Mobile Market Research Articles

Approaches for the companies’ promotion in the modern business environment

In today's competitive market, promoting goods and services online is crucial to most companies' business strategies. Therefore, it's essential to understand and systematise digital marketing tools' principles, advantages, and disadvantages to optimize marketing strategies effectively. These tools allow businesses to adapt to market changes quickly, ensuring efficient use of the advertising budget and high returns on investment. Additionally, Internet marketing enables the creation of personalised approaches to customer interaction, boosting their loyalty and satisfaction. Internet marketing, or digital or online marketing, includes all activities promoting goods and services via the Internet. It involves using various online channels and platforms to interact with the target audience to increase brand awareness, sales, and customer loyalty. This article examines the unique aspects of using digital marketing tools and how to optimise their application. By analysing the theoretical and practical principles of modern digital marketing tools, the study categorises the benefits and drawbacks of various digital marketing techniques. The paper analysed the dynamic growth of Internet users worldwide and in Ukraine. The growth in Internet users is driving the development of digital marketing in Ukraine. Brands are actively implementing modern marketing technologies, such as SEO, SMM, content marketing, contextual advertising and email marketing, to reach their audience. The primary tools examined include Search engine optimisation (SEO), Content marketing, Social media marketing (SMM), Contextual advertising (PPC), Email marketing, Video marketing, Mobile marketing, and Influencer marketing. The authors stress the importance of using artificial intelligence to personalise marketing campaigns' target audiences. Automation allows companies to plan and execute marketing campaigns in advance, ensuring efficient management of time and resources, particularly for large companies with extensive marketing networks. The authors concluded that modern marketing technologies based on artificial intelligence and automation are the key to successful online brand promotion, ensuring the competitiveness and efficiency of businesses in the face of constant change.

THE EFFECT OF THE USE OF GAMIFICATION STRATEGY IN MOBILE HEALTH APPLICATIONS ON CUSTOMER LOYALTY

The introduction of mobile technologies’s included users in the mobile world with new features. The progress of mobile marketing has affected the development of the mobile application market. Mobile applications, which developed in parallel with the development of mobile marketing, helped the development of new applications in the health sector. Developing mobile technologies’re becoming widespread in the health sector. With the mobile health applications developed, different opportunities can be offered to patients or users who want a healthier lifestyle, and the applications can have the power to increase the quality of life of people. One of the rising values in mobile health applications’s gamification. With gamification, health services can be offered to the user in a mobile environment. It aims to monitor their health by rewarding its users because it’s motivational on the basis of gamification. The gaming experience leads to the formation of loyalty towards the mobile application with the value created by the user by connecting to the mobile application. In this research, the effect of game experiences on customer loyalty as a result of gamified content in mobile health applications was investigated. As a result of the research, it’s been shown that the game experience dimensions in mobile health applications’ve a positive effect on customer loyalty and suggested that healthcare companies or application developers can apply gamification strategies in their mobile applications to increase the loyalty of their customers.

The Impact of Mobile Marketing Strategies on Gen Z Students at Navotas Polytechnic College

The Impact of Mobile Marketing Strategies on Gen Z Students at Navotas Polytechnic College

DroidExaminer: An Android Malware Hybrid Detection System Based on Ensemble Learning

<p>Android is an open-source mobile operating system, with more than 70% of the mobile market share, widely popular on various intelligent devices. At the same time, the number of new malicious applications keeps increasing every year. In this paper, we first discuss the advantages and disadvantages of various detection methods for malicious software. A single detection method can only cover specific types of malware. Therefore, we propose a system that combines static structural analysis and dynamic detection of malware. This system has dual detection capability, which consists of a client and a server. The client is a lightweight Android application that is used to obtain the relevant data information of the installation package. The server is responsible for static analysis of APK and dynamic running of monitoring logs to get the relevant feature information. Based on the feature information, the Bagging algorithm of ensemble learning is adopted, and the decision tree and random forest are combined to identify the malware accurately. We collected 4210 Android software samples, with malicious apps accounting for about 20% of the total. Cross-testing of malware detection on this sample set showed that DroidExaminer achieved approximately 96% accuracy in detecting malware. It can resist confusion and conversion techniques, and the test performance overhead is less. In addition, DroidExaminer can alert the user to the details of malware intrusion so that the user can prevent malware intrusion.</p> <p> </p>

