In the last 10 years, mobile phones have gone from being an exclusive almost unnecessary high-tech device to being an everyday item, used by billions of people around the world. The technology evolution has changed phones from a suitcase sized mobile phone imitating its stationary counterpart, to a small communication device that can perform more than twenty different tasks and is usually less than half the size of the a traditional fixed phone. With this massive adoption of mobile phones come business opportunities. One of these opportunities is to make use of its potential as a large scale marketing communication channel. Marketing via the mobile networks, presents a large target audience that can be compared to broadcast media such as television and radio, but despite this can still be a personal channel and hence compared to direct mail or one-to-one marketing. Many, both successful and failed, mobile marketing schemes have been tried, but without any definite answers and no clear action plan. Considering that much of the success of Procter &amp; Gamble can be attributed to the company’s skill in mass marketing, there is a need within the company to research the potential advantages and disadvantages of mobile marketing. This thesis explores whether or not mobile marketing is mature enough to permanently introduce it to the marketing mix of the company. / Under de senaste åren har mobiltelefonen gått från att vara en exklusiv nästintill onödig lyxtillbehör till att idag vara en alldaglig sak som används av miljarder människor runt om i världen. Från att ha varit stora som portföljer och mestadels försökt imitera de stationära telefonerna, har mobiltelefonen idag blivit ett mycket liten kommunikationsverktyg som kan genomföra mer än tjugo olika uppgifter och som oftast är hälften så stor som en vanlig telefon. Med denna väldiga tillväxt av mobiltelefoni kommer också affärsmöjligheter; en av dessa möjligheter är att marknadsföra storskaligt via detta nya medium. Det mobila nätet når en stor målgrupp som närmast skulle kunna jämföras med den som televisionen eller radio når. Den stora skillnaden är att med mobiltelefonen kan man göra denna kommunikation personlig som närmast skulle kunna jämföras med direkt reklam. Flera mobila reklamkampanjer har testats; både lyckade och mindre lyckade. Dessa kampanjer har dock oftast analyserats dåligt eller inte alls. Med tanke på att företaget Procter &amp; Gamble mestadels har lyckats med sin affärsidé är på grund utav sin skicklighet inom marknadsföring, finns det nu ett stort behov av att ta reda på fördelarna och nackdelarna med mobil marknadsföring. Detta examensarbete undersöker om mobil marknadsföring är mogen nog för att permanent ta en plats i företagets marknadsförings mix. / <p>This is not identical to the version that was defended. There is one sentence deletion from the Acknowledgements section.</p>

The principal aim of this thesis is to assess the state of the mobile marketing as of the first quarter of 2011 and to discuss various scenarios of the future development. This thesis defines the terms "mobile marketing" and "mobile advertising" and identifies the main players in the industry. It explores the main categories of mobile advertising such as mobile messaging, in-content and mobile internet advertising. Later, it analyzes the latest trends in the industry and describes in detail the advancements in QR tagging, location based advertising and augmented reality.

This paper is divided into 3 parts. First part defines the interactive media and describes particular types of internet and mobile media. The second part is focused on interesting projects in the Czech Republic, which offer new possibilities of internet and mobile advertising. The last part describes the project www.golfeurope.cz and its starting campaign with using the interactive media.

<p>Marketing has changed a lot the past decade. New modern marketing channels have been developed and marketing have become more effective. This has affected the expectations advertisers have on advertising channels. One thing advertisers increasingly expect is to be able to efficiently measure the result of advertising, the ROI. A method for measuring ROI of digital signage is in focus in this study. The measurement is enabled by a combination of digital signage and mobile advertising. First a consumer is exposed to digital signage encouraging SMS interaction in order to receive an electronic voucher entitling the consumer to a discount. If the voucher is used, revenues can be linked to a specific campaign and ROI can be calculated. The study focus on measuring the tendency consumers have to interact through SMS when they get exposed to relevant advertising and the tendency they have to use the voucher that is sent to them as a result of the interaction.  The question is how efficient this method is for measuring ROI. In order to bring clarity to the issue, I conducted a quantitative survey using an online self completion questionnaire as measurement tool. It was distributed through e-mail among students at the College of Management at National Taiwan University. Furthermore, I have chosen a deductive approach, my epistemological position is positivism and I therefore utilize the scientific model conducting my research. My ontological position is objectivism meaning that I believe reality is independent of social actors.</p><p>The empirical data collected showed that the method in focus have great potential in working efficient for measuring ROI of digital signage. The general tendency to interact through SMS was high, on average 82.3% of the respondents would interact through SMS when getting exposed to relevant advertising. In addition, 96.5% of those would also use the voucher sent to them, enabling ROI calculations.</p><p>It was presumed that the digital signage advertising was relevant to such an extent to the consumer getting exposed to it, that he/she already had a purchase intention of the product/service which the advertising regarded. This should be remembered when evaluating the results. Nevertheless, if advertisers succeed in reaching out with relevant advertising enough, the findings in this study indicates that the method is an efficient tool to use for ROI calculations of digital signage.</p><p> </p>

