A digital platform for marketing communications in the mobile and social media space

Abstract

This paper presents a digital platform for marketing communications developed during the last years. Functionalities of the platform are described according to different categories and by means of case studies together with related results. Also further development strategies are discussed, e.g. the planned enlargement of the platform in the field of social media will include three new modules. A browsing module will enable multidimensional browsing in selected social media. The measurement module will facilitate creation of individual social media portfolios. Finally, the engagement module realizes a uniform user interface between the platform and social media. © 2010 IFIP International Federation for Information Processing.