PAZARLAMA İLETİŞİMİNDE YENİ BİR MOBİL PAZARLAMA ARACI: 2 BOYUTLU BARKODLAR

Yıl 2012, Cilt: 5 Sayı: 9, 43 - 64, 01.06.2012

Filiz Bozkurt Ahu Ergen

Öz

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

Anahtar Kelimeler

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

ANEW MOBILE MARKETING TOOL IN MARKETING COMMUNICATIONS: 2D BARCODES

Öz

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

Anahtar Kelimeler

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

Kaynakça

• Akkaya, A (2007), “Mobil Kanallar Yoluyla Pazarlama İletişimi Süreci ve Üniversite Öğrencilerinin Mobil Pazarlamaya İlişkin Tutumlarına Yönelik Bir Araştırma”, Anadolu Üniversitesi Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi, Eskişehir.
• Aygoren, O. ve Varnalı, K. (2011), “Value-Based Analysis of Mobile Tagging”, International Journal of E‐Business Research, Vol.7, No.1, p.93-104.
• Canadi, Michael., W. Höpken., M. Fuchs (2010), “Application of QR Codes in Online Travel Distribution”, Information and Communication Technologies in Tourism, p.137- 148.
• Direct Marketing Association, www.the-dma.org. Doğrudan Pazarlama İletişimcileri Derneği, www.dpid.org.
• Dou, Xue., H. Li (2008), “Creative Use of QR Codes in Consumer Communication”, International Journal of Mobile Marketing , Vol.3, No.2, p.61-67.
• Frıedrich, R., F. Gröne., K. Hölbling., M. Peterson (2009), “The March of Mobile Marketing: New Chances for Consumer Companies, New Opportunities for Mobile Operators”, Journal of Advertising Research, March, p:54-61.
• Gegez, A. Ercan (2007), Pazarlama Araştırmaları, Beta Yayıncılık.
• Ghiron, Stefano Levialdi., C.M. Medaglia., A. Perrone (2009), “Art-sonomy”: Social Bookmarking of Real Artworks via Mobile Applications with Visual Tags”, Lecture Notes in Computer Science, p.375-384.
• Goldie, Luan (2008), “BBC trials QR code mobile downloads for top TV shows”, News, nma.co.uk.
• Haghirian, Parissa., M. Madlberger., A. Tanuskova (2005), Increasing Advertising Value of Mobile Marketing – An Empirical Study of Antecedents, Proceedings of the 38th Hawaii International Conference on System Sciences, p.1-10.
• Insights (2011), “Barcodes Reach a New Dimension”, Customer Relationship Management, www.destinationCRM.com, January.
• Joly, Karine (2009), “The ABCs of Mobile Marketing”, Universitybusiness.com, JulyAugust, p.74-76.
• Leppaniemi, Matti., H. Karjaluoto (2008), “Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation”, International Journal of Mobile Marketing, Vol.3, No.1, p.50-61.
• Leppaniemi, M., J. Sinisalo., H. Karjaluoto (2006), “A Review of Mobile Marketing Research”, International Journal of Mobile Marketing, Vol.1, No.1, p.30-40.
• Leppaniemi, Matti., H. Karjaluoto (2005), “Factors influencing consumers’ willingness to accept mobile advertising: a conceptual model”, International Journal of Mobile Communications, Vol. 3, No. 3, P.197-213.
• Malhotra, Naresh (2009), Marketing Research An Applied Orientation, Pearson 6th Edition.
• Mazur, L., L. Miles (2007), 12 Pazarlama Ustasından Pazarlama Dersleri, Çev. Zeynep Kökkaya Çalar, Mediacat Yayınları, İstanbul. Meng, Jian., Y.Yang (2008), “Application of Mobile 2D Barcode in China”, Wireless Communications, Networking and Mobile Computing, Wicom 4th International Conference, p.1-4.
• Türkiye Mobil Pazarlama Birliği, www.mmaturkey.org. Mobilkod, www.mobilkod.com.tr.
• Turkcell Mobil Pazarlama, http://mobilpazarlama.turkcell.com.tr/?p=3100.
• Tavşancıl, E., E. Aslan (2001), İçerik analizi ve uygulama örnekleri, Epsilon Yayıncılık, İstanbul.
• Telekomünikasyon Kurumu, (2007), “Türkiye’deki Telekomünikasyon Sektöründeki Gelişmeler ve Eğilimler 2007 Yılı Raporu”, Şubat, Ankara, www.tk.gov.tr.
• Türkiye Elektronik Haberleşme Sektörü (2011), Üç Aylık Pazar Verileri Raporu, 2011 Yılı 2. Çeyrek.
• Tolliver Nıgro, Heidi (2010), “Best Practices for Making the Most of QR Codes”, The Seybold Report, Vol. 10, No. 21.
• Varnalı, K., A. Toker., C. Yılmaz (2011), Mobile Marketing Fundamentals and Strategy, McGraw Hill, 1st Edition.
• Varnalı, K., A. Toker (2010), “Mobile marketing research: The-state-of-the-art”, International Journal of Information Management , 30, p.144–151.
• Yamamoto, G.T (2010), Mobilized Marketing and the Consumer: Technological Developments and Challenges, Business Science Reference.
• http://tag.microsoft.com/what-is-tag/mobile-marketing.aspx.
• http://tag.microsoft.com/what-is-tag/2-barcodes.aspx.
• http://tag.microsoft.com/what-is-tag/reporting-tools.aspx.