MOBILE MARKETING AS A CONSTITUENT PART OF INTEGRATED MARKETING COMMUNICATIONS

Mobilni uređaji postali su brzorastući marketinški kanal za velik broj poslovnih subjekata koji djeluju na tržištima diljem svijeta. Njihova upotreba u široj javnosti omogućila je marketinškim stručnjacima komuniciranje relevantnih marketinških informacija i poruka namijenjenih potencijalnim potrošačima uz korištenje suvremene informacijske tehnologije poput geolokacijskih servisa, mobilnih aplikacija, socijalnih medija i dr. Iako nije u potpunosti novi marketinški kanal, budući da su se njime poslovni subjekti služili u proteklim desetljećima, smatra se da tek sada doživljava pravi procvat te se prognozira njegov ubrzan rast u budućnosti. Zbog sveprisutnosti mobilnih uređaja značaj mobilnog marketinga jednako je važan za probitak i proširenje poslovanja poslovnih subjekata kao i internetski marketing. Takav napredak mobilne komunikacije doveo je do nužnosti implementiranja mobilnog marketinga u promocijski miks integrirane marketinške komunikacije kako bi se u potpunosti mogle iskoristiti prednosti novog marketinškog kanala. Svrha ovog rada je da pridonese razumijevanju mobilnog marketinga kao sastavnog dijela integrirane marketinške komunikacije te pobliže definira osnovne pojmove i teorijske pretpostavke mobilnog marketinga.Mobile devices have become a fast-growing marketing channel for a large number of businesses and other organizations that operate on markets around the world. Their use in the general public has enabled marketers to communicate relevant marketing information and messages to potential consumers using modern information technologies such as geo-location services, mobile applications, social media and others. Although not entirely new, since companies used it in the past decades, the marketing channel is considered now as experiencing a real boom, and the prediction is that it will rapidly grow in the future. Because of the ubiquity of mobile devices, the importance of mobile marketing is equally important for the growth and expansion of businesses just as the Internet marketing is. Such progress of mobile communications has led to the necessity of implementing mobile marketing in the promotional mix of integrated marketing communications in order to take full advantage of the new marketing channel. The purpose of this paper is to contribute to the understanding of mobile marketing as part of an integrated marketing communications and to closely define the basic concepts and theoretical assumptions of mobile marketing