The Use of Deep Learning Techniques in OFDM Receivers for 5G NR: A Survey

The Fifth Generation (5G) New Radio (NR) wireless system is the most promising next-generation solution to meet the needs of the increasing demands of mobile market. Orthogonal Frequency Division Multiplexing (OFDM) is the fundamental transmission technique due to the great improvement in spectral efficiency and the flexibility in fast varying environments. The use of multiple-input-multiple-output (MIMO) OFDM and Massive MIMO (Ma-MIMO) OFDM promises the increase in quality, throughput, and capacity of the communication system. The use of Deep Learning techniques in wireless communication networks has shown significant achievements to overcome the rising challenges as compared to the conventional solutions. In this paper, first we give a brief background on OFDM, MIMO-OFDM and Ma-MIMO. Second, we provide a survey on the use of deep learning techniques in OFDM receivers. We categorize the state-of-the-art into Block based and End-to-End deep learning models. Third, we provide a survey on the use of deep learning techniques in MIMO-OFDM and Ma-MIMO-OFDM. We categorize the state-of-the-art as model driven and data driven deep learning models. Finally, we present future research directions.

Mobile Marketing Effectiveness On Gamification

Gamification serves as a powerful tool to incentivize desired behaviors and drive customer engagement, leading to increased brand loyalty and advocacy. The main purpose of this study is to find the relationship between Mobile phone and gamification marketing and to analyse the customer involvement in gamification marketing through mobile phone. The various gamification implemented in the mobile app are sports, music, weather, stickers, news and health related games. Finally, it can be concluded that sports related games preferred by the customers while using mobile phone.

The Influence of Mobile Marketing and Content Marketing on Shopee User Customer Engagement in Sukabumi City

This study aims to analyze and explain mobile marketing and content marketing in influencing customer engagement. The research method used in this study is associative with a quantitative approach. The sample in the study was 100 Shopee user consumers. The research data was obtained by distributing questionnaires directly to consumer respondents using Shopee in Sukabumi City using Google Forms. The analytical tool used in this study is multiple linear regression. The results of this study showed that mobile marketing variables have a positive influence on customer engagement, content marketing variables have a positive influence on customer engagement, and there is a positive influence of mobile marketing and content marketing variables on customer engagement, with an influence of 50% while 50% is influenced by other variables that are not studied. The contribution of this research is to expand marketing management literature on mobile marketing, content marketing, and customer engagement in the context of marketing.

FINANCIAL STATE AND DEVELOPMENT PROSPECTS OF THE OPERATORS IN THE MOBILE MARKET

The article provides an in-depth investigation of the financial and economic state of the operators in the mobile market and a determination of the prospects for their further functioning.To achieve this goal, a wide range of general scientific and special methods were used, the main ones being: methods of generalization and synthesis, scientific abstraction, analytical diagnostics, induction and deduction method, statistical method of standard deviation (absolute and relative) based on the use of representative sample observation.The conducted analysis of the financial and economic status of the target market participants showed that the mobile market operators demonstrated a relative increase in revenues during the research period, where the largest share of profitability remains with the market leader - PJSC Kyivstar.In the course of identifying the potential financial and economic opportunities for the companies in the mobile communications market, it was found that it is extremely important for the operators to address the issue of building capacity for the development of new communications standards, where mobile Internet, mobile advertising, and the creation of new tariffs and services remain among the promising areas.On the basis of the conducted research, it is identified the key directions of the target market development, which consists of the improvement and diversification of mobile communication services through the transformation and reorientation of business processes, the formation of "smart" infrastructure and increasing the level of economic efficiency of market operators. It is proved that only if strategic priorities are implemented in the direction of creating an attractive investment climate in the mobile market, there are prospects for sustainable business development and continuity of mobile communication services to meet the needs of consumers and maximize profits for enterprises in the industry.

