Kierunki rozwoju mobilnej komunikacji marketingowej w usługach na przykładach usług bankowych i turystycznych
Development directions of mobile marketing communications in services on the example of banking and tourist services

Summary/Abstract: The growing demand for mobile devices, especially smartphones and tablets, makes the banks and tourist companies increasingly use them in the process of mobile marketing communications. They present the offer in an attractive, personalized and interactive way (and even deliver it to consumers) in real time and place. Consumers are involved through mobile devices in a kind of game with the company. The aim is to induce positive emotions as a result of experience and it helps build a strong relationship between the client and the brand/service. Basic forms of mobile marketing communications of analyzed service companies are interactive voice response, advertising via SMS and MMS, mobile portals and mobile applications (they also often use tools such as gamification (to improve consumers engagement), QR Code, advergaming).

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