УДК 658.011

Н. І. Горбаль, М. М. Куян, Ю. О. Горбаль
Національний університет “Львівська політехніка”

ОСОБЛИВОСТІ ТА ТЕНДЕНЦІЇ РОЗВИТКУ
МОБІЛЬНОГО МАРКЕТИНГУ

© Горбаль Н. І., Куян М. М., Горбаль Ю. О., 2016

Розкрито сутнісні характеристики, технології та інструменти мобільного марке¬тингу, наведено окремі приклади його використання. Проаналізовано витрати на мобільний маркетинг у різних країнах світу та наведені їхні прогнози до 2019 р., що засвідчили високу динамічність розвитку такого маркетингу. Досліджено тенденції використання і перспективи мобільного маркетингу в Україні. Наведено окремі реко¬мендації під час застосування мобільного маркетингу.
Ключові слова: мобільний маркетинг, інструменти мобільного маркетингу,
SMS-маркетинг, мобільна реклама, витрати на мобільний маркетинг.

N. I. Horbal, М. М. Kuian, Y. O. Horbal
Lviv Polytechnic National University

FEATURES AND TRENDS OF MOBILE MARKETING DEVELOPMENT

© Horbal N. I., Kuian М. М., Horbal Y. O., 2016

The essential characteristics, technologies and tools of mobile marketing are described, some examples of its use are provided. Mobile marketing expenses in the world are analyzed and their forecasts up to 2019 are presented. It shows highly dynamic development of the mobile marketing. The tendencies and prospects of using mobile marketing in Ukraine are analyzed. Some recommendations for using mobile marketing are given.
Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas.
Most people associate mobile marketing with SMS campaigns. It is the oldest and the most popular form of marketing via mobile phones but it is not the only way to communicate value of products or service to customers. Some of the most popular and effective types of mobile marketing include: 1. Text/SMS Marketing – Short message service (SMS) or sent to potential customers through the mobile phone; 2. Mobile Web – 90 % of mobile handsets are internet ready. This is basically advertising on internet web pages that are supposed to be for mobile technology; 3. Bluetooth Proximity Marketing – utilizes Bluetooth to connect with a marketers broadcasting station and station is programmed to automatically deliver content to the consumers’ phone. It automatically authenticates its make and model and sends the content; 4. MMS (multi-media message service) – these are messages that are sent to customers in the form of video, pictures and audio; 5. Mobile Applications – this form of mobile marketing involves ads inside of an application design. Basically it is a normal mobile application that includes an advert within it; 6. PPC (Pay Per Call) Mobile Marketing – these are usually advertisements that require the customer to perform a certain action like making a phone call usually with the provided number that the ad gives. If the customers make calls to that number they are then billed; 7. Mobile Banner Ads – this is when you see a mobile phone on a website with an advertisement on the screen. So in essence it’s just a standard banner ad but now customized to fit and cater to mobile phone websites; 8. Location-Based Marketing – this type of mobile marketing uses GPS and other software technologies to locate mobile phone users according to their current location and then send adverts and other information to them (usually multi-media); 9. Voice marketing – these are pre-recorded messages that are broadcasted to numbers from a computer managed list. IVR (Interactive voice response) is that automated voice that guides a person through the mobile provider’s customer mobile service section; 10. Mobile Games – games that a user downloads which advertise a company or its services and products and aim to entice the user to respond to the advertisement; 11. Barcodes/QR (quick-response barcodes) – codes that allow mobile users to easily obtain information via the use of their mobile.
Mobile marketing is developing rapidly. It is predicted that global mobile marketing expenses will reach 101.37 bill. doll. in 2016, reflecting an increase of 430% compared to 2013. This is caused by the proliferation of mobile devices among consumers. Key players of the world market (USA, China, etc.) spent more and more funds on mobile communication. In Ukraine mobile marketing is also actively developing.
Key words: mobile marketing, mobile marketing tools, SMS-marketing, mobile advertising, mobile marketing expenses.

Література – 16