Elias Kärle
Anna Fensel
ABSTRACT
With the introduction of smart phones, the marketing possibilities for businesses changed fundamentally. New advertisement and publication mechanisms developed a totally new way of communicating with customers more often and in a much more personalized way. This paper describes a design approach for the development and implementation of a tool which can be used by the hotel business as well as by other end-user oriented businesses. It helps to keep close contact with customers by using a technology almost everyone uses nowadays -- the smart phone. To accomplish the above mentioned requirements we propose the design and implementation of a content management system (CMS) rendering mobile apps for different platforms: Android, iOS and in mobile website mode. After the roll out of the resulting product and a testing phase with two customers it is apparent that the utilization of mobile marketing mechanisms really increases the brand touch points by an average of 17% and has a high acceptance rate by customers of all ages, genders and social environments.
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Index Terms
- Multi-platform mobile service creation: increasing brand touch-points for hotels
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