Andreas Albers Commercialisation of Context-Sensitive Mobile Attention in Mobile Media Markets
Market Engineering Recommendations for Mobile Marketing Providers
Schriften zum Mobile Commerce und zur Mobilkommunikation, Band 3
Hamburg 2010, 306 Seiten
ISBN 978-3-8300-5347-7 (Print)
ISBN 978-3-339-05347-3 (eBook)
In a society of growing information overflow, it becomes increasingly difficult for enterprises to attract the attention of consumers for marketing campaigns promoting their products and services. In this regard, mobile media offers advertisers a highly personal communication channel to their recipients. Thereby, context information provided by the mobile network allows advertisers to target their Mobile Marketing campaigns towards the momentary usage situation of mobile users.
In this media market, the objective of Mobile Marketing Providers is to commercialise the provision of such a mobile communication channel to advertisers via their Mobile Media Market platform. However, the specific characteristics of context information generate impacts on a Mobile Marketing Provider’s traditional business model. In order to address these impacts, this work develops and applies a conceptional analysis framework for the use of context information in the Mobile Marketing domain. Subsequently and based on the knowledge acquired from the analysis, an engineering recommendation framework for Mobile Media Market platforms (MoMeMa) is developed and presented. Its guidelines enable Mobile Marketing Providers to develop or align their Mobile Media Market platforms in order to unleash the benefits of context information for Mobile Marketing campaigns while being able to cope with its identified impacts.
The MoMeMa engineering recommendation framework as the main contribution of this work was developed by following the Design Science Research paradigm. Thereby, its technical feasibility was demonstrated through the development of a software prototype whereas its utility for the practice was empirically validated based on conducted expert interviews.
SchlagworteAttention Economy Betriebswirtschaftslehre Context-Sensitive Mobile Marketing Campaigns Context Information Electronic Market Engineering Information Intermediaries Miobile Internet Mobile Advertising Mobile Data Communications Mobile Marketing Mobile Marketing Provider Mobile Media Mobile Media Markets Mobilfunk Wirtschaftsinformatik
Ihr Werk im Verlag Dr. Kovač
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