Mobile Marketing Case Study
Mobile-based marketing needs to be part of an integrated marketing communications (IMC) strategy, supported by ancillary systems, tactics and programs to attract, sell and serve targeted customers if it is to succeed. Of the many technology platforms that are catalysts of IMC growth, mobile-based marketing continues to accelerate well beyond all others, estimated being valued as a $23 industry by itself (Valentino-DeVries, Steel, 2010). Despite this rapid projected growth, mobile-based marketing has continued to face formidable obstacles to its growth. For the last decade there have been lawsuits regarding the use of cookies and other advanced tracking technologies including "Flash Cookies" that are used for recreating browsing sessions by consumers, even after they are deleted (Valentino-DeVries, Steel, 2010). There are the legal impediments to growth and the technological, including the ability to integrate disparate, often legacy systems together to create scalable, secure mobile marketing systems (Pelau, Zegreanu,…...
mlaBibliography
Business: Follow me; location-based services on mobile phones. (2010, Mar 06). The Economist, 394, 85.
Pelau, C., & Zegreanu, P. (2010). MOBILE MARKETING - THE MARKETING FOR THE NEXT GENERATION. Management & Marketing, 5(2), 101-116.
Valentino-DeVries, J., & Steel, E. (2010, Sep 20). 'Cookies' cause bitter backlash - spate of lawsuits shows user discomfort with latest innovations in online-tracking technology. Wall Street Journal.
Analysis of the data was done by within-case and cross-case analysis with regard to the mobile marketing applications. Within-case analysis allows researcher to analyze the interview data from hotels against the previous research or literature, boiling down a large amount of data into readily digestible and easily understood segments. Afterwards cross-case analysis is implemented to compare all cases to each other in order to find common patterns or themes, which also makes it easier to conclude the research. In general, case study methodology requires multiple sources of data. In the case of this study, the observation of mobile application, Internet website and mobile website of interviewed hotels was central to the research. Some hotels also provided the author with some artifacts that are also considered as sources of data (such as a flier and chocolate bar which had Q code on them).
Conclusion
In this chapter, the author has mapped out…...
mlaReferences
Android market: google maps with navigation. (2011). Retrieved from https://market.android.com/details?id=com.google.android.apps.maps&hl=en .
How top performers measure return on investment for mobile marketing. (2011, March). Gleansight Deep Drive, 1-3.
The future of social media for hotel marketing, travel and tourism 85. (2012). Retrieved from http://irclay.hubpages.com/hub/the-Future-of-Social-Media-for-Hotel-Marketing-Travel-and-Tourism .
Milano, R., Baggio, R., & Piattelli, R. (2011). The effects of online social media on tourism websites. In International Conference on Information Technology and Travel & Tourism (pp. 1-12). Retrieved from www.iby.it/turismo/papers/baggio_socialmedia.pdf.
Mobile Marketing
The Utility of Mobile Marketing in the Hospitality Industry:
An Evidence ased Approach
What is Marketing?
Categories of Demand
Hospitality Marketing
Mobile Marketing
Case Study Questions and Data Collection
Issues in Application of Mobile Marketing
Mark Twain once quipped that, "Many a small thing has been made large by the right kind of advertising. The truth of this maxim is as true in today's marketing reality as ever. Marketing can be understood primarily as a business philosophy that puts the customer first. From this perspective, the primary goal of hospitality businesses should be to create and retain satisfied customers. This concept proposes that satisfying customers' needs and wants should be at the center of an organization's decision-making process. Professional marketers believe that this customer focus is the responsibility of everybody in the organization. Adopting this philosophy requires a total management commitment to the customer, and companies that pursue this approach can be described as having a customer…...
mlaBibliography
Brown, B. And Chalmers, M. 2003. Tourism and mobile technology. Proceedings of the Eighth European Conference on Computer Supported Cooperative Work: Helsinki, Finland.
Gleanster. 2011. Mobile Marketing. Gleanster, LLC. Open Resource Library. Accessed 21 Jan 2012. URL:
The proposed Virgin Mobile SmartPhone would be priced at the same level as the Palm Centro with additional features including support for Web browsing and support of web-based applications.
Rationale
The high end of the SmartPhone market provides ample margin opportunities for Virgin Mobile to launch a new model into the mid-range of the market.
Palm Centro is defining the low-end of the market with a de-featured SmartPhone that leaves mobile professionals' needs unmet including realtors.
Lack of product and service offering specifically tailored to the unmet needs of the real estate professional is also a significant market opportunity Virgin Mobile can address with the proposed SmartPhone.
