laajasti läpi aiempaa kirjallisuutta bannerimainonnasta, mobiilimainonnasta sekä pelien sisäisestä mainonnasta. Tämän pohjalta muodostetaan teoreettinen viitekehys, jota myöhemmin testataan empiirisen datan avulla. Empiirinen osio on suoritettu pääasiallisesti kvantitatiivisia metodeja hyödyntäen, mutta tutkimus sisältää myös lyhyen laadullisen osion. Laadullisen osion aineisto koostuu toisen tutkijan haastatteluaineistosta. Tätä haastatteluaineistoa käytettiin esitestinä, ennen asenteiden ja aikomusten tarkastelua laajemmalla kyselytutkimuksella kvantitatiivisin menetelmin. Haastatteluaineisto myös auttoi kyselylomakkeen kysymysten muotoilussa. Haastattelut suoritettiin eri tarkoitusta varten, minkä vuoksi ainoastaan kyselyn tuloksia käytetään raportoitaessa tämän tutkimuksen johtopäätöksiä. Tutkimuksen tulokset osoittavat, että peleissä hyödynnettävällä bannerimainonnalla ei ole kovinkaan positiivisia vaikutuksia pelaajiin. Päinvastoin, pelaajien asenne bannereita kohtaan on yleisesti melko negatiivinen tai välinpitämätön. Mainosten tarjoama viihdearvo sekä informatiivisuus ovat olennaisia asenteiden muodostumisen kannalta, mutta bannerit eivät onnistu tyydyttävästi kummassakaan kategoriassa. Lisäksi, bannerit ovat usein irrallisia peliympäristöön nähden, minkä vuoksi ne ovat helposti pelaamisen tiellä ja niitä klikataan vahingossa. Tämä puolestaan ärsyttää pelaajia. Näiden tekijöiden lisäksi pelin hinnalla on olennainen vaikutus asenteisiin mainontaa kohtaan. Mitä halvempi peli on, sitä hyväksyttävämpää mainostaminen on pelaajien silmissä. Myös pelin vaatimalla keskittymisen tasolla on vaikutusta pelaajien asenteisiin. Peleissä, jotka vaativat pelaajalta syvempää keskittymistä ja enemmän huomiota, mainokset koetaan huomattavasti negatiivisemmin, sillä ne haittaavat pelikokemusta. Asenteiden ja aikomusten välillä on merkittävä positiivinen korrelaatio, minkä vuoksi on syytä kiinnittää huomiota pelaajien asenteisiin vaikuttaviin tekijöihin. Yksi tutkimuksen lupaavimmista tuloksista liittyy tarjouksiin tai etuihin, joita bannereissa voidaan tarjota. Systeemi, jossa pelaajaa voisi saavuttaa palkintoja, kuten alennuskuponkeja tai tuotenäytteitä pelisaavutustensa perusteella, lisäisi pelaajien aikomusta klikata bannereita huomattavasti. Pelaajat ovat kiinnostuneita itse valitsemaan saavuttamansa edun muutamista vaihtoehdoista ja suosisivat fyysistä myymälää edun lunastamisessa ennemmin kuin verkko- tai mobiilikauppaa. Kiinnostus etujen kohdentamiseen pelaajan paikkatiedon perusteella saa vaihtelevan kannatuksen, minkä vuoksi harkintaa on syytä noudattaa, mikäli kyseistä mainonnan muotoa aiotaan hyödyntää. Tämän tutkimuksen tuloksia tarkastellessa on syytä ottaa huomioon eräitä rajoituksia. Ensinnäkin, empiirinen osio on suoritettu mukavuusotannalla kerätystä otoksesta saatuun dataan perustuen ja otos koostuu ainoastaan suomalaisista pelaajista. Nämä seikat rajoittavat tulosten yleistettävyyttä. Toiseksi, koska aiempi tutkimus aiheesta on hyvin niukkaa, esitetty malli on vasta alkua tutkimukselle mobiilipelimainonnan tehokkuudesta, eikä esimerkiksi todennäköisesti käsitä kaikkia asenteisiin vaikuttavia tekijöitä. Tämä kuitenkin tarjoaa pohjan tulevaisuuden tutkimukselle, joka voi jatkaa esimerkiksi kehittämällä esitettyä mallia eteenpäin

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Cabral, Guilherme de Lauro. "Plano de marketing para o aplicativo Mobile iHelpYou." Master's thesis, Universidade de Évora, 2020. http://hdl.handle.net/10174/28658.