ANALYTICAL PERSPECTIVE ON THE IMPORTANCE OF ONLINE SHOPPING VIA SMARTPHONE IN E-COMMERCE CONDITIONS

Background: The development of e-commerce in the last twenty years has revolutionized the retail industry. For the first time in history, today consumers have access to a globally connected marketplace where they can offer goods anywhere in the world, at any time of the day. Consumers have access to a lot of information about the offered products from the comfort of their homes. Aims: The objective of this post is to identify the importance of online shopping through smartphone. Methods: The data were evaluated by descriptive statistic. Sample: The survey sample consisted of representatives of generation Y, or millennials. Results: Based on the results, it can be concluded that online shopping via smartphones is important for representatives of the generation in question. Conclusions: The growing potential of mobile marketing represents an enormous customer potential, as well as a great business opportunity for businesses. Implications: The results of the conducted survey can serve as a basis for the preparation of marketing strategies at the level of mobile marketing.

Mobile Marketing in the Art Industry

The rising prevalence of mobile devices has transformed consumer behaviors and created new opportunities for audience engagement through mobile marketing in the art world. However, there has been limited research on implementing effective mobile strategies for art professionals. This study aimed to systematically review mobile techniques over the past five years based on academic literature and industry reports. It analyzed key mobile marketing campaigns from prominent art institutions focusing on approaches like apps, augmented reality, and location-based services. The literature revealed several important findings about mobile marketing effectiveness. According to Pew Research Center data from 2019, 81% of Americans now own smartphones frequently used for internet access, demonstrating widespread mobile access. Studies of apps found those displaying artist portfolios and enabling ticket purchases had high audience engagement. Augmented reality apps providing interactive experiences attracted more first-time museum visitors than non-users. Location services increased nearby gallery foot traffic up to 35% by capitalizing on proximity. Case studies indicate mobile strategies can significantly boost participation when integrated across digital and physical channels through profiles, ticketing, content, and location promotion to spur visits. As a result, mobile technologies may help arts institutions connect with broader demographics in novel ways. However, usability and data privacy must be addressed. The review concluded that mobile techniques are highly impactful for boosting audience involvement, working best as an omni-channel approach across platforms and interactivity. Adopting established mobile marketing best practices is essential for arts professionals and organizations to thrive in today’s digital landscape and engage wider audiences.

Digital Marketing and its Role in Customer Acquisition

"The study examines the role of digital marketing in customer acquisition. The relevance of this research is driven by the fact that marketing is increasingly encompassing various industries today. One of its main tasks is to acquire new customers. At the same time, the growing number of companies producing goods with similar specifications means that marketing is beginning to use the latest technologies to increase its target audience actively. As a result, the topic of digital marketing’s role in the cultivation of customer loyalty is becoming an acute issue. The study aims to discover the role of digital marketing in customer acquisition. The research object is digital marketing strategies. Research methods. The following research methods were employed in this paper: description, analysis and synthesis, comparison, generalization, and modelling. The article is dedicated to unravelling the role of digital marketing in customer acquisition. The authors describe the impact of factors such as the virtual space, competition, the accessibility of the average consumer to the Internet, and the lack of qualified personnel in marketing on the application of digital marketing in business activities. The study characterizes the essence of the “digital marketing” concept in broad and specific contexts. In addition, the authors identified the advantages of digital marketing and its components. The article analyzes the main features of digital marketing applied to customer acquisition. They include the Internet, mobile devices, digital television, interactive screens, and local networks. The article summarizes digital marketing methods for attracting customers. The authors investigate customer acquisition methods such as contextual advertising, retargeting, mobile marketing, viral marketing, Big Data, RTB, SMM, SEO, SMO, SEM, and email marketing. During the research, a model was developed that presents the main trends associated with digital marketing in the context of customer acquisition. These trends include ads harmoniously embedded in content, online advertising being widely present in the virtual space, advertising customized to a specific category’s needs, advertising in various formats, and customer acquisition by forming a virtual community. This article categorizes customer acquisition tools into three groups: paid resources, owned resources, and earned resources."