Today there is no pay-as-you-go SmartPhone in the market, and given the fact that many realtors are independent contractors, this is appealing it that there are no contract commitments with Virgin Mobile and no expensive contracts. The Virgin Mobile competitive advantage is the ability to simplify the…...
Marketing
Consider the broad changes occurring in marketing today and identify themes that you believe are emerging from these changes. The most fundamental change in marketing today is that it has become increasingly consumer-driven (Lake, 2011). The marketing and advertising ploys popular in the days of the "Mad Men" advertising agencies don't work well with the sophisticated consumers who are networked to each other, access information online with ease, and -- following round-after-round of corporate fraud and betrayal -- have reached the apex of suspicion with regard to corporate behavior (Lake, 2011). Furthermore, consumers want to be engaged with brands in a new way (Lake, 2011). Consumers are looking to have conversations with brands in which they feel respected as knowledgeable individuals who spend some effort to stay informed (Lake, 2011). Marketers and advertisers are finding that they must take a different tact with consumers by inviting participation in the brand…...
mlaReferences
DeVault, G. (2012). Market Research. About. com
Lake, L. (2011). Marketing. About.com
Suggett, P. (2012). Advertising. About. com
Many researchers have conducted studies on many aspects of m-commerce and the use of mobile technology by consumers. deuyter, Kleijnen, & Wetzels (2006) stated, "M-commerce has been heralded repeatedly as the new service frontier of the millennium. Present market reality, however, seems to be less optimistic, therefore, the current study explores the factors contributing to the adoption of mobile services in a context of wireless finance" (p. 206).
Organization of the Study
Chapter two will consist of the literature review of published works and research studies on the subject of mobile commerce. There are many points-of-view and definitions of m-commerce and this chapter will attempt to examine the data as it relates to what is also referred to wireless e-commerce.
Chapter three through chapter five will substantiate and provide the details of the research methodology utilized for collecting the data. The collected data will be used to answer the research questions.
The author…...
mlaReferences
Amin, H., Hamid, M., Lada, S. & Tanakinjal, G. (2006). Undergraduate attitudes and expectations for mobile banking [Electronic Version]. Journal of Internet Banking & Commerce, 11(3), 7-7.
Bhatti, T. (2007). Exploring factors influencing the adoption of mobile commerce [Electronic Version]. Journal of Internet Banking & Commerce, 12(3), 1-13.
Birch, D.G.W. (2007). Near-field is nearly here [Electronic Version]. Journal of Telecommunications Management, 1(1), 55-68.
Brown, L. (n.d.). Observational Field Research. Retrieved January 24, 2009 from, http://www.socialresearchmethods.net/tutorial/Brown/lauratp.htm
Octagon Sports Marketing Plan
Octagon Sports Marketing
Octagon Sports Company has been proud to be an industry leader in terms of events management, sports and entertainment marketing, and representation of athletes and personalities al over the world. It was founded in the year 1983 and after wards acquired as sports and entertainment event marketing arm of the Interpublic Group of Companies (IPG) in 1997 by the same company (IPG). Currently Octagon Company is able to employ more than 1000 professionals in the more than 60 offices across the globe.
Octagon Sports Marketing Company has been a pioneer in terms of full service sports and entertainment corporate consulting, bringing together various marketing disciplines and services in a single roof for the benefit of our clients. The in-house resources that our company offers are efficiency and convenience and this is apart from traditional and specialized services offered. In several occasion the company connects brands to…...
mlaReferences
Davis. The business of sports agents. University of Pennsylvania Press. Retrieved 14 July 2011.
Frank Craighili (2000) Despite costs, buying binge not over yet Retrieved March 15, 2014. http://www.sportsbusinessdaily.com/Journal/Issues/2000/05/20000529/No-Topic-Name/Despite-Costs-Buying-Binge-Not-Over-Yet.aspx
Los Angeles (CA) 2009) Entertainment PR/Marketing/Celebrity Consulting (First Call). Retrieved March 15, 2014 www.octagonfirstcall.com
McLean (2013) Athlete and Property Marketing. Retrieved March 15, 2014 www.octagon.com/AthletesPersonalities/13.
Mobile Loyalty ackground
The mobile telephone system is part of a global communication sector that has a number of distinct but interlinked elements. Whether one talks on a telephone, searches the net, emails, sends texts or downloads and participates in web-generated data sharing, one is using the mobile telephone network more and more, to the point where it and some of the competing companies appear to be reaching their service capacities. Or at least this seems to be the case when it comes to doing what these large providers should be best at: adding and keeping customers. Maintaining a loyal buyer base -- one that truly likes and advocates for the provider -- or at least happily retaining one beyond a small contract period is critical for any company that wants to be able to serve the global marketplace (Sharpley, 2009).
