City Marketing Goes Mobile: Use of Mobile Commerce Techniques for City Marketing

City Marketing Goes Mobile: Use of Mobile Commerce Techniques for City Marketing

Juliane Chudalla (University of Augsburg, Germany) and Key Pousttchi (University of Augsburg, Germany)
DOI: 10.4018/978-1-60566-134-6.ch005
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Abstract

Mobile services have great potentials in different fields, so it is interesting to have a closer look of them, and about the way they can be used sensiblebly in the present; in the future for city marketing too. This chapter provides basic knowledge on mobile services, the presentation of restrictions, and opportunities of mobile devices, applications, and communication techniques, to help to understand what advantages mobile services have and for what they could be used for. The desriptions of present and possible mobile services and the three case studies inform the readers of the design of such services and help practitioners to design and implement their own successful mobile services for city marketing purposes.
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City Marketing And The Mobile Channel

City marketing is an emerging market everywhere as more and more cities market themselves to get a better reputation. People are getting overwhelmed by information, and cities have to prevail against each other so that enterprises settle there, people intend to live and work there, and tourists want to spend their holidays in that city and not in another. Consequently, cities have to take special positions and need special fields of attention to contrast with other cities. On the one hand the growth in city marketing originates from this competition between the cities and on the other hand also stems from the fact that local economy and citizens expect factors like a high value of leisure and culture and the proximity of public administration.

As in a number of other contexts the use of mobile phones or other mobile devices is a very promising option to city marketers. By using these devices for their services, cities enter a more or less new field—they can make forecasts but there will be no guarantee for the acceptance of said services. Still, they have to compete with each other. If a city offers mobile services it will look innovative. In most countries the penetration of mobile devices is higher than the internet penetration and mobile devices are cheaper than computers. Thus, mobile services have a great chance to become a popular method to increase the benefit of city marketing.

We define mobile city marketing as any marketing activity in a city which involves the transmission of data via mobile communication techniques in conjunction with mobile devices to increase the attractiveness of the city for different target groups. As mobile devices we refer to mobile phones, smartphones, personal digital assistants (PDA), and—where appropriate—tablet PC.

With mobile services cities can provide information their stakeholders can retrieve at any place or time. Thus cities have a new opportunity to get in contact with their (potential) stakeholders. These measures regard the city, and its surroundings in the domains economic, habitation, shopping, infrastructure, transportation, spare time, environment and culture. While interaction based on the stationary Internet requires forward planning, mobile services enable its extension to the mobile situation where the customer either directly needs to assess information or is potentially very responsive to context-sensitive offers that are made to him. On the other hand, the opportunities of mobile devices in presentation, interaction and bandwidth for data transfer are very restricted (Turowski & Pousttchi, 2004, p. 61).

In this chapter we provide basic knowledge on mobile services and their use. Based on this we give an overview of present mobile services that could be or are already used for city marketing and their prospective chances. This will enable city marketers to generally assess the value of mobile services for their work, to have an overview over existing types of services and to understand the development of new applications for mobile city marketing.

The chapter is organized as follows: In section two we introduce the relevant types of mobile devices, applications and communication techniques in order to examine their potential for city marketing purposes. In section three we will examine existing mobile applications in the area of city marketing, beginning with an itemization of single applications and concluding with case studies of m-city projects in Tartu, Stockholm and Bregenz. In section four we will identify future trends and give an outlook. Section five will provide a conclusion with recommendations to city marketing practitioners about how to use the mobile channel.