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Este trabalho de projeto consiste num Plano de Marketing para um aplicativo voltado para o público que além de gostar de viajar, já fez algum programa de mobilidade educacional ou já morou no exterior. Este aplicativo tem como objetivo principal fazer a interligação de culturas e pessoas diferentes, unindo algo em comum, que é a paixão por viagens. Neste caso o Plano de Marketing vai ser utilizado como uma ferramenta de gestão para manter o serviço no mercado com recursos estratégicos competitivos. O objetivo do plano é a divulgação do aplicativo mobile com interface de rede social, com foco na interação e trocas de informações ajudando pessoas interessadas em estudar no exterior. Desta forma, permitindo que pessoas de diferentes nacionalidades, possam interagir umas com as outras, compartilhando suas experiências de viagem e até, podendo ser couchsurfing¹1. O plano é suportado por um conjunto de ferramentas de marketing, bem definidas e escolhidas para que a mensagem do aplicativo seja transmitida de modo eficaz. Em sua grande maioria o público alvo é jovem, portanto as mídias sociais serão ferramentas importantes para divulgação dos serviços do aplicativo e angariação de novos usuários; Abstract: Marketing Plan for a Mobile Application This project work consists of a Marketing Plan for an application aimed at the public that, besides enjoying traveling, has already done some educational mobility program or has already lived abroad. This application has as main objective to make the interconnection of different cultures and people, uniting something in common, that is the passion for travel. In this case the Marketing Plan will be used as a management tool to keep the service in the market with competitive strategic resources. The objective of the plan is the dissemination of the mobile application with social network interface, focusing on the interaction and exchange of information helping people interested in studying abroad. In this way, allowing people of different nationalities, can interact with each other, sharing their experiences of travel and even, can be couchsurfing2. The plan is supported by a set of well-defined and chosen marketing tools so that the application's message is transmitted effectively. In most of the target audience is young, so social media will be important tools for disseminating application services and raising new users.

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Míka, Michal. "Využití interaktivního marketingu ve společnosti Vodafone." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-142307.

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Diploma thesis focus on dynamically developing medium -- Internet and its usage for marketing needs. At first the thesis describes the basics of internet and it's grow into the medium we know from today. It is followed by the description of marketing communication on the internet. It describes the communication from the first internet banner to the start of mass internet communication, social media and mobile marketing. It describes the opportunity of the smartphones. Theoretical knowledge is used in practical part which describes mid-sized internet campaign realized with the tools described in the theoretical part.

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Duarte, Paulo Gerson de Melo Almeida. "Antecedentes da instalação e utilização de apps móveis." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/7873.

