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Vom Smartphone direkt ins Geschäft! Location-Based Marketing machts möglich

Vom Smartphone direkt ins Geschäft! Location-Based Marketing machts möglich

          
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About the Book

Werbung und Marketing durchliefen in den letzten 15 Jahren eine starke Veränderung. Daher ist die heutige Art zu werben, kaum noch mit den Methoden aus dem endenden 20. Jahrhundert vergleichbar. Online-Werbung beansprucht immer größere Teile des Werbeetats, welcher früher nur für Print- und TV-Werbung reserviert war. In diesem neuen Marketingzeitalter beginnt auch der alte Grundsatz "Größeres Marketingbudget = größerer Marketing-Erfolg" aufzuweichen. Die Originalität und Authentizität einer Marketingkampagne gewinnt immer mehr an Bedeutung. Dies nicht zuletzt, weil die Akzeptanz der Konsumenten für klassische Werbung am Sinken ist. Die steigende Verbreitung von Smartphones bietet den Werbetreibenden die Möglichkeit, ihre Kampagnen auf den aktuellen Aufenthaltsort des Konsumenten abzustimmen. Dieses Konzept der Werbung ist nicht neu und wird schon seit langem eingesetzt. Gerade große Plakatwände neben stark befahrenen Straßen tragen schon seit langem ortsbezogene Werbung mit Aufschriften wie "Haben Sie Hunger? Nehmen Sie die nächste Ausfahrt zur Burgeroase." Bei einer Plakatwand handelt es sich um ein fixes Medium, dessen Inhalt auf die vorbeifahrenden (mobilen) Konsumenten angepasst wird. Jedoch kann auch das Medium mobil sein (Autos, Busse und Züge) und die darauf platzierte Werbebotschaft in Abhängigkeit des Gebietes entsprechend angepasst werden. Das Smartphone stellt in diesem Zusammenhang ein völlig neues Medium dar, denn der Konsument trägt es meistens bei sich. Somit befindet es sich immer am selben Ort wie sein Besitzer und wird dadurch mobil.


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Product Details
  • ISBN-13: 9783842885684
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3842885687
  • Publisher Date: 24 Sep 2013
  • Height: 210 mm
  • No of Pages: 114
  • Series Title: German
  • Weight: 149 gr


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