Mobile Marketing

MOBIL MARKETING

Monika Březinová and Michael Rost
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Monika Březinová: University of South Bohemia in České Budějovice
Michael Rost: University of South Bohemia in České Budějovice

Acta Universitatis Bohemiae Meridionalis, 2009, vol. 12, issue 1, 55-62

Abstract: This article deals with one of the modern trends in marketing communication, which is mobile marketing. Towards the end of 2008, several projects which use mobile phones for target marketing communication were launched. Commercial SMS's are sent on the base of agreement or registration of the consumers on special websites, for example hellomobil.cz. The benefit for the consumers is the bonus which can have more forms - not only sending money to the account, free SMS's/MMS's and minutes but also the monthly tariff reduction from the operator. The advantage for the submitter of this kind of advertisements is target segmentation and measurability.From the research done at the EF JU in České Budějovice in 2008 it is clear that 45,9% informants would welcome this way of communication. This result is also backed up by the researches carried out by Omnicom Media Group and Mediaresearch companies. According to the results of the research done by Omnicom Media Group 55,5% informants would prefer commercial messages to their mobile phones (OMD Snapshots 2007). According to the results of the research done by Mediaresearch it is 42% when receiving advertisements in general. If the consumers had the possibility to influence the subject of advertisements it would be 66%.

Keywords: mobile marketing; target segment; segmentation; measurability (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:boh:actaub:v:12:y:2009:i:1:p:55-62

DOI: 10.32725/acta.2009.007

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