isrjournal The Journal of International Scientific Researches 2458-8725 2458-8725 Salih YILDIZ Mobile Marketing: A Theoretical Framework Mobil Pazarlama: Teorik Bir Çerçeve https://orcid.org/0000-0002-1166-3227 Gedik Yasemin BEYKENT ÜNİVERSİTESİ 10 24 2020 5 3 275 289 07 07 2020 10 13 2020 Copyright © 2016, The Journal of International Scientific Researches 2016 The Journal of International Scientific Researches

Mobile marketing is among the marketing areas that are expected to grow rapidly in the coming years due to the innovative technologies of mobile devices and the global increase in the use of mobile phones. Mobile marketing can be widely defined as the whole of messages such as products, services, information and promotions sent by businesses to the target audience via mobile devices. Mobile marketing offers businesses a multi-channel digital promotion event to reach their target audience via mobile devices such as email, SMS, MMS, social media, websites, smartphones, tablets. On the other hand, among the features of mobile marketing, there are factors such as affordable cost, ubiquity, personalization, measurability and virality. This article focuses on creating a broad conceptual framework on the concept of mobile marketing by also sharing up-to-date statistics. In addition, it aims to guide managers in marketing decisions by explaining the importance of mobile marketing, the benefits of mobile marketing, and what to consider when creating an effective mobile marketing strategy.

Mobil pazarlama, mobil cihazların yenilikçi teknolojileri ve cep telefonu kullanımındaki küresel artış nedeniyle önümüzdeki yıllarda hızla büyümesi beklenen pazarlama alanları arasında yer almaktadır. Mobil pazarlama, genel olarak, işletmeler tarafından mobil cihazlar yoluyla hedef kitleye gönderilen ürün, hizmet, bilgi ve promosyon gibi mesajların bütünü olarak tanımlanabilir. Mobil pazarlama, işletmelere e-posta, SMS, MMS, sosyal medya, web siteleri, akıllı telefonlar, tabletler gibi mobil cihazlar aracılığıyla hedef kitleye ulaşmak için çok kanallı bir dijital tanıtım etkinliği sunmaktadır. Diğer taraftan, mobil pazarlamanın özellikleri arasında uygun maliyet, aynı anda her yerde bulunabilme, kişiselleştirilebilme, ölçülebilirlik ve viral olabilme gibi faktörler bulunmaktadır. Bu makale, güncel istatistikleri de paylaşarak mobil pazarlama kavramı hakkında geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Bununla birlikte, mobil pazarlamanın önemi, mobil pazarlamanın faydaları, etkili bir mobil pazarlama stratejisi oluştururken nelere dikkat etmek gerektiği konularını da açıklayarak yöneticilere pazarlama kararlarında rehberlik etmeyi hedeflemektedir.

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