دانلود رایگان مقاله لاتین اجرای برنامه موثر بازاریابی تلفن همراه از سایت الزویر
عنوان فارسی مقاله:
برنامه ریزی و اجرای برنامه های موثر بازاریابی تلفن همراه
عنوان انگلیسی مقاله:
Planning and implementing effective mobile marketing programs
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بخشی از مقاله انگلیسی :
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. GameStop Corp. uses between 7 and 14 beacons across different zones of a store–—depending on a store’s size–—to send promotions to a customer’s mobile phone as he/she passes by each zone. The retailer further divides each zone on the basis of product categories, such as the Xbox system. Beacons enable consumers to gather information on specific items through their mobile device. Consumers can also receive promotions and trailers by downloading the GameStop Technology Institute’s iOS app (Nerthiaume, 2015). Location technology works best when coupled with immediacy and data on a consumer’s past purchases. Neiman Marcus is testing the use of geofencing to identify VIP customers as they enter its stores. The upscale retailer plans to use this information to provide better customer service on the basis of reviewing the VIP customer’s purchase history (Brousell, 2013). It is also testing the sending of messages on trunk shows and special promotions via iBeacons to customers close to a store who have downloaded Apple’s Passbook app. Through combining information of consumer preferences on its mobile app, the use of geofencing, and immediacy, Pizza Hut targets customers located within one-half mile of any of its 340 locations. Pizza Hut found that the use of this mobilebased strategy was 2.6 times as effective as an online display ad (Boitnott, 2015).
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کلمات کلیدی:
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