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Ökonomische Bewertung des Mobile Marketings als kommunikationspolitisches Instrument

Ökonomische Bewertung des Mobile Marketings als kommunikationspolitisches Instrument

          
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About the Book

Masterarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, FOM Hochschule für Oekonomie und Management gemeinnützige GmbH, Hochschulstudienzentrum Hamburg, Sprache: Deutsch, Abstract: Innerhalb des letzten Jahrzehnts wurden mobile Endgeräte zu essenziellen Bestandteilen unseres Lebens, die aus dem Alltag nicht mehr wegzudenken sind. Die Entwicklung geht sogar dahin, dass ein Großteil der Bevölkerung mittlerweile "mobile only" unterwegs ist und demnach kein stationäres Telefon mehr besitzt. Ebenso rückläufig ist der Verkauf von stationären PCs, die zunehmend durch mobile Geräte ersetzt werden. Die Entfaltung des Mobile-Marktes und die wachsende Mobile-Nutzung verändern daher auch das digitale Marketing von Unternehmen. Denn die Werbebotschaft erscheint hierbei unmittelbar im privaten und vor allem persönlichen Blickfeld der Nutzer, welche zunehmend die bilaterale Kommunikation mit den Werbetreibenden fordern. Mobile Endgeräte nehmen fortan eine gänzlich neue und zunehmend relevante Form der Potenzialkundenansprache ein. Sie eröffnen als Marketinginstrument vielversprechende Möglichkeiten und beeinflussen das Marketing in nicht zu unterschätzendem Maß. Vorausgesetzt die Werbetreibenden verstehen es, ihre Instrumente, die neuesten Technologien und die sensiblen Daten der Nutzer richtig miteinander zu verknüpfen und einzusetzen.


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Product Details
  • ISBN-13: 9783668666627
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 94
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3668666628
  • Publisher Date: 04 Mar 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 131 gr


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