Mobile Marketing Research Papers - Academia.edu (original) (raw)

Where there was once delineation between banking processes that a consumer could do from the both the mobile and branch account opening experience. With 70% of likely checking account applicants saying they would prefer to submit a digital application in 2015, it is clear that using digital functionality to improve the online, mobile and even the branch account opening process will eventually improve the on boarding and engagement process for new customers. Unfortunately, there is still the challenge of abandoned new account opening processes because of lengthy applications, unclear directions, the lack of mobile-first design and the perception that branches have the edge when it comes to protecting personal data getting advice. Surprisingly, most banks have not responded to this revolution in digital functionality. From hard-to-read screens comfort of their home or with the convenience of a smart phone and those that were done in a branch office, the use of digital functionality has finally become universal. No place is this more apparent than with the new account opening process, where features such as the camera phone OCR have improved to requiring signature cards and proof of identity at a branch, the process must improve. Even more surprising, while most banks offer online account opening, less than 20% offer a truly mobile new account opening process. The 57-page Digital Banking Report, Digital Account Opening, focuses on the digital account opening (DAO) experience for checking accounts, and the landscape of solutions and workflows that comprise the end-to end account opening process. We focus primarily on account

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- Scientific Workflows, Mobile Marketing, Digital Accountability

Background Patients with type 1 and type 2 diabetes often find it difficult to control their blood glucose level on a daily basis because of distance or physical incapacity. With the increase in Internet-enabled smartphone use, this problem can be resolved by adopting a mobile diabetes monitoring system. Most existing studies have focused on patients' usability perceptions, whereas little attention has been paid to physicians' intentions to adopt this technology. Objective The aim of the study was to evaluate the perceptions and user ...

- by alberto castañeda
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- Information Systems, Digital Media, Health Informatics, SEO
- by Deniz Akgül
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- Mobile Marketing, Mobile Apps Marketing
- by Tula Giannini
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- Sociology, Cultural Studies, Media Sociology, Sociology of Culture

Resumo: O presente artigo integra ciclo de análises acerca do estado da arte do marketing de relacionamento, buscando avaliar as tendências do consumo mediado por dispositivos digitais e o impacto destes em programas de marketing de relacionamento. Dando continuidade a levantamento feito acerca dos programas de fidelidade dos shoppings centers brasileiros busca-se fundamentação teórico e prática em modelos internacionais, considerando-se a utilização de redes digitais e dispositivos móveis como elementos de integração dos programas almeja-se aferir tendências que possam ser incorporadas no plano nacional.

- by Йони П.
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- Marketing, Digital Media, SEO, Social Media Marketing
- by Wasin Treesinthuros
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- Digital Media, Data Analysis, SEO, Ecommerce

The rapid growth in the use of smart phones and respective mobile applications has created new ways for the tourism industry to connect with their visitors while travelling. This paper proposes a taxonomy of mobile apps in tourism from two perspectives: a taxonomy on what services travel-related apps provide to the user and a taxonomy based on the level of customization the user has with the mobile application. The taxonomies provide insights into app development trends as well as gaps in the mobile app landscape. Understanding the opportunities currently provided by apps is also critical from a marketing perspective.

- by Ulrike Gretzel
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- Computer Science, Taxonomy, Tourism, Mobile Marketing

The purpose of this conceptual paper is to discuss four main different tools which are: mobile marketing, E-mail marketing, web marketing and marketing through social networking sites, which use to distribute e-marketing promotion and understanding their different influence on consumers ` perception. This study also highlighted the E-marketing, marketing through internet, mobile marketing, web marketing and role of social networks and their component in term of perceptual differences and features which are important to them according to the literatures. The review of the research contains some aspect of mobile marketing, terms like adaption, role of trust, and customers ’ satisfaction. Moreover some attributes of marketing through E-mail like Permission issue in Email in aim of using for marketing activity and key success factor base on previous literatures.

