Building A Mobile Personalized Marketing System Using Multidimensional Data

The incredible pace of technological advancement is a challenge for all companies. In recent years, the greatest growth was seen in mobile devices, which challenges companies, like REI, to keep up with consumer demands. With mobile devices, customers want to interact with companies on their terms. Companies, like REI, can respond by offering personalized marketing directed at users of mobile devices. Mobile devices are also leading the charge for new payment methods, NFC enabled devices and mobile

The world continues to develop as technological developments overpower consumers every day. Compared to twenty years ago, consumers now surf the internet, watch television on demand and use mobile phones to view a variety of marketing content instantly. With this in mind, in a consumer behaviour context marketers are in a position to cater to the needs of the consumers’ and can target the consumers’ needs through the use of technology. More so, a consumer is exposed to many facets even when sometimes they are unaware of this. Technology affects the way consumers make decisions because there are many choices exposed to them. Certain consumers may have different psychographic, geographic and demographic behaviours. Marketers cannot make one product or service and cater to all of their needs.

The world today focuses on the use of social media and mobile marketing to get their business up and running. Social media and mobile marketing were the new world

The use of mobile phones and smartphone devices has completely changed our view of just a few years as it has become the most common tool for communicating, socializing, selling and making purchases, etc. Most mobile marketers do not understand the need for mobile experiences. Mobile marketing creates intimacy between the dealer and consumer as it can also allow mistakes that can cause great loss in business. Hence Mobile App is such a personal medium; it is crucial that you avoid certain mistakes and concentrate on the cruciality of making your app even better.

According to Chand (2016), consumer behavior could be referred as a kind of study of how individuals, groups, or organizations choose, purchase, utilize and manipulate for goods, services, and ideas to fulfill their personal’s wants and needs. Due to this statement, Jaideep (2016) mentioned that consumer behavior was considered important because it helps marketers to understand well about the reasons for a consumer to purchase particular goods or services and also find out the best way to present the goods or services to their customers in the marketplace. Therefore, Vesla Technology must create a customer profile which including consumer behavior models or theories as a basis of the profile in order to know well about their customers and come out with the best way to

M-commerce is shopping through a mobile device – smartphones or tablets. This experience is becoming a habit for many consumers. According to a study among 1,000 US merchants, 16% of them already have an established mobile shopping channel and 32% of them are on strategic phase to start selling products through mobile within a year (Meola, 2016).

Mobile business allows mobility in customer consumption of entertainment, banking, ticketing, and payments (Baltzan, 2012). Examples of mobile applications in the travel industry includes Airbnb, TripAdvisor, Kayak, and PayByPhone. Seric, Saura, and Pranicevic (2016) argued that businesses should have mobile applications linked to their websites, and any order booking system should include mcommerce to stimulate online sales. However, mobile content needs to be real-time to be of value to customers and mobile applications need to be compatible with changes in the market and social trends (Sava, & Mateia, 2016).

The first big evolution was noticed with the emergence of product personalization. Today, customers are able to personalize their coke bottle, their chocolate, their car, their sport shoes, and even their clothes…. Personalization is everywhere and product is now the reflection of the customers’ personality. It seems like personalized marketing is becoming a sine qua none condition to address today challenging and competing market places.

The changes that are occurring in the field of IT and mobile technology are creating shifts in consumer patterns. This is occurring with more customers using the Internet as their primary form of communication. In the last few years, mobile phone technology has evolved to the point that this is becoming a preferred device for going online. (Pelau, 2010, pp. 101 116)

phone. The research will also suggest identifying mobile phone user on the basis of age and their

Smartphone has revolutionized the way we do thing, the role Smartphone play in today’s society is phenomenal. Today’s Smartphone is taking the role of computer, making it possible to do a lot with this small hand held device. It has a broad use such as sharing information, paying for products, browsing, and shopping. Virtually every activity today has a Smartphone application for it.

Abstract—The technique of Collaborative Filtering is especially successful in generating personalized recommendations. Collaborative Filtering is quickly becoming a popular technique for reducing information overload, often as a technique to complement content based information filtering. More than a decade of research has resulted in numerous algorithms, although no comparison of the different strategies has been made. In fact, a universally accepted way of evaluating a Collaborative Filtering algorithm does not exist yet. In this survey, we explain different techniques found in the literature, and we study the characteristics of each one, highlighting their principal strengths and weaknesses. This Paper Present a new user similarity model to improve the recommendation performance to calculate the similarity of each user. The model not only consider the local context information of user rating but also the global preferences of user behavior.

The popularity and capabilities of these new smartphones are opening up new markets and changing the ways that businesses are attempting to reach consumers. It is estimated that half of Americans over the age of 18 currently own a smartphone and that half of them access social media with these devices (Armstrong & Kotler, 2014). This has created a new and effective way of marketing to consumers that many companies are

Each case study in the project set a new challenge for how to gain experiences in addition to how to analyze and interpret the data have been gained. Researcher in this project have studied how effective are the different methods for gathering experience factors from users in real mobile usage context. They found that comprehensively the best way to catch user experiences is always to use several methods simultaneously. The best mix of methods is letting user to express his experiences verbally and nonverbally.

From the past few years it is said that “every mobile company are making the smartphone and feature phone. And increasing the computing power of mobile phone, rapidly increase the smart phone mobile application. Most of the people from developed countries cannot imagine leaving their home without mobile phones. Not only the developed countries but also the developing countries the mobile application usage rate is growing rapidly. The mobile application are available in different areas like social networking, games ,news and magazines, travel, weather, health & fitness, books and many more.”