The Effect of Current Trends in Mobile Marketing on Traditional Marketing Communications and Customer Relationship Management
As consumers increasingly prefer mobile devices as their main communication and entertainment channel, it becomes more and more important for marketers as well. Mobile marketing today does not only include sending SMS and E-mail but rather is becoming a whole new interactive, rich-media marketing ch...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2011
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| Online Access: | https://eprints.nottingham.ac.uk/25278/ |
| _version_ | 1848792951140909056 |
|---|---|
| author | Hoffmann, Kristina |
| author_facet | Hoffmann, Kristina |
| author_sort | Hoffmann, Kristina |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | As consumers increasingly prefer mobile devices as their main communication and entertainment channel, it becomes more and more important for marketers as well. Mobile marketing today does not only include sending SMS and E-mail but rather is becoming a whole new interactive, rich-media marketing channel with possibilities for direct engagement with ads and brands like never before.
This research attempts to provide a greater understanding about the effects of current trends in mobile marketing on traditional marketing concepts and aims to point out those concepts of the marketing strategy that can be advanced by mobile marketing.
The results suggest that when mobile marketing is being implemented into an organisation’s marketing strategy, the whole marketing strategy has to be considered, with all the coherences and interrelations between different elements. Relevance and usefulness for the consumer are even more important than in any other marketing concept. Also, the danger of being intrusive has to be considered and kept in mind while designing a mobile marketing strategy. |
| first_indexed | 2025-11-14T18:52:33Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-25278 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:52:33Z |
| publishDate | 2011 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-252782018-01-22T18:23:01Z https://eprints.nottingham.ac.uk/25278/ The Effect of Current Trends in Mobile Marketing on Traditional Marketing Communications and Customer Relationship Management Hoffmann, Kristina As consumers increasingly prefer mobile devices as their main communication and entertainment channel, it becomes more and more important for marketers as well. Mobile marketing today does not only include sending SMS and E-mail but rather is becoming a whole new interactive, rich-media marketing channel with possibilities for direct engagement with ads and brands like never before. This research attempts to provide a greater understanding about the effects of current trends in mobile marketing on traditional marketing concepts and aims to point out those concepts of the marketing strategy that can be advanced by mobile marketing. The results suggest that when mobile marketing is being implemented into an organisation’s marketing strategy, the whole marketing strategy has to be considered, with all the coherences and interrelations between different elements. Relevance and usefulness for the consumer are even more important than in any other marketing concept. Also, the danger of being intrusive has to be considered and kept in mind while designing a mobile marketing strategy. 2011-09-26 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/25278/1/KRISTINA_FINAL.pdf Hoffmann, Kristina (2011) The Effect of Current Trends in Mobile Marketing on Traditional Marketing Communications and Customer Relationship Management. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Hoffmann, Kristina The Effect of Current Trends in Mobile Marketing on Traditional Marketing Communications and Customer Relationship Management |
| title | The Effect of Current Trends in Mobile Marketing on Traditional Marketing Communications and Customer Relationship Management |
| title_full | The Effect of Current Trends in Mobile Marketing on Traditional Marketing Communications and Customer Relationship Management |
| title_fullStr | The Effect of Current Trends in Mobile Marketing on Traditional Marketing Communications and Customer Relationship Management |
| title_full_unstemmed | The Effect of Current Trends in Mobile Marketing on Traditional Marketing Communications and Customer Relationship Management |
| title_short | The Effect of Current Trends in Mobile Marketing on Traditional Marketing Communications and Customer Relationship Management |
| title_sort | effect of current trends in mobile marketing on traditional marketing communications and customer relationship management |
| url | https://eprints.nottingham.ac.uk/25278/ |