Implementation of mobile marketing components in modern business activities

U radu se objašnjava važnost implementacije komponenti mobilnog marketinga u suvremenim poslovnim aktivnostima te značaj istih za korisnike. Mobilni marketing se može podijeliti na tri razine, tako se prva razina odnosi na SMS, MMS i programe izravnog dopisivanja, druga se odnosni na QR kod, NFC, Beacon te virtualnu i proširenu stvarnost, dok se treća razina odnosi na geolokacijski marketing. Svaka se razina pobliže promatra te se objašnjavaju navedeni oblici mobilnog marketinga. Dok se u teorijskom dijelu navode prednosti i nedostaci svakog od navedenih oblika, u praktičnom dijelu se navode primjeri. Kroz navedene primjere se objašnjava koliki značaj i mogućnosti ima određeni oblik mobilnog marketinga te se uočavaju promjene u trendovima i sadržaju što se povezuje s napretkom tehnologije i povećanjem broja korisnika pametnih mobilnih uređaja. Napredni oblici mobilnog marketinga poput geolokacijskog omogućuju praćenje korisnika te prikupljanje podataka o istima. Riječ je o generalnim podacima poput demografskih pokazatelja, a poslovnom subjektu služe u svrhu poboljšanja poslovanja i usluga, kao i boljeg targetiranja željene skupine korisnika. Lokacijski i geolokacijski marketing se sve više razvijaju i poslovni subjekti ulažu u iste. Nadalje, raspravlja se važnost implementacije navedenih komponenti, njihov značaj za poslovanje, ali i same korisnike. Ono što je najvažnije je konstantno istraživanje navika korisnika i samim time prilagođavanje potrebama korisnika kako bi se ostvario konačni cilj, a to je ostvarivanje konverzije.In this paper, the importance of implementing mobile marketing components in modern business activities is explained, as well as their importance for users. Mobile marketing can be divided into three levels, the first level refers to SMS, MMS, and Instant Messaging Programs, the second one relates to QR code, NFC, Beacon and virtual and augmented reality, while the third level relates to geolocation marketing. Each level is closely looked at and the above-mentioned forms of mobile marketing are explained. While the theoretical part outlines the advantages and disadvantages of each of the above forms, the practical part provides examples. The importance and opportunities of a mobile marketing form are explained through the examples given. Also, they indicate and identify changes in trends and content that are related to the advancement of technology and the increasing number of smart mobile device users. Advanced forms of mobile marketing, such as geolocation, allow to track users and collect information about them. These are general information such as demographics, and serve the business entity to improve its business and services, as well as better target the potential group of users. Location and geolocation marketing are increasingly evolving and businesses are investing in the same. Furthermore, the importance of implementing the components, their importance for the business as well as the users themselves are discussed. What is most important is the constant research of users' habits and thus adaptation to the needs of the users to achieve the ultimate goal, which is to make conversion