The applying of mobile marketing in the development of relationships with customers

Cilj ovog diplomskog rada je prikazati kako mobilni marketing svojim tehnikama i alatima može utjecati na ponašanje i odluke potrošača. Također je na primjeru tvrtke Puma promatran ovaj način marketinga te kako se on odrazio na poslovanje tvrtke. Mobilni marketing je skup protokola koji omogućuju organizacijama da komuniciraju sa svojom ciljanom skupinom i potaknu ju na sudjelovanje na interaktivan i za njih relevantan način putem bilo kojeg mobilnog uređaja ili mreže. Mobilni marketing ima četiri dimenzije, a to su: sveprisutnost, bogatstvo, dopuštenje te prilagodljivost korisniku. Danas postoje brojne tehnike i alati mobilnog marketinga, a najpoznatije i najzastupljenije su: SMS i MMS, Mobilna zabava, Mobilno unapređenje prodaje, Mobilno bankarstvo, Mobilna trgovina i LBS servisi. SMS se smatra prvim pravim mobilnim oglašavanjem te začetnikom modernog oblika mobilnog marketinga. Mobilno unapređenje prodaje predstavlja kratkotrajne poticaje te razne motivacije koje žele u obliku kupona, besplatnih uzoraka, darova, popusta i rabata potaknuti potencijalne kupce na kupovinu. Također jedan od najpoznatijih alata mobilnog marketinga su i LBS servisi koji se temelje na lokaciji korisnika, pa zbog toga ovaj alat bilježi sve veću primjenu. Mobilna trgovina omogućuje korisnica kupovinu sa bilo kojeg mjesta u bilo koje vrijeme što kupnju čini brzom i jednostavnom. Mobilno bankarstvo se razvilo iz mobilne trgovine, a odnosi se na korištenje pametnog mobilnog telefona ili nekog drugog prijenosnog uređaja spojenog na mrežu za obavljanje poslova internetskog bankarstva izvan banke, odnosno na bilo kojoj lokaciji. Uz alate i tehnike također su jako bitne i strategije mobilnog marketinga koje uveliko ovise o tome kako će potrošači reagirati na određeni proizvod ili uslugu. Koju strategiju će koristiti ovisi o samoj politici pojedinih tvrtki. Sve je veća priča i o odnosu tvrtke i potrošača tj. kako sam potrošač može utjecati na stvaranje proizvoda ili usluge. Kao što je prethodno navedeno u radu je prikazano i poslovanje mobilnog marketinga jedne od najvećih međunarodnih korporacija Puma te koje su oni tehnike i načine poslovanja koristili kako bi privukli, ali i zadržali postojeće potrošače. Na kraju je prikazano kako se to odrazilo financijski na njihovo poslovanje.The purpose of this graduate paper is to show how mobile marketing with it's tools and techniques can influence on the behavior and decisions of consumers. Also, taking the company Puma as an example, this type of marketing has been researched and how it has influenced it's business. Mobile marketing is an aggregate of protocols which allow organizations to communicate with their target group and to stimulate them to engage in an interactive and for them relevant way via any mobile device or network. Mobile marketing has 4 dimensions and those are : ubiquity, richness, allowness and adaptability according to users. Today there are many tools of mobile marketing and the most known and the most present are: SMS and MMS, mobile entertainment, mobile advancement of sales, mobile banking, mobile commerce and LBS services. SMS is regarded as the first real mobile advertising and the pioneer of the modern shape of mobile marketing. Mobile advancement of sales represents short-term stimulations and all kinds of different motivations like coupons, gifts, discounts and rebates that seek to stimulate potential customers to make a purchase. Also one of the most known tools of mobile marketing are LBS services which are based on the location of the user and that's why this tool is used more often. Mobile commerce allows users to make a purchase from any place in any time which makes shopping faster and simpler. Mobile banking has developed from mobile commerce and it represents using a smartphone or some other form of portable device connected to a network for doing internet banking tasks outside the bank. With those tools and techniques also important are strategies of mobile marketing which greatly depend on the way that consumers are going to react to a product or service. Which strategy to ise depends on the politics of individual companies. There's more and more talk about the relationship of companies and consumers, in other words, how can a customer alone influence the making of products and services. As previously stated, in this paper will also be shown the management of mobile marketing of one of the biggest international corporations Puma, and which techniques and tools they have used to attract and keep existing consumers. In the end it's shown how it has affected their financial management