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
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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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کلمات کلیدی:
Planning Your Mobile Marketing Strategy #MarketingPlan - Entrepreneur https://www.entrepreneur.com/article/253486 Feb 23, 2016 - Robert W. Bly explains how you can develop big-picture marketing plans for pennies on the dollar with his 12-step marketing plan. In this edited excerpt, Bly offers experienced tips on creating and implementing mobile marketing tactics that work. When you set about integrating mobile into your marketing ... Ad Council to Implement Mobile Marketing Programs In-House For the ... https://uplandsoftware.com/mobilecommons/.../ad-council-to-implement-mobile-mark... Sep 17, 2014 - Ad Council to Implement Mobile Marketing Programs In-House For the First Time ... Developed in partnership with the American Institute of CPAs (AICPA), the campaign aims to empower young adults between 25 and 34 to take control of their finances and to begin planning for their financial futures today. Learn Effective Mobile Marketing | Udemy https://www.udemy.com/learn-effective-mobile-marketing/ "Learn Effective Mobile Marketing" course will help you to understand how users engage with mobile, create a clear marketing strategy, target segment and ... You can find them working on MBA and University programs with establishments like Wharton, Madrid, Cranfield, Warwick, Aston and Portsmouth to mention just a ...
