Mobile applications: innovation, situational and personalization of marketing communications and public image
DOI:
https://doi.org/10.12775/NM.2013.001Keywords
mobile media, mobile communication, mobile apps, marketing and public relationsAbstract
Mobile applications are a new tool for marketing and public relations. The author proposes their characterization by free main features: innovation, situational and personalization of communication. These features are discussed based on the analysis of mobile, commercial applications. Augmented Reality applications, location-based applications and social aggregation applications are included. The purpose of this article is an attempt to capture the specificity of mobile communications and determine its capabilities and limitations in the field of marketing and public relations. The analysis is preceded by characterization of mobile communication studies in the context of marketing and public relations.
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