Location-aware and adaptive mobile marketing communications of the future: Ideation of service containing Blockchain technology.
Semeniachenko, Alina (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060114127
https://urn.fi/URN:NBN:fi:amk-2022060114127
Tiivistelmä
Mobile is becoming a full-fledged channel in the advertising market due to efficiency in personalization and technological advances. The online advertising market is transforming into a space where people are ready to proactively consume content and interact with businesses. In today's world, the issue of data security has become paramount. This is equally important for advertisers and end-users.
The focus of this study is to explore location-aware and adaptive mobile marketing communications of the future. Blockchain technology is gaining popularity in a variety of business applications. It can be implemented where data is a pivotal actor. The goal of this research is therefore to idealize a block-chain-based mobile marketing communications tool. The concept of smart cities has become a nexus between local adaptive mobile marketing and blockchain technology. Thus, determining the conditions under which all three actors (blockchain, local mobile marketing, and smart city) will meet is the eventual outcome.
To reach the target, the future visioning method was chosen as the research method. A secondary literature review of each area of research was necessary to get an overview of how concepts can func-tion together. Qualitative primary data was collected via 3 in-depth interviews with practitioners from each niche.
The chosen research design made it possible to gather insightful knowledge and apply it to the idealization of the service of the future. The result is visualized predicted programmatic mobile geo-targeting service based on a smart city platform.
The focus of this study is to explore location-aware and adaptive mobile marketing communications of the future. Blockchain technology is gaining popularity in a variety of business applications. It can be implemented where data is a pivotal actor. The goal of this research is therefore to idealize a block-chain-based mobile marketing communications tool. The concept of smart cities has become a nexus between local adaptive mobile marketing and blockchain technology. Thus, determining the conditions under which all three actors (blockchain, local mobile marketing, and smart city) will meet is the eventual outcome.
To reach the target, the future visioning method was chosen as the research method. A secondary literature review of each area of research was necessary to get an overview of how concepts can func-tion together. Qualitative primary data was collected via 3 in-depth interviews with practitioners from each niche.
The chosen research design made it possible to gather insightful knowledge and apply it to the idealization of the service of the future. The result is visualized predicted programmatic mobile geo-targeting service based on a smart city platform.