Mobile Marketing

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Supervising instructor: Richard Lutz|
Thesis |
Mobile Marketing|
|
Ksenia Mitselmakher|
4/21/2010|

The Implications of the Development in Information Technology on Marketing Communication Channels |

Thesis Outline
Topic: The Implications of the Development in Information Technology on Marketing Communication Channels

Subtopic: Mobile Marketing

I. Introduction

II. Body

A. Digital Industry Overview: Mobile marketing

1. Sneak peak into the future of Mobile Marketing

2. Brief History Overview

B. Mobile Technology

1.   Smartphone’s Capabilities : pros and cons

C.    Mobile Marketing Strategies

- Brief overview

1. Text-message Marketing

2. In-game Mobile Marketing

3. Mobile Applications as a Marketing tool

a. Overview
b. Cost of Development
c. Major Players in the industry

D. Location-Based Advertising Offerings (Emergence of “Hyperlocal” Marketing)

1.     Overview
2.     LBA Platforms

E.      Future of Location-Based Advertising

 
I. Introduction
 
In the modern world, more and more companies are turning to new digital media technologies in order to enhance their marketing communication channels, improve efficiency, and appeal to more technologically-savvy younger audiences. In order to stay ahead of the competition, some of the largest corporations are investing heavily in the development of e-commerce, social media marketing, and mobile advertising. What once seemed like an unachievable dream of any marketing professional becomes a reality in a modern world. The technology is developing rapidly every day, opening new unimaginable opportunities. It allows a company to place their marketing communication messages more effectively to reach desirable audiences, eliminate all unwanted “noise” in the communication process, cut costs, and more importantly, engage its audience in a mutually-beneficial “dialog.”  

In order to understand the roots of modern digital marketing technology, I will trace the development of marketing channels throughout history. Current digital marketing technology as we know it today did not emerge overnight. The ground-breaking revolution started when the internet (http protocol) was created, and rapidly evolved first into information-based Web.1 development and later interactive Web 2.0 as we know it today. Mobile technology was developing alongside until the early 2000s, when the technologies merged. They created one of the most powerful marketing tools in the human history – Mobile Marketing.  

Mobile Marketing, as we know it today, is in an early stage of development. We are at a point in our history where we can only get a slight glimpse of what our future is going to look like. Despite groundbreaking developments in mobile technology over the past few years, the mobile device is still in the introduction phase of the product lifecycle in most of the countries around the world. If it takes a few years for the general population to adopt the mobile phone as a major communication device, it can be expected to take even longer for an average person to start perceiving it as an advertising channel. It is important to point out how the age differences influence the acceptance and adoption of mobile advertising messages. Finally, the mobile device as we know it today has a major impact on the quality and quantity of messages that can be communicated and accepted in return.  

Nevertheless, it does not matter how quickly the general population adopts the mobile marketing or how quickly the technology will become everyday reality. What matters is that in order to stay ahead of the competition, companies have to pay close attention to the new developments in this emerging marketing channel. For companies that target younger audience, mobile marketing has already become a norm. No major marketing or advertising strategy is planned without the integration...
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