Marketing has changed a lot the past decade. New modern marketing channels have been developed and marketing have become more effective. This has affected the expectations advertisers have on advertising channels. One thing advertisers increasingly expect is to be able to efficiently measure the result of advertising, the ROI. A method for measuring ROI of digital signage is in focus in this study. The measurement is enabled by a combination of digital signage and mobile advertising. First a consumer is exposed to digital signage encouraging SMS interaction in order to receive an electronic voucher entitling the consumer to a discount. If the voucher is used, revenues can be linked to a specific campaign and ROI can be calculated. The study focus on measuring the tendency consumers have to interact through SMS when they get exposed to relevant advertising and the tendency they have to use the voucher that is sent to them as a result of the interaction.  The question is how efficient this method is for measuring ROI. In order to bring clarity to the issue, I conducted a quantitative survey using an online self completion questionnaire as measurement tool. It was distributed through e-mail among students at the College of Management at National Taiwan University. Furthermore, I have chosen a deductive approach, my epistemological position is positivism and I therefore utilize the scientific model conducting my research. My ontological position is objectivism meaning that I believe reality is independent of social actors. The empirical data collected showed that the method in focus have great potential in working efficient for measuring ROI of digital signage. The general tendency to interact through SMS was high, on average 82.3% of the respondents would interact through SMS when getting exposed to relevant advertising. In addition, 96.5% of those would also use the voucher sent to them, enabling ROI calculations. It was presumed that the digital signage advertising was relevant to such an extent to the consumer getting exposed to it, that he/she already had a purchase intention of the product/service which the advertising regarded. This should be remembered when evaluating the results. Nevertheless, if advertisers succeed in reaching out with relevant advertising enough, the findings in this study indicates that the method is an efficient tool to use for ROI calculations of digital signage.

This report discusses how non-profit organizations can utilize mobile phone technology to reach supporters and inspire them to both act and give. The significance of this report and topic lies in the opportunity for non-profit organizations to understand how people are interacting with messages on their mobile devices. The research found within, serves as a reference for non-profits to utilize when planning and implementing mobile phone marketing campaigns. / text

Στην παρούσα διπλωματική υλοποιείται εφαρμογή, η οποία χρησιμοποιεί τεχνικές εξόρυξης δεδομένων σε αποτελέσματα εντοπισμού της θέσης κινητού χρήστη για παραγωγή πληροφορίας σε μορφή κανόνων συσχέτισης, ενώ παράλληλα γίνεται αξιοποίηση των αποτελεσμάτων εντοπισμού της θέσης σε M-commerce εφαρμογές. Η εφαρμογή υλοποιήθηκε για χρήση της σε μια υπεραγορά, στην οποία οι πελάτες θα ανιχνεύονται στα διάφορα τμήματά της, κατά την πραγματοποίηση των αγορών τους. Από τα αποτελέσματα εντοπισμού της θέσης του χρήστη, παράγονται κανόνες συσχέτισης, οι οποίοι αφορούν τις ανιχνεύσεις των πελατών στα τμήματα αυτά. Επίσης παρουσιάζεται η πορεία των χρηστών στην υπεραγορά, ενώ τελικά αποστέλονται σε αυτούς M-commerce σχετικά μηνύματα. / In this thesis, we present an application that utilizes Data Mining techniques on data collected by a user positioning application, to extract useful information in the form of association Rules. Furthermore, user positioning results are being used for M-commerce purposes. The application is developed to be used by a supermarket, in which all customers are detected, so that their location becomes known. By using the positioning results, association rules are extracted. Apart from the extraction of association rules, the application presents each customer’s route in the supermarket. Finally, M-commerce related messages are being sent to the customers, according to their preferences, concerning the areas of the supermarket.

