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MOBİL PAZARLAMA: KAVRAMSAL BİR DEĞERLENDİRME

Yıl 2010, Cilt: 1 Sayı: 1, 69 - 81, 01.12.2010

Şükran Karaca , Mustafa Gülmez

Öz

Hızla gelişen kablosuz iletişim teknolojisi ve internetin sağladığı avantajlar sonucunda mobil pazarlama ortaya çıkmıştır. Dünyayı 24 saat açık küresel bir pazar yerine dönüştüren internetin sahip olduğu kısıtlar mobil iletişim araçlarıyla birlikte hızla ortadan kalkmaktadır. Bilinen tüm geleneksel pazarlama ve reklam mecralarına yeni bir soluk getiren mobilite, hedef kitleye lokasyon ve zaman açısından istenilen şekilde ulaşılması, ürüne olan ilginin ve reklam etkilerinin ölçülebilmesi gibi önemli özelliklere sahip olan bir kavramdır. Mobil pazarlama bu önemli özellikler ile diğer pazarlama mecralarının zayıf yönlerini kapatmış ve kendine ciddi bir kullanım alanı bulmuştur. Öncelikle cep telefonu gibi mobil araçlar çok hızlı yayılmaktadır. Mobil araçlar yardımıyla mobil internet servisleri, kullanıcıların sabit bir bağlantı noktasına ihtiyaç duymasını gerektirmeden, onlara daha kişisel içerikler ve özel servisler sunmaktadır. Bu çalışmanın amacı; mobil pazarlama kavramını, kavramsal açıdan değerlendirmek, mobil pazarlamanın amaçları ve uygulamaları hakkında bilgi vermektir.

Anahtar Kelimeler

Mobil pazarlama Mobil iletişim Mobil reklam

Kaynakça

  • Amberg, M., Hirschmeier, M. and Wehrmann, J. (2004), “The Compass Acceptance Model for the Analysis and Evaluation of Mobile Services,” International Journal of Mobile Communications, vol.2 (3), pp.248–259.
  • Balasubramanian, S., Peterson, R. A. and Jarvenpaa, S., (2002), “Exploring the Implications of MCommerce for Markets and Marketing, “Journal of the Academy of Marketing Science, vol.30 (4), pp.348–361.
  • Barnes, S. J. (2002), “Wireless Digital Advertising: Nature and Implications,” International Journal of Advertising, 21 (3), 399–420.
  • Barutçu, S., (2008), “Mobil Pazarlama”, (Ed: İnci Varinli, Kahraman Çatı, Güncel Pazarlama Yaklaşımlarından Seçmele, Ankara: Detay Yayıncılık,
  • Barwise P. and Strong, C. (2002), “Permission-based Mobile Advertising”, Journal of Interactive Marketing, vol.16 (1), pp.14–24.
  • Bauer H. H., T. Reichardt, S.J. Barnes, and M.M.Neumann, (2005),“Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study”, Journal of Electronic Commerce Research, vol.6 (3), pp. 181–192.
  • Hristova, N. and O”Hare, G.M.P. (2004), “Ad-me: Wireless Advertising Adapted to the User Location, Device and Emotions”, Proceedings of the Proceedings of the 37th Annual Hawaii International Conference on System Sciences (HICSS'04) - Track 9, pp. 285–294.
  • Hoyer W.D. and Brown, S.P. (1990), “Effects of Brand Awareness on Choice for a Common, Repeat Purchase product”, Journal of Consumer Research, vol.17 (2), pp. 141–148.
  • Kotler, P., (2003), Marketing Management, Pearson Education, Upper Saddle River, New York, NY. Keller K.L., (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing, vol. 57 (1), pp.1–22.
  • Leppaniemi M. and Karjaluoto, H. (2005), “Factors Influencing Consumers‟ Willingness to Accept Mobile Advertising. A Conceptual Model”, International Journal of Mobile Communacations, vol.3(3), pp.197–213.
