SOLUTIONS AND TEHNOLOGY OF MOBILE MARKETING

V poslovnem svetu je internet naredil popolno revolucijo, posredno se je izredno hitro razvijala tudi mobilna tehnologija. Tako se spreminja način komuniciranja med ljudmi in organizacijami, pojavila so se nova sodelovanja med podjetji. Nekoč je mobilni telefon veljal izključno kot pripomoček za telefoniranje, danes krepko presega ta prvotni namen. Večina ljudi se pri nakupu novega mobilnega telefona odloča za tistega, ki nudi tudi številne druge, vedno bolj pomembne funkcije. Kot je za posameznika pomembno, da lahko kadar koli in kjer koli preveri poštni predal, v prostem času pobrska po internetu, si zabeleži podatke in si olajša vsakodnevno življenje, tako je za poslovanje podjetnika pomembno, da lahko pridobi kakovostne informacije takoj in kjer koli. Na ta način si lahko pridobi nove tržne priložnosti/prednosti. Tako so podjetja v zadnjem desetletju primorana k novi obliki poslovanja – k mobilnem poslovanju. Ker so poslovneži izven svojega službenega časa tudi potrošniki, so začeli mobilne telefone uporabljati tudi v poslovnem okolju. Večina nas ima mobilne telefone ves čas ob sebi, zato je mobilno poslovanje toliko enostavnejše. V nadaljevanju magistrske naloge bomo za lažje razumevanje začeli s teoretičnimi izhodišči različnih avtorjev. Podrobneje bomo predstavili oblike mobilnega marketinga, ki so na voljo današnjim oglaševalcem. Nadaljevali bomo s pregledom tehnologij mobilnega marketinga, ki je osrednje orodje za nov način komuniciranja in poslovanja, oglaševalcem pa ponuja nove načine oglaševanja, ki je uporabnikom prijaznejše in zanimivejše. Ker je v Sloveniji še vedno najbolj razširjena oblika mobilnega marketinga SMS marketing, bomo le tega podrobno raziskali in nadaljevali s praktičnimi primeri uspešno izpeljanih marketinških akcij v Sloveniji in tujini. Raziskovalno delo bomo zaključili s ključnimi ugotovitvami, do katerih smo prišli tekom magistrske naloge. In the business world, the Internet made a major revolution, which lead to extremely rapid mobile technology development. Because of that, the way of communication between people and organisations changes, new business corporations emerged. While once a mobile phone was considered a tool for making calls, today on the other hand, it use goes far beyond that original purpose. When most people decide to buy a new mobile phone, often decide for the ones which offer several new, increasingly important features. As it is for an individual important to check the mailbox almost everywhere, surfs the Internet in spare time, takes notes and actually makes his/hers life easier, it is even more important for the business entrepreneur to obtain high quality informations instantly and anywhere. In this way he can gain advantage and new market opportunities or benefits. All of that, forced corporations in the last decade, into a new form of business called mobile commerce. Because business people are also consumers in their private life, they started to use mobile phones in business environment also. Most of has keep our mobile close, which makes business much easier. In the following thesis we will begin with theoretical starting points of various authors, because of better understanding. We will present in detail several forms of mobile marketing, available to advertisers today. Following comes the review of the mobile marketing technology, which is the main tool for the new way of communication and business, while offers advertisers a new way of advertising that is easier to use and more interesting for the users. Because in Slovenia SMS marketing is still the most popular form of mobile marketing, we only studied that in detail and continue with practical examples of successful marketing campaigns undertaken in our country and abroad. Research will be completed with key findings, which we discovered during the thesis.