Use of Innovative Marketing Technologies in the Field of Culture

The purpose of the article is to study the peculiarities of using innovative marketing technologies in the field of culture, in particular, their role in identifying and satisfying consumer demand for cultural products and services. The research methodology is based on the use of such methods as comparative analysis and synthesis to highlight the peculiarities of using innovative marketing technologies in the field of culture; philosophical and logical to reveal the role of innovative marketing technologies in identifying and satisfying consumer demand for cultural products and services. The scientific novelty of the work is that it analyses and substantiates the feasibility of using innovative marketing technologies in cultural institutions to create and promote cultural products and services and clarifies their role in effective communication with visitors. Conclusions. Today, cultural institutions have begun to use the Internet quite actively to promote their services and products, and online channels help them communicate effectively with consumers in any environment. This has contributed to the use of modern marketing technologies to promote cultural products and services in the virtual space and the use of such types of marketing as SMM, viral marketing, video marketing, mobile marketing, content marketing. That is why Internet communications, including social media, are becoming increasingly important for marketing. Cultural institutions have also begun to use identity, which is a full-fledged marketing tool that creates the desired image of the institution, identifies the cultural product with the brand. Cultural institutions must constantly use innovative approaches and new technologies to effectively operate and promote their cultural products and services, as interest in cultural services is rather slow. Therefore, the use of innovative marketing technologies by cultural institutions contributes to their success in the cultural services market, gives them a competitive advantage and helps to expand their audience. Keywords: cultural marketing, cultural product, service, marketing tools, innovative marketing technologies, brand identity.

RESEARCH AND DESIGN OF THE MARKETING CLOUD SALESFORCE CRM ARCHITECTURE DEPENDING ON THE COMPANY'S MARKETING STRATEGY

The purpose of the study is to increase the level of effective attraction of new customers and retention of the company's existing customer base through the implementation of innovative marketing strategies. The expediency of using the concept of customer relationship management (CRM) and the use of CRM-class information systems to achieve the goal has been proven. The CRM platform Salesforce Marketing Cloud, which belongs to cloud types of information systems, was studied. A description of the Salesforce Marketing Cloud business logic is given, which includes decision-making based on analytical data, customer segmentation, automation of an individual approach to customers with the aim of increasing customer loyalty and increasing company revenue. Salesforce Marketing Cloud provides an opportunity to create and manage personalized marketing activities, interact with customers through various channels, analyze the effects of marketing efforts for continuous improvement of the company's marketing strategies. The functionality and features of the main components of Salesforce Marketing Cloud were studied. Salesforce Marketing Cloud allows you to effectively manage email marketing, mobile marketing, social media campaigns and other types of marketing. Salesforce Marketing Cloud empowers companies to create and manage personalized marketing efforts, engage with customers across multiple channels, and analyze their marketing efforts for continuous improvement. Salesforce Marketing Cloud architecture was designed for behavioral segmentation of the company's customers. A web application has been developed to improve the platform users' experience with customer data stored in Data Extensions. To automate customer segmentation based on their behavioral data, Automation Studio was used, SQL queries were built, and Data Views system data tables were used. The developed architecture of Marketing Cloud Salesforce CRM based on behavioral segmentation is an important tool for the implementation of the company's marketing strategy, ensuring the successful attraction and retention of customers, as well as for achieving strategic goals.

