Abstract
This paper presents a digital platform for marketing communications developed during the last years. Functionalities of the platform are described according to different categories and by means of case studies together with related results. Also further development strategies are discussed, e.g. the planned enlargement of the platform in the field of social media will include three new modules. A browsing module will enable multidimensional browsing in selected social media. The measurement module will facilitate creation of individual social media portfolios. Finally, the engagement module realizes a uniform user interface between the platform and social media.
Chapter PDF
Similar content being viewed by others
References
Apple, http://www.apple.com/at/itunes/billion-app-countdown/ (accessed 05.05.2010)
Little, A.D.: Exane BNP Paribas: Mobile Internet: blessing or curse? 9th edn. (2010)
Businesswire: GetJar Reveals That Mobile Apps Will Outsell CDs (2012), http://www.businesswire.com/portal/site/home/permalink/?ndmViewId=news_view&newsId=20100316007140&newsLang=en (accessed 05.05.2010)
Finkenzeller, K., Kenneth, C.: RFID Handbook: Fundamentals and Applications in Contactless Smart Cards. In: Identification and NFC. Wiley, UK (2010)
International Telecommunication Union: Mobile Phone Subscribers Pass 4 Billion Mark, http://www.itu.int/ITU-D/ict/newslog/Mobile+Phone+Subscribers+Pass+4+Billion+Mark.aspx (accessed 18.05.2009)
Jansen, B.J., Sobel, K., Cook, G.: Gen X and Ys attitudes on using social media platforms for opinion sharing. In: Proceedings of the 28th International Conference on Human Factors in Computing Systems, pp. 3853–3858. ACM, New York (2010)
Kato, H., Tan, K.T., Chai, D.: Barcodes for Mobile devices. Cambridge University Press, Cambridge (2010)
Maron, M., Magnus, S., Read, K.: An Empirical Study to Evaluate the Location of Advertisement Panels by Using a Mobile Marketing Tool. In: Proceedings of the 2009 Eigth International Conference on Mobile Business, pp. 196–202. IEEE Computer Society, Washington (2009)
Morris, M.R., Teevan, J., Panovich, K.: What Do People Ask Their Social Networks, and Why? A Survey Study of Status Messages Q&A Behaviour. In: Proceedings of the 28th International Conference on Human Factors in Computing Systems, pp. 1739–1748. ACM, New York (2010)
Nielsen: Global Faces and Network Places: A Nielsen Report on Social Networking’s New Global Footprint, http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/03/nielsen_globalfaces_mar09.pdf (accessed 05.05.2010)
Reitze, H., Ridder, C.: Massenkommunikation VII. Eine Langzeitstudie zur Mediennutzung und Medienbewertung 1964-2005. (Mass communications 7. A long-term study of media usage and media appraisal 1964-2005.) Nomos, Baden-Baden (2006)
Richardson, I., Third, A.: Moblogging and belonging: new mobile phone practices and young people’s sense of social inclusion. In: Proceedings of the 2nd International Conference on Digital Interactive Media in Entertainment and Arts, pp. 73–78. ACM, New York (2007)
Sweney, M.: Internet overtakes television to become biggest advertising sector in the UK, The Guardian (Wednesday September 30, 2009), http://www.guardian.co.uk/media/2009/sep/30/internet-biggest-uk-advertising-sector (accessed 05.05.2010)
Wallisch, A., Maxl, E.: A customer satisfaction study for Vodafone live. In: Maxl, E., Döring, N., Wallisch, A. (eds.) Mobile Market Research. Neue Schriften zur Online-Forschung 7 (New papers concerning online research 7), pp. 276–283. Herbert von Halem Verlag, Cologne (2009)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2010 IFIP
About this paper
Cite this paper
Petrovic, O. (2010). A Digital Platform for Marketing Communications in the Mobile and Social Media Space. In: Cellary, W., Estevez, E. (eds) Software Services for e-World. I3E 2010. IFIP Advances in Information and Communication Technology, vol 341. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-16283-1_22
Download citation
DOI: https://doi.org/10.1007/978-3-642-16283-1_22
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-16282-4
Online ISBN: 978-3-642-16283-1
eBook Packages: Computer ScienceComputer Science (R0)