Perspektywy wykorzystania narzędzi marketingu mobilnego

• Autorzy: Robert Stalmach

Warianty tytułu

Prospects for the Use of Mobile Marketing Tools

• Języki publikacji: PL

Abstrakty

Marketing mobilny ma kilka niezaprzeczalnych zalet w stosunku do innych kanałów komunikacji, takich jak: interaktywność, dotarcie lokalizowane i impulsowość (spontaniczność). Niemniej telefon komórkowy i inne urządzenia przenośne są dla użytkowników przedmiotami osobistymi, w których niechętnie widzą oni ingerencję z zewnątrz. Wyzwaniem dla branży jest więc dobre zrozumienie ograniczeń związanych z tą formą komunikacji. Czynniki specyficzne dla m-marketingu to m.in. profil odbiorcy, kontekst i motywacje użytkownika "w ruchu". (abstrakt oryginalny)

EN

Mobile marketing has some undeniable advantages over other communication channels, such as interactivity, location based services and impulsiveness (spontaneity). However, a cell phone and other mobile devices are treated by users as personal devices in relation to which they are reluctant to see the interference from outside. The challenge for the industry is therefore a good understanding of the restrictions associated with this form of communication. Factors specific to m-marketing include profile of the recipient, the context and motivations of the user "in motion". (original abstract)

Słowa kluczowe

PL

Marketing mobilny; Strategia marketingowa; Planowanie marketingowe

EN

Mobile marketing; Marketing strategy; Marketing planning

• Czasopismo: Współczesna Ekonomia
• Rocznik: 2010
• Tom: 4
• Numer: nr 4
• Strony: 257--266

Twórcy

autor

Robert Stalmach

• Gazeta.pl, Agora S.A.; Wyższa Szkoła Finansów i Zarządzania w Warszawie

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