Underlying many of the customer service practices and promises is the…...
mlaBIBLIOGRAPHY & REFERENCES
BBC Mobile (2011, Aug. 31). Mobile Internet use nearing 50%. Viewable at http://www.bbc.co.uk/news/technology-14731757 .
Bomsel, O., Cave, M., Le Blanc, G. And Neumann, K-H. (2003). How mobile termination charges shape the dynamics of the telecom sector. The University of Warwick. Viewable at http://www.cerna.ensmp.fr/Documents/OB-GLB-F2M-FinalReport.pdf .
BuddeCom (2012). United Kingdom - Mobile Market Insights, Statistics and Forecasts. Viewable http://www.budde.com.au/Research/United-Kingdom-Mobile-Market-Insights-Statistics-and-Forecasts.html .
DigitalBuzz (2011). Infographic: Mobile statistics, stats & facts 2011. Viewable and downloadable at http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/ .
MAKETING POCEDUES FO VOLVO'S S60 MODEL
Market Analysis for the Volvo S60
Market Analysis for the Volvo S60
Company profile
Volvo, a Swedish-based car production company, stands out as the leading manufacturer of premium cars. The company produces luxury cars with the vision to provide to the world the most luxurious desired automobile. The company's mission entails providing the world's most exciting and safest cars for the modern families. By extension company seeks to increase shareholders values.
Strengths
Good heritage
Firm trust in their brands
Accredited environmentally friendly production process and use
High regard for safety
Quality Customizations
Good relations with the customer that achieves development of products related to customer preferences
Weaknesses
The company following a change of guard seems to have confusion with identifying itself in the market
The products under the company logo appear costly compared other products in the market
Limited market shares and penetration
Strict to their production standards and position this makes the company's product seem as rigid to the…...
mlaReferences
Grant, R.M. (2010). Contemporary Strategy Analysis, 7th Edition. New York: John Wiley and Sons.
Jan, T.S., & Hsiao, C.T. (2004). A Four-Role Model of the Automotive Industry Development in Developing Countries: A Case in Taiwan. The Journal of the Operational Research Society, 55(11), 110-118.
Trout. J. (2004). Trout on Strategy. New York: McGraw-Hill.
Marketing to the Bottom of the Pyramid
Ethical issues: 7
Social Issues: 7
Market Opportunity: 8
Value for underprivileged: 8
The underdeveloped countries are becoming major emerging markets with a huge potential based on the large populations. The large corporations operating in developed markets also expand in international markets. The multinational companies operating in under developed and developing countries also look for opportunities in the market through a different approach. The key question that needs to be answered is that these markets have different dynamics in terms on consumer preferences, geographical locations, and income at the disposal of a large number of inhabitants. The businesses including major multinational corporations also look for opportunities in establishing their reach and appeal to the locals that are under privileged and in some cases the bottom of the pyramid (BOP) market segment. These underprovided populations not only live under the poverty line but they also have a small income…...
mlaReferences:
Chikweche, T., & Fletcher, R. (2012). Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical considerations to practical realities. Journal of Consumer Marketing, 29(7), 507-520.
Kacou, E. (2010). Entrepreneurial Solutions for Prosperity in BoP Markets: Strategies for Business and Economic Transformation. USA: Pearson Prentice Hall.
Kahn, K.B. (2011). Product planning essentials. USA: ME Sharpe.
Rangan, V.K., Quelch, J.A., Herrero, G., & Barton, B. (Eds.). (2007).Business solutions for the global poor: Creating social and economic value. USA: John Wiley & Sons Inc.
The essence of any successful entrepreneurial strategy is in creating significant value for the customer (Drucker, 1985). Microsoft needs to shift towards a more open API-based product strategy that allows for more rapid innovation from hardware and services partners both. This direction alone will help Microsoft to compete more effectively over the long-term, by giving them the ability to compete for precious developer resources and times with partners and service providers.
Second, Microsoft needs to think more about their phone strategy from the standpoint of how they can create the smartphone of the future as a computing platform. One of the best strategies for accomplishing this is to concentrate on having their operating systems be more oriented towards creating a technology-agnostic platform for social media websites and applications. The advent of social media websites have given every customer a much greater level of communication and clarity, so much so that…...
mlaReferences
Apple, Investor Relations (2013). Investor Relations. Retrieved April 18, 2013 from Apple Investor Relations and Filings with the SEC Web site: http://www.apple.com/investor/
Andrus, R.R., & Reinmuth, J.E. (1979). Avoiding research myopia in marketing analysis. Business Horizons, 22(3), 55-55.
