...communes to the world by broadcasting and receiving tone of voice all the way through cell towers setup throughout gigantic areas. (Uses of Cell Phones, 2011) Cell phones in these contemporary world have become more and more popular and also one of the most desirable things for humans beings to have always in possession on the grounds that it has the capability to keeps in touch with family and friends from far of places, these days due to the development of advanced technologies cell phones are not accomplished only for receiving and talking phone calls, but can also stores important data, takings cameras, stores songs amongst other uses. Moreover, the moderns cell phones are capable of internets access, savings data and files and also it can be used to indulge into business and marketing. (Uses of Cell Phones, 2011) Mobile marketing has basically two definitions due to its evolution from the past. The first one which is relatively a recent one, is meant to describe marketing on or with a mobile device, such as a mobile phone whereas the second describes a more conventional marketing which is marketing in moving fashion, for example, technology road shows, moving billboards, or advertising on vehicles. (Mobile Marketing, 2009) Even if there are various definitions for the concept of mobile marketing, there are actually no commonly accepted definitions for it and hence generally defined as "the use of the mobile medium as a means of marketing communication"...
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...A REPORT ON MOBILE MARKETING Submitted by Aatish Khemka INTRODUCTION Mobile marketing is marketing on or with a mobile device, such as a cell phone. One definition comes from marketing professor Andreas Kaplan who defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device". Within this definition, Kaplan uses two variables, i.e. the degree of consumer knowledge and the trigger of communication, to differentiate between four types of mobile marketing applications: Strangers, Victims, Groupies, and Patrons. Mobile marketing can also be defined as “the use of the mobile medium as a means of marketing communication”, the “distribution of any kind of promotional or advertising messages to customer through wireless networks”. More specific definition is the following: “using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders". Mobile marketing is commonly known as wireless marketing, although viewing advertising on a computer connected to a home local area network is not considered to be mobile marketing. Mobile Marketing involves communicating with the consumer via cellular (or mobile) device, either to send a simple marketing message, to introduce them to...
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...Managing Digital Enterprises Mobile Phone Online Marketing – Current Retail Environment, E-Value chain Analysis & Improvement Areas Jinu Joseph (B00573500) Master of Business Administration - FT Ulster Business School, University of Ulster Submitted on 22-Oct-2010 Contents 1. INTRODUCTION 3 2. MOBILE PHONE SALES INDUSTRY 4 2.1 CURRENT SCENARIO 5 3. RETAIL SALES ENVIRONMENT – OFFLINE AND ONLINE 5 4. VALUE CHAIN ANALYSIS 6 5. VALUE CREATION IN ONLINE MARKETING OF MOBILE PHONES 7 5.1 ADVANTAGES OF ONLINE MARKETING OF MOBILE PHONES 8 6. THREE SIGNIFICANT IMPROVEMENTS – ONLINE MARKETING MODEL 9 6.1 CUSTOMER SERVICE 9 6.2 TECHNOLOGY ENHANCEMENTS 9 6.3 PUBLIC RELATIONSHIPS 10 7. CONCLUSION 10 8. REFERENCES 10 TABLES AND FIGURES Figure 1:- Estimated Annual Retail Sales – World Telecommunication [] 5 Table 1:- E-value chain in Mobile Phone Industry 6 1. INTRODUCTION IT development has helped Organisations to market their products and services to World markets. This has promoted Production environment, Supply of the products to a more competitive world market. Organisation’s focus changed into more effective and value added customer service by understanding customer needs. Information technology tools like Internet, Mobile phones, Email and other kind of Visual Medias has helped to overcome the international boundaries to consider world as a ‘Local Market’ [3]. This paper analyse e-business methodology to show...
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...Businesses around the world are moving to network infrastructure solutions that allow greater choice in how they go to market-solutions with global reach. (Baltzan & Phillips, 2009, p. 239) For the Broadway café to move into the 21st century it should include latest technologies in marketing and make significant efforts to include mobile marketing strategies. Companies worldwide are going mobile to increase productivity, speed delivery to market, and reduce operating costs. (Baltzan & Phillips, 2009) To gain the competitive advantage, more and more retailers are turning to mobile application to enhance worker productivity, operational efficiencies, and anytime, anywhere customer service (Baltzan & Phillips, 2009, pages 248,249) The newest channel for direct marketing is mobile direct marketing. It is a communication channel that provides marketers and consumers with opportunities for much greater interaction and individualization. (Kondo, Shen & Shahriar, 2008) The Mobile phone is a highly used and reachable medium; this makes it a potential channel to reach to the prospective consumers. Today everyone owns smartphones to 4G handsets. Broadway café plans to introduce M coupons to its customers. Mobile coupons are digital coupons sent to a mobile device such as a mobile phone, smart phone, or personal digital assistant. They can carry messages including text, pictures, audio, and, more recently, even videos. The consumer receives the coupon on the mobile device and stores...
