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Mobile Marketing

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Online-Marketing-Intelligence

Zusammenfassung

Mobile Marketing ist aufgrund der Ortsunabhängigkeit und der Größe des Displays der mobilen Endgeräte hinsichtlich der Erfolgszusammenhänge abzugrenzen vom stationären Online Marketing. Wissenschaftliche Studien haben sich in den letzten Jahren insbesondere mit situativen Faktoren wie dem technologischen Kontext, de Nutzerkontext und Umweltfaktoren beschäftigt. Des Weiteren haben Studien erste Erkenntnisse zu Personalisierungsmaßnahmen und der optimalen Anzahl auszusteuernder Werbemaßnahmen geliefert. Dieses Kapitel erarbeitet grundsätzliche Erfolgszusammenhänge auf Basis wissenschaftlicher Studien und gibt Handlungsempfehlungen für das Mobile Marketing.

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Notes

  1. 1.

    Ein Wear-out-Effekt tritt ein, wenn die Wirkung der Werbung im Zeitablauf abnimmt.

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Authors and Affiliations

  1. HSBA Hamburg School of Business Administration, Hamburg, Deutschland

    Dennis Ahrholdt, Goetz Greve & Gregor Hopf

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  1. Dennis Ahrholdt
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  2. Goetz Greve
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  3. Gregor Hopf
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© 2019 Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature

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Ahrholdt, D., Greve, G., Hopf, G. (2019). Mobile Marketing. In: Online-Marketing-Intelligence. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-26562-5_13

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  • DOI: https://doi.org/10.1007/978-3-658-26562-5_13

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-26561-8

  • Online ISBN: 978-3-658-26562-5

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