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Master Thesis

Les stratégies de marketing mobile sur smartphone : des impacts sur les entreprises et les clients

Abstract : In 2019, worldwide mobile advertising spending amounted to 189 billion US dollars and is expected to exceed, according to statista.com forecasts, the amount of 240 billion US dollars in 2022 (Guttmann,2020). By way of comparison, statista.com reports worldwide digital advertising spending of more than $335 billion. Thus, in 2019 alone, global spending on mobile advertising surpassed 50% of total digital advertising spending. We can deduce that mobile marketing, also called m-marketing, has a colossal scale worldwide and in the field of digital marketing, if not marketing at all, since we live in a strongly digital society. This is mainly due to an increasingly connected world population, especially with the help of smartphones, which guarantee connectivity anytime, anywhere. Mobile marketing is a real god send for companies, which will develop digital marketing strategies to promote and sell from the smartphone. Many mobile marketing techniques such as SMS/MMS, email, mobile sites, mobile applications, mobile social networks will be integrated into the strategies, to achieve the business objectives set up stream. These objectives will be achievable through online sales from mobile commerce (m-commerce) sites or applications. What are the impacts of mobile marketing strategies via smartphone on companies and customers? We will rely on the elements of three different marketing mixes and on the research of numerous authors in order to get the answers to this question.
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Master Thesis
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https://dumas.ccsd.cnrs.fr/dumas-02991476
Contributor : Grenoble Iae <>
Submitted on : Friday, March 19, 2021 - 3:11:22 PM
Last modification on : Thursday, April 1, 2021 - 3:31:34 AM

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  • HAL Id : dumas-02991476, version 1

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Vincent Verduno. Les stratégies de marketing mobile sur smartphone : des impacts sur les entreprises et les clients. Gestion et management. 2020. ⟨dumas-02991476⟩

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