Ataman, M.B., Van Heerde, H.,J., & Mela, C.F. (2010). The long-term effect of marketing strategy on brand sales. JMR, Journal of Marketing Research, 47(5), 866.
Josh Bernoff, Charlene Li. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Marketing
Coined by marketing guru Jay Conrad Levinson, guerrilla marketing is marketing that is unconventional, nontraditional, not by-the-book, and extremely flexible. The nine major differing factors from conventional marketing provided in "360 Degree Internet Marketing - Think Outside the ox for Minimum Cost, Maximum Results," (2001), are:
Instead of investing money, you invest time, energy and imagination.
Instead of guesswork, you utilize our expertise and experience.
Instead of measuring your success in terms of traffic, responses or sales, you do so in terms of profits - your bottom-line.
Instead of ignoring customers once they've purchased, you follow-up for cross-sales, up-sales, and referral sales with great persistence.
Instead of only concentrating on making sales, you are dedicated to making relationships, which result in many more sales over the long-term.
Instead of focusing on a single strategy, you utilize a combination of many.
Instead of growing large and diversifying, you grow profitably and maintain focus.
Instead of aiming messages at large…...
mlaBibliography
360 Degree Internet Marketing - Think Outside the Box for Minimum Cost, Maximum Results," (2001), (Bulls Eye Marketing Group), Available: (Accessed 2003 March 1).http://www.bullseyemarketinggroup.com/guerrillamarketing.html
Arora, S. (2000), "Guerilla Launch Tactics," (eFuse), Available: (Accessed 2003 March 2).http://www.efuse.com/Grow/guerilla_marketing.html
Case Studies," (the Viral Factory), Available: (Accessed 2003 March 1).http://www.theviralfactory.com/casestudy.htm
Churchill, C. "Search Tip: Use Gateway Pages," (NetMechanic), Available: (Accessed 2003 March 2).http://www.netmechanic.com/news/vol2/search_no2.htm
The most relevant competitors at this stage are represented by the Microsoft Corporation, the SEGA Corporation and the Sony Corporation (Hoovers, 2010).
In terms of the second persona, the competition is less concentrated as the hi-tech consumers will often renounce brand loyalty and will look for products which serve their needs, even if these products are sold by small size companies. This status quo is due to two primary elements:
On the one hand, the technical consumers have higher expectations. They do not care for fashionability, but they expect high quality or even flexibility so that they can program over the initial application and personalize the game.
On the other hand, the status quo was propagated by the abundance of firms and even individuals who create applications and sell them within the virtual community. The advent of the internet then enhances competition within the industry by bringing games and gamers closer together.
Given…...
mlaReferences:
Farhoomand, a., 2009, Nintendo's disruptive strategy: implications for the video game industry, the Asia Case Research Center
Kotler, P., Keller, K.L., 2009, Marketing management, 13th edition, Pearson Education
2010, Nintendo Co. Ltd., Datamonitor, last accessed on November 26, 2010http://www.datamonitor.com/store/Product/nintendo_co_ltd?productid=AC85BB43-AE55-413B-A0AD-445DFE712CE3
2010, Nintendo Co. Ltd., Hoovers, last accessed on November 26, 2010http://www.hoovers.com/company/Nintendo_Co_Ltd/crxkki-1.html
e. English-Mandarin) or for multiple packs (i.e. 12 language packs). There is only one competing product on the iPhone App Store and it does not have these capabilities. The product is a complement to the existing line of iTravl translators and Lingvosoft applications for other high-end multi-function mobile devices.
Because the product has a high-end position, it should be priced accordingly. The current prices for Palm OS for example range anywhere between $79 for single language packs to $199 for multiple language packs. The iPhone applications should be priced within a similar range. The current competitor Mobile Glot has their basic dictionaries priced for free, which reflects the low quality of their product relative to Ectaco's products.