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Mestrado em Marketing
Os smartphones, juntamente com as Apps móveis, revolucionaram o mercado móvel. A mobilidade está cada vez mais presente no dia-a-dia e a tendência é que a sua preponderância continue a aumentar. Assim, num mundo cada vez mais conectado, as Apps assumem-se como o grande motor da transformação do mercado móvel, oferecendo inúmeras possibilidades, nomeadamente na forma como as pessoas comunicam com as marcas. Como área relativamente recente, não existe consenso sobre os fatores que influenciam a intenção de usar uma App e a sua consequente utilização. É neste sentido que surge este estudo, que tem como objetivo identificar os fatores que influenciam a intenção de usar Apps e a sua utilização. Tendo como base o Modelo de Aceitação de Tecnologia, foi construído um modelo de pesquisa incorporando constructos da Teoria da Difusão e outros que foram tidos como relevantes em estudos recentes - Confiança na Marca, Risco Percebido, Ligação Pessoal, Custo. Concluiu-se que a Intenção de usar Apps é influenciada positivamente pela Utilidade Pessoal (fator construído a partir da junção da Compatibilidade com Utilidade Percebida), Facilidade de Utilização Percebida e Género. Por outro lado, fatores com o Risco Percebido, Confiança na Marca, Ligação Pessoal, Custo, Idade, Habilitações Literárias, Situação Professional e Rendimento Mensal Líquido foram tidos como não significativos na Intenção de Usar Apps.
The Smartphones, along with mobile Apps revolutionized the mobile market. The mobility is getting more present on a daily basis and the tendency is that its preponderance keeps growing. Thus, in a world that is getting linked day by day, the Apps assume themselves as the great engine of the transformation of the mobile market, offering countless possibilities, namely as people communicate with the brands. As a relatively new area, there is no consensus about the factors that influence the intention of using an App and its resulting usage. This study aims to identify the factors that influence the intention to use Apps and its usage. Using the Technology Acceptance Model as a base, it was built a research model that incorporate constructs from Innovation Diffusion Theory and other that were taken as relevant in recent studies - Brand Trust, Perceived Risk, Personal Attachment and Cost. It was concluded that the intention of using Apps is positively influenced by the Personal Usefulness (factor built after the junction of Compatibility with Perceived Usefulness), Perceived Ease of Use and Gender. On the other hand, factors such as Perceived Risk, Brand Trust, Personal Attachment, Age, Qualifications, Job Situation and Net Mensal Income were taken as not being significant at the Behavioural Intention to Use Apps.

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Čierna, Katarína. "Využitie PPC marketingu v mobilných reklamných kampaniach (Optimalizácia mobilných kampaní v AVG Technologies)." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-196959.

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The thesis is focused on most recent trends in the mobile marketing industry, paid mobile advertising market structure, size and processes. The aim of the thesis is to define the possibilities of using mobile advertising in two basic segments mobile advertising in search and mobile display advertising. It provides performance results of the paid mobile advertising campaigns and their role in the corporate practice. The last part provides in-depth view about use of mobile advertising at the company AVG Technologies. It illustrates how the company increased the number of app installations and factors that influence the effectiveness of in-app advertising campaigns in general.

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Un, Man Wai. "Pricing in mobile communications services." Thesis, University of Macau, 2003. http://umaclib3.umac.mo/record=b1636778.

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Glücksmann, Jiří. "Mobilní aplikace pro neživotní pojištění." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-198431.

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This diploma thesis deals with comparison of insurance companies and insurance groups and their mobile applications for non-life insurance. Part of diploma thesis is survey between users of smartphones and mobile applications. Another part is interview with experts connected with mobile applications of insurance companies. Based on acquired data and information is developed set of steps useful for effective marketing for any mobile application for non-life insurance, especially for Pojišťovna application. The diploma thesis includes tables, pictures and graphics processing data.

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Dolson, Shona. "Women's Perceptions Toward Mobile Advertising." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5458.

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The use of technology is changing at a very rapid pace, and companies must strategically design advertising messages for the ever-changing devices and platforms. The general business problem was that business owners have not been able to maximize the profitability of mobile advertising messages directed at women. The specific business problem was that business leaders need strategies to enhance mobile advertising returns by targeting messages that incorporate women's perceptions of mobile advertising. The purpose of this case study was to explore how business leaders can enhance mobile advertising returns by incorporating women's perceptions of mobile advertising into the design of advertising messages. The conceptual framework for this study was user gratification theory. The study population was 5 women business owners from a medium-sized city in the Mid-Atlantic region of the United States. Criteria for study participation included owning a business and using a mobile device to shop. Data were gathered in face-to-face interviews and the review of company documents and websites pertaining to mobile advertising. Yin's 5-step process was used for data analysis. Themes that emerged were value, need, personalization, and time. Business owners, potential business owners, and marketing personnel could benefit from this research. The implications for positive social change include activating management to motivate employees, thereby enhancing employee performance to sustain organizational profitability. Leaders can actively participate in social change by motivating and developing employees, who can then help others and contribute to society by bringing awareness to social causes and providing mentoring and job skills training.

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Svensson, J. Håkan, and Fadi Abbas. "Mobile Imaging: A Market Analysis : MBA-thesis i marketing." Thesis, University of Gävle, Department of Business Administration and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-3533.