Antecedents of consumers' brand switching behavior in mobile service provider

PurposeSwitching behavior is predominantly seen in the consumer buying behavior of the mobile industry. This research aims to identify the factors influencing consumers to switch from their present mobile service provider. The consumer of the mobile industry operates in a dynamic and ever-changing environment that is difficult to predict, so this paper aims to focus on these issues.Design/methodology/approachThe selection of factors was made with the help of qualitative study and quantitative research methods for further findings; with the help of a structured questionnaire, a total of 514 valuable responses were collected to get the results. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to analyze the data.FindingsThe finding shows that technology and edge-on-competition (TEC) and pricing have a negative influence on customer switching behavior. The switching cost (SC) is the most significant factor and has a positive impact, while service encounter failure (SEF) also positively impacts switching behavior.Research limitations/implicationsThe findings provide important implications for consumers switching brands if they are finding alternative offers that are cost-effective and SEF from service providersPractical implicationsThe study of one of the largest mobile markets is learning lessons for other markets around the world. This study will be helpful for mobile service provider companies in their branding and marketing strategies. This study will also be helpful to practitioners, educators and researchers in understanding the consumer behavior of mobile users.Social implicationsThe learning of the largest mobile market will be a great learning lesson for other mobile markets around the world. Consumer behavior will help marketers follow ethical practices and make their strategy so a consumer does not switch brands and remain satisfied with the existing brand.Originality/valueThe study provides unique learning for practitioners, educators and researchers to understand the consumer behavior of mobile users. This will help marketers create factors that stop consumers from switching brands and develop strategies to retain customers.

Analisis Penggunaan Media Sosial Sebagai Alat Komunikasi Pemasaran dalam Meningkatkan Brand Awareness: Studi Kasus pada UKM Vebcake Tulungagung

Social media has now become something that is embedded in people's lives. In this digital era, social media users have increased a lot, so to gain effectiveness in marketing communications, Vebcake chooses to use social media. Through this strategy, Vebcake is able to increase brand awareness of its business. Marketing communications itself plays an important role in increasing brand awareness. Vebcake is a business operating in the bakery sector in Tulungagung that is well known to the public. This can be seen through Vebcake's social media, which has tens of thousands of followers and sales turnover which increases every year. Based on previous research, Vebcake already has good brand awareness. Consumers have a good perception of the Vebcake Brand and say that the products from the Vebcake Brand are delicious and high quality at an affordable price. This research aims to describe the implementation of marketing communications via social media carried out by Vebcake to increase brand awareness. This research uses a qualitative approach with a descriptive type. The results of this research found that Vebcake implements a marketing communication mix regularly so that the public can be aware of the existence of the Vebcake Brand. The marketing communication mix carried out is in the form of advertising, sales promotion, public relations and publicity, online marketing and social media, mobile marketing, direct and database marketing, and personal selling. The obstacles that Vebcake faced while carrying out this marketing communication were the problem of miscommunication and the communication device (smartphone) which was damaged.

ICAR-IIOR sunflower: an android mobile app for knowledge dissemination

India has become the fastest growing mobile market in recent years. In India, there are enormous opportunities for utilizing the smart phones as a part of agribusiness improvement. Usage of smart phones is exponentially increasing in rural areas hence, providing information to large number of farmers. In this context ICAR-IIOR-SUNFLOWER, mobile app was developed by ICAR-IIOR to provide entire package of practices required for sunflower cultivation. The App supports English language and available on Google play store. Features include offline and online mode and offer valuable information to the extension workers, farmers, sunflower researchers and other stakeholders.

The Intended and Unintended Effects of Promoting Labor Market Mobility

Abstract We investigate the causal effects of financial incentives supporting geographical mobility among unemployed workers on their job search behavior and labor market outcomes. Exploiting regional variation in the promotion of mobility programs along administrative borders of German employment agency districts, we show that promoting mobility – as intended – causes job seekers to increase their search radius, apply for, and accept distant jobs. At the same time, local job search is reduced with adverse consequences for reemployment and earnings. A detailed analysis of the underlying mechanisms suggests spatial search frictions as the driver of the unintended adverse labor market effects.

