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Geofencing – enhancing the effectiveness of mobile marketing

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Resumo:With the increasing market penetration of smartphones and the emergence of high speed wireless data transmission technologies, the global advertising industry is highly interested in using the mobile channel for marketing purposes. Despite the increasing number of companies now spending more money on mobile marketing than on any other marketing channel, the nature and characteristics of this channel implicate limitations. Underlying research shows that consumers’ acceptance of the mobile channel for promotional purposes is closely linked to the personalization and the situational relevance of presented content. This work project addresses the issue of consumer acceptance and demonstrates, how Geofencing can enhance the effectiveness of mobile marketing campaigns.
Autores principais:Leibbrand, Max Roman
Assunto:Customer journey Mobile marketing Consumer acceptance Geofencing
Ano:2017
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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