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Location Based Marketing: Foursquare, Gowalla, Qype, Facebook Deals, Twitter, Google Places

Location Based Marketing: Foursquare, Gowalla, Qype, Facebook Deals, Twitter, Google Places

          
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About the Book

Diplomarbeit aus dem Jahr 2011 im Fachbereich Informatik - Wirtschaftsinformatik, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, München früher Fachhochschule, Sprache: Deutsch, Abstract: Location Based Services sind Dienste, welche den Social Media zugerechnet werden können. Sie ermöglichen es, dem Benutzer positionsabhängig Informationen zur Verfügung zu stellen, die dieser dann verwenden kann. Die größten Vertreter in diesem Bereich sind Foursquare, Gowalla und Facebook Places. Alle drei Dienste verfolgen das Prinzip, dass die Benutzer ihren aktuellen Standort bekannt geben, indem sie an diesem "einchecken". Dies erfolgt über eine Software, welche die GPS-Koordinaten des Mobiltelefons auswertet. Für diese "Check-ins" werden die Nutzer durch Punkte, virtuelle Gegenstände oder Vergünstigungen belohnt. Alle befreundeten Benutzer sehen, wo diejenigen sich aufhält. Neben den reinen "Check-ins" können, je nach Dienst, auch Tipps und weitere Informationen abgerufen werden. Ziel dieser Diplomarbeit ist es, neben einer Übersicht über die Verwendung von Location Based Services und deren technische Grundlagen, wie GPS, mobiles Internet und Smartphones, zu klären, ob und wie Location Based Services für Marketingzwecke eingesetzt werden können. Es werden die entsprechenden Dienste vorgestellt und analysiert, wie sich diese bei gleichem Grundprinzip im Einsatz für das Marketing unterscheiden. Zudem werden die sozialen Aspekte der Nutzung der Dienste für Marketingzwecke sowie der Datenschutz betrachtet. Es werden mehrere Fallstudien von Unternehmen herangezogen, die das Location Based Marketing bereits erfolgreich einsetzen. Der Praxisteil der Arbeit umfasst den Entwurf und die Umsetzung eines Marketingkonzeptes für das Unternehmen Auto Hensel GmbH & Co. KG. Die Diplomarbeit zeigt, dass das Location Based Marketing noch am Anfang steht und in diesem Themenbereich derzeit große Bewegungen stattfinden. Die Nutzerzahlen sind noch gering, allerdings stark


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Product Details
  • ISBN-13: 9783640922406
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3640922409
  • Publisher Date: 23 May 2011
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Weight: 149 gr


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