Abstract

The selection of appropriate tools has great influence on the success of mobile marketing. Monitoring and tracking make it possible to assess the results of the use of these tools. This article will compare what tools and monitoring methods can be used in target-oriented companies on the basis of their inclusion in social media optimization. Advantages of particular tools are discussed. A comparison of properties of mobile websites and native apps regarding development cost, change cycles, speed and other characteristics is provided. The continuous improvement of the mobile marketing processes by application of the Mobile Social Media Optimization is described. In order to determine the optimization success typical Key Performance Indicators are introduced. Different technical procedures that are used in order to determine these KPIs are presented.

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