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Abstract

Camera phones are moving into the rapid growth stage and they will rapidly be the most common image capture device in the world. Analysis agencies Gartner, ABI-Research and Future Image estimate that over 650 million camera phones were shipped in 2007 and that by the end of the decade there will be a global population of over one billion mobile imaging handsets -- more than double the number of digital still cameras (DSC).

Although handset shipments are flourishing, consumers are not using their camera phones to the fullest extent. Researchers reveal that the number of photos taken, shared, and printed is relatively very low compared with DSC, resulting in a significant unrealised revenue potential for the mobile imaging industry.

Despite the current limitations, recent researches done by Nokia marketing reveal that 40% of camera phone users indicate the camera phone is their primary camera. The researches suggest that with improvements in functionality, quality, usability and usage model, camera phones have the potential to be the most common and most frequently used type of camera.

We believe the industry needs to stimulate more photo activity among camera phone owners to speed up (1) handset purchases, (2) picture taking, and (3) sharing, storing and printing services.

To achieve this we believe companies with niche imaging technologies; such as faster decoding, less memory usage, minor processor (CPU) demands, rich features, and rich user experience have slightly high chance to outstand itself in this market. Also companies within the mobile imaging sphere which should have a competitive edge are the one who can solve inhibitors.

Five out of every six sold cameras will be embedded in mobile phones. We believe the dominance of camera-phones will impact the imaging market in a variety of ways that will benefit the industry.

This report aims to initiate a simple approach to give a high level view for companies aiming and searching for mobile imaging opportunities and should help extending the mobile focus thinking and area.

Initiating a study on mobile imaging has been a challenge and this is due to two main reasons; the speed of development within this particular industry and the access to credible sources whether commercial or scientific. There is a significant fierce competition in the industry and it has been a great advantage to the authors to have had access to commercial reports and information sources first hand.

When it comes to theories and methods, they have been taped from both the mainstream marketing literature and guerrilla marketing. There has been no obvious advantage to exclude mainstream marketing theories for this fast growing and quickly changing industry and methods described has proven worth while for the outcome of this study.

The mainstream marketing literature has been utilised in the market analysis performed on the materiel obtained and when looking to the future possibilities and opportunities as well.

The MIO model or the MIO-perspective, has been an excellent tool to help digest the information in a structural way and the three perspectives that are the foundation of the model; Market, Interaction and Organisation are all needed in any successful Marketing activity whether it is a fast moving business like the mobile image one or a more traditional industry e.g. the car industry. The model identifies the present situation, the future, strategy and action plan, all important components in forming the business plan.

When describing both the present environment and when searching for new opportunities, the usage of the classic 4P’s is outstanding. Product, Price, Promotion and Place are all important parameters to elaborate on and as the MIO model points out, one should first focus on the industry as a whole and not once own enterprise in order to find profitable ways to develop the business.

Some conclusions drawn from the study are; the more megapixels camera phone are released the more the customers’ awareness and education is raised and refined. This leads to better customers inconvenience to get the best out of their phones and the myth of getting a free digital camera does not live any more. The customers are getting better informed and they want their right to one converged high quality device where the camera is as important as the call functions of a phone device.

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Doleman, John P. "Understanding How to Use Mobile Marketing in Small Businesses." Thesis, Capella University, 2017. http://pqdtopen.proquest.com/#viewpdf?dispub=10621908.

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Mobile marketing is a marketing technique which uses established systems that give businesses the ability to communicate directly with customers through smartphones or other mobile devices. Small businesses lack experience in developing and using mobile marketing strategies to increase sales. The fundamental idea of mobile marketing is to improve the business marketing performance to maximize profits. The purpose of this qualitative case study was to explore how five small business marketers successfully created and implemented mobile marketing strategies to increase brand awareness and sales. The research focused on successful, small, independent businesses that have successfully used mobile marketing. This study is motivated by two research questions: (1) How are successful mobile marketing strategies created to increase brand awareness and sales? (2) How is mobile marketing used in the small business marketing communication mix? Participants were the primary people in charge of creating and implementing mobile marketing strategies for the small businesses. Data was obtained from semi-structured interviews with small business marketers, collection of mobile marketing documents, observation of mobile marketing processes and mobile marketing platforms. The six themes that emerged were: thinking strategically, identifying mobile channels for consumer engagement, analyzing the purpose of mobile marketing, developing mobile marketing objectives, evaluating the use of SMS/MMS, and measuring the value of mobile marketing strategies. The findings of this study may help small business marketers gain insight into planning and implementation of mobile marketing strategies that can be used to influence consumer acceptance and use of mobile marketing. Also, understanding how mobile channels are used in the sales funnel, from the initial contact, to the final purchase, and measuring the value of mobile marketing strategies may help marketers create and implement the strategies needed to increase brand awareness and sales.

