Mobile Marketing, From Hotels Point of View

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ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

With continuous development and enhancement, mobile marketing has emerged as one of the most important and vital tools used by advertisers for placing their ads and promotional campaigns. Since the previous decade, mobiles have gained enormous popularity in terms of their use. Almost everyone has a mobile phone, as it provides an easy communication anywhere and anytime. Seeing this popularity, organizations have been increasingly moving towards advertising through this technology. The on-the-go lifestyles of today's consumers make them harder than ever to reach. But new ways to reach target audiences are evolving to stand up to the challenge. In particular, mobile penetration is approaching nearly 100 percent - one mobile phone for every individual in most Western countries. Direct marketing is most effective when it is possible to accurately track effectiveness and thereby justify the investment in its services - a benefit that becomes more important in light of recent pressures on marketers to be financially accountable. This chapter provides a detailed description about what is mobile marketing and its different types. Mobile marketing can be done in various ways: through sms, through mms, through mobile web marketing, through QR codes, etc. the most widely used form of mobile marketing is sms marketing. Organizations send different promotional text messages to their potential customers. This research specifically focuses on mobile marketing in hotel industry. Hotel industry has also been using mobile marketing as an important and effective marketing tool. By using mobile advertisements, hoteliers and advertisers can easily provide information about their current packages and promotional activities to their customers. Furthermore, they can communicate with their customers for providing them best of the services and keep in touch with them.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 2: LITERATURE REVIEW1

Mobile Marketing1

History of Mobile Marketing2

Types of Mobile Marketing4

Mobile Marketing via SMS and MMS4

Mobile Marketing through games6

Mobile Web Marketing6

Quick Response Codes6

Integration of MM into overall Marketing Strategy8

Ways to make customers aware of mobile campaigns10

Ways to measure the success of the MM tools11

Direct Response Metrics (DR Metrics)12

Measuring through click rate12

Mobile Tracking13

Ways through which Hotels can apply MM14

Benefits of Mobile Marketing for Hotels15

Disadvantages or Potential Pitfalls of Implementing MM15

REFERENCES17

CHAPTER 2: LITERATURE REVIEW

Mobile Marketing

Mobile marketing can be defined as “using a wireless medium to provide consumers with time- and location sensitive, personalized information that promotes products, services and ideas, thereby benefiting all stakeholders. Mobile marketing denotes the sending and receiving of advertisements through mobiles devices, such as PDAs (Personal Digital Assistants), cell-phone and handy devices that are easily carried by people (Muk, ...