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master's thesis
Multimedijalne mogućnosti mobilnog marketinga
Diplomski rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2019. urn:nbn:hr:145:908585
Grubeša, Dolores
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Institutional repository: EFOS REPOSITORY

Cite this document

Grubeša, D. (2019). Multimedijalne mogućnosti mobilnog marketinga : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:908585

Grubeša, Dolores. "Multimedijalne mogućnosti mobilnog marketinga : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:908585

Grubeša, Dolores. "Multimedijalne mogućnosti mobilnog marketinga : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:908585

Grubeša, D. (2019). 'Multimedijalne mogućnosti mobilnog marketinga : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 11 January 2025, https://urn.nsk.hr/urn:nbn:hr:145:908585

Grubeša D. Multimedijalne mogućnosti mobilnog marketinga : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2019 [cited 2025 January 11] Available at: https://urn.nsk.hr/urn:nbn:hr:145:908585

D. Grubeša, "Multimedijalne mogućnosti mobilnog marketinga : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:145:908585

Metadata
TitleMultimedijalne mogućnosti mobilnog marketinga : Diplomski rad
Title (english)Multimedia possibilities of mobile marketing : Graduate paper
AuthorDolores Grubeša
MentorDavorin Turkalj (mentor)
Committee memberIvan Kelić (predsjednik povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2019-09-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Mobilni marketing definira se kao skup protokola koji organizacijama omogućuju komunikaciju s ciljnim skupinama i potiču je na sudjelovanje. Stvaranjem personaliziranih multimedijskih kampanja omogućuje se visoka razina izravne komunikacije s korisnikom. Radi se o grani marketinga koja napreduje iz dana u dan i svojom dostupnošću omogućuje brzu i personaliziranu interakciju s korisnicima istovremeno prikupljajući bitne informacije. Značajan je po tome što je jeftin, usmjeren na ciljnu skupinu te ima ogroman potencijal za viralnost. Mobiteli su sastavni dio života svih ljudi što ne čudi budući da se zasniva na komunikaciji koja je precizna i prilagođena potrebama svih svojih korisnika. Multimedijalne mogućnosti mobilnog marketinga samim time svakim danom sve više rastu i napreduju. Responsive design, LBS servisi i mobilna zabava samo su neki od pojmova koji su definirali multimedijalno doba u pogledu mobilnih uređaja. Globalno popularne platforme kao što je YouTube ili Spotify omogućuju korisnicima, ali i organizacijama napredak i razvijanje ukorak s tehnologijom. Mobilno bankarstvo jednostavnim i praktičnim uslugama štede vrijeme i novac korisnicima matičnih banaka, dok mobilna trgovina omogućuje prodaju i kupnju proizvoda iz sigurnosti i udobnosti vlastitog doma. Uz sve navedeno tu je i mobilno unaprjeđenje prodaje koje neposredno utječu na prodaju svojim popustima, besplatnim uzorcima, darovima. Sve navedeno potvrđuju i ispitanici upitnika čiji rezultati više no sigurno daju zaključiti kako su mobilni uređaji, mobilna tehnologija te multimedija postali imperativom u modernom svijetu.
Abstract (english)
Mobile marketing is defined as a set of protocols that helps organizations in communication with the targeted audience all while encouraging their engagement. Creating personalized multimedia campaigns enables higher level of direct communication with the client. It is the field of marketing that advances daily and also the field that enables fast and personalized interaction with clients all while collecting important information. It is significant for its inexpensiveness, aiming to targeted audiences and tremendous potential to go viral. Mobile devices have become the imperative in people’s lives which is not surprising since it is based on precise and tailored communication in order to satisfy all the needs that clients have. It is because of that, that the multimedia opportunities of mobile marketing are growing and progressing. Responsive design, LBS services, and mobile entertainment are just a few concepts that have defined the multimedia age in the terms of mobile devices. Globally popular platforms such as YouTube or Spotify enable progress and development for clients and organizations keeping up with the technology. Mobile banking saves time and money to its users, all while m-commerce enables sales and purchases from safety and security of people’s homes. With all of the above we also have mobile sales promotion which effect the sales with their discounts, free samples, gifts. All of the above is confirmed by questionnaire respondents whose results conclude that mobile devices, mobile technology and multimedia have become sort of an imperative in the modern world.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:908585
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-02-18 12:23:12