Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword or section
Like this
2Activity
P. 1
13821

13821

Ratings: (0)|Views: 3|Likes:
Published by sbepstein

More info:

Published by: sbepstein on Feb 05, 2013
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

01/21/2014

pdf

text

original

 
CONTENTS
PAGE
3
INTRODUCTION: Mobile on a gallop, stealing budgets rom traditional media
By Giselle Tsirulnik
5
Why invest in mobile marketing?
By R. Cass Baker
7
Basic principles o mobile marketing
By Stephen Upstone
10
Stop talking and listen: Two-way communication o mobile
By Shuli Lowy
12
How to crat a mobile advertising campaign
By Alison Gensheimer
15
Live it to sell it
By Judy Hamilton
17
Text message marketing: Who’s opting in?
By Derek Johnson
18
Mobile strategy should employ multiple means o engagement
 
By Je Hasen
20
Converting a mobile impression into a click
 
By Lindsay Woodworth
22
Maximizing pay-per-call prots
By Earl Brown
24
Mobile audience micro targeting in the real world
By Greg Stewart
26
8 tips or successul mobile app promotion
By Micah Adler
28
Mobile biucrates into two distinct advertising practices
By Harry Kargman
31
Mobile advertising: Why it’s got to be rich
By Elena Perez
33
Case study: Discovery Channel’s Storm Chasers
By sta reports
35
Legal screenshots or interactive, integrated campaigns
By Susan Tillotson Bunch
PAGE
37
How to deliver one message to multiple platorms
By Martin Hayward
39
Five ways to increase engagement, sales and loyalty with mobile
By Jack Philbin
41
Three best-practice tips or evaluating mobile ad perormance
By Bill Dinan
43
Mobile marketing or the small- to medium-sized business
By Jennier McCoy
45
Case study: Mobile display advertising or B2B engagement
By Marc Keating
47
The power o mobile bar codes
By Laura Marriott
49
Digital advertising convergence: Is it urther away than ever beore?
By Dale Carr
50
Overcoming mobile’s growing pains
By Joe Laszlo
51
Distinguishing marketing rom spamming
 
By Shuli Lowy
52
Will HTML5 help battle ragmentation in 2012?
By Matevz Klanjsek
54
Tips or an eective mobile video advertising strategy
By Matthew Ellsworth
56
Is Wi-Fi a mobile media channel?
By Gregor Isbister
57
To app or not to app: That is the question
By Dave Schwartz
59
Consumers eager or hyper-relevant location-triggered messages
By Patrick Moorhead
61
Staying ahead o the changing mobile video advertising market
By Paul Bremer
62
Beyond show and tell: The rise o mobile marketing and advertising
By Kevin McGuire
Mobile Marketer
 
CLASSIC GUIDE TO MOBILE ADVERTISING
 PAGE 2
 
INTRODUCTION
Mobile Marketer
CLASSIC GUIDE TO MOBILE ADVERTISING
 PAGE 3
Mobile Marketer covers news and analysis of mobile marketing, media and commerce. The Napean franchise comprises Mobile Marketer, MobileMarketer.com, the Mobile Marketer Daily newsletter, MobileMarketingDaily.com, MobileCommerceDaily.com, MCommerceDaily.com, the Mobile Commerce Daily newsletter, MobileNewsLeader.com, Classic Guides,webinars, Mobile FirstLook, the Mobile Marketing Summit and the Mcommerce Summit and awards.
©2012 Napean LLC. All rights reserved. No part of this publication may be reproduced without permission.
Mobile on a gallop, stealing budgets rom traditional media
Mobile advertising matured drastically in 2011, with more so-phisticated ad units and campaign executions. This matura-tion has made consumers more open to mobile ads. Accordingto Nielsen’s State o the Media: Consumer Usage Report, 51percent o consumers say that they are OK with advertisingon their devices i it means they can access content or ree.Already big brands such as The Coca-Cola Co., Starbucks,Target and Home Depot have embraced mobile advertising,proving that when it is done right, the channel can produceastounding results.For 2012 expect to see more integration o social into mo-bile ads and marketing programs. Also, location will be a keyaspect o mobile marketing and advertising strategy. Largerbudgets will lead to higher ll rates or publishers.With that we present the industry with the Classic Guide toMobile Advertising to help understand the value o mobileand its context in advertising and marketing. This documentpresents how-to articles, case studies, trend pieces and com-mon misconceptions to industry members with the goal o educating readers on this ast-paced subchannel o mobile.Thank you to all o the companies that participated in puttingthis guide together. Their insight and expertise is what madethis possible.These expert bylined articles oer tips on how to run andmeasure mobile ad campaigns, targeting and location, SMScampaigns and database building, integration with print andstores, HTML5, iPad ads, site design, search engine optimi-zation, paid search, in-application ads, social media, contentcreation and the eectiveness o mobile coupons.Also included are analytical pieces as well as thought leader-ship on the privacy debate and legal boundaries that shouldnot be crossed, buying mobile media, augmented reality, in-ternational dierences and similarities, display ads and mobilevideo advertising.Thank you to sta reporter Rimma Kats or layout and artdirection. Also, a big thank-you to editor in chie Mickey AlamKhan or his help and supervision during the production o this guide.Thank you also to ad sales director Jodie Solomon or convinc-ing others to invest in this guide and others beore it.Feel ree to email a link to this large document rather thanorwarding the entire le. The passion is obvious in the copyand the subject.
M
obile advertising works when used as part o a cross-media campaign and dialogue. According to Berg In-
401 Broadway, Suite 1408 New York, NY 10013Tel: 212-334-6305Fax: 212-334-6339Email:news@mobilemarketer.comWebsite:www.MobileMarketer.comFor newsletter subscriptions:http://www.mobilemarketer.com/newsletter.phpFor advertising:http://www.mobilemarketer.com/cms/general/1.htmlFor reprints:reprints@mobilemarketer.com
Mickey Alam KhanEditor in Chief 
Giselle Tsirulnik Deputy Managing Editor
Chantal TodeAssociate Editor
Rimma KatsStaff Reporter
Jodie SolomonDirector, Ad Sales
Lauren JohnsonEditorial Assistant
sight, mobile will account or 15.2 percent o global online adspend in 2016. The total value o the global mobile marketingand advertising market will grow rom $3.4 billion in 2010 ata compound annual growth rate o 37 percent to $22.4 billionin 2016.
Giselle Tsirulnik
Deputy Managing Editor

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->