engleski

THE POTENTIAL OF MOBILE APPLICATIONS IN ORGANIZATION AND PROMOTION

With the advent of mobile marketing and wide acceptance of the technology among end users through smartphone devices, the conditions are ripe for developing new promotional channels. According to some estimates, smartphone sales have exceeded one billion units, with no signs of slowing down. Th rough mobile applications, these devices allow for two-way communication between business entities and consumers. Initially, mobile applications were intended mostly for entertainment and were simple applications for personal use. Over time, they have evolved into sophisticated business-world functions, thus becoming an unavoidable trend in marketing activities. It is estimated there are 800, 000 mobile applications on the market, with an incredible range of content. Th is paper aims to defi ne the potential of mobile applications in modern marketing activities. To that end, a survey will be carried out with a sample of tourist board marketing managers. Th e results of the survey will indicate the extent to which mobile applications are used and considered important in modern business practice.

mobile marketing; Web 2.0; smartphone; e-business

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