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...The marketing plan of Nokia Table of contents Executive summary…………………………………………………………………..2 Introduction……………………………………………………...…………………….2 The marketing objectives of Nokia……………………...........……………………3 The target market strategy of Nokia…………..........……..………..…………….3 The competitive strategy of Nokia………………………………………...........….5 The marketing mix of Nokia...………………………………………………...……..7 Conclusions…………………………………………………………………………..12 References……………………………………………………………………………13 Executive summary Mobile phone, which is defined as a high technology electronic product, is popular all over the world. China must be one of the biggest markets for those mobile phone manufacturers. As a leader in mobile telecommunications market, Nokia has its scientific business strategy that leads to success, and pays a great attention to the market of China. Based on the Chinese mobile phone market, this paper analyzes Nokia’s business strategy to show reason of Nokia’s success. The business strategy includes the strategic intent, the competitive strategy and marketing mix. The strategic concept of Nokia is to take the demand-side strategy. Nokia subdivides the whole market into several objective markets according to the researches about the partialities of different individuals. And then different types of mobile phones are put into the market aimed at attracting different consumer groups. The competitive strategy of Nokia is to improve...
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...Mobile Marketing: Current Issues and Future Trends Course Title and Year: BA Marketing, Year 4 Subject: Online Marketing Skills CA/Project Title: “Mobile Marketing - Current Issues and Future Trends” Supervising Lecturers: Ms. Amanda Freeman Submission Date: 22/02/2013 Student Name: Laura Flanagan Student Number: 20040930 Table of Contents 1.1 Introduction 4 1.2 Defining Mobile Marketing 4 2.1 Types of Mobile Marketing Communications 4 3.1 Brief Overview of the Mobile Marketing Industry 9 3.2 Mobile Marketing Implications for Marketers 10 4.2 Future Trends 13 Conclusion 13 Appendix 14 References 15 “Mobile Marketing – Current Issues and Future Trends” 1.1 Introduction This report intends to explicate the fundamental nature of mobile marketing communications and elucidate its significance for today’s marketers. Furthermore, the report will also focus on what key trends mobile marketing is likely to face in the future. 1.2 Defining Mobile Marketing Firstly, mobile marketing is pertinent to all of the “activities undertaken to communicate with customers through the use of mobile devices” such as the dissemination of promotional offers and information on product and services, (De Pelsmacker, Geuens and Van den Bergh, 2007). Hence, mobile marketing employs mobile devices as the primary communication platform for promoting products and/or services to customers...
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...Liberal Arts Bangladesh Assignment on Social Media Marketing Course Code: MBA - 502 Course Title: Marketing Management Prepared by: Group - 05 Name of the Group Members’: Ferdowsi Ara ID: 122-051-062 Ayesha Akter ID: 121-051-025 Shagufta Momriz ID: 123-051-024 Kaosar Mahmud ID: 123-051-013 Jannaten Nigar Nayela ID: 122-051-057 18 November 2013 Table of Content Content | Page # | Introduction | 01 | Digital Marketing | 01 | Advantages and Disadvantages of Digital Marketing | 01 | Mobile Marketing – a type of digital marketing | 02 | Advantages and Disadvantages of Mobile Marketing | 02 | Digital Marketing vs. Mobile Marketing | 03 | Choosing Best Option – Digital or Mobile Marketing | 03 | Digital and Mobile Marketing in Bangladesh | 03 | Future Prospects of Digital and Mobile Marketing | 04 | Conclusion | 05 | References | 06 | Introduction Now-a-days marketing practices have been shifted from traditional media to digital media due to the remarkable rise in the field of social media. Present and prospective customers are now smarter than past, they are now become more aware, communicate and respond faster and their choices are now become more personalized. One of the major shortcomings of the traditional form of marketing is that, the marketers wouldn’t be able to know how many people saw or heard about their products or services. But with the blessings of digital media marketing they are now able to know the exact statistics...
