Sofia Scatena, Paolo Mardegan

Mobile Marketing: stato dell'arte e applicazioni pratiche

  • Abstract

Informations and abstract

Keywords: mobile marketing, web 2.0, smartphone, strategy, user experience.

«Mobile marketing» implies a new model of marketing that uses new multimedia and connection tecnologies to observe and analyse choices and behaviors of end users while engaging them in social and interactive experiences which result in added value product and services. Based upon these considerations, the article offers an overview of the main changes introduced by mobile marketing, spotting the founding dimensions and the main consequences in strategic management. The article offers also the case history of a successful mobile campaign.

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