This study fundamentally attempts to investigate current mobile marketing and advertising market, to examine current mobile marketing applications and to analyze three selected Best Practices and the future development of mobile marketing.
The study consists of five main sections. First section consists of two parts, namely Introduction and Problem Statement. Introduction part covers a brief presentation about the subject of the study and the research objectives. And Problem Statement part discusses the stimulating factors to apply this research. The next section, which is Background Information, discusses the structural frame and the distinctive aspects of Mobile Marketing, the factors influencing consumer attitude towards mobile marketing, as well as measurement fundamentals of mobile marketing campaigns. This is followed by an Analysis of Current Mobile Marketing Applications including three selected Best Practices. Subsequently, Future Development of Mobile Marketing section explores the anticipations of the way towards which Mobile Marketing progresses and how the mobile technologies shape the development. Too, Key Success Factors of Mobile Marketing are investigated in this section. Finally, the fifth section concludes with a discussion about key findings of the study. Limitations of the Research and Recommendations for Further Research are provided to highlight the study.
The writer pays attention that the study comprises her own reflections and original contributions.
Keywords: Mobile Advertising, Mobile Marketing Applications, Best Practices in Mobile Marketing, Key Success Factors of Mobile Marketing, Future Developments on Mobile Marketing
Table of Contents
A. Introduction
I. Problem Statement
B. Background Information
I. Distinctive Aspects of Mobile Marketing
II. Mobile Marketing Ecosystem
III. Factors Effecting Consumer Attitude towards Mobile Marketing
IV. Measurement Fundamentals of a Mobile Marketing Campaign
C. Analysis of Current Mobile Marketing Applications
I. SMS/MMS Marketing
1. SMS/MMS Messages and Newsletters
2. Mobile Coupons
3. Text-to-Win Campaigns
II. Interactive billboards
III. Quick Response (QR) Codes
IV. Bluetooth Marketing
V. Mobile Web Sites
VI. Augmented Reality
VII. Advergaming
VIII. Ring Back Tones
IX. GPS Marketing
X. Mobile TV
D. Analysis of Selected Three Best Practices
I. "Tonla Kazan" (Tone & Win) - Turkcell
II. "Together Everywhere" - Puma
III. Lonely Planet Compass Guide
E. Future Development of Mobile Marketing
I. Mobile Outlook
II. Key Success Factors of Mobile Marketing
1. Design
2. Implementation
III. Future Transition of Mobile Marketing
F. Conclusion
I. Limitations of the Research
II. Recommendations for Further Research
Objectives & Core Topics
The primary objective of this thesis is to provide a comprehensive investigation of current mobile marketing and advertising applications. By analyzing the structural framework, consumer attitudes, and key success factors, the study aims to move beyond limited definitions of mobile marketing to evaluate how various mobile technologies facilitate integrated marketing strategies.
- Analysis of the current mobile marketing ecosystem and key players.
- Evaluation of consumer attitudes and the role of privacy and permission-based marketing.
- Examination of specific mobile applications, including SMS/MMS, Bluetooth, QR codes, and Augmented Reality.
- Investigation of best practices in mobile marketing through case studies (Turkcell, Puma, Lonely Planet).
- Analysis of future developments, including technological advancements and the integration of mobile with traditional marketing.
Excerpt from the Book
I. Distinctive Aspects of Mobile Marketing
As Strategy Analytics, Inc. indicates as the following, mobile have different characteristics and opportunities than which is in desktop world. “In order to take advantage of the opportunities in mobile content, developers and designers need to be aware of the ways in which the mobile content business practices differ dramatically from those of the desktop Internet world. In particular, the operators of mobile networks exert a degree of control over the distribution and use of content that has no analogy in the desktop environment.” (Strategy Analytics, Inc., (2008). One of these discrepancies is that mobile is the most intimate one, among all marketing channels; as it is mostly attributable to a single person, which allows marketers to apply very personalized marketing programs. Especially when discussing mobile phones, they are like clothes since people carry them all day as turned on.
