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Mobile Marketing

In: Online-Marketing-Intelligence

Author

Listed:
  • Dennis Ahrholdt

    (HSBA Hamburg School of Business Administration)

  • Goetz Greve

    (HSBA Hamburg School of Business Administration)

  • Gregor Hopf

    (Duale Hochschule Baden-Württemberg)

Abstract

Zusammenfassung Das Mobile Marketing erfährt durch die flächendeckende Verbreitung von Smartphones und anderer mobiler Endgeräte eine stetig wachsende Bedeutung im Vergleich zu den anderen Werbeformen im Online-Marketing. Mobile Marketing umfasst diejenigen Werbeformen, die Nutzern über mobile Endgeräte ausgeliefert werden. Grundsätzlich finden auf den mobilen Endgeräten auch Online-Werbeformen Anwendung, die aus dem stationären Umfeld bekannt sind, wie bspw. Display-Marketing. Für das mobile Umfeld sind jedoch ebenso neue Werbeformen wie Apps oder Chatbots gestaltet worden. Entsprechend stehen für die Messung des Erfolgs dieser Anwendungen eine Vielzahl unterschiedlicher Metriken bereit. Dieses Kapitel gibt dazu einen Überblick über die gängigsten Metriken im Mobile Marketing.

Suggested Citation

  • Dennis Ahrholdt & Goetz Greve & Gregor Hopf, 2023. "Mobile Marketing," Springer Books, in: Online-Marketing-Intelligence, edition 2, chapter 6, pages 211-224, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40599-1_6
    DOI: 10.1007/978-3-658-40599-1_6
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