Analysis of Current Mobile Marketing Applications, Selected Best Practices and Future Development

Inhaltsverzeichnis (Table of Contents)

• A. Introduction
• I. Problem Statement
• B. Background Information
• I. Distinctive Aspects of Mobile Marketing
• II. Mobile Marketing Ecosystem
• III. Factors Effecting Consumer Attitude towards Mobile Marketing
• IV. Measurement Fundamentals of a Mobile Marketing Campaign
• C. Analysis of Current Mobile Marketing Applications
• I. SMS/MMS Marketing
• 1. SMS/MMS Messages and Newsletters
• 2. Mobile Coupons
• 3. Text-to-Win Campaigns
• II. Interactive billboards
• III. Quick Response (QR) Codes
• IV. Bluetooth Marketing
• V. Mobile Web Sites
• VI. Augmented Reality
• VII. Advergaming
• VIII. Ring Back Tones
• IX. GPS Marketing
• X. Mobile TV
• D. Analysis of Selected Three Best Practices
• I. "Tonla Kazan" (Tone & Win) - Turkcell
• II. "Together Everywhere" - Puma
• III. Lonely Planet Compass Guide
• 3E. Future Development of Mobile Marketing
• I. Mobile Outlook
• II. Key Success Factors of Mobile Marketing
• 1. Design
• 2. Implementation
• III. Future Transition of Mobile Marketing
• F. Conclusion
• I. Limitations of the Research
• II. Recommendations for Further Research

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis aims to analyze current mobile marketing applications, selected best practices, and future development. The work explores various aspects of mobile marketing, providing insights into its potential and challenges.
• The distinctive features and ecosystem of mobile marketing
• Factors influencing consumer attitudes towards mobile marketing
• Analysis of diverse mobile marketing applications and their effectiveness
• Evaluation of successful mobile marketing campaigns
• Future trends and key success factors for mobile marketing

Zusammenfassung der Kapitel (Chapter Summaries)

The introduction lays out the problem statement and provides a brief overview of the research. Chapter B delves into background information, outlining the unique characteristics of mobile marketing and its complex ecosystem. The chapter further investigates factors that affect consumer attitudes toward mobile marketing and examines measurement methods used to assess mobile marketing campaigns. Chapter C presents an in-depth analysis of current mobile marketing applications, covering various methods such as SMS/MMS marketing, interactive billboards, QR codes, Bluetooth marketing, mobile websites, augmented reality, advergaming, ring back tones, GPS marketing, and mobile TV. Chapter D explores three prominent best practices in mobile marketing, showcasing successful campaigns by companies like Turkcell, Puma, and Lonely Planet. Chapter 3E looks towards the future of mobile marketing, discussing the mobile outlook, key success factors for successful campaigns, and the anticipated transition of mobile marketing in the future.

Schlüsselwörter (Keywords)

This research focuses on various aspects of mobile marketing, encompassing themes such as consumer attitudes, application analysis, best practices, future trends, and key success factors. The study draws upon concepts like SMS/MMS marketing, interactive billboards, QR codes, Bluetooth marketing, mobile websites, augmented reality, advergaming, ring back tones, GPS marketing, mobile TV, and mobile outlook, among others.

Frequently Asked Questions

What are the main objectives of this study on mobile marketing?

The study aims to investigate the current mobile marketing market, examine specific applications, analyze best practices, and explore future developments.

Which mobile marketing applications are analyzed in depth?

The analysis covers SMS/MMS marketing, QR codes, Bluetooth marketing, Augmented Reality, Advergaming, GPS marketing, and Mobile TV.

What are the three best practices showcased in the research?

The study evaluates Turkcell's "Tonla Kazan," Puma's "Together Everywhere," and the Lonely Planet Compass Guide.

What factors influence consumer attitudes toward mobile marketing?

The research discusses the structural frame of the mobile ecosystem and distinctive aspects that shape how consumers perceive mobile advertisements.

What are the key success factors for a mobile marketing campaign?

Success depends heavily on the design and implementation strategies, as well as the ability to measure campaign fundamentals effectively.

How is the future of mobile marketing envisioned?

The study anticipates a transition where mobile technologies increasingly shape consumer interactions and progressive marketing techniques.