Primena mobilnih aplikacija u marketingu

Abstract

Razvoj informaciono-komunikacionih tehnologija doveo je do uvođenja mobilnih rešenja koja nastavljaju fundamentalno da menjaju marketing aktivnosti i ostale aspekte poslovanja. U poslednjih nekoliko godina intenziviran je razvoj hardvera i softvera, razvoj i uticaj društvenih medija, kao i inovacija u poslovanju. Tehnološke promene su u velikoj meri uticale na ponašanje potrošača što predstavlja veliki izazov za marketare pri kreiranju marketing strategija. Imperativ je svakako mogućnost brzog prilagođavanja. Mobilni marketing podrazumeva korišćenje mobilnih uređaja za realizaciju marketing strategija, kampanja i aktivnosti za pozicioniranje na tržištu. U radu su predstavljeni potencijali mobilnog marketinga i dat je prikaz primene i razvoja mobilnih aplikacija za potrebe marketinga.

Development of information and communication technology has led to the introduction of mobile solutions that continue to change fundamentally marketing activities and other aspects of the business. In the past few years development of hardware and software has intensified, as well as the impact of social media, and innovation in business. Technological changes have greatly affected the consumers’ behavior as a major challenge for marketers when creating marketing strategies. The imperative is certainly a possibility for rapid adaptation. Mobile marketing involves the use of mobile devices for the implementation of marketing strategies, campaigns and activities for market positioning. The paper presents the potential of mobile marketing and presents the implementation and development of mobile applications for marketing purposes.