Idag lever vi i ett samhälle där smartphones blivit allmänt förekommande. Som en följd av ökade nätverkshastigheter har möjligheterna att enkelt få tillgång till information aldrig varit bättre. Den ökade användning av smartphones har också skapat möjligheter till en rad olika applikationer såsom platsbaserade applikationer som använder sig av pushtjänster.  I vår studie har vi undersökt frågan “Hur kan platsbaserade pushtjänster som ett verktyg för direktmarknadsföring designas för att möta smartphoneanvändares behov?”. Genom en litteraturstudie har vi sammanställt och identifierat designteman från tidigare HCI- och interaktionsdesign forskning. Vår litteraturstudie resulterade i de fem designteman, Användarkontroll, Flexibilitet, Visibilitet, Personlig integritet och Felhantering. Dessa teman har vi sedan utvärderat genom att skapa en prototyp som vi testar mot användare.  Resultatet av studien är en uppsättning designriktlinjer inom fyra designteman för hur platsbaserade pushtjänster ska designas för att möta smartphoneanvändares behov. / We live in a world were smartphones are becoming increasingly ubiquitous. As a result of increased network speeds the possibilities to easily access information have never been greater. The increase in smartphone use has also created an increase in opportunities to create a range of applications such as location based applications that make use of push services. In our study, we have researched “How location-based push services as a tool for direct marketing can be designed to meet smartphone users’ needs? “. Through a literary review, we have compiled and identified design themes from previous HCI and interaction design research. The review resulted in the five design themes, User control, Flexibility, Visibility, Privacy and Error Handling. We assessed the themes by creating a prototype that we tested with users. The result of the study is a set of design guidelines within four design themes for how location-based push services should be designed to meet smartphone users’ needs.

Marketing and advertisement activities are transforming as new digital media streams emerge. It is believed that the first major digital transition took place when broadcast media such as television and cinema, also called first screen, to the PC Internet, referred to as the second screen, entered the media industry. The last couple of years saw an expanding transition into the third screen, which is the mobile handset, commonly known as cellphones in South Africa. The rapid explosion of mobile phones and other mobile devices has created a new marketing channel. The use of Short Messaging Service, Multimedia Message Service, Graphic WAP Banners, and Video Clips to communicate with customers through their mobile devices / cellphones has gained popularity, making the mobile phone the ultimate medium for one–to–one or one–to–many marketing. And the more mobile handsets penetrate the mass market, the greater are the opportunities for advertising experiences. This exploratory study investigates the impact / effectiveness of mobile advertising to consumers in the short–term insurance industry. The study briefly focuses on whether marketers are reaping the benefits of using this medium to communicate and market their products and services to the identified target market. The findings indicate that mobile advertising has an impact on consumers in the short–term insurance industry. It was also envisaged that where mobile advertising seems to have no effect, the root of the problem lies in the mass marketing approach. Customers are looking for full customisation of mobile marketing messages, based on their individual requirements, tastes, preferences, location, time, and it should also add value to consumers. For maximum impact, it is also recommended that marketers should build measurements, targeting and optimisation into their campaign processes. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.

Marketing and advertisement activities are transforming as new digital media streams emerge. It is believed that the first major digital transition took place when broadcast media such as television and cinema, also called first screen, to the PC Internet, referred to as the second screen, entered the media industry. The last couple of years saw an expanding transition into the third screen, which is the mobile handset, commonly known as cellphones in South Africa. The rapid explosion of mobile phones and other mobile devices has created a new marketing channel. The use of Short Messaging Service, Multimedia Message Service, Graphic WAP Banners, and Video Clips to communicate with customers through their mobile devices / cellphones has gained popularity, making the mobile phone the ultimate medium for one–to–one or one–to–many marketing. And the more mobile handsets penetrate the mass market, the greater are the opportunities for advertising experiences. This exploratory study investigates the impact / effectiveness of mobile advertising to consumers in the short–term insurance industry. The study briefly focuses on whether marketers are reaping the benefits of using this medium to communicate and market their products and services to the identified target market. The findings indicate that mobile advertising has an impact on consumers in the short–term insurance industry. It was also envisaged that where mobile advertising seems to have no effect, the root of the problem lies in the mass marketing approach. Customers are looking for full customisation of mobile marketing messages, based on their individual requirements, tastes, preferences, location, time, and it should also add value to consumers. For maximum impact, it is also recommended that marketers should build measurements, targeting and optimisation into their campaign processes. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.