Mobile Marketing & Digital Retailing
Smartphones and other mobile devices have fundamentally changed our daily lives. Consumers can access the internet at any time and place in order to use information, which was unimaginable just a few years ago. For companies, mobile internet constitutes a tool for marketing communication that allows reaching customers in the short-term and, by taking their context into account, exactly at a point, where they are the most receptive for an offer. In addition, every smartphone represents a data point in a large network that fosters new and disruptive products, services and business models.
The main focus of our research is to use quantitative and empirical methods to analyze the impact of the consumer's current context on his preferences, and thus on his use of mobile devices. Similarly, we are investigating the influence of digital technologies, such as augmented reality and location-based services, on customer behavior in e-commerce and stationary retail.
- Kinopolis Management Multiplex GmbH
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- Deutsche Forschungsgemeinschaft (DFG)
- Marketing Science Institute (MSI): Mobile Platforms, Location-based Services, and Their Impact on Customers
- Wharton Customer Analytics Initiative (WCAI): Modeling Mobile Customer Behavior
Publications in the research area of 'Mobile Marketing & Digital Retailing'