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Editorial Advisory Board
Table of Contents
Acknowledgment
Mila Gascó-Hernandez, Teresa Torres-Coronas
Chapter 1
Norberto Muñiz-Martínez, Miguel Cervantes-Blanco
Cities are acquiring a key geopolitical importance in the shaping of world-wide flows and exchanges, playing a key part in modern socio-economic... Sample PDF
Identity and Marketing of Cities
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Chapter 2
José Fernández-Cavia, Assumpció Huertas-Roig
City marketing tries to position cities in the mind of the public, although the process of creating and communicating city brands is still at an... Sample PDF
City Brands and their Communication through Web Sites: Identification of Problems and Proposals for Improvement
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Chapter 3
Barry Mishra, Erik Rolland
City marketing in the broadest term can be defined as the strategic design of the city to satisfy the various stakeholders of the city who often... Sample PDF
A Strategic Framework for City Marketing: The SSRM Approach
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Chapter 4
Al D. McCready
Indications are strong that globalization is an irresistible force, fomented by, or at the very least, enabled by technology. This chapter refers to... Sample PDF
Strategic Technology Planning for the Techno-Global Economy: Cities in the Market
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Chapter 5
Juliane Chudalla, Key Pousttchi
Mobile services have great potentials in different fields, so it is interesting to have a closer look of them, and about the way they can be used... Sample PDF
City Marketing Goes Mobile: Use of Mobile Commerce Techniques for City Marketing
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Chapter 6
Laura L. Matherly, Maureen Jouett
Integrating information communication technologies (ICTs) and marketing in strategic management of city government is critical to achieving... Sample PDF
Strategic Management in City Government: Integrating Information Communication Technologies and Marketing in a Causal Model to Drive Stakeholder Satisfaction and Economic Development
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Chapter 7
María Isabel Huerta-Carvajal, Luis Felipe Luna-Reyes
Local governments around the world are becoming aware of the importance of identifying and marketing their local assets to promote economic... Sample PDF
City Boosterism through Internet Marketing: An Institutional Perspective
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Chapter 8
Pablo Díaz-Luque
Large cities are one of the most popular tourism destinations throughout the world. Business and leisure tourists visit these areas every year and... Sample PDF
Official Tourism Web Sites and City Marketing
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Chapter 9
Lluís Prats-Planagumà, Raquel Camprubí
The competitiveness of tourism destinations is a relevant issue for tourism studies, moreso, is a key element on the daily basis of tourism... Sample PDF
E-Tourism Image: The Relevance of Networking for Web Sites Destination Marketing
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Chapter 10
Nicholas P. Robinson, Prescott C. Ensign
This chapter discusses the importance of making strategic investments in information communication technologies (ICTs) in order to benefit from... Sample PDF
Marketing Your City's Industries to the World: Building and Retaining Export Oriented Clusters through Strategic ICT Investments
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Chapter 11
Marianna Sigala
During the last decades, the use of Web 2.0 applications for the generation, dissemination, and sharing of user-generated content (UGC) and the... Sample PDF
WEB 2.0, Social Marketing Strategies and Distribution Channels for City Destinations: Enhancing the Participatory Role of Travelers and Exploiting their Collective Intelligence
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Chapter 12
José-Rodrigo Córdoba, Nicolas Jullien, Jocelyne Trémenbert
This chapter defines three different patterns to understand how city marketing initiatives are designed and implementing, and how information and... Sample PDF
Developing Patterns for Thinking About City Marketing Initiatives
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Chapter 13
Peter Dobers, Anette Hallin
This chapter discusses a current example of the ongoing efforts of city managers to promote their cities, also known as place marketing or place... Sample PDF
The Use of Internet in Building the Brand of "Stockholm: The Capital of Scandinavia”
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Chapter 14
Anette Hallin
Information and communication technologies (ICTs) cannot only be used practically in marketing efforts, but also as symbols, due to the images and... Sample PDF
Marketing the mCity: How a City Based ICT-Project Can Make Sense
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Chapter 15
Sandra Moffett, T. M. McGinnity, M. Callaghan, J. Harkin, D. N. Woods
This chapter outlines the journey that the city of Londonderry (Derry), Northern Ireland, undertook when converting a traditional walled city to a... Sample PDF
Walled City to Wireless City
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Chapter 16
Bantu L. Morolong
This chapter introduces the reader to the idea of city marketing. This idea has developed over time, globally, as cities continue to grow rapidly.... Sample PDF
Using Information Communication Technology to Decentralize City Marketing: Challenges and Opportunities
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About the Contributors