Mobilification; mobile devices in current marketing trends


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Mobilification; mobile devices in current marketing trends

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Mobilification; mobile devices in current marketing trends

  1. 1. Created/Developed by Frank Jason Weber For MKTG 7545 – 001 Mobile Devices in Current Marketing Trends
  2. 2. • Adapting and Migrating current Internet Functions and Applications to Mobile Computing Devices( EG Smart Phones and Tablets) • Creating New Functionality for Mobile Devices • Examining Methods of Making These Applications and Sources of Information More User Friendly
  3. 3. • More Information Sources on the Internet Will be Accessed by Mobile Device this Year than by Desktop and Laptop Computers • 25% of all Online Sales will take place on Mobile Devices by 2017 • As usage increases, these percentages will rise
  4. 4. • Teenagers acceptance of direct marketing to cell phones • Theme Park management of crowding through mobile devices
  5. 5. • The subjects responded to targeted marketing in a positive manner • If the location was a factor, response increased • If frequency of communication was too great, the subjects became annoyed
  6. 6. • Utilizing web history and other available marketing sources to target messages should aid in the efficacy of these messages • Determining the recipient’s location could increase the response rates • Metering the volume of messages will decrease the annoyance factor.
  7. 7. • Companies could utilize their Customer Relations Management systems to target specific customers with offers targeted at particular customer groups • These marketing efforts should regulate frequency of messages to any particular customer in order to reduce the annoyance factor
  8. 8. • Visitors to theme parks were chosen to study the effectiveness of incentivizing them to visit less crowded areas and relieving the lines in crowded areas • Special offers succeeded in drawing some of the guests away from overcrowded areas and increased utilization of less crowded venues
  9. 9. • Any closed system could benefit from this research • Malls, Shopping Centers, Resorts, Cruise Ships are potential venues • Apps which are GPS aware could target consumers in crowded areas and lure them to other areas that are underutilized
  10. 10. • Hugh D. Smith, BBA, MSBA, MBA • Private business consultant for 25 Years • Specializes in network, database, and Internet applications • Infrastructure Architect
  11. 11. • Mobile Device applications and adaptations make up a significant part of the current requests from my clients • This trend has grown over the years since the smartphone and IPad class devices were introduced • New devices such as smart watches and google glasses can only increase this demand
  12. 12. • As people adopt to these new technologies, the challenge will be to continue to make more functions available to mobile devices. • The only current limitation seems to be the challenge to make the smaller format fully functional • Input and output formatting and entry is a major obstacle • I feel that better voice recognition may be one answer
  13. 13. • I have been working with computers since the personal computer was invented • Every guru has a guess as to the ultimate path of Mobile Computing • My experience is that no one really knows. This is a most dynamic field(fast changing) and requires constant training and adaptation to survive
  14. 14. • Mobile computing will pervade the marketing landscape for the foreseeable future. Every aspect of firm to customer contact will potentially be altered. The efficient time manager will no longer sit at home and surf the internet as their sole digital contact. Mobile devices will play a major role in shopping as well as consummating the sale. Marketing contact will be initiated via mobile devices and targeted marketing efforts. The game will be permanently altered, hopefully for the better.
  15. 15. • The mobile technology will cross all consumer segments and industries. Among those affected will be any segment that wants more efficiency and flexibility. This will include business to consumer, business to business and business to supplier. Every industry’s customers will require their suppliers to accommodate mobile devices.
  16. 16. • As time goes by and the technology becomes more secure, the trend toward mobile devices will become the standard. In order to remain viable, a firm will be forced to integrate mobile devices into every aspect of the business and marketing process. The impact will be as great as the personal computer was on mainframe computing.
  17. 17. • Sustaining competitive advantage is a dynamic process. At times it is unattainable. For a while in the near future it will depend on mobile computing as much as it depended on the internet and other past technologies. This will continue until the next trend that provides temporary competitive advantage comes along and displaces it.
  18. 18. • The gin is out of the bottle, mobile computing will continue to grow over the foreseeable future • Mobilification is a do or die mandate • No firm will remain viable without adapting to and accommodating this trend