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...Marketing Plan for Nokia Mobile Phone. [pic] Introduction: Nokia’s Code of Conduct defines the company’s overall principles and commitment towards legal compliance, ethical conduct, human rights, anti-corruption work and environmental protection. These high expectations extend to Nokia partners, subcontractors and suppliers, whom we encourage to strive beyond merely fulfilling legal compliance. This Policy provides further clarification to the principles of the Code of Conduct and Nokia Human Rights Approach regarding illegal trade of natural resources. This policy has been approved by Nokia Corporate Responsibility Steering Group, chaired by Nokia’s Executive Vice President of Corporate Relations and Responsibility. We are concerned about the link between the illegal extraction and trade of natural resources, and associated human rights violations, conflict and environmental degradation. Currently these issues are acute in the Eastern provinces of Democratic Republic of Congo (DRC) in the extraction and trade of ores of tantalum, tin, tungsten and gold, which flow to world markets through the DRC and adjoining countries. Once refined, these metals are commonly used within electronic products and by many other industries. Nokia does not procure metals directly and only a fraction of the world’s minerals produce originates from the DRC, but we are taking action to increase transparency, ensure responsible procurement by our suppliers and sub-suppliers, and drive positive...
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...essay on "Mobile Marketing" from Anti Essays, your source for free research papers, essays, and term paper examples. Mobile Marketing Introduction The mobile market has revolutionized the way we go about our daily business. From checking our email, doing our banking, getting involved in social media and even operating our automobiles, mobile devices are essentially becoming the world's remote control. But what about businesses, and their use of these mobile devices? Companies from all over the world are coming together to create mobile tools which increase business utility and increase overall business value. This report covers a few of those utilities and the businesses that have made excellent use of mobile devices to generate value. America's Obsession Did you ever wonder if you could get good deals when eating out on a Friday night or how about when passing by a store? Well mobile coupons make this thought a reality. Huge brands like Jack Astors, Sears and Leon's are beginning to take advantage of mobile marketing by offering you discounts on the go (Perez, 2010). When you sign up with one of these business' newsletter you will most likely be given the option to subscribe to their mobile advertising service supported by a company called Yowza (Perez, 2010). When you subscribe to this service you are gaining a sense of participation and affiliation with the businesses you love most. Along with this you are essentially linked into a vast mobile network that...
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...21st Century Mobile Marketing Global Insights into the Worldʼs Most Advanced Mobile Society: Japan Christopher Billich, Infinita Inc. April 11, 2008 According to industry data released by Japanʼs largest advertising agency Dentsu in late February, mobile advertising expenditures in the Japanese market in 2007 increased by almost 60% compared to the previous year, reaching ¥62.1 billion (ca. USD 621 million). This result tops even Dentsuʼs own optimistic prognosis, published 12 months earlier, by 12%. An impressive performance in an advertising market close to saturation - total advertising expenditures in Japan only grew by 1.1% from 2006 to 2007, and by 1.7% between 2005 and 2006. campaigns and actually sign up for promotions or make purchases as a result. Close to another third click on ads, but do not participate in promotional offers. Thus, there is no question that mobile advertising will continue to gain in significance in Japan - a market where more than 4 in 5 of a total 100 million mobile subscribers use mobile data services. 1,500 1,125 750 375 0 2000 2002 2004 2006 2008 2010 Mobile advertising up 60% in 2007 For the first time ever, online advertising expenditures (¥ 443.6 billion, ca. USD 4.4 billion) exceeded combined radio and magazine advertising expenditures, which each were down around 4% on a YoY basis. Newspaper advertising suffered even more heavily at -5%, and TV advertising expenditures are down for the third year in a row. While the importance of...
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...today's simplest and cost-effective way to reach a global mobile audience. Thousands of organizations are using messaging already to communicate with customers and employees. SMS was built into the European Global System for Mobile (GSM) standard as an insignificant, additional capability. Yet in many countries SMS was perceived as cheap, and it offered one-to-one, or one-to-many, text communications that could be read at leisure, or more often, immediately. SMS was avidly taken up by young people, forming new cultures of media use.(Goggin & Spurgeon, 2005). Text messaging is instantaneous, inexpensive and personal, and enables numerous applications. In the face of turbulent economic conditions and significant cost pressures, U.S. financial institutions, like their counterparts around the world, are focusing on improving the profitability of their customer relationships, lowering channel costs and enabling more self-service electronic banking. In recent years, the rise of mobile banking has opened a new path for financial institutions to lower the cost to serve their customers, improve their competitive position and increase customer acquisition and loyalty. At the same time, mobile banking establishes a foundation for delivering future products and services that can be monetized, such as mobile payments and remittances. Despite this new ROI opportunity, most institutions have primarily utilized this new channel to drive mobile banking adoption among current online banking customers...