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Jirman, Tomáš. "Analýza současných trendů na trhu mobilních komunikací na příkladu společnosti Vodafone." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-81991.

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This work aims to prepare the analysis puts current trends in the mobile market, and these results are then used to evaluate the current position of Vodafone Czech Republic and its marketing communications to mobile communications market in the Czech Republic. The analytical part of the work focuses on the local telecommunications market, regulatory environment, and marketing communications company described. Based on these findings are then also defined current trends in the mobile communications market and they then derive predictions of the future development of the entire market. Given the specific nature of this market, the individual's internal analysis based on information obtained directly from the surveyed companies, which for this work of great benefit as set out conclusions are backed by real market data. The work also draws on research methods conducted among customers of mobile operators, but their aim was to determine customer attitudes to new technologies or brand awareness operator or its marketing communications.

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Costacurta, Romulo Zarelli. "The effect of promotional push notifications from supermarket branded apps on purchase behavior." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19150.

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Mestrado em Marketing
A adoção de dispositivos móveis no mundo presenciou um aumento exponencial nos últimos anos, o que também se refletiu no número de aplicações móveis, ou apps. Muitas empresas desenvolveram suas próprias apps para exibir suas entidades de marca e começaram a usá-las como um canal de marketing direto com notificações push, mensagens exibidas no ecrã do dispositivo móvel. Esta pesquisa procura compreender a dimensão do impacto no comportamento de compra das notificações push enviadas por aplicações de marca das redes de supermercados portuguesas. Além disso visa segmentar os resultados para diferentes grupos de compradores com base em variáveis psicográficas. Esta pesquisa foi realizada adotando-se uma abordagem quantitativa e amostragem não probabilística. Com um questionário online, foram coletados de 265 respostas, que foram tratadas com procedimentos estatísticos, como análise descritiva, multivariada e de cluster. As descobertas confirmam que os clientes que receberam notificações push têm uma média superior nos gastos mensais nos supermercados, em comparação com os clientes com aplicativos de marca que não receberam nenhuma notificação push. Entretanto, esses resultados foram observados apenas nos compradores envolvidos profundamente em todos os atributos da compra e nos compradores com uma maior preocupação com os produtos. Academicamente, esta dissertação contribui para a discussão sobre notificações push como um canal de marketing direto e sobre os efeitos das características do cliente no efeito do marketing direto. Essa investigação também oferece informações para o profissional de marketing, afirmando que as notificações por push podem ser usadas para impulsionar compras offline dos usuários.
Mobile adoption has seen an exponential increase worldwide in recent years, which has also been reflected in the number of mobile applications, or apps. Many companies have developed their own apps to display their brand entities and have started using them as a direct marketing channel with push notifications, messages displayed on their mobile device screen. This research seeks to understand the extent of the impact on purchasing behavior of push notifications sent by branded applications from Portuguese supermarket chains. It also aims to segment the results to different buyer groups based on psychographic variables. This research was conducted by adopting a quantitative approach and non-probabilistic sampling. With an online questionnaire, 265 responses were collected and treated with statistical procedures such as descriptive, multivariate and cluster analysis. The findings confirm that customers who received push notifications had a higher average monthly spend in supermarkets than customers with branded apps who received no push notifications. However, these results were observed only for buyers deeply involved in all attributes of the purchase and for buyers with a greater concern for the products. Academically, this dissertation contributes to the discussion of push notifications as a direct marketing channel and the effects of customer characteristics on the effect of direct marketing. This research also provides insight to the marketer, stating that push notifications can be used to drive users' offline purchases.
info:eu-repo/semantics/publishedVersion

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Lašinskas, Deividas. "Mobilaus marketingo sprendimų įtaka verslo sėkmei." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140603_135418-51954.

