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Mobile Marketing: Instrumente und ihre Tauglichkeit zur Kundengewinnung und -bindung

Mobile Marketing: Instrumente und ihre Tauglichkeit zur Kundengewinnung und -bindung

          
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About the Book

Masterarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Fachhochschule Erfurt, Sprache: Deutsch, Abstract: Mobilität, Flexibilität und Unabhängigkeit haben sich in den vergangenen Jahren zu den zentra- Charaktereigenschaften der heutigen Gesellschaft entwickelt. Die mobile Kommunikation passte sich fortwährend diesem Trend an und aus diesem Grund gewinnen auch die mobilen Endgeräte zunehmend an Bedeutung. Mit einer Penetrationsrate von über 106 Prozent hat die mobile Kommunikation über alle Bevölkerungsschichten hinweg die Verbreitung von Internet oder Festnetzanschlüssen übertroffen. Demzufolge ist die Penetrationsrate mobiler Endgeräte längst deutlich höher als bei anderen Kommunikationsgeräten. Dabei beschränkt sich die mobile Kommunikation gegenwärtig keinesfalls mehr nur auf die reine Übertragung von Sprache. Mit dem starken Penetrationsschub der mobilen Endgeräte ging ein Wandel des Mobilfunkmarktes einher, der neben der reinen Sprachübertragung nunmehr insbesondere eine Übertragung von multimedialen Daten erlaubt. In Verbindung mit immer leistungsfähiger werdenden Übertragungsstandards im Mobilfunk und der zunehmenden Verbreitung mobiler Endgeräte rücken auch Mobile-Marketing-Aktivitäten in den Fokus der Marketer. In einer Zeit, die sich sowohl durch eine starke Reiz- und Informationsüberflutung als auch durch ihre Schnelllebigkeit auszeichnet, liegt es regelrecht auf der Hand, das mobile Endgerät aus Unternehmenssicht für zielgruppengenaue Marketing-Aktivitäten zu verwenden. Das ist vor allem damit zu begründen, dass dieses sehr persönliche Medium mittlerweile nicht nur als Kommunikations-, sondern auch als Werbeinstrument im Rahmen des Mobile Marketing genutzt werden kann. Bislang haben Mobile-Marketing-Akteure das mobile Endgerät fast ausschließlich für Ankündigungen in Form von Sprachmitteilungen oder zur Übermittlung von SMS-/MMS-Botschaften genutzt. Doch im Zuge der anhaltenden Weiterentwicklung mobiler Te


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Product Details
  • ISBN-13: 9783656296959
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 15 mm
  • Weight: 353 gr
  • ISBN-10: 3656296952
  • Publisher Date: 03 Nov 2012
  • Height: 210 mm
  • No of Pages: 268
  • Series Title: German
  • Sub Title: Instrumente und ihre Tauglichkeit zur Kundengewinnung und -bindung
  • Width: 148 mm


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