THE POTENTIAL OF MOBILE APPLICATIONSIN ORGANIZATION AND PROMOTION

Goran Pajnic (), Davor Bosnjakovic () and Ivan Kelic ()
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Goran Pajnic: Chief Executive Officer at Belje Inc., Republic of Croatia
Davor Bosnjakovic: Chief Executive Officer at Vupik Inc., Republic of Croatia
Ivan Kelic: Faculty of Economics in Osijek, Josip Juraj Strossmayer University of Osijek, Republic of Croatia

Interdisciplinary Management Research, 2014, vol. 10, 296-303

Abstract: With the advent of mobile marketing and wide acceptance of the technology among end users through smartphone devices, the conditions are ripe for developing new promotional channels. According to some estimates, smartphone sales have exceeded one billion units, with no signs of slowing down. Through mobile applications, these devices allow for two-way communication between business entities and consumers. Initially, mobile applications were intended mostly for entertainment and were simple applications for personal use. Over time, they have evolved into sophisticated business-world functions, thus becoming an unavoidable trend in marketing activities. It is estimated there are 800,000 mobile applications on the market, with an incredible range of content. This paper aims to define the potential of mobile applications in modern marketing activities. To that end, a survey will be carried out with a sample of tourist board marketing managers. The results of the survey will indicate the extent to which mobile applications are used and considered important in modern business practice.

Keywords: mobile marketing; Web 2.0; smartphone; e-business (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2014
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