Mobilni marketing temeljen na lokacijskim uslugama

master's thesis

• Title (english): Location based mobile marketing
• Author: Filip Šturman
• Mentor: Vatroslav Škare (mentor)
• Committee member: Đurđana Ozretić Došen (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

U radu se iznose teorijska saznanja iz područja mobilnog marketinga, s fokusom na aktivnosti koje uključuju lokacijske usluge u izradi ponuda proizvoda i usluga na tržištu te u komunikaciji istih. Marketinške aktivnosti temeljene na lokaciji su brzorastući segment mobilnog marketinga kojem poduzeća sve češće pristupaju kako bi potrošačima kreirali i dostavili vremenski, prostorno i osobno relevantne ponude vrijednosti. Upravo perspektiva poduzeća u užem je fokusu rada pri čemu su izneseni primjeri najboljih praksi korištenja lokacijskih usluga u mobilnom marketingu, prednosti i nedostaci koje takve prakse nose te opširan teorijski pregled znanja, potkrijepljeno primarnim kvalitativnim istraživanjem uzorkom stručnjaka iz pet poduzeća na tržištu Republike Hrvatske. Saznanja koja proizlaze uključuju visoku razinu upoznatosti stručnjaka i poduzeća o ovom području, te informacije o početnom ili testnom provođenju aktivnosti mobilnog marketinga na temelju lokacije. Također, dobivena je potvrda o planovima daljnjeg razvoja korištenja geolokacijskih ponuda, unatoč visokim troškovima implementacije i nedostatne veličine tržišta koje bi opravdale ozbiljnije napore poput onih na zapadnim tržištima. Dodatno je prikazan i tehnološki aspekt koji objašnjava infrastrukturne potrebe za provođenje aktivnosti mobilnog marketinga na temelju lokacije. Rad također sažima i prezentira najvažniji pregled stručne i aktualne literature u pogledu važnosti mobilnog marketinga po pitanju potrošača, poduzeća i budućnosti poslovanja na duboko promijenjenim tržištima koje mobilne tehnološke inovacije donose.

Abstract (english)

This paper presents the theoretical knowledge in the field of mobile marketing, with a focus on activities that include location services in creating offers of products and services on the market, as well as communicating those offers. Marketing activities based on location services are the rapidly growing segment of mobile marketing in which companies are investing more resources in order to create personally, timely and geographically relevant value propositions for consumers. The focus of the paper is to present the company perspective when it comes to location based mobile marketing by showcasing its best practice examples, and discussing advantages and disadvantages of using location based mobile marketing activities. The theoretical background is supported by primary qualitative research conducted on the sample of experts from five companies operating on the Croatian market. The research insights are showing a high level of awareness of professionals and companies in the area of location based mobile marketing. Also, the research includes information on the state of location based mobile marketing activities in Croatia, whether they are being already implemented or in development. Furthermore, some future plans about location based mobile marketing activities were also included, although high costs and relatively small market inhibit more serious plans, such as the ones already present in Western economies. The technology viewpoint is displayed as well; by explaining what are the infrastructural requirements in order to implement location based mobile marketing activities. The paper also summarizes and presents the most important review of professional and current literature regarding the importance of mobile marketing in terms of consumers, businesses and the future of business in the markets deeply changed by innovations that mobile technology brings.

• Keywords: mobilni marketing; lokacijske usluge; geolokacija
• Keywords (english): mobile marketing; location-based services; geolocation
• Language: croatian
• URN:NBN: urn:nbn:hr:148:688086
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-09-27 14:58:55