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Erfolgsfaktoren für das "Mobile Marketing". Grundlagen und Rahmenbedingungen

Erfolgsfaktoren für das "Mobile Marketing". Grundlagen und Rahmenbedingungen

          
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About the Book

Studienarbeit aus dem Jahr 2011 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Sprache: Deutsch, Abstract: Der Trend zu mobiler Kommunikation ist nach wie vor ungebrochen. Vor allem Jungendliche, die Marketingzielgruppe von Morgen, benutzt mobile Kommunikationsdienste mit einer Selbstverständlichkeit, sodass sich jeder Unternehmer die Frage stellen muss: Wie erreiche ich die Käufergruppe von Morgen, bestmöglich und direkt? Herkömmliche Werbekanäle reichen nun nicht mehr aus, um neue Produkte im schnellen, mobilen Leben zu platzieren. Vor allem wenn die zu bewerbenden Produkte, mobile Produkte betreffen. Als Beispiel sei an dieser Stelle der boomende Markt von sogenannten App's genannt. Obwohl dieser Begriff in den letzten Jahren stark durch die Medien geprägt wurde, ist in der Literatur kaum eine passende Definition dafür zu finden. Im heutigen Sprachgebrauch wird der Begriff "App" als Abkürzung für "mobile Applikation" verwendet und steht daher als Synonym für "mobiles Anwendungsprogramm". Mobile Applikationen sind also Programme, die für die Betriebssysteme mobiler Endgeräte erstellt wurden und mittlerweile auch dementsprechend beworben werden, da unter anderem die Firma Gartner einen steigenden Absatz für mobile Applikationen vorhersagt und bis 2014 mit einem jährlichen, weltweiten Erlös von circa 58 Billionen USD rechnet. Begründet wird dieser rasante Wachstum durch die ständig steigende Zahl an Tablet-PC's und Smartphones. Ein gutes Beispiel für mobile Kampagnen stellt das sogenannte "Couponing" dar. Immer schon haben sich Kunden gerne mit dem Ausschneiden von Kupons beschäftigt, die in die Prospekte der werbenden Unternehmen integriert sind. Der technologische Fortschritt bietet nun die Möglichkeit, diese Kupons direkt auf das mobile Endgerät des Kunden zu senden. Am Besten natürlich dann, wenn sich der Kunde gerade in der Umgebung des nächsten Point of Sales befindet. Zum Beispiel dann, wenn er das Parktic


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Product Details
  • ISBN-13: 9783668294516
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668294518
  • Publisher Date: 21 Sep 2016
  • Height: 210 mm
  • No of Pages: 24
  • Series Title: German
  • Weight: 45 gr


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