- by Goodarz Javadian Dehkordi
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- Marketing, Economics, E Marketing, Biometrics
- by Jaana M Tähtinen
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- Mobile Marketing, Mobile Advertising, Mobile Advertising/marketing

Telecommunication industry in India has evolved many folds starting from the era of monopolistic structure providing basic telecom services in terms of landline to the industry fuelled with intense competition of mobile services. This report attempts to understand the changing market structure with period of time and provides evidence of market structure. The data included in the report is accessible from public domains in terms of research papers, audit firms, Telecom department of India (TRAI) tec.

- by Ashish V Singh
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- Economics, Mobile Technology, Mobile Marketing

Purpose-The purpose of this research is to analyse the influence of mobile word of mouth (m-WOM), received at the physical store, which "challenges" the consumer's preferences in a webrooming experience. The impacts of the social relationship between the sender and the receiver of the m-WOM and product category (electronics versus fashion accessories) are examined. Design/methodology/approach-An online experiment was carried out which manipulated the presence and type of challenging m-WOM, and product category, in a 3 3 2 between-subjects factorial design. The participants were 204 consumers recruited through a market research agency. Their perceptions about the helpfulness of the m-WOM, and their product preferences and choices, were analysed. Findings-Receiving in-store m-WOM was perceived as helpful by webroomers and affected their preferences and choices. For electronics online reviews posted by anonymous customers were more influential than friends' opinions, whereas the opposite was the case with fashion accessories. The trustworthiness and expertise of the m-WOM source may explain the effects of m-WOM. Practical implications-m-WOM entails challenges and opportunities for retailers in the omnichannel era. The findings suggest that allowing customers to access m-WOM may be beneficial; however, retailers must consider the type of m-WOM that may be most suitable for their businesses. Recommendations for referral and review sites are also offered. Originality/value-This study examines the impact of challenging m-WOM on shopping experiences, combining online, mobile and physical channels. The results revealed the importance of the information source and product category in the determination of consumers' perceptions of helpfulness, preferences and choice.

- by Carlos Flavián and +1
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- Trust, Mobile Marketing, Multichannel services, Consumer Behaviour
- by John Bredican
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- Marketing, Mobile Marketing, Integration, Mobile Apps Marketing

Personal financial management is undeniably a worthwhile practice to establish a financial security during a struggling economy and make intelligent monetary decisions regardless of the plethora of spending temptations. Monitoring personal cash flow is part of achieving financial independence, and it is now undemanding to perform because of the available personal budget apps and finance tools. Nevertheless, a missing feature of these technology-driven innovations is the recording, tracking, and monitoring of receipts as well as the generation of personal expenses reports based on these collected pieces of papers. With this application, "Mobile Bookkeeper", financial enthusiasts can just scan the receipt using the inbuilt camera of any smartphone and details will be automatically transcribed using Optical Character Recognition (OCR). To measure the satisfaction and test the usability of the mobile app, subjective and objective measures via ISO 25062 and ISO 9241 standards were collected, and QUIS 7.0 questionnaire, respectively. The testing results established Mobile Bookkeeper particularly on its receipt scanner feature as a needed mobile finance app. Together with this acceptance is the report highlighting issues and challenges in developing such mobile application especially with OCR integration and its accuracy in text recognition.

- by Manuel B . Garcia
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- Business, Business Administration, Finance, Business Economics

The unique characteristics of the mobile channel (e.g., high response rate, availability at anytime and anywhere, relatively low cost) and the technology savvy generation (Generation Z) compel marketers to consider mobile along with other options in the process of the marketing communication mix selection. Moreover, the mobile channel should be considered in an integrated manner along with traditional communication channels and not as a substitute for traditional channels. For facilitation of integrated marketing communication planning, a conceptual framework has been developed to help marketers understand and compare capacities of each communication. This paper also assesses 45 successful mobile marketing communication case studies looking for the rationale behind successful and failed attempts, analyzing each case study based on dimensions of the conceptual framework for evaluation of marketing communication options. We discovered a number of implicit and explicit implications that helped us formulate two decision rules: the first to help marketers decide on whether or not the mobile channel should be selected in the marketing communication mix, and the second is used in determining mobile marketing communication tools (e.g., mobile Web sites, mobile applications, SMS, MMS, etc.) to increase the chances of success based on predetermined communication objectives, kind of appeal (rational vs. emotional), and the company's industry.

