دانلود رایگان مقاله لاتین برنامه ریزی و اجرای برنامه های موبایل مارکتینگ از سایت الزویر
عنوان فارسی مقاله:
برنامه ریزی و اجرای برنامه های بازاریابی با تلفن همراه موثر
عنوان انگلیسی مقاله:
Planning and implementing effective mobile marketing programs
سال انتشار : 2016
بخشی از مقاله انگلیسی:
.1. Mobile marketing devices are always on, always connected, and always with the consumer
Unlike laptops and desktop computers, mobile devices are always on, always connected, and typically always with the customer. This characteristic enables retailers and consumers to constantly enter each other’s environment (Kaplan, 2012). The alwayswith-the-consumer characteristic is so important that smartphone and tablet users often experience heightened stress when separated from their devices (Lindstrom, 2011). Unlike traditional print, radio, and television advertising, there is an immediacy associated with mobile marketing. Immediacy has two effects: (1) the speed from planning a promotion to its receipt by consumers, and (2) the ability to immediately cancel an offer(basedon a very high response rate, orlimited remaining inventory). This second form of immediacy enables marketers to create mobile marketing offers that are valid for a very limited time period. Immediacy enables a firm to use short-term price reductions to reduce inventory levels, to study a product’s short-run price elasticity, and to test the effectiveness of different marketing campaigns. Immediacy also enables a marketer to develop specialized marketing campaigns based on time of day, day of week, weather conditions, and natural disasters, or to quickly match a competitor’s lower price offering. Through immediacy, marketers can attract past loyal shoppers when they are close to a store or extend offers based on slow times. Firms such as 1-800 Flowers.com are able to send their messages at the time preferred by each customer. 2.2. Mobile marketing’s ability to generate location-sensitive offers Immediacy works especially well with locationsensitive offers. As an example, marketers can contact consumers when they are within 5 miles of a branch location orwhen they are in a specific aisle of a store. Technologies like GPS, GSM (Global System for Mobile Communications), Bluetooth, and RFID enable marketers to identify the exact location of a specific mobile device at any pointin time. Whereas geofencing technology works outside of a store,iBeacons enable marketers to target specific locations within a store. As a result of geofencing and iBeacons, retailers can use a simple Moball CMS (Content Management System) to drop pins on a map to generate a hot zone. These technologies enable retailersto send a mobile-based message to an app user as he/she enters the hot zone. Retailers can also set up a geofence around competitors’ locations.
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