scholarly journals Basics of Mobile Marketing Strategy

2016 ◽  
pp. 155-172 ◽  
Author(s):  
Wilson Ozuem ◽  
Bibi Nafiisah Mulloo
Keyword(s):  
Mobile Phone ◽  
Marketing Strategy ◽  
Rapid Growth ◽  
Empirical Studies ◽  
Mobile Marketing ◽  
Online Platforms

Recent years have witnessed a rapid growth in internet-enabled devices, including smartphones which have facilitated the performance of many tasks online. One of the major activities taking place on such online platforms is shopping. Indeed, smartphones are redefining the landscape of consumption from visiting conventional physical shops to consuming products and services in a digital arena. Despite a proliferation of both theoretical and empirical studies on smartphones marketplace, there is still a paucity of studies on how mobile phone devices enhance and facilitate consumption from physical marketplace to online marketspace. This chapter aims to contribute to extant studies on how smartphones impact on the consumption process.

scholarly journals Basics of Mobile Marketing Strategy

2018 ◽  
pp. 1-18
Author(s):  
Wilson Ozuem ◽  
Bibi Nafiisah Mulloo
Keyword(s):  
Mobile Phone ◽  
Marketing Strategy ◽  
Rapid Growth ◽  
Empirical Studies ◽  
Mobile Marketing ◽  
Online Platforms

Recent years have witnessed a rapid growth in internet-enabled devices, including smartphones which have facilitated the performance of many tasks online. One of the major activities taking place on such online platforms is shopping. Indeed, smartphones are redefining the landscape of consumption from visiting conventional physical shops to consuming products and services in a digital arena. Despite a proliferation of both theoretical and empirical studies on smartphones marketplace, there is still a paucity of studies on how mobile phone devices enhance and facilitate consumption from physical marketplace to online marketspace. This chapter aims to contribute to extant studies on how smartphones impact on the consumption process.

Manifested Consumption

2016 ◽  
pp. 356-373 ◽  
Author(s):  
Wilson Ozuem ◽  
Bibi Nafiisah Mulloo
Keyword(s):  
Mobile Phone ◽  
Rapid Growth ◽  
Empirical Studies ◽  
Online Platforms

Recent years have witnessed a rapid growth in internet-enabled devices including smartphones which have enabled many tasks to be performed online. One of the major activities taking place on these online platforms is shopping. Indeed, shopping has changed the landscape of consumption from visiting conventional physical shops to consuming products and services in a digital arena. Despite a proliferation of both theoretical and empirical studies on smartphones marketplace, there is still a paucity of studies on how mobile phone devices enhance and facilitate consumption from physical marketplace to online market marketspace. This chapter aims to contribute to extant studies on how smartphones impact on consumption process.

scholarly journals Marketing Strategy in Wine Tourism: Tradition Versus Innovation

2020 ◽  
Vol 4 (3) ◽  
pp. 6-12
Author(s):  
Alla Levitskaia ◽  
◽  
Nadejda Ianioglo ◽  
Svetlana Curaxina ◽  
◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Competitive Advantages ◽  
Global Trends ◽  
Wine Tourism ◽  
Republic Of Moldova ◽  
Initial Stage ◽  
Tourism Activity ◽  
The Republic

The tools and technologies of traditional marketing cannot ensure the effective functioning of companies in the field of tourism and services. In this regard, the use of digital marketing technologies becomes a prerequisite for successful tourism activity. The results of the study confirm that the use of the digital marketing strategy approach in Moldovan wineries is at an initial stage while global trends prove the effectiveness of their application in the development of competitive advantages of wine tourism. In this article the authors consider it important and relevant to develop potential in the Republic of Moldova through the implementation of a digital marketing strategy in wine tourism promotion activity. Key words: wine tourism, digital strategy, mobile marketing.

scholarly journals Exploring the Value and Process of Marketing Strategy: Review of literature

2014 ◽  
Vol 2 (2) ◽  
pp. 7-18
Author(s):  
Nashwan Mohammed Abdullah Saif ◽  
Wang Aimin
Keyword(s):  
Marketing Strategy ◽  
Organizational Performance ◽  
Meta Analysis ◽  
Empirical Studies ◽  
Marketing Capabilities ◽  
Review Of Literature ◽  
Scarce Resources ◽  
Effective Implementation ◽  
Relationship Of ◽  
Value Of Marketing

Marketing strategy represents a key element of success for organizations. Executing an effective marketing strategy is just as important as conceptualizing and creating it. Through marketing strategy implementation firms employ scarce resources through marketing capabilities in order to attain the set goals and targets. In order to illustrate the value of marketing strategy and the process of implementation a detailed literature review was performed. A total of (Number of Studies Depending On the References Count, After Employee Deletion) studies on the topic of marketing strategy have been examined. The meta-analysis uncovers two distinct but related features to marketing strategy content: marketing strategy decisions and marketing strategy decision implementation. The literature also suggests there is a relationship of marketing strategy, and marketing mix elements on organizational performance, and emphasizes a further need to perform conceptual and empirical studies. The originality and value of the review lies in the fact that marketing strategy has been analyzed both in terms of its outcomes and as a process that does not yield satisfactory results without effective implementation.

