IMPACT OF MARKETING

TABLE OF CONTENTS

2INTRODUCTION �

31. MARKETING THEORY �

31.1. What is marketing? �

31.2. Marketing Revolution �

51.2.1. Internet Marketing �

71.2.2. Direct Marketing �

81.2.3. Viral Marketing �

91.2.4 Mobile Marketing �

121.3 Mobile Marketing Context �

141.3.1. Key Terms of Mobile Marketing �

151.3.2. Limitations of Mobile Marketing �

162. MOBILE MARKETING IN TURKEY �

193. CONCLUSION �

20REFERENCES �

�

INTRODUCTION

Mobile technologies have a considerable effect on marketing world. Technological developments in this area have created new communication media and channels like e-mail, SMS (Short Messaging Service) and MMS (Multimedia Messaging Service). These digital media are preferred for marketing campaigns as they have the potential of improved reach to consumers by allowing personalization of the content and context of the message. Mobile devices enable interactivity between advertisers and customer that is getting faster and easier as the technology proceeds.

Market Street

Asian Family Customers Shopping in The Super Marke...

[Fish market, Bergen, Norway] (LOC)

For that reason advertisers prefer the emerging communication channels such as SMS and MMS to advertise and promote their products and services. However, there is still little known about the customers' perception and evaluation of mobile advertising. In order to make sure that the marketing efforts of companies are effective, the reaction and attitudes of the customers regarding the advertising value of mobile marketing should be examined.

Mobile Technologies and the high penetration of mobile phones have a considerable effect on marketing world. These digital media are preferred for marketing campaigns as they have the potential of improved reach to consumers by allowing personalization of the content and context of the message. This trend in the world has influenced Turkey as well and the use of mobile devices to deliver advertisements for products and services has increased. Companies in Turkey began, to use mobile devices as marketing and...