Nevertheless, mobile marketing may be regarded as composed of only SMS marketing at first sight; however its scope is much broader than SMS Marketing. And it does not comprise only basic mobile phones, but also Smartphone, GPS devices, GPS-enable phones, Tablet PCs (portable computers smaller than laptops). Developments in network technologies, especially the emergence of 3G (third generation) technology, which allows about six times faster data transfer compared to 2G (behind technology is GSM) and 2.5G (behind technology is GPRS) networks, have expanded the scope of mobile marketing. Mobile devices are featured with many functions such as wireless and internet connection over 3G, camera, video and music player, Bluetooth, etc. Thus, versatility of mobile devices provides a myriad of marketing opportunities such as Bluetooth Marketing, Location Based Marketing, Web, SMS, MMS, Quick Response (QR) codes, and so forth.
Summary of Chapters
A. Introduction: Presents the study’s subject, the definition of mobile marketing according to the MMA, and the research objectives.
B. Background Information: Discusses the structural framework, distinctive aspects of the mobile ecosystem, and factors affecting consumer attitudes.
C. Analysis of Current Mobile Marketing Applications: Details various mobile channels such as SMS/MMS, interactive billboards, QR codes, Bluetooth, and mobile TV.
D. Analysis of Selected Three Best Practices: Analyzes successful implementations by Turkcell, Puma, and Lonely Planet as case studies.
E. Future Development of Mobile Marketing: Explores technological outlooks, key success factors for design and implementation, and future industry trends.
F. Conclusion: Summarizes the key findings and highlights limitations and recommendations for further research.
Keywords
Mobile Marketing, Mobile Advertising, Mobile Ecosystem, SMS Marketing, Bluetooth Marketing, QR Codes, Augmented Reality, Consumer Attitude, Permission-Based Marketing, Mobile Web Sites, Turkcell, Puma, Lonely Planet, Mobile Technology, Key Success Factors
Frequently Asked Questions
What is the core focus of this research?
This thesis examines the current landscape of mobile marketing, investigating how mobile devices and technologies can be leveraged for effective advertising and brand engagement.
Which key topics does the study address?
It covers the mobile marketing ecosystem, consumer behavior, specific application types (like SMS, GPS, and AR), and critical success factors for campaign design.
What is the primary research goal?
The goal is to analyze mobile marketing comprehensively and demonstrate how it acts as an integrated binder between traditional and new marketing channels.
Which research methodology was utilized?
The study relies on an analytical review of current mobile marketing applications and a descriptive evaluation of three specific industry best practices.
What does the main body explore?
It details various technologies—from basic SMS to advanced augmented reality—and evaluates their effectiveness through real-world examples and market data.
Which keywords characterize this work?
The work is defined by terms such as mobile advertising, mobile ecosystem, permission-based marketing, and specific innovative applications like QR codes and advergaming.
How do mobile operators influence the marketing ecosystem?
Operators provide the infrastructure and control over consumer data, playing a crucial role in enabling targeted marketing campaigns and mobile internet adoption.
What is the significance of the "Tone & Win" campaign by Turkcell?
It represents a best-practice example of a ring-back tone advertising campaign that creates a triple benefit for the operator, the consumer, and the brands through personalized, opt-in content.
How does Augmented Reality impact current mobile marketing?
AR bridges traditional and digital media by digitizing objects in the real world to provide users with dynamic information, thereby enhancing brand engagement.
Why is the "Together Everywhere" campaign by Puma highlighted?
It is cited as an innovative, multi-channel mobile campaign that united football fans across different countries during a major tournament, fostering an emotional bond with the brand.
- Quote paper
- M.A. Asligul Aktas (Author), 2010, Analysis of Current Mobile Marketing Applications, Selected Best Practices and Future Development, Munich, GRIN Verlag, https://www.grin.com/document/150756