MONNA: Multi-objective neural network algorithm for the optimal location of electric vehicle charging infrastructure in Tunis city

Despite the economic and environmental motivations promoting the growth of the electric mobility market worldwide, the rate of electric vehicles (EVs) adoption in developing countries is still very low. In this context, a new optimal electric vehicle charging station (EVCS) infrastructure based on a Photovoltaic (PV) system is proposed in a heavily congested and polluted zone in Tunis. The objective is to minimize the infrastructure’s total installation cost with minimum use of electric grid utility and maximum profit from PV sources, while taking into consideration different constraints. The main contribution of this work involves proposing a novel and robust algorithm called the multi-objective neural network algorithm (MONNA) that facilitates the establishment of EVCS in optimal locations. A mathematical formulation is developed to accurately model the case under study. Furthermore, the obtained solution undergoes rigorous evaluation that includes comparative analysis with the well-known multi-objective grey wolf optimizer (MOGWO), as well as a comprehensive techno-economic and environmental analysis. The proposed MONNA produced interesting findings showcasing a user demand satisfaction rate of 97.8% and PV exploitation rate of 60%, leading to notable reductions in CO2 emissions and significant cost savings. The optimal solutions resulting from this study could clarify the vision of the deployment of EVCS in Tunisia and guide decision-makers into making better choices regarding the transition to electric mobility, promoting renewable energy use, and reducing carbon emissions.

Dissolving the segmentation of a shared mobility market: A framework and four market structure designs

In the governance of the shared mobility market of a city or of a metropolitan area, there are two conflicting principles: (1) the healthy competition between multiple platforms, such as between Uber and Lyft in the United States, and (2) economies of network scale, which leads to higher chances for trips to be matched, and thus higher operation efficiency, but which also implies monopoly. The current shared mobility markets, as observed in different cities in the world, are either monopolistic, or largely segmented by multiple platforms, the latter with significant efficiency loss. How to keep the competition between platforms, but to reduce the efficiency loss due to segmentation with new market designs is the focus of this paper. We first proposed a theoretical framework of shared mobility market segmentation and then proposed four market structure designs thereupon. The framework and four designs were first discussed as an abstract model, without losing generality, thus not constrained to any specific city. High-level perspectives and detailed mechanisms for each proposed market structure were both examined. Then, to assess the real-world performance of these market structure designs, we used a ride-sharing simulator with real-world ride-hailing trip data from New York City to simulate. The proposed market designs can reduce the total vehicle-miles traveled (VMT) by 6% while serving 2.9% more customers with 8.4% fewer total number of trips. In the meantime, customers receive better services with on-average 5.4% shorter waiting time. At the end of the paper, the feasibility of implementation for each proposed market structure was discussed.

Exploring social influence effect on mobile marketing behaviors of young consumers in the USA and Mexico

Purpose This study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers. Design/methodology/approach The method used is survey questionnaire. A proposed model was tested by using structural model analysis and data gathered from 356 Mexico consumers and 346 US consumers. Findings The study shows the number of peers and providing information are the main predictor variables of consumer acceptance of mobile marketing offers in both countries. These results suggest that social value factors are important variables for explaining consumers’ responses to mobile marketing offers across two countries characterized by dissimilar macro-environmental conditions. Research limitations/implications The study’s overall implication about standardization vs adaptation is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. One limitation in this study is the use of a convenience sample of undergraduate college students. This study did not control for different types of mobile phones and the screen sizes of mobile phones. Practical implications The overall implication of standardization vs adaptation from the study results is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. Originality/value Unlike previous studies where the emphasis is to explicate the effect of value-oriented mobile activity, this study examines the combined effect of social influence and value-driven mobile activities on acceptance of mobile marketing.