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Magistro baigiamajame darbe išanalizuotos mobilaus marketingo sprendimų ir priemonių įgyvendinimo verslo įmonėse galimybės ir įvertintas poveikis didinant veiklos efektyvumą. Pirmoje darbo dalyje pateikiama mobilaus marketingo sąvoka, analizuojamos mobilaus marketingo panaudojimo galimybės ir pagrindinės kliūtys. Taip pat išnagrinėta mobilaus marketingo strategijos reikšmė, mobilaus marketingo įtaka marketingo komplekso elementams bei aptartos mobilaus marketingo priemonės ir įrankiai. Antroje dalyje išanalizuotos išmaniųjų mobiliųjų įrenginių naudojimo tendencijos, mobilaus interneto plėtra, mobiliųjų technologijų pagrindiniai bruožai ir privalumai bei mobilaus marketingo rinka. Trečioje dalyje ištirtas mobilaus marketingo priemonių praktinis panaudojimas ir įvertintas mobilaus marketingo poveikis Lietuvos elektroninės prekybos įmonių veiklos efektyvumui.
The thesis focuses on mobile marketing marketing solutions and measures implementation possibilities in organizations and its impact on increasing efficiency. In the first part of the work the concept of mobile marketing, the mobile marketing usability and the main obstacles are analyzed. It is also considered a strategy value of mobile marketing, influence of marketing mix elements and also this part presented main mobile marketing tools. In the second part the use of smart mobile devices trends, mobile web development, and mobile technology and the key features and benefits of mobile marketing market are analyzed. The third part underlines the practical implementation of marketing tools and evaluated mobile marketing opportunities for increasing the efficiency of Lithuanian e-commerce companies.

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Surya, Yulia. "Strategic analysis of mobile viral marketing through a holistic study in technological evolution of mobile devices." Thesis, Massachusetts Institute of Technology, 2009. http://hdl.handle.net/1721.1/55248.

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Thesis (S.M.)--Massachusetts Institute of Technology, System Design and Management Program, 2009.
Cataloged from PDF version of thesis.
Includes bibliographical references (p. 70-71).
Rapid advancement in Electronic Communication gives rise to the popularity of Viral Marketing. Mobile Communication, in particular, offers greater potential in the utilization of this Word-of-Mouth phenomenon as a Marketing tool. Researchers have studied Viral Marketing from different perspectives, but little emphasis has been given to the unique characteristic of Mobile Communication as a platform for Viral Marketing. This thesis is therefore intended to explore this unique form of communication. Using the point of view of mobile devices, which are directly related to the users, an analysis on technological evolution in this domain was conducted to study the fit between current Mobile Viral Marketing practices and the technological parameters. To support this study, extensive literature research on Viral Marketing was conducted, along with industry analysis on Mobile Communication and sample cases of known Mobile Viral Marketing practice in the U.S. In general, the analysis found that existing Mobile Viral Marketing strategy mostly mimics the general practice of Word-of-Mouth Marketing and some aspects of this general practice are not suitable for the unique characteristic of Mobile Communication. The study on technological evolution also yielded several patterns on the key parameters of Mobile Device Technology that were used to model the future of this domain. Lastly, using the identified shortcomings of existing strategy and the future depiction of this technology domain, a strategic framework for Mobile Viral Marketing was constructed. This framework is intended to provide businesses with a forward-looking perspective in the utilization of Mobile Communication as a means to spread the words about their products or services.
by Yulia Surya.
S.M.

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Alotaibi, Ibrahim Saleem Alzaaydi. "Beyond mobile advertising : an empirical investigation of customer engagement and empowerment with mobile marketing communication campaigns." Thesis, University of Hull, 2014. http://hydra.hull.ac.uk/resources/hull:14363.

