Mobil reklam’ın kullanımı: durum ve çıkarımlar

Mobil uygulamalar ve kablosuz reklam konusunda tüm dünyada gerçekleşen gelişmeler doğrultusunda bu hızlı büyüme ile ilgili tahminler yapılmaktadır. Bu kablosuz iletişim araçları ile yapılan reklam çeşidi alanında yenilikçi olan firmalara yeni olanaklar sunmaktadır. Bu araştırmanın amacı firmaların, tüketici odaklı pazarlama çalışmalarında mobil reklamdan nasıl yararlandıklarını araştırmaktır. Bunun için, dijital medya ve mobil reklam konusunda uzmanlaşmış iki reklam ajansından altı müdür ile görüşme yapıldı. Mobil reklama karar vermede müşterilerini etkileyen faktörler, etkin kampanya tipleri ve sık kullanılan mobil reklam çeşitleri incelenmiştir.

The use of mobile advertising: status and implications

There has been lot of projections about the explosive growth of mobile applications and wireless advertising due to high penetration of advance mobile phone around the globe. Recently some form of advertising is being conducted via the wireless devices such as mobile phones, and PDAs. This remarkable development provides opportunity for companies who are innovative to use this medium to reach out to target customers. The purpose of this research was to investigate how organizations use mobile advertising in B2C Marketing. In order to do this, 6 directors from two advertising agencies specialized in digital media and mobile advertising are interviewed in the study. The factors that affect their clients’ decision to adopt mobile advertising, the type of effective campaigns and the forms of mobile advertising which are frequently used are investigated using case analysis.

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