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Geofencing – enhancing the effectiveness of mobile marketing
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Orientador(es)
Resumo(s)
With the increasing market penetration of smartphones and the emergence of high speed
wireless data transmission technologies, the global advertising industry is highly interested in
using the mobile channel for marketing purposes. Despite the increasing number of companies
now spending more money on mobile marketing than on any other marketing channel, the
nature and characteristics of this channel implicate limitations. Underlying research shows that
consumers’ acceptance of the mobile channel for promotional purposes is closely linked to the
personalization and the situational relevance of presented content. This work project addresses
the issue of consumer acceptance and demonstrates, how Geofencing can enhance the
effectiveness of mobile marketing campaigns.
Descrição
Palavras-chave
Customer journey Mobile marketing Consumer acceptance Geofencing