Author :
Abstract
Son yıllarda teknolojinin hızla gelişmesinin bir sonucu olarak mobilite kavramı günlük yaşamımızda önemli bir yer tutmaktadır. Başta cep telefonu olmak üzere dizüstü bilgisayarlar, tablet PC’ler, PDA’lar, akıllı telefonlar gibi mobil cihazlar, yaşamımızın vazgeçilmezlerinden olmaya başlamıstır. Teknolojideki gelişmelerin bir sonucu olarak, pazarlama araştırmasındaki veri toplama yöntemleri de günden güne gelişme göstermektedir. Mobil pazarlamanın gelecekteki başarısıyla ilgili yapılan fazlaca iyimser öngörülerin fazlaca halka duyurulması (Leppäniemi and Karjaluoto: 2005) ve kulaktan kulağa yayılan mobil pazarlama kampanyalarının başarı hikâyeleri, (Enpocket: 2003), mobil pazarlama alanında yapılan akademik araştırmaların hız kazanmasına sebep olmuştur. Daha önceki araştırmalar, (Facchetti, Rangone, Renga, ve Savoldelli, 2005; Leppäniemi, Sinisalo, ve Karjaluoto, 2006; Barnes, 2002; Kavassalis, Spyropoulou, Drossos, Mitrokostas, Gikas, ve Hatzistamatiou: 2003), mobil pazarlamaya dair önemli ipuçları sağlamış olsa bile yine de bizim mobil pazarlama stratejisi formülleştirmesi ve uygulaması alanındaki anlayışımız yetersiz kalmaktadır. Bu makalenin temel amacı, Türkiye'de mobil pazarlama iletişimi uygulamalarının kullanımına odaklanmaktır. Çalışma, Karadeniz Bölgesi’nde bulunan Samsun ilinde yapılan bir araştırma ile ortaya konulmuştur. Türkiye'de mobil pazarlama iletişimi uygulamalarının kullanım farklılıkları vurgulamak için tasarlanmıştır.
Keywords
Abstract
In recent years mobility has played important role in our life as a natural consequences of rapid changes in technology. Mobile devices are indispensable for our life like that mobile phones standing first on the list and also laptop computer, tablet PCs, PDAs. As a result of technological developments, the methods of collecting data in marketing research develops day by day. The using mobile phone in marketing researches takes on a shape in accordance with attributes of the phone; the culture of mobile phone users, the number of them, government rules and procedures. Prompted by highly publicised over-optimistic predictions of future success of mobile marketing (cf. Leppäniemi and Karjaluoto 2005) and the success stories of mobile marketing campaigns (e.g. Enpocket 2003), academic research on mobile marketing is snowballing. While prior research have provided useful insights into mobile marketing (e.g. Facchetti et al. 2005; Leppäniemi et al. 2006; Barnes 2002; Yunos et al. 2003; Kavassalis et al. 2003), our understanding of the mobile marketing strategy formulation and implementation remains deficient. The main aim of this article is to focus on the usage of mobile marketing communications applications in Turkey. The paper is constituted on the results of a survey conducted in Samsun which is a province of Turkey in Black Sea Region. Therefore it is intended to highlight the
Keywords
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