- by SeyedAlireza Mirbgheri
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- Mobile Marketing

El marketing es clave para todas las empresas. De las decisiones de marketing que tomen dependerá que se relacionen de manera eficiente con los consumidores, desplieguen propuestas de valor que satisfagan las necesidades de los consumidores de un modo superior a la competencia, se responsabilicen de las consecuencias de sus actividades de negocio y generen beneficios. Este libro expone principios y estrategias fundamentales del marketing actual, con los que se obtienen conocimientos útiles sobre el mercado, se segmenta y selecciona el mercado objetivo, se posiciona la marca sobre ventajas competitivas sostenibles y se crea valor para los consumidores. De la mano de situaciones de negocio reales, también se presentan las últimas tendencias en marketing móvil y de medios sociales, en marketing relacional, en la orientación a la creación de valor y en la ética y la responsabilidad social en marketing.

- by Inma Rodríguez-Ardura and +1
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- Marketing, Consumer Behavior, Market Research, Segmentation (Marketing)
- by Maria Low
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- Marketing, Sex and Gender, Web Design, Digital Media

In widely spreading digital marketing market it has paramount important to understand the digital media and know how to reach the target prospects and customers online, how to interact with them and increase the conversions, and also how... more

- by Piedah Besh
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- Marketing, Research Agenda, Mobile Marketing
- by bob sefias
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- Mobile Marketing, Ilmu Komunikasi, Etika Bisnis, KOMUNIKASI BISNIS
- by Hamed Shakouri G.
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- Digital Media, System Dynamics Modeling, SEO, Social Media Marketing

New technologies and market competition have neglected a fundamental pillar in the finished product: design. When it comes to technology, design goes beyond the "morphology" also comes to functionality, interfaces and graphics.
It seems strange that large global companies neglect key points when designing a product to create a market innovation, generating new concepts and exceeding standards.
It is no coincidence that the products are becoming more similar between each other, the design seems to focus on developing new technologies and not on how it will be used. This is because it is already established that the shape of the product is nice for users, is functional and this assures their insertion on the market.
It is here that similarity leads to disputes among the market leaders, Apple sued Samsung for design theft and violation of technology patents in smartphones and tablets. During the trial where technology experts, professionals and patent company executives defended the positions
taken by Apple Inc. and Samsung Electronics Co, come out the subjet of a “design crisis”. Apple claims that "There is some evidence that Samsung has modified the design to make your product look more like Apple". This verdict represents the largest demand for U.S. patents reaching millions. During the trial Samsung´s designers called to testify have said that the
reason that many smartphones have begun to be similar is due to consumer habits.
This is the point of discussion, it is true that the experience of users when using an interface is very important, but the design of new user interfaces is necessary for growth and market positioning at the overwhelming pace which it moves; introducing a new use and a breakdown of the established by good design can make a company a market leader.

Lately, with the information technology improvements and broadband internet service
spreading, the speed of access to shopping sites get high. Because of these changes, companies unavoidably entered to digital environment. Thus, while communication rules change, field and definition of marketing change too. With the development of IT technologies, traditional marketing methods leave sits place to digital day by day. Companies which follow technology can easily communicate with customers interactively while providing products or services. Like in the traditional marketing, in digital marketing, building well communication with customers, determining their needs and requests are crucial. While companies using digital marketing make
difference with dual communication, others who don’t get involved in this race, become distanced from competition gradually. The biggest advantage of digital marketing is reaching the target audience in right way with using social media and search engines. This study tries to explain digital marketing periods and advantages, experienced transition and difference between traditional and digital marketing.

