Tools of Mobile Marketing of Today’s Business-Structures

   The development of information technologies and use of mobile devices that help establish direct contacts at a distance became an integral part of people life and tools of conducting today’s business. These factors promote the development of mobile marketing, a new and promising trend of work, which is characterized by interactive contact with target audience beyond space limits. There are a lot of investigations and publications dealing with different aspects of mobile marketing, however the problem of tools of mobile marketing stirs high interest of academic community.

   The goal of the article is to research the role of technology and tools of mobile marketing in shaping key metrics of estimating efficiency of its elements.

   The author studied the totality of mobile marketing elements, characterized voice services of support, SMS, MMS, e-mail promotion, mobile applications, described stages of developing mobile applications, showed variants of mobile adverts in advertising and social networks, identified the role of mobile marketing in elaborating strategy of customer moving along the marketing funnel, until the target step interesting for the company is made, analyzed practice of using mobile marketing in restaurant business, found key competitive advantages, which are obtained by the organization by introducing events of mobile marketing, described groups of metrics for estimating mobile traffic in efficiency of mobile marketing elements in the enterprise functioning (cost, conversion nature of adverts, investment return, customer activity and involvement). Academic findings and conclusions of the research can be useful both for management of Russian companies in elaborating strategy of reaching competitive advantage on market and representatives of other professional communities interested in using tools of mobile marketing. Research methods combined comparative and systematic analysis, qualitative and quantitative approaches.

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