  • Nysveen, H., Per Pedersen, E. and Thorbjørnsen, H., (2005), “Intentions to Use Mobile Services: Antecedents and Cross-Service Comparisons,” Journal of the Academy of Marketing Science, vol.33 (3), pp.330–346.
  • Perlado, V. R. and Barwise, P., (2005), “Mobile Advertising: A Research Agenda,” in Advertising, Promotion and New Media, Marla R. Stafford and Ronald J. Faber, eds., New York: M.E. Sharp, pp.261-277.
  • Rettie, R., Grandcolas, U. and Deakins, B., (2005), “Text Message Advertising: Response Rates and Branding Effects,” Journal of Targeting, Measurement and Analysis for Marketing, vol.13 (4), pp.304–312.
  • Scharl A., Dickinger, A. and Murphy, J. (2005), “Success Factors and Industry Difussion of Mobile Marketing”, In Electronic Commerce Research and Applications, vol.4(1), pp.159–173.
  • Smith, Julian, Husson T, and Mulligan, M., (2005a), “Mobile Marketing: Exploiting Marketing Opportunities in Emergent Mobile Media,” European Marketing & Advertising, 4, pp.1–20.
  • Smith, J. Leveraging (2009)., “Mobile Technologies To Increase Revenue For The Nba And Its Properties”, International Journal of Mobile Marketing, Winter Vol. 4 No. 2 pp:68-74.
  • Sultan, F and Rohm, A. (2005), “The Coming Era of „Brand in the Hand‟ Marketing,” MIT Sloan Management Review, vol.47 (1), pp.83–90.
  • Tahtinen, J. (2006) “Mobile Advertising or Mobile Marketing. A Need for a New Concept”, In: FeBR 2005 -Frontiers of e-Business Research 2005, Conference Proceedings of eBRF 2005 pp. 152– 164.
  • Tsang, M., Ho, S., Liang, T.(2004). “Consumer Attitudes Toward Mobile Advertising: an Empirical Study”, International Journal of Electronic Commerce, vol.8(3), pp.65-78.
  • Virtanen, V., Bragge, J. and Tuunanen, T. (2005), “Barriers for Mobile Marketing and How to Overcome Them,” Proceedings of the 4th Mobility Roundtable, Hong Kong, June vol.1(3), pp.1–10.
  • “Dünya Genelinde 5 Milyar Cep Telefonu Var”, www.haber7.com, (Erişim Tarihi: 10/07/2010).
  • Economist (2005), “Mobile-phone Penetration,”Economist.com. September 1, http://www.economist.com/printedition/displayStory.cfm?Story_ID=4351974&no_na_tran=1, (Erişim tarihi:01/06/2009).
  • GSM Association (2006), “GSM Subscriber Statistics,” http://www.gsmworld.com/news/statistics/pdf/gsma_stats_q2_06.pdf, (Erişim tarihi: 02/06/2009).
  • Ministry of Transport and Communications of Finland (2006), “Mobile Services Market in Finland,” Publications of the Ministry of Transport and Communications, http://www.mintc.fi/oliver/upl964-Julkaisuja%2022_2006.pdf,(Erişim tarihi: 02/06/2009).
  • “Mobil Pazarlama ve M-Kampanya Modelleri”, www.kabilisim.com, (Erişim Tarihi:10/06/2009).
  • www.codaresearch.com Erişim Tarihi: 12/09/2010
  • www.emarketer.com Erişim Tarihi: 12/09/2010
  • www.mmaglobal.com/news Erişim Tarihi: 12/09/2010
  • http://www.mobilasyon.com/_Blog.php?BID=3252795 Erişim Tarihi: 25/09/2010
  • McGeough, J. (2002). The LBS Value Chain Partnerships for Success. Retrieved from http://www.wirelessdevnet.com/library/geomode_me2002.pdf Erişim Tarihi: 18/11/2010.
  • Tetik, H. http://www.dataport.com.tr/Default.aspx?tabid=190, 18/11/2010.
  • http://tr.wikipedia.org/wiki/MVS (Erişim Tarihi: 20/11/2010).