Lately, with the information technology improvements and broad band internet service spreading, speed of access to shopping sites get high. Because of these changes, companies unavoidably entered to digital environment. Thus, while communication rules change, field and definition of marketing changes too. With the development of IT technologies, traditional marketing methods leave sits place to digital day by day. Companies which follow technology can easily communicate with customers interactively while providing products or services. Like in the traditional marketing, in digital marketing, building well communication with customers, deter mining their needs and requests are crucial. While companies using digital marketing make difference with dual communication, others who don’t get involved in this race, become distanced from competition gradually. The biggest advantage of digital marketing is reaching the target audience in right way with using social media and search engines. T...

- by Doç. Dr. Yakup DURMAZ
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- Business, Social Media Marketing, Mobile Marketing, Digital Marketing

Mobile phones have evolved to be smart computers (smartphones) supporting a wide range of information services that can be accessed anytime and from (almost) anywhere. With the increasing number of users and greater incursion into people’s life, smartphones have the potential to significantly influence the touristic experience. This study explores the mediation mechanisms of smartphones by examining stories provided by travelers related to their use of smartphones (and associated applications) for traveling purposes. The results reveal that smartphones can change tourists’ behavior and emotional states by addressing a wide variety of information needs; in particular, the instant information support of smartphones enables tourists to more effectively solve problems, share experiences, and “store” memories. The implications of these findings are important in that they suggest a huge potential for smartphones in changing many aspects of the tourism business.

- by Sangwon Park
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- Tourism Marketing, Mobile Marketing, Smartphones

Exposition gegenüber Handystrahlung auf das Blut aus? Wirkt sich eine kurzfristige Exposition gegenüber Handystrahlung auf das Blut aus?
Blut ist die Essenz des Lebens. Es ist nützlich, das Blut unter einem Mikroskop zu untersuchen, um nach Veränderungen in der Reaktion auf einen Stressor zu suchen. In dieser explorativen Studie wurden zehn menschliche Probanden einem Handy-Strahlungsstressor ausgesetzt. Ihr Blut wurde unter einem Dunkelfeldmikroskop untersucht, um nach eventuellen Veränderungen der Mikrowellenfrequenz des Mobiltelefons zu suchen.
Energetisiertes Wasser optimiert die Kapilardurchblutung, lösst Plackbildung auf, minimiert die Blutgerinnungsgefahr
Energetisiertes Wasser H3O2 wirkt sofort https://www.youtube.com/watch?v=2i2-mbGhyio

Today, stores equipped with smart retailing technologies (SRT) are evolving and new trends affect consumer behaviors. Customers more frequently have smart shopping experiences (SSE) using mobile applications which offers smart retailing technologies. The main purpose of this study is to analyze the effects of smart shopping experience of customers using mobile apps, on customer satisfaction and shopping productivity.
In this study face to face survey method was used where a total of 310 questionnaires were obtained and analyzed. Structural model was tested by using explanatory and confirmatory factor analysis. Analysis shows consumers are satisfied using mobile shopping applications in the context of smart shopping experience (SSE). Also SSE strongly affects shopping productivity.

- by Volkan Temizkan
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- Mobile Technology, Customer Behaviour, Mobile Marketing, Mobile apps

Innovative marketers can now leverage augmented reality to craft immersive brand experiences, create more interactive advertising, and enable consumers to experience products and spaces in novel ways. Augmented reality (AR) is the practice of displaying digital information over people’s real-time view of objects, people, or spaces in the physical world. While AR can play a valuable role in integrated marketing programs, little is known about the practice and how to execute effective AR programs in the marketplace. We address this gap and discuss a framework that describes the active and passive ingredients of augmented reality. We describe the basic design decisions that marketers need to make when planning an augmented reality campaign. We also explain how understanding and addressing the dynamics between various active and passive AR ingredients can help marketers to optimize their AR campaigns and enhance various types of consumer engagement: user-brand engagement, user-user engagement, and user-bystander engagement. Through our framework and analysis, we develop eight actionable recommendations for marketing managers. We advise marketers to follow the ENTANGLE acronym to design immersive AR experiences that maximize consumer engagement.