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...and CEO effective January 1, 2010. Some of the key highlights of Bank of America are: As of 2010, it is the second largest bank holding company behind JP Morgan Chase in United States by assets which stood over US$ 2 trillion As of 2010, the company is the fifth largest company in United States by revenue which is over 111.4 billion2 The company was also the 3rd largest non-oil company in the US after Wal-Mart and General Electric In 2010, Forbes listed Bank of America as the third largest company in the world 3 The bank has over 5500 branches along with approximately 16300 ATMs and an online banking with 30 million active users 4 The major competitors of Bank of America are JP Morgan Chase, Citi Group and Wells Fargo Bank. 1 http://www.forbes.com/companies/bank-of-america/ 2010 Bank of America Annual Report 3 http://www.forbes.com/companies/bank-of-america/ 4 http://investor.bankofamerica.com/phoenix.zhtml?c=71595&p=irol -homeprofile#fbid=W6HlSIbzfcd 2 4 Bank of America: Mobile Banking Case Report Financial Snapshot 5 Company History The company was founded originally as Bank of Italy in 1904 by Amadeo Giannini in San Francisco. Amadeo established the bank to serve the banking needs of many immigrants at that time who were ignored by the existing American Banks. The banks reputation increased when Amadeo Giannini was able to save all the deposits during...
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...The impact of mobile marketing to make the customers loyal - a case study of KFC 1.0 Introduction: Mobile marketing has moved the customer to involve and loyal to the organization to create the next level of business opportunities. The consumers are likely to be carrying their mobile devices with them in a standby state, they are more likely to receive and absorb the message on the spot. According to (), advertisements for restaurants and food boast the highest response rates of all SMS advertising. On average, 16 % of those receiving an advert for a restaurant are likely to respond, while 13 % of those receiving an offer for food – such as a grocery coupon – will show interest. According to Nic Covey, Nielsen Mobile’s Director of Insights, Nielsen finds that 13 % of mobile users both recall and respond to mobile ads. In terms of methods of response: 25 % of mobile ad respondents sent an SMS message 13 % sent an MMS (picture SMS) 11 % sent an email 9 % visited a Web or mobile site 7 % responded to click-to-call According to MediaPost.com notes that: “Encouragingly, among those who did not recall or respond to mobile ads, only 10 % cited privacy concerns as their reason for not responding. Just 2 % said their data connection was too slow.” Recent study shows that over 50% of the chain restaurants have website optimized for mobile device. This study will assess the effectiveness of the mobile marketing over customer loyalty to the organization. The customer organization...
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...Mobile marketing and advertising[edit source | editbeta] Main article: Mobile marketing In the context of mobile commerce, mobile marketing refers to marketing sent to mobile devices. Companies have reported that they see better response from mobile marketing campaigns than from traditional campaigns. The primary reason for this is the instant nature of customer decision-making that mobile apps and websites enable. The consumer can receive a marketing message or discount coupon and, within a few seconds, make a decision to buy and go on to complete the sale - without disrupting their current real-world activity. For example, a busy mom tending to her houshold chores with a baby in her arm could receive a marketing message on her mobile about baby products from a local store. She can and within a few clicks, place an order for her supplies without having to plan ahead for it. No more need to reach for her purse and hunt for credit cards, no need to log into her laptop and try to recall the web address of the store she visited last week, and surely no need to find a babysitter to cover for her while she runs to the local store. Research demonstrates that consumers of mobile and wireline markets represent two distinct groups who are driven by different values and behaviors, and who exhibit dissimilar psychographic and demographic profiles.[11] As a result, successful mobile commerce requires the development of marketing campaigns targeted to this particular market segment. Influence...
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...Mobile Marketing Background Mobile phones have revolutionized the world of communication over the last couple of decades. In India, mobile phones have been rapidly adopted, across pop-strata and income groups. Not only are mobile phones reducing information asymmetry in our day-to-day businesses, but are also the window to the world for those in remote locations and aspiring for an improved lifestyle. From a marketing and media point of view, mobile phones provide an incredible opportunity. In India, where all mass media put together can only reach under 75% of all individuals (the figure is even lower in Rural India), and television penetration is likely to be even lower, mobile can be the answer. The fact of the matter is that there are almost 200mn people with access to mobile phones but no access to television. Impact of Mobile on Marketing Mobile is changing and reshaping all our assumptions and approaches to marketing. In the past, the basic frame of reference in marketing was relatively simple - How many people be reached through our media plans. However, in a scenario where over 800mn people have access to mobile phones – a rework is needed in the existing frame of reference. The new question to be answered is - How can we leverage this personal medium to reach out to our consumers in a customized and relevant manner. Today, HUL connects with over 40mn consumers on mobile, in various ways, including Kan Khajura Tesan (Refer appendix on KKT). On KKT...
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