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The importance of customer engagement to sustain and foster business growth in an interactive environment has been recognised in the practitioner literature. It has also been observed that engaged customers become empowered in a given marketing communication environment. Yet, there has been very little, if any, academic enquiry examining these concepts within the mobile commutations context. This is surprising given that we are live in an increasingly mobile technology dominated world. Thus, the aim of this research is to examine customer engagement behaviour and its relationship to customer empowerment in the context of mobile communication. A conceptual model is built on the foundations of the technology acceptance model (TAM). This model seeks to explain the level of engagement and empowerment of customers in mobile marketing campaigns with subjective norms, information seeking, perceived ease of use and perceived usefulness as antecedents. The inquiry extends to examining the impact of moderating factors that influence customer engagement and empowerment along with behavioural intention as a consequence. Following Churchill (1979), a scale to measure engagement was developed. Given the positivist foundations of this study, an online questionnaire was used to collect data. Respondents were recruited from several popular electronic forums in Saudi Arabia. Following data collection, covariance based Structural Equation Modelling was employed in the analysis. The study makes a contribution both on a theoretical level and at a practical level. On a theoretical level, a new scale is developed to measure customer engagement. This will provide a basic understanding of customer behaviour in mobile marketing communication. The relationship between customer engagement and customer empowerment was significant. Subjective norms and information seeking were significant to customer empowerment, while only subjective norms were significant to customer engagement. Perceived usefulness was significant to customer engagement and customer empowerment, while perceived ease of use was insignificant to both of them. In addition, behavioural intention was significant to customer empowerment. On a practical level, the developed scale will help to improve customers’ relationships with businesses; as marketers are now able to enhance engagement by providing an outlet for social interaction, for example. Furthermore, a better understanding of customers’ behaviour will help marketing professionals to better segment and target the appropriate customers to enhance their loyalty.

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Moustafa, Mohamed Ali Yousef. "Evaluating the potential of mobile technology in tourism destination marketing." Thesis, Cardiff Metropolitan University, 2011. http://hdl.handle.net/10369/3273.

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Tourism destinations face various challenges in the implementation of mtechnologies and although mobile applications are used by some destinations, many are in their early stages of development. Few destinations have yet managed to develop credible mobile services. In particular, small and mediumsized enterprises (SMEs), which are the backbone of the tourism industry, have struggled to embrace new technologies, e.g. e-commerce applications, which has prevented them from benefiting from new technologies. It is unclear which business model will emerge to make mobile services viable. This study aims to explore the way that tourism destinations deal with these issues and will develop a mobile information model integrated with a mobile destination coding system to help tourism stakeholders optimise their exploitation of mtechnologies. This research comprised two phases. Phase one aimed to explore organizations that had implemented m-technologies. It employed a case study methodology utilising a variety of methods (semi-structured interviews, observation and document analysis). Phase two aimed to design a destination mobile information coding system. To achieve this paper prototyping interviews with m-technology and tourism experts were used. Phase one involved two case studies: Innsbruck as a case study for a tourism destination that had already implemented many m-technology applications for visitors; Cardiff Bus and Traveline as organizations that had implemented mtechnologies. Cross-case analysis informed the development of a model for tourism destination stakeholders, particularly SMEs, to encourage better mtechnology practices in tourism destination marketing. It concludes with a model for mobile information provision for tourism destination. The major contribution of this research is Tourism Mobile Information Coding System (TMICS) - a mobile coding information system which aims to provide tourists with destination information through their mobile phones. It is anticipated that the new system will enhance tourism destination stakeholders marketing efforts.

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Berriman, Paul. "The marketing of cellular mobile radio telephones in Hong Kong." Thesis, [Hong Kong : University of Hong Kong], 1985. http://sunzi.lib.hku.hk/hkuto/record.jsp?B12316933.

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Ehrenberg, Karla Caldas. "COMUNICAÇÃO MERCADOLÓGICA EM CELULARES: um panorama do mobile marketing brasileiro." Universidade Metodista de São Paulo, 2011. http://tede.metodista.br/jspui/handle/tede/929.

