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master's thesis
Mobilna promocija temeljena na lokaciji korisnika
2016. urn:nbn:hr:145:253898
Kovačić, Marija
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Kovačić, M. (2016). Mobilna promocija temeljena na lokaciji korisnika (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:253898

Kovačić, Marija. "Mobilna promocija temeljena na lokaciji korisnika." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:253898

Kovačić, Marija. "Mobilna promocija temeljena na lokaciji korisnika." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:253898

Kovačić, M. (2016). 'Mobilna promocija temeljena na lokaciji korisnika', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 20 October 2024, https://urn.nsk.hr/urn:nbn:hr:145:253898

Kovačić M. Mobilna promocija temeljena na lokaciji korisnika [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2016 [cited 2024 October 20] Available at: https://urn.nsk.hr/urn:nbn:hr:145:253898

M. Kovačić, "Mobilna promocija temeljena na lokaciji korisnika", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:145:253898

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Metadata
TitleMobilna promocija temeljena na lokaciji korisnika
Title (english)MOBILE ADVERTISING BASED ON USER LOCATION
AuthorMarija Kovačić
MentorDrago Ružić (mentor)
Committee memberDrago Ružić (predsjednik povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2016-09-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
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.
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.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:253898
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2016-11-15 12:22:54