- by Himanshu Rajput
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- Mobile Marketing

Owing to the unprecedented advancements in digital technologies adopted for use in marketing tourism, their use in tourism is expected only to gain momentum. The purpose of this paper is to systematically review literature published in tourism-related journals on digital marketing tools in tourism from 2016-2020, and to discuss future trends. The analysis reveals that the increased adoption of digital marketing tools has disrupted the status quo of the tourism industry. Findings also highlight a growing and broad digital marketing tools terrain that is thematically diverse. Tourism marketers have to ensure that they understand the trends in the digital marketing domain and be able to adapt to the changes in order to remain competitive. Based on literature synthesis, the study provides insights into practical managerial implications and provides the groundwork for future studies.

Many teachers and students in Nigerian institutions of learning find teaching and learning a herculean task and very boring because of the obsolete methods of teaching and learning in this sector of the Nigerian economy. New innovative and IT-driven approach will be used in this research to help improve the quality of teaching and learning in Nigerian schools. This research will try to find a solution to this problem, where both students and teachers will enjoy teaching and learning respectively in an environment where effective teaching and learning is the target objective.

- by Jari Salo and +1
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- Mobile Marketing, Mobile Advertising
- by Edward Malthouse and +2
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- Mobile Communication, Mobile Marketing

This exploratory online questionnaire-based study conﬁrms the ﬁndings from earlier studies in the pre smart phone era regarding consumers’ negative attitudes towards mobile marketing communications.
This study shows that these attitudes persist despite increasing frequency of use and increased functionality of mobile phones in the smartphone era. Consumers perceive their mobile device to be for personal communication, and prefer to be able to exercise control over their interaction with organisations. Findings suggest that acceptance can be enhanced by permission marketing,trust-building, creating a sense of being in control, and useful and entertaining website content. Accordingly, pull technologies seem to hold particular promise for mobile marketing communications.This study, therefore, proceeds to explore
use of and attitudes towards an important pull technology, QR codes. QR codes, two-dimensional bar codes, can be scanned to provide access to websites, information and applications. Despite their potential, uptake is low. Users in this study who had scanned a QR code had used them to access a variety of different content on different types of items and in different locations. The most frequently accessed type of content was information on a web site, the two most common locations for a scanned QR code
were a newspaper or magazine advert, or outdoor advert or poster, and the two most common locations at which scanning was performed were in the street and at home. Ease of use, utility and incentives are drivers to continued use whilst lack of knowledge about how-to scan or of the beneﬁts of QR codes may hinder adoption. Recommendations are offered for practice and for further research.

- by Dr Jeff McCarthy
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- Consumer Behavior, Mobile Marketing, Smartphones, Digital Marketing

Using a field experiment and experience sampling, we found the first evidence that phone use may undermine the enjoyment people derive from real-world social interactions. In Study 1, we recruited over 300 community members and students to share a meal at a restaurant with friends or family. Participants were randomly assigned to keep their phones on the table or to put their phones away during the meal. When phones were present (vs. absent), participants felt more distracted, which reduced how much they enjoyed spending time with their friends/family. We found consistent results using experience sampling in Study 2; during in-person interactions, participants felt more distracted and reported lower enjoyment if they used their phones than if they did not. This research suggests that despite their ability to connect us to others across the globe, phones may undermine the benefits we derive from interacting with those across the table.

