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Definition, classification, business use, and success factors of mobile marketing and mobile social media

Defines and classifies mobile social media, mobile marketing, ambient awareness. Shows different business uses of mobile marketing and mobile social media. Shows how to successful use mobile social media such as Foursquare, Twitter, Facebook Places, etc.

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Definition, classification, business use, and success factors of mobile marketing and mobile social media

  1. 1. Definition, classification, business use, and success factors ofmobile 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.
  2. 2. Definition of mobile marketing, mobile social media, ambient awareness 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)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.
  3. 3. Classification of mobile marketing (p. 131) Trigger of communication Push Pull High Victim Patron Degree of consumer knowledge Low Strangers Groupies 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.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.
  4. 4. Classification of mobile social media (p. 132) Location-sensitivity No Yes Space-timers Quick-timers (Exchange of messages with (Transfer of traditional social relevance for one specific media applications to mobile Yes devices to increase immediacy, location at one specific point-in time, e.g. Facebook Places, e.g., posting Twitter messages Foursquare, Gowalla) or Facebook status updates) Time-sensitivity Slow-timers Space-locators (Transfer of traditional social (Exchange of messages with media applications to mobile relevance for one specific No devices, e.g., watching a location which are tagged to a YouTube video or reading a certain place and read later by Wikipedia entry) other others, e.g., Yelp, Qype) Mobile marketing applications 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).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.
  5. 5. 4 business uses of mobile social media 1.Marketing research 2.Communication 3.Sales promotions and discounts 4.Relationship development and loyalty programsKaplan Andreas M. (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4, Business Horizons, 55(2), 129-139.
  6. 6. 4 I’s of mobile social media (p. 135): Success factors of mobile social media marekting INDIVIDUALIZE your activities to take INVOLVE the user account of user through engaging preferences and conversations interests 4 I’s of mobile social media INTEGRATE your INITIATE the creation activities into your of user-generated users life to avoid content being a nuisanceKaplan 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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