英语论文网

代写美国留学生市场营销作业Table of Contents
Reactions to Bluetooth Proximity Marketing in LA Area Malls Eric Azares
1.
Mobile advertising
i.
What is Mobile Marketing
ii.
What is Proximity Marketing
iii.
Characteristics of a Proximity Marketing Campaign
iv.
Legal Issues in Mobile Marketing
2.
What is Bluetooth?
3.
What is Bluetooth Marketing?
4.
Examples of Proximity Marketing Campaigns
5.
Intera’s Proximity Marketing in LA Malls
i.
Intera’s System
ii.
The Campaign
6.
Significance of this Study
7.
Methods
8.
Results
9.
Recommendations
10.
Limitations
11.
Technical Issues
12.
Conclusion
13.
Works cited
14.
Appendix
2
1. Proximity Marketing
What is Mobile Marketing
Mobile advertising is a method for companies to reach their customers through mobile devices. The Mobile Marketing Association (MMA, 2009) defines mobile marketing as the “use of wireless media as an integrated content delivery and response vehicle within a crossmedia marketing program. “ Integrated content can include images, texts messages, movies and other material containing the company’s marketing message.
Companies can connect to customers through their mobile phones in various ways. Mobile marketing methods include voice, text messaging, mobile websites and proximity marketing (Dushinski, 2009). Voice allows customers to chat with a person one-on-one or interact with a voice recording. For example, a company can post a physical sign with a phone number to call for more information about their services. In a text messaging campaign, messages comprised of up to 160 characters are transmitted to a phone through a short message service (SMS). Several variations include voting/polling, alerts, and mobile coupons. A mobile website is a mobile-friendly website that user can access through their phones. A phone’s web-ready micro-browsers can access these websites using their mobile phone’s service plan. And finally, content can be delivered through proximity marketing such as wi-fi or Bluetooth. In this system, local wireless hardware transmits data to the customer when they are within a physical proximity.
3
All these methods of content delivery share the traits of location-specificity and timely knowledge. Statistics show that 57 percent of mobile web users seek information about the weather. The second most sought topic was sports news/scores, followed by local traffic information (Michael, et al, 2008). Because location relevance is an important factor for mobile users, mobile advertising must take this into account when designing a mobile campaign. Just as users want to receive relevant information that is local to their surroundings, mobile advertisements must also be relevant. In the world of proximity marketing, a user’s physical location will determine the type of advertisements he or she will receive.
What is Proximity Marketing?
Proximity marketing is a type of mobile marketing that connecting businesses to their customers in specific locations. The context specificity allows advertisers to send targeted and personalized mobile-advertisements to consumers on the move, hence an alternative term, location based commerce (Turban, 2002).
Mobile devices can be defined as any portable wireless computing device, typically with a display screen and an input device, usually in the form of a keypad. These portable tools are carried by individuals and exist本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。