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Mobile Marketing

Aus der Redaktion

Digital Banking Maturity 2022 Deloitte

18.11.2022 | Privatkunden | Infografik | Online-Artikel

Vorreiter-Banken sind Plattformspezialisten

Banken brauchen Services, die weit über Finanzdienstleistungen hinausgehen, wollen sie sich die Gunst der Kunden auf Dauer sichern, zeigt eine aktuelle Deloitte-Studie. Dabei kommt es vor allem auf die Benutzerfreundlichkeit und Multi-Service-Plattformen an. 

M-Commerce

06.05.2022 | Mobile Commerce | Infografik | Online-Artikel

M-Commerce wird beliebtester Shopping- und Kommunikationskanal

Kommunizieren und Einkaufen per Smartphone, den M-Commerce, mögen Kunden am liebsten. Dementsprechend wachsen die Umsätze in dem Kanal. Das ergibt eine Studie unter europäischen Konsumenten.

App-Marketing

18.01.2022 | Mobile Marketing | Im Fokus | Online-Artikel

So gelingt Kundenkommunikation über Mobile Apps

Eine Mobile App ist kein Selbstläufer. Stattdessen gilt es, Nutzer zu wertvollen Opt-ins zu bewegen und mit relevanter Kommunikation kontinuierlich zu binden. Im Idealfall springen dabei auch wertvolle Zero-Party-Daten für Marken heraus.

Zeitschriftenartikel

Open Access 01.02.2023

On the privacy of mental health apps

An increasing number of mental health services are now offered through mobile health (mHealth) systems, such as in mobile applications (apps). Although there is an unprecedented growth in the adoption of mental health services, partly due to the …

Open Access 01.12.2022 | Research

Two-stage credit scoring using Bayesian approach

Commercial banks are required to explain the credit evaluation results to their customers. Therefore, banks attempt to improve the performance of their credit scoring models while ensuring the interpretability of the results. However, there is a …

Open Access 08.07.2022 | Original Empirical Research

Artificial empathy in marketing interactions: Bridging the human-AI gap in affective and social customer experience

Artificial intelligence (AI) continues to transform firm-customer interactions. However, current AI marketing agents are often perceived as cold and uncaring and can be poor substitutes for human-based interactions. Addressing this issue, this …

Open Access 20.04.2022 | Original Empirical Research

The value relevance of digital marketing capabilities to firm performance

Digital transformation of the marketing organization forces firms to develop new digital marketing capabilities (DMCs) to remain competitive. However, despite considerable academic and managerial interest, the value relevance of DMCs beyond the …

Buchkapitel

2022 | OriginalPaper | Buchkapitel

Mobile Marketing and Innovation: Saviours for Tourism During the Pandemic

Even though mobile marketing is acknowledged as one of the most personal and effective approaches to marketing, research on mobile marketing during times of crisis is limited. Following the COVID-19 outbreak, mobile marketing blossomed to capture …

2022 | OriginalPaper | Buchkapitel

Servitization: Marketing-Digitalisierung als (Miss-)Erfolgsfaktor des serviceorientierten Kundenmanagements

Servitization zeichnet zwei sich bisher in Teilen widersprechende Entwicklungen nach, die im Servicemanagement kollidieren können: Digitization führt einerseits den andauernden Trend zum Service-Marketing als echte Service-Offensive fort. Zugleich …

2022 | OriginalPaper | Buchkapitel

Barriers to Using Mobile Payment Technology

Barriers to using mobile payment technology are a significant impediment to users adopting new technologies. Barriers can be defined as the consumer’s opposition to any innovation. The barriers to using mobile payment technology will, therefore …

2023 | OriginalPaper | Buchkapitel

A Methodological Approach for the Promotion of a New Fashion Brand Based on a Digital Marketing Strategy

The main aim of this research is the development of a methodological approach for the promotion of a new fashion brand based on a digital marketing strategy. This method should enable easier creation of the recognition of new fashion brands in the …

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