- by Kostadin Kushlev and +1
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- Organizational Behavior, Media Sociology, Psychology, Organizational Psychology

The purpose of the undertaken study is to examine the effectiveness of online digital media advertising as a strategic tool for building brand sustainability. For this purpose, we investigate the impact of different channels of online media, such as email marketing, mobile phone marketing, search engine optimization and companies' websites, and social media marketing for the effectiveness of online digital media advertising. Moreover, the researchers have introduced eight mediating variables and six moderating variables to examine the impact between exogenous variables and online digital media advertising (endogenous). The researchers have taken 910 responses through a modified questionnaire and employed quantitative research methods, such as the structural equation modeling, exploratory factor and confirmatory factor analyses, and Hayes process approach for examining the mediation and moderation amongst the variables. The results of direct impact have demonstrated that all of the channels of digital media advertising have a positive and significant influence on the effectiveness of online digital media that creates brand sustainability for fast moving consumer goods (FMCG) and services sectors of Pakistan. The outcomes of hypotheses pertaining to the mediating and moderating effects of different variables have shown the significant influence between exogenous variables and endogenous variable. The results of the undertaken study are beneficial for the existing literature that provides the basic foil for future research studies. Moreover, the results have significant industrial implications for the marketers and digital media managers that they can devise effective media and marketing strategies to maintain optimum market share and competitive advantages.

- by Rizwan Raheem Ahmed and +1
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- Marketing, Search Engine Optimisation, Information Communication Technology, Social Media Marketing

The paper is based on an analysis of business model for online hotel reservation companies, the technology of used, analysis of tourist demand, competition between them, evaluation of innovative capabilities, and recommend of future strategy development of reservation systems. Findings of this study would benefit revenue managers, general managers, hotel owners, and corporate brand managers to make decisions and to formulate new policies concerning their online distribution, revenue, and brand optimization strategies.

- by Darko Milosevic and +1
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- Tourism Studies, Tourism, Mobile Marketing, Online Booking

This study aims to understand the factors contributing to consumer attitude development towards and intention to use mobile payment systems. One of major mobile network operators' mobile wallet application in Turkey was used as a proxy of the mobile payment systems. Survey methodology is used to collect data from subscribers by stratified random sampling among two distinct groups (users and non-users). A total of 1395 questionnaires were collected from subscribers and analyzed using partial least squares structural equation modeling. The findings highlight the importance of ease of use and usefulness in attitude development. On the other hand, security concerns were found to have low level of effects on attitudes and use intentions. Effect of social influence was found to be insignificant among the users. There were differences between users' and non-users' perceptions and beliefs indicated by significant differences in the majority of the constructs employed in the study.

- by Gokhan AYDIN
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- Mobile Marketing, Mobile Payments, Mobile Payment, Mobile Wallet

Over the years electronic commerce has become one of the most famous method of making money online. It has also gain ground as an accepted and used business paradigm. Electronic commerce is defined as buying and selling of product, services or information via computer networks, mainly the Internet. The internet has become an essential part of our daily life, and companies realizes that the internet can be a shopping channel to reach existing and potential customers. Online Electronic Commerce giant such as Jumia or Konga has leverage on this technology in providing quality services to their customers and bringing this tread to Sunny Kris Ventures Nigerian Limited will boost their productivities and sales. The Structure System Analysis and Design Methodology was adopted for the research and the new system was developed using C# and Xamarin framework. The new system was tested and it gave out accurate result.

- by Olisakwe Ifeanyi
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- Mobile Technology, Ecommerce, Mobile Marketing, Mobile Payments

Today, technology such as AI, Machine Learning, Augmented Reality, IoT, Real-time stream processing, social media, psychometrics, and wearables are radically altering the Customer Experience (CX) landscape. Sports books need to jump... more

- by Andrew Pearson
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- Marketing, Artificial Intelligence, Machine Learning, Social Media

In mobile environments, mobile device users access and transfer a great deal of data through the online servers. In order to enhance users’ access speed in a wireless network, decentralizing replicated servers appropriately in the network is required. Previous work regarding this issue had focused on the placement of replicated servers along with the moving paths of the users to maximize the hit ratio. When a miss occurs, they simply ignored the file request. Therefore, we suggest a solution to take care of such a miss by sending a file request to a replicated server nearby in the network

- by fariz taherikia
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- Marketing, Distributed Computing, Mobile Marketing, Mobile Communications

