Future of advertising in mobile world mobile advertising will be a killer application in the near future, no other mass advertising medium will survive

Abstract

Bu tezin amaCI Iuzla geli~mekte olan mobil sektoriin hayatnmza yav~ yava~soktugu mobil reklamm ~u_anda hangi noktada oldugu , yakm gelecekte mevcut gelenekselreklam ve pazarlama mecralanm nasI! geride blrakacagml ve tiiketicileri ne gibi mobilreklam uygulamalannm bekledigini gostermektir.Geymi~ten giiniimiize teknolojik geli~meler her alanda oldugu gibi mobil sektorii_deinarulmaz boyutlara getirmi~tif. Su_anda diinyada 2 milyardan fazla ki~i cep telefonukullanmaktadlf. Bu insanlar daha_onceleri_sadece sesli_arama yaparlarken ~imdi mesaj,miizik, resim ve video gibi biryok fonksiyonlarl kullanlhr duruma gelmi~,_hatta 3G agmasahip_olan iilkelerde goriintiilii konu~ulabilmektedirMobil Pazarlama ajanslarl markalara mii~terilerine ula~abilmeleri iyin mobilkampanyalar ge1i~tirl11eye ba~laml~tIr. Cep' telefonlan kullarucilar hakkmda diger hiybirmecranm veremedigi kadar bilgi saglayan cihazlardlf. Bunlar; ya~, cinsiyet, lokasyon, aylikharcama ve ki~isel ilgi alanlandlf. Bu biiyiik potansiyeli goren reklarucilar ve mobilpazarlama ajanslan mobil reklam uygulamalan geli~tirmeye ba~lanll~lardlf. Ge1ecektereklam_mobil hayatm biryok noktasilla girecektir.Giiniimiizde, insanlar siirekli ko~u~turma halindeler ve herkes giin iyinde onlarcareklama maruz kalmaktadlf. Ama bu reklamlar kitle mecralarma yonelik ve standartmesajlar oldugundanJiiketicilerin pek de ilgisini yekmemektedir. Yapllan mobil pazarlamauygulamalarmda tiiketicileri en yok rahatslz eden unsur, kullarucilarlll cep telefonlarmaizinleri ve istekleri dl~lllda gelen SMSlerdir. Mobil reklamda artik tiiketicilerden dahaonceden izin alarak, ilgi alanlanna yonelik ve_son derece ki~isel mes~lar ile ul~mayayah~llacak ,reklam kar~lhgmda tiiketicilere ye~itli faydalar saglanacaktu. Sonuy olarak,yakm gelecekte mevcut ge1enekse1 reklam ve pazarlama mecralan giderek deger~ - . kaybedecek ve gelecekte_en b~arlh reklam mecraSI mobil olacaktlr, ..

The purpose of this study is to demonstrate the current state of mobil advertising,how it will surpass traditional advertising and marketing medium and show what types ofmobile.advertising applications await consumers.Technology has brougth mobil phones to a point that they are necessity in our lives.More than 2 billion people in the world own a mobile phone. Primary use of mobilephones was voice transmisiion. This was followed by short messaging (SMS), listening tomusic, taking pictures and videos and nowadyads has reached video calls in 3G networks.Short messaging had been an hype and the amount reached billions in a very short time.This phenomenon had attracted the attention of the marketing sector and gave birth tomobil marketing agencies. These agencies started developing SMS based mobile campaignfor their clients.Mobil phones lead us to great deal of information such as age, gender, location,montWy expense, personal interests.Seeing that potential, advertisers and mobil marketingagencies started developing mobil advertising applications.The most irritating factor from the user's perspective is to receive advertisingmessages without his or her consent. Today, permitted advertising messages speciallycrafted to user's area of interest is being used as an effective tool that also benefits the user.Finally, in the near future,- traditional advertising and marketing medium will not be assignificant as they are today and the most successful advertising medium will be mobile.