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Mobiles Marketing: Möglichkeiten und Grenzen des differnzierten Marketing auf Basis neuer Medien

Mobiles Marketing: Möglichkeiten und Grenzen des differnzierten Marketing auf Basis neuer Medien

          
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About the Book

Inhaltsangabe: Zusammenfassung: In unserer schnelllebigen Konsumgesellschaft wird es für viele Unternehmen immer schwieriger, ihre Kunden für längere Zeit an ihre Produkte zu binden. Die Kundenloyalität nimmt stetig ab. Dabei eröffnen jetzt moderne Informations- und Kommunikationstechnologien den Unternehmen neue Möglichkeiten für eine professionelle Betreuung des Verbrauchers. Gleichzeitig können diese dazu beitragen, die Kundenzufriedenheit und -bindung zu erhöhen. So lässt sich z.B. mit dem Internet eine individuelle Kundenansprache im Massenmarkt realisieren. Doch noch heute verfügt ein großer Teil der Bevölkerung über keinen PC und somit bleiben viele Konsumenten unerreicht von den elektronischen CRM-Anstrengungen der Unternehmen. Zudem kann wegen der unzureichenden Personalisierung und der Sicherheitsbedenken der Kunden kein ausführliches Kundenprofil gewonnen werden. Erst durch den Einsatz mobiler Technologien können viele dieser Mängel überwunden werden. Die Zahl der Mobilfunkanschlüsse ist schon heute fast doppelt so hoch wie die der PC-Besitzer. Über 60 Prozent der Deutschen haben ein Handy. Kein anderes technisches Gerät hat sich in den letzten Jahren so rasant entwickelt. Dementsprechend euphorisch sind die Zukunftsszenarien, die sich mit dem Handy verbinden. Der ubiquitären Sprachtelefonie folgt das allgegenwärtige Internet. Per WAP-Technologie können schon jetzt speziell programmierte Internetseiten auf das dafür vorgesehene WAP- Mobiltelefon übertragen werden. Solche und andere Aussagen machen das Mobiltelefon zu einem interessanten Kundeninteraktionskanal im Rahmen des differenzierten Marketing. Darüber hinaus kann mit mobilen Technologien die Nähe zum Kunden und die Individualisierung der Ansprache verbessert werden. Theoretisch ist der Verbraucher jetzt 24 Stunden am Tag erreichbar: Über moderne Lokalisierungstechnologien kann der Aufenthaltsort des Kunden ermittelt werden, so dass das Unternehmen ihm Angebote unterbreiten kann, die genau auf sein


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Product Details
  • ISBN-13: 9783838680125
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 127 gr
  • ISBN-10: 383868012X
  • Publisher Date: 27 May 2004
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Sub Title: Möglichkeiten und Grenzen des differnzierten Marketing auf Basis neuer Medien
  • Width: 148 mm


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