Situation Approach as Success Factor of Mobile Marketing

Situation Approach as Success Factor of Mobile Marketing

Jörg Link (University of Kassel, Germany) and Franziska Seidl (University of Kassel, Germany)
Copyright: © 2012 |Pages: 14
DOI: 10.4018/978-1-4666-1598-4.ch014
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Abstract

The success of Mobile Marketing is to a large extent dependent on two factors: (1) the situation appropriateness, where demands are made on the ability of the supplier to process all the central characteristics of a customer situation and turn them into an offer that is appropriate to the situation; (2) the economic success of the supplier depends on the economic potential of the situation and his accurate appraisal of it. The supplier therefore has to model both the specific features and the profit potential of the various customer situations at the right time and in the right way. This chapter is going to demonstrate that the success of Mobile Marketing measures can be guaranteed by a synergic interplay of market and result orientation. On the one hand customer situations are systemized and placed in the context of an integrated Customer Relationship Management system; on the other hand the evaluation of situations, reference object hierarchies, and the various levels of situation profit and loss statements are shown.
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Systematization Of Situations

As already shown, a special situation relationship marks the use of mobile terminals as information, communication, and sales channels. People normally use mobile terminals when they are on the move and confronted by changing situations. As their situations change, so do their requirements.

The following will analyse and systemize situations in fundamental detail. A basic distinction is to be made between macrostructure and microstructure.

In Figure 1 the connections are shown in outline (on microstructure cf. Kriewald, 2007). It is clear from this that both the particular basic situation – macrostructure – and the specific situation factors – microstructure – determine the customer situation to be considered for the situation-specific offer. The supplier, after analysing the customer situation, in the ideal case can make an offer tailored to the specialized individual situation. The formula for targeted direct marketing thus becomes considerably more effective as a result of the mobile factor.

Figure 1.

Systematics of situations

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