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Mobile Marketing und seine Erfolgspotentiale

Mobile Marketing und seine Erfolgspotentiale

          
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About the Book

Inhaltsangabe: Einleitung: Unsere Gesellschaft entwickelt sich immer mehr zu einer Informations- und Wissensgesellschaft. Die Kommunikation über mobile Endgeräte wie z. B. Mobiltelefone oder PDAs spielen bei dieser Entwicklung eine wesentliche Rolle, da gesellschaftliche Trends wie Unabhängigkeit und Flexibilität immer wichtiger werden. Überdies bieten neue mobile Technologien, wie UMTS und MMS eine Vielzahl neuer Möglichkeiten für den Konsumenten. Dabei sind vor allem die Möglichkeiten der Personalisierung, Lokalisierung und Interaktivität zu nennen. Dieser Trend wird auch durch die rasante Entwicklung des Mobilfunks bestätigt. Um weltweit die 50 Millionen-Nutzermarke im Festnetz zu erreichen, dauerte es 50 Jahre. Um die gleiche Anzahl an Internet-Nutzern zu verzeichnen, mussten 15 Jahre verstreichen. Doch es dauerte weniger als sieben Jahre, um weltweit die ersten 50 Millionen Mobiltelefon-Nutzer ans Netz zu bekommen. In Deutschland gibt es mittlerweile fast 60 Millionen Mobiltelefon-Besitzer, die allein im vergangenen Jahr über 23 Milliarden SMS-Nachrichten verschickt haben. Dieser SMS-Boom bietet eine ideale Ausgangsbasis für innovative Marketing-Kampagnen per Mobiltelefon. So ist es nicht verwunderlich, dass Mobile Marketing derzeit eines der aktuellsten Marketingthemen ist. Unternehmen beschäftigen sich intensiv mit den Erfolgsfaktoren und Hemmnissen mobiler Werbekampagnen. Denn mit der Verbreitung des Mobiltelefons als dem wichtigsten Telekommunikationsmedium setzt sich das Thema Mobile Marketing in Deutschland immer mehr durch. Ziel der vorliegenden Diplomarbeit ist nun die Beantwortung der folgenden Fragestellung: Hat Mobile Marketing das Potenzial, sich neben klassischen Medien wie Fernsehen, Print und Hörfunk, als erfolgreichen neuen Marketingkanal innerhalb des Kommunikation-Mixes zu etablieren? Aufbau: Im ersten Kapitel wird zunächst auf die Motivation zum Thema und den Aufbau der vorliegenden Diplomarbeit eingegangen. Darauffolgend beschäfti


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Product Details
  • ISBN-13: 9783838678214
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3838678214
  • Publisher Date: 18 Mar 2004
  • Height: 210 mm
  • No of Pages: 138
  • Series Title: German
  • Weight: 190 gr


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