Mobile marketing and mobile social media

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If you love something, let it go mobile: Mobile marketing and mobile social media 4x4 Introduction to mobile marketing and mobile social media such as Foursquare - and their business use

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Definition, classification, business use, and success factors of mobile marketing and mobile social media Based on article by: Andreas Kaplan (2012) Title: If you love something, let it go mobile: Mobile marketing and mobile social media 4x4 Found in: Business Horizons, 55(2), 129-139. :

Definition, classification, business use, and success factors of mobile marketing and mobile social media Based on article by: Andreas Kaplan (2012) Title: If you love something, let it go mobile: Mobile marketing and mobile social media 4x4 Found in: Business Horizons, 55(2), 129-139.

Definition of mobile marketing: “Mobile marketing is any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device”. (p. 130) Definition of mobile social media: Mobile social media is defined “as a group of mobile marketing applications that allow the creation and exchange of user generated content”. (p. 131) Definition of ambient awareness: Ambient awareness is defined as “awareness created through regular and constant reception, and/ or exchange of information fragments through social media”. (p. 132) :

Definition of mobile marketing: “ Mobile marketing is any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device”. (p. 130) Definition of mobile social media : Mobile social media is defined “as a group of mobile marketing applications that allow the creation and exchange of user generated content”. (p. 131) Definition of ambient awareness: Ambient awareness is defined as “awareness created through regular and constant reception, and/ or exchange of information fragments through social media”. (p. 132) Definition of mobile marketing, mobile social media, ambient awareness Kaplan Andreas M. (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4 , Business Horizons, 55(2), 129-139.

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Kaplan Andreas M. (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4 , Business Horizons, 55(2), 129-139. Classification of mobile marketing (p. 131) Two variables are applied to differentiate between four types of mobile marketing applications : ( 1) the degree of consumer knowledge and (2) the trigger of communication. Trigger of communication Push Pull Degree of consumer knowledge High Victim Patron Low Strangers Groupies

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Kaplan Andreas M. (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4 , Business Horizons, 55(2), 129-139. Location-sensitivity No Yes Time-sensitivity Yes Quick-timers (Transfer of traditional social media applications to mobile devices to increase immediacy, e.g., posting Twitter messages or Facebook status updates) Space-timers (Exchange of messages with relevance for one specific location at one specific point-in time, e.g. Facebook Places, Foursquare, Gowalla ) No Slow-timers (Transfer of traditional social media applications to mobile devices, e.g., watching a YouTube video or reading a Wikipedia entry) Space-locators (Exchange of messages with relevance for one specific location which are tagged to a certain place and read later by other others, e.g., Yelp, Qype ) Classification of mobile social media (p. 132) Mobile marketing a pplications that are neither location- nor time sensitive are slow-timers, applications that take account of time and place simultaneously are space-timers. Applications that only reflect one of these two dimensions are referred to as either space-locators (location-sensitive but not time-sensitive) or quick-timers (time-sensitive but not location sensitive).

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4 business uses of mobile social media Kaplan Andreas M. (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4 , Business Horizons, 55(2), 129-139. Marketing research Communication Sales promotions and discounts Relationship development and loyalty programs

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4 I’s of mobile social media (p. 135): Success factors of mobile social media marekting Kaplan Andreas M. (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4 , Business Horizons, 55(2), 129-139.

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