master's thesis
MOBILE ADVERTISING BASED ON USER LOCATION

Marija Kovačić (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleMobilna promocija temeljena na lokaciji korisnika
AuthorMarija Kovačić
Mentor(s)Drago Ružić (thesis advisor)
Abstract
Mobilni marketing zauzima sve veći dio tržišta zbog toga što je taj način komunikacije zanimljiv, inovativan te je omogućena izravna komunikacija i interakcija sa korisnikom. Ne postoji jedinstvena definicija ovog relativnog novog pojma u marketinškom okruženju te je većina pokušaja definiranja mobilnog marketinga bazirana na tehnologiji koja se koristi, a ne na primjeni iste. Dimnenzije mobilnog marketinga odnosno čimbenici koji utječu na uspješnost kampanje su dopuštenje, sveprisutnost, bogatstvo i prilagodljivost korisniku. Kako se razvijala mobilna tehnologija tako su se razvijali i alati mobilnog marketinga među kojima su mobilno oglašavanje, mobilna zabava, lbs servisi, mobilno bankarstvo i mobilna trgovina. Promocija putem mobilnih uređaja je jeftin marketinški kanal jer vrlo brzo i uz malo troškova možemo komunicirati sa tisućama klijenata. Marketing temeljen na lokaciji koristi razne vrste oglasa prilikom slanja informacija svojoj ciljanoj skupini. Geo ciljani oglasi se odnose na praksu pružanja različitih sadržaja korisnicima na temelju njihovog geografskog položaja. Umjesto oglašavanja na slijepo, tvrtke mogu povećati svoju prodaju ciljajući lokacije na kojima je taj proizvod najtraženiji. Geo fecing radi na principu „podizanja“ jednostavne geo ograde na području koje okružuje fizičku lokaciju. Kada korisnik dođe, aktivira se upozorenje i veća je vjerojatnost da će se zaustaviti i ući u trgovinu.
Keywordsmobile marketing tools of mobile marketing location based marketing geo targeting ads geo fencing
Parallel title (English)MOBILE ADVERTISING BASED ON USER LOCATION
Committee MembersDrago Ružić (committee chairperson)
Zdravko Tolušić (committee member)
Antun Biloš (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-20
Parallel abstract (English)
Mobile marketing is gaining its market share as a result of its interesting way of communication, it is relatively new and it allows direct communication and interaction with user. There is no unique definition of this new term in the marketing environment and most attempts of defining mobile marketing are based on technology that is being used but not its actual usage. Factors that make campaign succesfull are allowance of user, omnipresence, diversity and personalization for each user. Development of mobile marketing was accompanied by tools of mobile marketing such as mobile advertising, mobile entertainment, IBS services, mobile banking and mobile store. Promotion through mobile devices is inexpensive marketing channel and it allows quick and low cost communication with thousands of clients. Location based marketing uses all sort of adverts while sending information to specific group. Geo targeting ads give specific content and information to users depending on their location. Instead of advertising without keywords, companies can target location where their product is most wanted and increase their selling. Geo fencing is based on building boundaries around area that surrounds physical location. When user enters, it activates alarms and it is more likely that user will stop by and enter the store.
Parallel keywords (Croatian)mobilni marketing alati mobilnog marketinga marketing temeljen na lokaciji geo ciljani oglas geo fencing
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:253898
CommitterGordana Kradijan