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Table Of Contents

Is Mobile Marketing Right for You?
How We’ve Organized This Book
Six Quick Lessons about Mobile Marketing
The Bottom Line: Get Started Today
Adidas’ Mobile Tracker Website
History Channel’s Foursquare Campaign
The New Jersey Nets’ Gowalla Campaign
Hiscox’s B2B Location-Based WiFi Campaign
Nissan’s Microsoft Tag Campaign
Domino’s Pizza Delivery App
Land Rover’s Display Ad Campaign
The Bottom Line
Making the Connection
Forming the Bond
Means of Engagement
Mobile Marketing Engagement
Engaging with Different Devices
Understanding Buying Behavior
Converting a Prospect to a Customer
Other Terms You Should Know
Short Message Service (SMS)
Multimedia Messaging Service (MMS)
Near Field Communications (NFC) and Bluetooth
Mobile Websites
Mobile Display Advertising and Paid Search
QR Codes/2D Codes
Tablet Computing
Treating the PC and Mobile User the Same
Failing to Recognize Differences in Mobile Equipment
Other Common Mobile Media Mistakes
Setting Yourself Up for Success
The Four Ps and the Five Cs
Why People Buy
Putting Your Differentiators to Work
Stated Importance versus Derived Importance
Building on Your Marketing Foundation
Understanding Smartphone Operating Systems
Google’s Android
Apple’s iOS
Windows Phone
Getting to Know the Carriers and Manufacturers
Apps and App Development
Thinking Strategically about Your Mobile Marketing Campaign
Benefits of Mobile Marketing
Disadvantages of Mobile Marketing
How to Develop a Mobile Marketing Campaign
Determine Length of Campaign
Budgeting and Scheduling
Content and Production
Choose a Production Strategy
Other Considerations
Why Think Strategically?
Other Businesses
The Nuts and Bolts of Mobile Web Design
The Language of the Internet
Resources for Mobile Website Development
Facts and Figures about SMS
How to Use SMS to Connect with Customers
How to Set Up, Launch, and Run an SMS Campaign
Meet SMS’s Attractive Cousin: MMS
SMS and MMS Best Practices
Mobile Display Ad Specs
Targeting Options for Mobile Display Ads
Buying Mobile Display Ads
Mobile Video
Mobile Display: The Most Important Part of Your Campaign
How to Use Mobile Paid Search to Drive Customers to Your Business
Is Paid Search Right for You?
Setting Up a Mobile Paid Search Campaign
Keywords: The Foundation of Your Campaign
Creating a Mobile Keyword List
Writing Ads—The Fun Stuff
Measuring the Success of Your Campaign
Location-Based Marketing
Location-Based Marketing Tools
Sorting through the Location-Based Marketing Maze
How Companies Are Using Location-Based Marketing to Connect with Customers
Location-Based Marketing Best Practices
What’s the Difference Between a Mobile Website and an App?
What Kind of App Is Right for You?
How Coca-Cola Is Using Mobile Apps to Connect with Customers
Generating Revenue with Appvertising
How to Build Your Own App
The App Development Process for Ordinary Humans
Should You Build an App for Your Business?
How Businesses Are Using 2D Codes to Engage Customers
2D Code Case Studies
2D Code Best Practices
The Future of 2D Codes
Tablets versus Desktops and Laptops
Tablets Transform Teaching and Education
Putting Tablet Computers to Work for You
Develop a Marketing Strategy
Consider Expanding with Discounts and Deals
Utilize Customer Knowledge and Experience
Drive Existing Customer Adoption
Getting Off to the Right Start
Small Business Considerations
Mobile ROI Starts with Customer Lifetime Value
Putting the Customer Lifetime Value Formula to Work for You
How to Track Your Conversions with Mobile Marketing
Using Your Conversion Rate to Track Your Mobile ROI
Step-by-Step Guide to Calculating Your Mobile Marketing ROI
The 17 Rs of Mobile Marketing and a Step-by-Step Checklist
The Rs of Mobile Marketing
Mobile Marketing Checklist
Characteristic 1: Measurability
Characteristic 2: Customer Insights
Characteristic 3: Innovation
A Few Final Thoughts
P. 1
Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business

Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business

Ratings: (0)|Views: 1,074|Likes:
Published by Wiley
Set-up, run, and measure successful mobile media marketingcampaigns

Go Mobile is packed with tools, tips, and techniques thatwill help readers set-up, launch, run, and measure mobile mediacampaigns. This book will help readers understand the differentmobile media platforms, learn how to us SMS for business,incorporate 2D and QR Codes into their campaigns, develop mobilewebsites and mobile apps, see case studies, and much more.

Go Mobile offers practical, step-by-step guidance forimplementing a mobile marketing campaign. Readers will learn howto:

Use location-based marketing to get new customers and keepexisting ones Integrate social media with your mobile media campaign Use mobile E-commerce to improve brand loyalty Measure the ROI of a mobile media campaign Develop mobile media business models you can use to growrevenues

With these effective, efficient, and integrated mobile marketingcampaigns, business owners and marketers will garner enviableresponse rates and watch their revenue grow more rapidly than everbefore.

Set-up, run, and measure successful mobile media marketingcampaigns

Go Mobile is packed with tools, tips, and techniques thatwill help readers set-up, launch, run, and measure mobile mediacampaigns. This book will help readers understand the differentmobile media platforms, learn how to us SMS for business,incorporate 2D and QR Codes into their campaigns, develop mobilewebsites and mobile apps, see case studies, and much more.

Go Mobile offers practical, step-by-step guidance forimplementing a mobile marketing campaign. Readers will learn howto:

Use location-based marketing to get new customers and keepexisting ones Integrate social media with your mobile media campaign Use mobile E-commerce to improve brand loyalty Measure the ROI of a mobile media campaign Develop mobile media business models you can use to growrevenues

With these effective, efficient, and integrated mobile marketingcampaigns, business owners and marketers will garner enviableresponse rates and watch their revenue grow more rapidly than everbefore.

More info:

Publish date: Dec 19, 2011
Added to Scribd: Dec 26, 2011
Copyright:Traditional Copyright: All rights reservedISBN:9781118226407
List Price: $24.95 Buy Now

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