ARTICLE CRITICAL ANALYSES

Article Critical Analyses

Article Critical Analyses

Marketing with Downloadable Applications

The revolution in smartphone technology has opened the iPhone has a major opportunity for new versions of the seller to the consumer via a downloadable mobile application created. In the model used by the consumer continue to move towards a more active interaction with mobile applications, companies are faced with the problem of deciding what the best way to use this new technology to consumers and participation to achieve. This evolution of the basic message service (SMS), has advertising campaigns for more complex applications, downloadable marketing brands, the possibility of creating marketing campaigns that deliver real value to the consumer, not only to build brand. This study aims for a deeper understanding of key success factors for marketing using downloadable applications in the Czech Republic, Germany, Switzerland and Italy. For both practitioners and academics, this document is intended as a guide for understanding each of these mobile markets and strategies for successful marketing through the downloadable application.

Mobile applications or applications related to smart phones the new frontiers in mobile marketing. Applications have allowed manufacturers to use the full potential of mobile marketing as a channel (Blackburn, 2010). Companies can use the application to provide specialized software, which not only promote the brand, but also of sustainable programs for mobile phones (Becker, 2010) to create. In the United States, companies have the potential to attract consumers in the interaction of bilateral loyalty and shared commitment to the brand (Goddard, 2010) to enlarge. They also recognized that the exponential growth in demand for applications and meet the demand from mobile phone deals which provide users with brands in new and innovative ways. Whether by trial and error, and partnerships with mobile marketing agencies, the American companies involved in marketing the application has a good understanding of the key success factors in marketing for mobile applications (Blackburn, 2010).

While the critical success factors in applications for marketing in the U.S. is generally understood and accepted, the state of mobile marketing through smart applications and the key to successful marketing efforts in the European market is not so clear how much of existing research on mobile marketing in Europe precedes the release iPhone. Smartphone penetrate the European market is less than in the United States, along with differences in some of the macro factors affecting the adoption and success of mobile marketing campaigns influence through the mobile channel. What is true for the U.S. market may not work on the European market as a result of these differences. Knowledge of these differences and how a systematic analysis can be useful for American companies to expand their applications based on mobile marketing efforts on the European stage.

This research article is based on primary data collected during interviews in the Czech Republic, Germany, Switzerland and Italy, is an attempt to understand the applications based on mobile marketing to offer in the European context. Our results show that different factors play an important role in creating a ...