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Mobile Marketing as a strategy in CRM
Goossens, Peter ; Štěrbová, Ludmila (advisor) ; Holland, H (referee)
Mobile marketing is a young and still developing strategy in marketing. It thanks its creation and rapid evolution to the growth of mobile devices, such as mobile phones and tablets. This paper's research question, "can mobile marketing be used as a strategy in CRM?" investigates the strength of mobile marketing, its application and use by marketers as their sole or part of their marketing campaign and as strategy in customer relationship management (CRM). The two main components of the research question are mobile marketing and CRM. Mobile marketing is part of the marketing mix, namely promotion. CRM on the other hand is a business strategy which is designed to reduce costs and increase profitability by solidifying customer loyalty. According to Pousstchi and Wiedemann (2006), there are 6 objectives of mobile marketing, and a Mobile campaign is based on 12 critical success factors (CSF) (Scornavacca E., McKenzie J.). These CSFs range from related content, permission, personalisation to time and response time. If mobile marketers take these CSFs into account when creating their mobile marketing, then they raise the success rate of their mobile campaign significantly. Mobile devices are very personal items, people even take them with them when they visit the bathroom. This and the fact that most people have a cellphone and/or other mobile devices, make mobile marketing very appealing to be used as a marketing medium. Mobile marketers have several options, using mobile devices, to reach consumers. Internet plays a critical part, but new technologies such as 3G and Wifi have also eased the way of reaching consumers. SMS and MMS are two other commonly used messaging services in mobile marketing. With all the research of this paper, but with regard to its limitations, this research paper concludes that, if used properly, mobile marketing can be used as a CRM strategy.
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Marketing a rozšířená realita
Zelený, Martin ; Stříteský, Václav (advisor) ; Koudelka, Jan (referee)
The main goal of this diploma thesis is to identify the usage of augmented reality in contemporary marketing practice and the expectations of marketers for the future use. This will be achieved by conducting a quantitative and qualitative research among existing creative and advertising companies. Secondary goal is introducing the concept of augmented reality from the theoretical point of view and also description of potential utilization based on known examples. The tools for the practical part are an online questionnaire and personal interviews.
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Analysis of the local marketing communication on the chosen company
Zimolová, Michaela ; Skokanová, Dagmar (advisor) ; Doležalová, Šárka (referee)
The aim of my Master's Thesis is to analyse the local marketing communication of the Vodafone Czech Republic, a.s. company. I use current secondary information sources and primary resources are collected through in-depth interviews with specialists and a method of observation. My Master's Thesis starts from theoretical information on the issue, then it continues with practical findings and finally, I close up with a summary of the analysis and recommendations. I found out that the mobile telecommunications market offers a great potential for local marketing for both mobile service providers, as well as for other companies in the market. In the international Vodafone Group the marketing communication is directed mainly locally within the individual states, communication is unified and has the central character of the rules, but there are many local exceptions. In the Czech Republic, Vodafone has active, regionally based local marketing communications since the summer of 2010, but a local marketing potential is not fully utilized so far. Future trends in marketing suggest greater use of new technologies, mobile and online marketing. Local marketing will belong to the portfolio of a successful organisation.
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Using modern information technology in marketing
ŽLŮVA, Ondřej
This thesis deal with ?Using modern information technology in marketing?. It was main aim to make an analysis of small local firm selling ceramic tiles and suggest improvement in digital marketing area. By using the basic analysis of the outer, immer, financial analysis was described environment, affects and influences which surroundig choosen company the most. After that, new marketing strategy have been made for better propagation this small firm.
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A suggestion of the strategy of m-Commerce for a chosen organisation
FILIPOVÁ, Lenka
Among the main advantages of the marketing usage of m-Commerce belong good focus possibilities, fast response, good measurable records, usability for large or smaller organizations and low expenses on creative solutions. A wide range of solutions is convenient for both, large and small companies. Nevertheless, it seems that its expansion in the Czech Republic is still quite unusual. Key factors of the success of m-Commerce are the fast technical development of mobile phones in many areas, the high penetration of mobile phones in the population ( there were 129,6/100 citizens active sim cards in the Czech Republic in 2008), and its all-purpose utilization. M-Commerce is also a part of the company´s orientation on the multi-channel access to its information system and its particular applications and database.Clients can choose the channel which they consider the most suitable and technically and financially available for their demand.
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Web-based advertising adapted for mobile devices
Bártík, Radovan ; Gála, Libor (advisor) ; Seman, Vladimír (referee)
The bachelor thesis discusses the adaptation of web-based advertising for mobile devices. It presents reasons and the background of this adaptation and compares and contrasts used standards. Besides dominant recommendations by Mobile Marketing Association the work presents other formats, both past and present. In the practical part of the thesis the writer tries to find differences in the usage of mobile advertising between selected European countries and the dependency of mobile advertising on related demographic indicators, using statistical analysis. Although this dependency was not confirmed, the results are applicable in practice.
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New trends in marketing communication
Nguyen, Thuy Linh ; Pešek, Ondřej (advisor) ; Zamazalová, Marcela (referee)
In today's business environment of sharp competition it is very difficult to gain favour of customers, as their needs are more difficult to satisfy as time progresses. This situation creates incentives for more efficient use of traditional as well as new communication media for establishing contacts with customers. The aim of this thesis is to analyze some of the current trends in area of marketing communication, elaborate on the grounds these trends are based upon, the reasons for their development and their weaknesses and strengths. A more detailed analysis will be dedicated to mobile marketing, which is one of the new, dynamically developing trends that has recently been showing increased popularity.
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Use of different tools of direct marketing
Vacek, Vladimír ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The thesis solves the matters of direct marketing and its communication channels. Direct marketing is characterized in the first part, the history is discribed and the database marketing is showed. Further different communication tools are analysed, advantages and disadvantages described. A functional loyalty programme for fashion chain is created at the end of the thesis. Suitable communication tools are carefully chosen and the estimated costs are calculated.
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Political marketing: Analysis of the marketing strategy of Barack Obama before the presidential elections 2008
Hofmanová, Tereza ; Král, Petr (advisor) ; Tyl, Ondřej (referee)
The bachelor thesis analyses Barack Obama's pre-election campaign before the American presidential elections 2008. The first two chapters deal with theory of political marketing. The third chapter describes the specifics of American election system, which influence the pre-election campaign of the presidential candidates. The fourth chapter deals with the marketing aspects of Obama's pre-election campaign. It analysis the product "Barack Obama" with the help of SWOT analysis tools. Furthermore, it describes the target groups of the campaign and the tools Barack Obama's campaign used to target these groups. The thesis also identifies the particular marketing communication tools Barack Obama implemented in his campaign and focuses on their innovative usage. Distinctive emphasis is put on the communication with the generation millenials via the tools of internet and mobile marketing.
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Effectiveness of mobile advertising
Strnadová, Marie ; Karlíček, Miroslav (advisor) ; Blažková, Jana (referee)
In the first part mainly the basic information about the types of mobile advertising are mentioned. Important topics such as business models and comparison with other advertising media are giving a conclusion for the theoretical part, which together with case studies from czech and foreign markets gives a solution to the effectiveness of mobile marketing.
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