PL EN


2017 | 3(25) | 135-155
Article title

The role of knowledge management in mobile marketing

Content
Title variants
PL
Rola zarządzania wiedzą w marketingu mobilnym
Languages of publication
EN PL
Abstracts
EN
Mobile marketing is one of the fastest growing channels of marketing information. Mobile terminal devices and mobile networks allow for mass personalisation of content transmitted to individual recipients thereby facilitating recipient segmentation within one-to-one marketing. Mobile marketing means using interactive wireless media to provide clients with personal information with precise profiling using geo-location, time, and often associated with their interests, sex or other attributes, promoting goods, services and ideas, thus, also generating added value for all the process participants. Mobile media has completely transformed the present concept of marketing campaigns and has opened up a wide array of new opportunities for advertisers. They have also brought new challenges for companies using CRM and KM. In a study involving a group of students, efforts were made to determine the factors which are likely to contribute to finding the answer to the question of how to effectively run mobile marketing campaigns and what should be taken into account when using the tools and knowledge offered by knowledge management and customer relationship management.
PL
Jednym z najszybciej rozwijających się kanałów informacji marketingowej jest marketing mobilny. Mobilne urządzenia terminalowe i sieci mobilne umożliwiają masową personalizację treści przesyłanych indywidualnym odbiorcom, a tym samym ułatwia segmentacje odbiorców w ramach marketingu one-on-one. Marketing mobilny oznacza wykorzystywanie interaktywnych mediów bezprzewodowych w celu dostarczania klientom osobistych informacji, z możliwością ścisłego sprofilowania geolokalizacyjnego, czasowego oraz często związanego z zainteresowaniami, płcią lub innymi atrybutami, promujących towary, usługi i pomysły, a tym samym generujących wartość dla wszystkich uczestników procesu. Media mobilne całkowicie zmieniły obecną koncepcję kampanii marketingowych i otworzyły szereg nowych możliwości dla reklamodawców. Przyniosły nowe wyzwania dla firm stosujących systemy CRM i KM. W ramach badania grupy studentów, starano się ustalić czynniki, które pomogą znaleźć odpowiedź na pytanie: jak skutecznie prowadzić mobilne kampanie marketingowe oraz co uwzględnić przy korzystaniu z narzędzi i wiedzy, jakie oferuje zarządzanie wiedzą i zarządzanie relacjami z klientami.
Publisher
Year
Issue
Pages
135-155
Physical description
Dates
online
2017-09
Contributors
References
  • 1. Ahonen, T. Barett, J. (2002). Services for UMTS: Creating Killer Applications in 3G. Chicester, UK: John Willey and Sons.
  • 2. Bauer, H.H., Barnes, S.J., Reichardt, T., Neumann, M.M. (2005). Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study. Journal of Electronic Commerce Research, Vol. 6 (3), pp. 181–191.
  • 3. Chaffey, D., Wood, S. (2005). Business Information Management. New York: Prentice Hall.
  • 4. Chan, I., Chao C.K. (2008). Knowledge management in small and medium-sized enterprises. Communications of the ACM, April, Vol. 51, No. 4, pp. 83–88.
  • 5. Davenport, T.H., Prusak, L. (1998). Working Knowledge. Boston, MA, US: Harvard Business School Press.
  • 6. Drossos, D., Giaglis, G.M., Lekakos, G. (2007). An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising. Proceedings of the 40th Hawaii International Conference on System Sciences.
  • 7. Gibbert, M., Leibold, M., Probst, G. (2009). Five styles of Customer Knowledge Management, And how smart companies put them into action, http://www.hec.unige.ch/recherches_publications/cahiers/2002/2002.09.pdf, downloaded: July 15th.
  • 8. Gopal, R.D., Tripathi, A.K. (2006). Advertising via wireless networks. Int. J. Mobile Communications. Vol. 4 (1), pp. 1–16.
