PAZARLAMA İLETİŞİMİNDE YENİ BİR MOBİL PAZARLAMA ARACI: 2 BOYUTLU BARKODLAR

Abstract

Mobil ağlardaki gelişmeler ve mobil cihazların yaygınlaşması ile internet; PCinternetten mobil-internete doğru kaymakta, mobil telefonlar gündelik hayatın vazgeçilmez araçları haline gelmektedir Meng ve Yang, 2008 . Mobil cihazların gelişimine paralel olarak pazarlama iletişiminde de önemli değişimler yaşanmakta, firmalar pazarlama programlarına mobil pazarlamayı hızla dahil etmektedirler. Çalışmada, 2 boyutlu barkodların pazarlama iletişimi amaçlı kullanımının firmalar ve tüketicilere sunduğu katkıların ortaya konması amaçlanmıştır. Birincil veriler mobil pazarlama konusunda uzmanların görüşlerine başvurularak elde edilmiştir. Sonuç olarak, 2 boyutlu barkodların yaratıcı, etkileşimli ve ölçülebilir pazarlama iletişimine olanak sağladığı, öte yandan bilinirliğinin henüz düşük olduğu, bilinirliği artırmada ise GSM operatörleri ve mobil pazarlama hizmeti veren ajanslara görev düştüğü saptanmıştır. Anahtar kelimeler: Mobil pazarlama, 2 boyutlu barkodlar, mobil etiketleme, QR kodlar

Keywords

• Mobil pazarlama, 2 boyutlu barkodlar, mobil etiketleme, QR kodlar.

ANEW MOBILE MARKETING TOOL IN MARKETING COMMUNICATIONS: 2D BARCODES

Abstract

Developments in mobile technology and increase in mobile penetration pushes internet use from PCs to mobile devices. Mobile devices are becoming indispensable parts of the daily life Meng and Yang, 2008 . Parallel to the developments in mobile devices, serious improvements take place in marketing communications and many companies are integrating mobile marketing to their marketing programmes. The usage of 2D barcodes in mobile marketing, which is a technology based and innovative tool, is increasing. The aim of this research is to explore the use and benefits of 2D barcodes in marketing communications. The primary data is collected by experience survey method. The implications show that 2D barcodes offer creative, interactive and measurable marketing communications, on the other hand the awareness of these barcodes is yet low. In order to increase the awareness of 2D barcodes, GSM operators and mobile marketing agencies need to have important roles

Keywords

• Mobile marketing,2D barcodes,mobile tagging,QR codes

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