Title Primjena mobilnog marketinga u razvoju odnosa s korisnicima Title (english) The applying of mobile marketing in the development of relationships with customers Author Ivica Matijević Mentor Ivan Kelić (mentor)Committee member Antun Biloš (predsjednik povjerenstva)Committee member Ivan Kelić (član povjerenstva)Committee member Davorin Turkalj (član povjerenstva)Granter Josip Juraj Strossmayer University of Osijek Defense date and country 2019-09-13, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Cilj ovog diplomskog rada je prikazati kako mobilni marketing svojim tehnikama i alatima
može utjecati na ponašanje i odluke potrošača. Također je na primjeru tvrtke Puma promatran
ovaj način marketinga te kako se on odrazio na poslovanje tvrtke. Mobilni marketing je skup
protokola koji omogućuju organizacijama da komuniciraju sa svojom ciljanom skupinom i
potaknu ju na sudjelovanje na interaktivan i za njih relevantan način putem bilo kojeg mobilnog
uređaja ili mreže. Mobilni marketing ima četiri dimenzije, a to su: sveprisutnost, bogatstvo,
dopuštenje te prilagodljivost korisniku. Danas postoje brojne tehnike i alati mobilnog
marketinga, a najpoznatije i najzastupljenije su: SMS i MMS, Mobilna zabava, Mobilno
unapređenje prodaje, Mobilno bankarstvo, Mobilna trgovina i LBS servisi. SMS se smatra
prvim pravim mobilnim oglašavanjem te začetnikom modernog oblika mobilnog marketinga.
Mobilno unapređenje prodaje predstavlja kratkotrajne poticaje te razne motivacije koje žele u
obliku kupona, besplatnih uzoraka, darova, popusta i rabata potaknuti potencijalne kupce na
kupovinu. Također jedan od najpoznatijih alata mobilnog marketinga su i LBS servisi koji se
temelje na lokaciji korisnika, pa zbog toga ovaj alat bilježi sve veću primjenu. Mobilna trgovina
omogućuje korisnica kupovinu sa bilo kojeg mjesta u bilo koje vrijeme što kupnju čini brzom i
jednostavnom. Mobilno bankarstvo se razvilo iz mobilne trgovine, a odnosi se na korištenje
pametnog mobilnog telefona ili nekog drugog prijenosnog uređaja spojenog na mrežu za
obavljanje poslova internetskog bankarstva izvan banke, odnosno na bilo kojoj lokaciji. Uz
alate i tehnike također su jako bitne i strategije mobilnog marketinga koje uveliko ovise o tome
kako će potrošači reagirati na određeni proizvod ili uslugu. Koju strategiju će koristiti ovisi o
samoj politici pojedinih tvrtki. Sve je veća priča i o odnosu tvrtke i potrošača tj. kako sam
potrošač može utjecati na stvaranje proizvoda ili usluge. Kao što je prethodno navedeno u radu
je prikazano i poslovanje mobilnog marketinga jedne od najvećih međunarodnih korporacija
Puma te koje su oni tehnike i načine poslovanja koristili kako bi privukli, ali i zadržali postojeće
potrošače. Na kraju je prikazano kako se to odrazilo financijski na njihovo poslovanje.
Abstract (english) The purpose of this graduate paper is to show how mobile marketing with it's tools and
techniques can influence on the behavior and decisions of consumers. Also, taking the company
Puma as an example, this type of marketing has been researched and how it has influenced it's
business. Mobile marketing is an aggregate of protocols which allow organizations to
communicate with their target group and to stimulate them to engage in an interactive and for
them relevant way via any mobile device or network. Mobile marketing has 4 dimensions and
those are : ubiquity, richness, allowness and adaptability according to users. Today there are
many tools of mobile marketing and the most known and the most present are: SMS and MMS,
mobile entertainment, mobile advancement of sales, mobile banking, mobile commerce and
LBS services. SMS is regarded as the first real mobile advertising and the pioneer of the modern
shape of mobile marketing. Mobile advancement of sales represents short-term stimulations
and all kinds of different motivations like coupons, gifts, discounts and rebates that seek to
stimulate potential customers to make a purchase. Also one of the most known tools of mobile
marketing are LBS services which are based on the location of the user and that's why this tool
is used more often. Mobile commerce allows users to make a purchase from any place in any
time which makes shopping faster and simpler. Mobile banking has developed from mobile
commerce and it represents using a smartphone or some other form of portable device
connected to a network for doing internet banking tasks outside the bank. With those tools and
techniques also important are strategies of mobile marketing which greatly depend on the way
that consumers are going to react to a product or service. Which strategy to ise depends on the
politics of individual companies. There's more and more talk about the relationship of
companies and consumers, in other words, how can a customer alone influence the making of
products and services. As previously stated, in this paper will also be shown the management
of mobile marketing of one of the biggest international corporations Puma, and which
techniques and tools they have used to attract and keep existing consumers. In the end it's shown
how it has affected their financial management.
Keywords
mobilni marketing
potrošači
alati mobilnog marketinga
strategije mobilnog marketinga
Keywords (english)
Mobile marketing
Customers
Mobile market tools
strategies of mobile marketing
Language croatian URN:NBN urn:nbn:hr:145:786040 Study programme Title: Business economy; specializations in: Business Informatics Type of resource Text File origin Born digital Access conditions Access restricted to students and staff of home institution Terms of use Created on 2020-01-24 12:59:42
