06-06-2017, 01:08 PM
marketing management project on mobile for class 12
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marketing management project on mobile for class 12
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marketing management project on mobile for class 12
06-06-2017, 02:23 PM
A mobile phone (also known as a cell phone, mobile phone and a handset) is a device that can make and receive phone calls over a radio link while moving around a wide geographical area. It does so by connecting to a cellular network provided by a mobile telephone operator, which allows access to the public telephone network. In addition to telephony, modern mobile phones also support a wide variety of other services such as text messaging, MMS, e-mail, Internet access, wireless short-range communications (eg Infrared, Bluetooth), enterprise applications, Photography. Mobile phones that offer these and more general computing capabilities are known as smartphones.
Mobile communication techniques offer the opportunity to revolutionize marketing as they help advertisers cope with their current great challenge: to gain time and attention from consumers. For years, advertisers have created communication strategies based on print, radio, television and the Internet to broadcast their messages, but the advertising effectiveness of these media has declined significantly in recent years. However, the rapid growth of mobile phone ownership worldwide (Fife & Pereira, 2005) has opened a new mass marketing channel that allows advertisers to get closer to consumers than ever before. Innovative features of mobile communication techniques (ubiquity - context sensitivity - identification functions - command and control functions) enable potential that can not be achieved with other types of media. (Pousttchi and Wiedemann, 2006)
Mobile Marketing: A new marketing tactical marketing communication tool that utilizes mobile communication techniques to promote goods, services and ideas, providing anytime, anywhere interaction, location and dependence on the situation, directed addressing Of consumers and the inherent measurement of the effectiveness of the campaign. With these options, the mobile channel is ideal for building a true one-to-one relationship with the individual customer (Scharl et al., 2005). This is reflected in response rates much higher than traditional advertising: Up to 20 percent of responses in certain mobile marketing campaigns are not uncommon (Kavassalis et al., 2003). M: Metrics (2006) found that a significant percentage of mobile subscribers are responding to short codes placed in advertising or other media, with Spain topping the list with 29.1 percent followed by the UK with 18.5 percent, France with 10.1 percent, the United States to 7 percent and Germany to 3.4 percent. According to eMarketer (2005), advertisers are expected to spend $ 254.8 million to $ 760.4 million in mobile marketing in the US. In 2009. In addition, it is already clear that long-term mobile marketing will become an important source of income for mobile network operators (Sharma & Wildmann, 2009).
Despite these optimistic predictions of the current and future success of mobile marketing, our understanding of the formulation and application of mobile marketing strategy remains poor. Leppäniemi and Karjaluoto (2008) argue that mobile marketing is too often implemented ad hoc. Thus, at this early stage a mobile marketing campaign has yet to be developed by an "artist" who relies solely on intuition and personal experience. For a professional to be able to perform this task, they must be provided with well-defined toolboxes that distinguish the elements available from a mobile marketing campaign and link them to different marketing objectives. To develop these tools, a four-step approach is used: identifying and classifying the main features of the mobile marketing campaign, deriving four types of mobile marketing, identifying and discussing achievable mobile marketing objectives, and finally linking standard types and objectives In a conceptual framework, complete with instances typical of the respective combinations.
It can be understood in the following video:
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