Brand Driven Mobile Marketing

E-Marketing ◽  
2012 ◽  
pp. 1252-1267
Author(s):  
Christopher Quente
Keyword(s):  
Mobile Phone ◽  
Building Block ◽  
Mobile Marketing ◽  
Case Scenario

On the basis of five theses it is illustrated how the mobile phone becomes the essential building block within commercial multi-channel concepts. One key issue being the telling of ‘brand stories’, told across various media or ‘stages’. If the stories being told are compelling enough one can convert brand supporters into brand addicts, who in the best case scenario wouldn’t want to miss a single performance of their favorite brand.

Mobile Marketing Management

E-Marketing ◽  
2012 ◽  
pp. 1002-1011
Author(s):  
Key Pousttchi ◽  
Dietmar G. Wiedemann
Keyword(s):  
Mobile Communication ◽  
Empirical Studies ◽  
Case Study Research ◽  
Mobile Marketing ◽  
Study Research ◽  
Communication Techniques ◽  
Type Selection ◽  
Implementation Techniques ◽  
New Form

Mobile marketing is a new form of marketing communication using mobile communication techniques to promote goods, services, and ideas. The marketing instrument provides anytime and anywhere interaction, location and situation dependency, targeted addressing of consumers, and inherent measurement of campaign effectiveness. Based on case study research and empirical studies this chapter examines marketing objectives, types and implementation techniques of mobile marketing. Moreover two instruments for mobile marketing are provided: The campaign type implementation toolbox supports the development of campaigns on a tactical level and the campaign type selection toolbox enables a purposive planning of mobile marketing campaigns on a strategic level.

Trust dan Perceived Usefulness dan Pengaruhnya Terhadap Preferensi Konsumen Dalam Menggunakan E-wallet

2020 ◽  
Vol 10 (2) ◽  
pp. 223-236
Author(s):  
Vania Katherine Hermawan ◽  
Eristia Lidia Paramita
Keyword(s):  
Marketing Strategy ◽  
Analysis Of Variance ◽  
Rapid Growth ◽  
Quantitative Research ◽  
Likert Scale ◽  
Perceived Usefulness ◽  
The Government

The bloom of banking and fintech companies in Indonesia is marked by the rapid growth of e-wallet users in recent years. The bloom is encouraged by the government by establishing the Gerakan Nasional Non Tunai program to promote cashless society among millennials who are already familiar with cashless lifestyle. There are many factors which attract people to use e-wallet, such as trust, usefulness, and promotion. This research aims to examine the effect of trust and perceived usefulness moderated by the promotion variable on consumers’ preference towards two e-wallet brands—OVO and GoPay. This quantitative research is conducted using Likert scale. The Analysis of Variance (ANOVA) method is used to examine whether each variable has different effect in shaping consumers’ preference. The samples used in this research are active users of OVO and GoPay who are currently living in Semarang. The ANOVA results show that trust, usefulness, and promotion does not have different effect in shaping consumers’ preference. However, they do attract consumers to use e-wallet. This research might be useful to help develop better quality of e-wallet service, security, and utility and build a perfect marketing strategy for banking and fintech companies.

Brand Driven Mobile Marketing

2010 ◽  
pp. 468-483
Author(s):  
Christopher Quente
Keyword(s):  
Mobile Phone ◽  
Conceptual Design ◽  
Building Block ◽  
Mass Medium ◽  
Mobile Marketing ◽  
Case Scenario

Despite the fact that the mobile phone is a perfectly suited advertising medium also for brand campaigns a creative perspective is not only desirable but also necessary. Because: Without creativity, the latest mass medium would be swiftly rendered desolate. In the creative conceptual design of brand campaigns it is important above all to carry out advertising not only on the mobile phone but with it. On the basis of five theses it is illustrated how the mobile phone becomes the essential building block within commercial multi-channel concepts. One key issue being the telling of ‘brand stories’, told across various media or ‘stages’. If the stories being told are compelling enough one can convert brand supporters into brand addicts, who in the best case scenario wouldn’t want to miss a single performance of their favorite brand.

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