The placement for this product will be the iTunes App Store. This is the sole outlet for such applications specific to the iPhone. The target market searches the app store for these products and would…...
mlaWorks Cited:
Translation.net. (2010). Handheld devices and PDA software & utilities. Translation.net. Retrieved January 25, 2010 from http://www.translation.net/handheld.html
Middleton, C. (2009). Let technology do the talking: Testing mobile translators in Chinatown. The Telegraph. Retrieved January 25, 2010 from http://www.telegraph.co.uk/travel/travelaccessories/4370561/No-longer-lost-in-translation-Testing-mobile-language-devices-in-Chinatown.html
FedSpending.org. (2010). Contracts to Ectaco. FedSPending.org. Retrieved January 25, 2010 from http://www.fedspending.org/fpds/fpds.php?company_name=ectaco&sortp=r&detail=0&datype=T&reptype=r&database=fpds&fiscal_year=2005&submit=GO
White, J. (2008). Start your engines: Mobile application development. DevX.com. Retrieved January 25, 2010 from http://www.devx.com/SpecialReports/Article/37693
It also competes with some renowned brands in the United States and other major markets of the world. The it and consumer electronics industry has been showing a rapid growth for the last few years. Anticipating huge potential of growth in this industry, numerous new companies are entering the market. These new entrants are manufacturing same quality products for the same target customers. Therefore, they are also a big threat for the company for its new iPad keyboard and case combo (Kotler, 2008).
iii. Threat from the substitute products:
There are no direct substitutes for iPad keyboard and case combo. However, all those manufacturers that offer keyboard and protective covers or cases separately can be regarded as the alternative choice for this innovative product. For example, if a customer does not need Bluetooth keyboard, but wants to protect his iPad from damage and scratches; he will definitely go for buying protective…...
mlaReferences
Bearden, W.O., Ingram, T.N. & LaForge, R.W. (2007). Marketing: Principles and Perspectives, 5th Edition. Boston, Mass: McGraw-Hill
Brassington, F. & Pettitt, S. (2006). Principles of Marketing, 4th Edition. Harlow: Financial Times Prentice Hall
Groucutt, J., Leadley, P. & Forsyth, P. (2004). Marketing: Essential Principles, New Realities,1st Edition. Sterling: Kogan Page.
Jenny, M. & Scammon, D.L. (2010). Principle-Based Stakeholder Marketing: Insights from Private Triple-Bottom-Line Firms, Journal of Public Policy & Marketing, 29 (1): 12-26.
In modern times, almost everyone carries a powerful computer with them- their mobile phone. These phones are excellent for marketing purposes because they allow marketers to contact people through text, email, social media applications, and targeted advertising on web searches. This means there are many ways you can approach an essay on mobile phone marketing. We will provide ten possible titles and ten possible topics for such an essay.
Essay Titles
1. The impact of mobile marketing on consumer behavior
2. The effectiveness of mobile marketing strategies in reaching target audiences
3. The role of social media in mobile marketing
4. Mobile marketing trends and their implications for businesses
5. The importance of mobile-friendly websites and apps in mobile marketing
6. The ethical considerations of mobile marketing
7. The integration of mobile marketing with other digital marketing channels
8. The future of mobile marketing: challenges and opportunities
9. Case studies of successful mobile marketing campaigns
10. The measurement and evaluation of mobile marketing effectiveness.
11. The impact of location-based mobile marketing on....
## Essay Topics Pertaining to Mobile Marketing
1. The Rise of Mobile Marketing and Its Impact on Traditional Marketing Channels
2. Mobile Marketing Strategies: Effective Techniques for Reach and Engagement
3. The Role of Location-Based Marketing in Enhancing Customer Experiences
4. The Convergence of Mobile Marketing and Social Media: Leveraging Synergies for Success
5. The Impact of Augmented Reality and Virtual Reality on Mobile Marketing Campaigns
6. The Ethics and Privacy Implications of Mobile Marketing Data Collection
7. The Measurement and Analysis of Mobile Marketing Campaigns: Metrics and Best Practices
8. The Future of Mobile Marketing: Emerging Technologies and Trends
9. Mobile Marketing for E-Commerce: Driving Conversions and Boosting....
1. The Evolution of Mobile Marketing: From SMS to App-based Campaigns
2. The Power of Mobile Marketing: Reaching Customers Anytime, Anywhere
3. Mobile Marketing Strategies: How to Engage Consumers on the Go
4. The Impact of Mobile Marketing on Consumer Behavior
5. Mobile Marketing Trends: What to Expect in the Coming Years
6. Personalized Marketing through Mobile Devices: A Game Changer for Brands
7. Mobile Marketing Best Practices: Tips for Success in a Digital World
8. The Role of Mobile Apps in Modern Marketing Campaigns
9. Mobile Marketing Across Generations: Connecting with Millennials and Gen Z
10. Mobile Marketing Metrics and Analytics: Measuring Success in a Mobile-driven World
11. The....
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