  • 9. Hansson, P. (2009). Knowledge Management (KM) Tools In Mobile Networks — Features, Benefits, Challenges and Characteristics, http://www.eknowledgecenter.com/articles/1004/1004.htm, downloaded: February, 24th.
  • 10. Hasan, H., Ditsa, G. (1999). The Impact of Culture on the Adoption of IT: An Interpretive Study. International Journal of Global Information Management. Vol. 7 (1), pp. 5–15.
  • 11. Kotler, P. (2001). Marketing Management — Millenium Edition. Upper Saddle River, New Jersey: Prentice-Hall Inc.
  • 12. Littrell, M.A., Miller, N.J. (2001). „Marketing Across Cultures: Consumers” Perceptions of Product Complexity, Familiarity, and Compatibility. Journal of Global Marketing. Vol. 15 (1), pp. 67–86.
  • 13. MacStravic, S. (2009). Knowledge management and CRM, http://www.ikmagazine.com/xq/asp/txtSearch.CRM/exactphrase.1/sid.0/articleid.EFFB281B-44FA-4A45-965D-24AA8AD50E48/qx/display.htm, downloaded: February 24th.
  • 14. Merisavo, M., Kajalo, S., Karjaluoto, H., Virtanen, V., Salmenkivi, S., Raulas, M., Leppäniemi, M. (2007). An Empirical Study of the Drivers of Consumer Acceptance of Mobile Advertising. Journal of Interactive Advertising, Vol. 7 (2).
  • 15. Nysveen, H., Pedersen, P.E., Thorbjornsen, H. (2005). Intentions to use Mobile Services: Antecedents and Cross-Service Comparisons, Journal of the Academy of Marketing Science, 33 (3), 330–346.
  • 16. Okazaki, S. (2005). Mobile advertising adoption by multinationals: Senior executives' initial responses. Internet Research: Electronic Networking and Applications. Vol. 15 (2), pp. 160–180.
  • 17. Olejniczak, A., Tomorad, D. (2015). Selected indicators for evaluating the effectiveness of marketing communication, Marketing of Scientific and Research Organizations. MINIB, Vol. 16, Issue 2, p. 19–32.
  • 18. Ostrov, A. (2009). Social Networking Still the #1 Growth Area in Online Marketing, http://mashable.com/2009/01/12/social-networking-online-marketing, downloaded: July 21st.
  • 19. Pilotti, L., Van Baalen, P.J., Lorenzon, A. (2009). Marketing knowledge management in strategic adoption of a CRM solutions: Global supports and applications in Europe, http://papers.ssrn.com/sol3/papers.cfm?abstract_id=664922, downloaded: July 16th.
  • 20. Pura, M. (2005). Linking Perceived Value and Loyalty in Location-based Mobile Services. Managing Service Quality. Vol. 15 (6), pp. 509–538.
  • 21. Rogers, E.M. (1995). Diffusion of Innovations. New York: The Free Press.
  • 22. Sinisalo, J., Salo, J., Karjaluoto, H., Leppäniemi, M. (2006). Managing customer relationships through mobile medium-underlying issues and opportunities, Proceedings of the 39th Annual Hawaii International Conference on System Sciences (HICSS'06), January 4–7, Kauai, Hawai.
  • 23. Świeczak, W. (2014). Inbound marketing as an integral part of the marketing strategy of a modern enterprises. Marketing of Scientific and Research Organizations, MINIB, Vol. 12, Issue 2, p. 56–76.
  • 24. Świeczak, W. (2016). Use of content marketing strategy tools in the Polish research institutes. Marketing of Scientific and Research Organizations, Vol. 22, Issue 4, p. 103–134.
  • 25. Tanakinjal, G.H., Deans, K.R., Gray, B. (2007). Management of Permission-Based Mobile Marketing Diffusion: A Conceptual Model. International Journal of Business and Management, Vol. 2 (6), pp. 52–59.
  • 26. Unni, R., Harmon, R. (2007). Perceived Effectiveness of Push vs. Pull Mobile Location-Based Advertising. Journal of Interactive Advertising, Vol. 7 (2),.
  • 27. Veiga, J.F., Floyd, S., Dechant, K. (2001). Towards modelling the effects of national culture on IT implementation and acceptance. Journal of Information Technology, Vol. 16 (3), pp. 145–158.
Notes
EN
Available in Open Access
PL
Publikacja w otwartym dostępie (Open Access)
Document Type
Publication order reference
YADDA identifier
bwmeta1.element.desklight-048f692f-47c1-4307-82d1-58e3fd3f5ed0
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.