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Made available in DSpace on 2016-08-03T12:31:17Z (GMT). No. of bitstreams: 1 Karla Caldas.pdf: 3995021 bytes, checksum: f06d4d49642268ac6d06cb26439f0bea (MD5) Previous issue date: 2011-02-15
Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
The main aim of this research is analyzing the marketing communication processes that use mobile phones as publicizing platform. The research intent is to know which mobile marketing practices has been carried out in Brazil and how developed contents for mobiles are used in business disclosure. The connected young consumer s characteristics, drawing attention to their self-assurance to transit in new media, and companies forms to communicate with these consumers are part of the subject broached in this study. In depth interviews with professional s area were used as methodology for this qualitative research of exploratory character and the bibliography and documentary resources were served as basis for analysis of interviews. The research has identified that movable communication universe is fundamental to develop campaigns that provide experience with brands and offer relevant contents for consumers. Nevertheless, some technological hurdles do not allow at the moment that actions be expanded to all the Brazilian consumers who have a cellular phone.
O objetivo principal dessa pesquisa é analisar os processos de comunicação mercadológica que utilizam os celulares como plataforma de divulgação. É intenção da pesquisa conhecer as práticas de mobile marketing realizadas no Brasil e a forma como os conteúdos desenvolvidos para celulares são utilizados na divulgação empresarial. As características dos jovens consumidores conectados, com destaque para a desenvoltura com que transitam nas novas mídias, e as formas como as empresas se comunicam com esses consumidores também fazem parte dos temas abordados neste estudo. Entrevistas em profundidade com profissionais da área foram utilizadas como metodologia para essa pesquisa qualitativa, de cunho exploratório, e os levantamentos bibliográfico e documental serviram como base para a análise das entrevistas. A pesquisa observou que no universo da comunicação móvel é fundamental desenvolver campanhas que proporcionem experiência com as marcas e ofereçam conteúdos relevantes aos consumidores. Contudo, alguns entraves tecnológicos não permitem que, até o presente momento, essas ações sejam expandidas para todos os consumidores brasileiros que possuem um celular.

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Pagin, Francesca <1988&gt. "Considerazioni sul mobile marketing: il caso delle applicazioni per Facebook." Master's Degree Thesis, Università Ca' Foscari Venezia, 2013. http://hdl.handle.net/10579/3444.

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Cunha, Sara Margarida Moreira da. "Comunicação direta mobile : um caso de estudo numa empresa de retalho." Master's thesis, FEUC, 2015. http://hdl.handle.net/10316/30313.

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Relatório de estágio do mestrado em Gestão, apresentado à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Pedro Torres
No âmbito do Mestrado em Gestão da Faculdade de Economia da Universidade de Coimbra, foi realizado o Estágio Curricular na Empresa Sonae MC (Modelo.com, Vendas por Correspondência, S.A.), no período de 11 de Fevereiro a 26 de Junho de 2015, na área de E-Commerce e Mobilidade de acordo com o desafio Call For Solutions proposto pela empresa. O objetivo do estágio consistiu em desenhar um plano de comunicação direta com os clientes que utilizam as aplicações móveis do Continente. Para conseguir atingir o objetivo proposto foram definidas várias etapas de forma a identificar os momentos de comunicação com o cliente ao longo do seu ciclo de vida. Como consequência deste desafio, pretendeu-se criar um plano onde fosse possível incentivar o download das aplicações, garantir a sua utilização efetiva e continuada, reter os utilizadores e determinar a frequência ideal de contacto com os clientes, nos vários canais digitais em função do seu grau de intrusão. As principais conclusões retiradas deste trabalho apontam para a importância dos novos canais de comunicação no contacto com o cliente e da necessidade de criação de uma relação de proximidade com os utilizadores das aplicações móveis de forma a promover a sua utilização contínua e proporcionar ao cliente uma melhor experiência de compra. Estes resultados devem-se claramente à expansão das tecnologias da informação e das redes de comunicação virtuais (e.g., dispositivos móveis). Por outro lado, devido a esta expansão, a informação retida pela empresa (e.g., dados sobre os clientes, compras, influência das promoções, canal preferencial de compra) permite uma comunicação direta e personalizada para cada grupo de clientes com custos mais reduzidos para a empresa.

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Dissertations / Theses on the topic 'Mobile marketing'

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