Management Trends in the Context of Industry 4.0

Research Article

Customers‘ Preferences in Mobile Marketing in the Southeast Asian Countries

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  • @INPROCEEDINGS{10.4108/eai.4-12-2020.2303444,
        author={Miloš Hitka and Dagmar Cag\^{a}ňov\^{a} and Silvia Lorincov\^{a} and Jozef Metke and Žaneta Bal\^{a}žov\^{a}},
        title={Customers‘ Preferences in Mobile Marketing  in the Southeast Asian Countries},
        proceedings={Management Trends in the Context of Industry 4.0},
        keywords={marketing campaign banners customer customers‘ preferences},
  • Miloš Hitka
    Dagmar Cagáňová
    Silvia Lorincová
    Jozef Metke
    Žaneta Balážová
    Year: 2021
    Customers‘ Preferences in Mobile Marketing in the Southeast Asian Countries
    DOI: 10.4108/eai.4-12-2020.2303444
Miloš Hitka1, Dagmar Cagáňová2, Silvia Lorincová1,*, Jozef Metke3, Žaneta Balážová1
  • 1: Technical University in Zvolen
  • 2: Slovak University of Technology in Bratislava
  • 3: Comenius University in Bratislava
*Contact email:


Marketing has been constantly developed and business processes as well as the sales techniques, form and greetings the customers has changed as a result of new technology. Therefore, business processes must be innovated by companies in different areas. Growing consumption of consumer society and offers exceed-ing the demand many times result in new conditions allowing the different ap-proach to doing the business. Tens to hundreds of different modifications of the same product appear on the market. New digital technology enter the market, therefore customers carefully contemplate, compare and decide which of offered products meet their needs, image, lifestyle, finance most. Growing popularity of mobile technology result in possible platform of creating new relations with cus-tomers. Creating new product addressing the customers is not a simple process. Therefore, the aim of the research is to find out the customers’ preferences in proposed banners to be used in advertising campaign for introducing new mobile gaming app store.