Yıl 2010, Cilt: 1 Sayı: 1, 69 - 81, 01.12.2010

Şükran Karaca , Mustafa Gülmez

Öz

Kaynakça

  • Amberg, M., Hirschmeier, M. and Wehrmann, J. (2004), “The Compass Acceptance Model for the Analysis and Evaluation of Mobile Services,” International Journal of Mobile Communications, vol.2 (3), pp.248–259.
  • Balasubramanian, S., Peterson, R. A. and Jarvenpaa, S., (2002), “Exploring the Implications of MCommerce for Markets and Marketing, “Journal of the Academy of Marketing Science, vol.30 (4), pp.348–361.
  • Barnes, S. J. (2002), “Wireless Digital Advertising: Nature and Implications,” International Journal of Advertising, 21 (3), 399–420.
  • Barutçu, S., (2008), “Mobil Pazarlama”, (Ed: İnci Varinli, Kahraman Çatı, Güncel Pazarlama Yaklaşımlarından Seçmele, Ankara: Detay Yayıncılık,
  • Barwise P. and Strong, C. (2002), “Permission-based Mobile Advertising”, Journal of Interactive Marketing, vol.16 (1), pp.14–24.
  • Bauer H. H., T. Reichardt, S.J. Barnes, and M.M.Neumann, (2005),“Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study”, Journal of Electronic Commerce Research, vol.6 (3), pp. 181–192.
  • Hristova, N. and O”Hare, G.M.P. (2004), “Ad-me: Wireless Advertising Adapted to the User Location, Device and Emotions”, Proceedings of the Proceedings of the 37th Annual Hawaii International Conference on System Sciences (HICSS'04) - Track 9, pp. 285–294.
  • Hoyer W.D. and Brown, S.P. (1990), “Effects of Brand Awareness on Choice for a Common, Repeat Purchase product”, Journal of Consumer Research, vol.17 (2), pp. 141–148.
  • Kotler, P., (2003), Marketing Management, Pearson Education, Upper Saddle River, New York, NY. Keller K.L., (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing, vol. 57 (1), pp.1–22.
  • Leppaniemi M. and Karjaluoto, H. (2005), “Factors Influencing Consumers‟ Willingness to Accept Mobile Advertising. A Conceptual Model”, International Journal of Mobile Communacations, vol.3(3), pp.197–213.
  • Nysveen, H., Per Pedersen, E. and Thorbjørnsen, H., (2005), “Intentions to Use Mobile Services: Antecedents and Cross-Service Comparisons,” Journal of the Academy of Marketing Science, vol.33 (3), pp.330–346.
  • Perlado, V. R. and Barwise, P., (2005), “Mobile Advertising: A Research Agenda,” in Advertising, Promotion and New Media, Marla R. Stafford and Ronald J. Faber, eds., New York: M.E. Sharp, pp.261-277.
  • Rettie, R., Grandcolas, U. and Deakins, B., (2005), “Text Message Advertising: Response Rates and Branding Effects,” Journal of Targeting, Measurement and Analysis for Marketing, vol.13 (4), pp.304–312.
  • Scharl A., Dickinger, A. and Murphy, J. (2005), “Success Factors and Industry Difussion of Mobile Marketing”, In Electronic Commerce Research and Applications, vol.4(1), pp.159–173.
  • Smith, Julian, Husson T, and Mulligan, M., (2005a), “Mobile Marketing: Exploiting Marketing Opportunities in Emergent Mobile Media,” European Marketing & Advertising, 4, pp.1–20.
  • Smith, J. Leveraging (2009)., “Mobile Technologies To Increase Revenue For The Nba And Its Properties”, International Journal of Mobile Marketing, Winter Vol. 4 No. 2 pp:68-74.
  • Sultan, F and Rohm, A. (2005), “The Coming Era of „Brand in the Hand‟ Marketing,” MIT Sloan Management Review, vol.47 (1), pp.83–90.
  • Tahtinen, J. (2006) “Mobile Advertising or Mobile Marketing. A Need for a New Concept”, In: FeBR 2005 -Frontiers of e-Business Research 2005, Conference Proceedings of eBRF 2005 pp. 152– 164.
  • Tsang, M., Ho, S., Liang, T.(2004). “Consumer Attitudes Toward Mobile Advertising: an Empirical Study”, International Journal of Electronic Commerce, vol.8(3), pp.65-78.
  • Virtanen, V., Bragge, J. and Tuunanen, T. (2005), “Barriers for Mobile Marketing and How to Overcome Them,” Proceedings of the 4th Mobility Roundtable, Hong Kong, June vol.1(3), pp.1–10.
  • “Dünya Genelinde 5 Milyar Cep Telefonu Var”, www.haber7.com, (Erişim Tarihi: 10/07/2010).
  • Economist (2005), “Mobile-phone Penetration,”Economist.com. September 1, http://www.economist.com/printedition/displayStory.cfm?Story_ID=4351974&no_na_tran=1, (Erişim tarihi:01/06/2009).
  • GSM Association (2006), “GSM Subscriber Statistics,” http://www.gsmworld.com/news/statistics/pdf/gsma_stats_q2_06.pdf, (Erişim tarihi: 02/06/2009).
  • Ministry of Transport and Communications of Finland (2006), “Mobile Services Market in Finland,” Publications of the Ministry of Transport and Communications, http://www.mintc.fi/oliver/upl964-Julkaisuja%2022_2006.pdf,(Erişim tarihi: 02/06/2009).
  • “Mobil Pazarlama ve M-Kampanya Modelleri”, www.kabilisim.com, (Erişim Tarihi:10/06/2009).
  • www.codaresearch.com Erişim Tarihi: 12/09/2010
  • www.emarketer.com Erişim Tarihi: 12/09/2010
  • www.mmaglobal.com/news Erişim Tarihi: 12/09/2010
  • http://www.mobilasyon.com/_Blog.php?BID=3252795 Erişim Tarihi: 25/09/2010
  • McGeough, J. (2002). The LBS Value Chain Partnerships for Success. Retrieved from http://www.wirelessdevnet.com/library/geomode_me2002.pdf Erişim Tarihi: 18/11/2010.
  • Tetik, H. http://www.dataport.com.tr/Default.aspx?tabid=190, 18/11/2010.
  • http://tr.wikipedia.org/wiki/MVS (Erişim Tarihi: 20/11/2010).
Toplam 32 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Şükran Karaca

Mustafa Gülmez Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2010
Gönderilme Tarihi 19 Haziran 2015
Yayımlandığı Sayı Yıl 2010 Cilt: 1 Sayı: 1

Kaynak Göster

APA Karaca, Ş., & Gülmez, M. (2010). MOBİL PAZARLAMA: KAVRAMSAL BİR DEĞERLENDİRME. Akademik Yaklaşımlar Dergisi, 1(1), 69-81.