A company is only as strong as its weakest customer relationship and Going Mobile: Going Social shows how companies large and small can use the mobile and social media platforms to develop and foster these relationships. Much more than a wireless transmitter optimized for voice input and output, a mobile phone, a tablet or a phablet is an always-on, anytime, anywhere marketing and sales device that follows a mobile user throughout his or her digital day. It is also an entertainment, Customer Relationship Management (CRM) and social networking tool, which makes it, potentially, the most powerful device in the history of marketing and customer relationships. The mobile device is, literally, a marketing tool that can—and usually is—personalized by its owner, and is within the reach of that owner almost every hour of every single day—once again a marketer's dream.
Going Mobile: Going Social reveals how businesses of almost any type can benefit from mobile and social media technology. Social media is about more than just connecting with friends on Facebook or uploading videos to YouTube or photographs to Flickr. It is more than just making comments on a blog or firing off a tweet on a microblog. The social media world is a vast and not quite fully understood web of interconnected sites. Going Mobile: Going Social breaks down and fully explains the various forms of mobile and social media, including everything from augmented reality (AR) to Common Short Codes (CSC) to blogs to podcasts to RSS feeds to social networks to video-casting and a whole host of other technologies in-between. The author explains how and why individuals and businesses should use these platforms to get their message out as well as increase their sales. Using real-world examples, the author explains how companies are building strong customer brands through social media.
Going Mobile: Going Social also delves into the world of mobile advertising. In the not-too-distant future, digital advertising will employ a multi-screen strategy that follows its audience throughout his or her digital day. Mobile marketing and mobile advertising have the potential to transform the way marketers connect with their customers and potential customers. In this mobile advertising world, consumers will be seen as participants rather than as a “target audience.” With blogs, vlogs, social networks, message boards, and viral messaging, advertisers are now faced with a radically different marketing landscape than they were just a few short years ago. This is a new landscape, a landscape in which marketers are no longer in complete control of the message, but it is a world that must be embraced and not feared.
In the final chapter, the writer brings it all together, explaining how a specific mobile or social media solution works for eight individual industries and artistic fields. Web 2.0 changed the relationship between a company and its consumers forever. Web 3.0 has gone even further; in shifting the power away from the corporation and into the hands of the consumer, Web 3.0 has empowered the consumer with a voice unheard of in the history of advertising. The voice of the online consumer is now part of the message and consumers are fully vested participants in the conversation; this fact shouldn’t frighten business executives, it should actually excite them. The revolution has begun and it will be mobilized, localized, socialized and personalized.

- by Andrew Pearson
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- Social Networks, Social Media, Customer Relationship Management (CRM), Facebook

Kitabımız Mobil Yaşam ve Uygulamaları ismini taşımaktadır. Mobil Yaşam ve Uygulamaları ile ilgili
bütünsel bilgi anlamında Türkiye‘de ilk defa bu kadar geniş ölçekte bir çalışma yapılması söz konusu
olmuştur. Aslında bu kitap Mobil Yaşam ve Uygulamaları konulu konferans dizilerimizde yer alan ve
konuyla ilgili olan değerli yazarlarımızın bazı sunumlarını bir araya getirerek 2010‘lu yıllarda
konunun bulunduğu noktayı da göz önüne sermek amacıyla yazılmıştır. Toplam olarak 22 çok değerli
uygulamacı, araştırmacı ve akademisyen yazarın katkıda bulunduğu ve 18 bölümün yer aldığı kaynak
bir kitap olarak nitelendirilebilir. Bu çalışmada konu olabildiğince objektif bir biçimde ve çeşitli
yönleriyle ele alınmaya çalışılmıĢtır. Bazı bölümler daha çok teknik konuları işlese de bu konular ve
temellerin de bilinmesinde fayda vardır.

- by Kemal Oktem and +3
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- Mobile Learning, Mobile Technology, Mobile Banking, Mobile Marketing