Mobile marketing : how mobile technology is revolutionizing marketing, communications, and advertising / Daniel Rowles
Book | Kogan Page | 2014

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xii, 266 pages : illustrations ; 24 cm
" A growing portion of internet traffic is coming from smartphones and tablets. Net Marketshare put mobile's share of global browsing traffic at 10.3% in October 2012. This was the first time mobile had topped 10% of all browsing. In North America, the share of Web traffic from smart phones and tablets was estimated at 28% as of June 2012, with the time spent with mobile growing at 14 times the rate of desktop media. Although the importance of mobile technologies for marketing communications is widely recognized, the use of proper strategy is not really understood by a lot of marketers. To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. Combining theoretical understanding of mobile's role in the marketing arena and practical exercises, Rowles teaches how to build a top-down strategy, encompassing all consumer touch points, to future-proof businesses against customers' ever-changing mobile interaction with brands"-- Provided by publisher.
"Having become the ultimate social device, and as users drift away from TVs and computer screens, the mobile offers radical new challenges for the marketer. But how do you design and implement an effective digital strategy? And what tools can be used to measure marketing effectiveness? Starting with a review of the technology itself - both hardware and software - Mobile Marketing explains the dynamics between the key players and how these forces are shaping future developments in terms of service provision, media integration and content strategy. Supported by in-depth case studies, which illustrate the potential pitfalls and rewards of mobile marketing initiatives, Mobile Marketing shows how our new mobile lifestyle can be a rewarding environment for those businesses willing to embrace new technology and, with imagination and creativity, develop mobile marketing strategies that can win customers, boost brand awareness, raise profile and increase profits"-- Provided by publisher.
Includes bibliographical references (pages 255-262) and index.
Machine generated contents note: List of figures -- Foreword -- Acknowledgements -- Introduction -- Part One Mobile marketing in perspective01 Introduction02 Understanding the mobile consumer -- Technology for the sake of technology -- User journey and context -- Mobile and multi-channel marketing -- User journey examples -- Local intent -- Content marketing -- The stages of the user journey -- Value proposition and user journey03 Technology change and adoption -- Forty years of radical change -- Integrated devices -- Smartphone adoption -- Global variations -- Benchmarking marketing activity04 Disruption and integration -- The death of in-store retail -- Convenience, choice and transparency -- Business culture -- Single customer view -- Next step: marketing automation -- Mobile as a change enabler05 Devices, platforms and technology: why it doesn't matter -- Mobile-compatible is not mobile-optimized -- Technology challenges -- Audience segmentation -- Frictionless technology06 Mobile statistics summary -- Breakdown of regions -- Smartphone adoption levels -- Mobile broadband subscriptions -- Breakdown of mobile operating systems worldwide -- QR codes, NFC and other technologies -- Mobile social media usage by region07 The future of mobile marketing -- Exponential development -- Technology as an enabler -- The near future -- Frictionless technology -- The distant future -- A guaranteed future predictionPart Two The tactical toolkit08 Introduction09 Mobile sites and responsive design -- Start with the fundamentals -- Mobile site options -- Mobile design principles: mobile sites vs desktop sites -- Technology and jargon in perspective -- What responsive design really means -- The 3-step quick and dirty guide to a responsive website -- A user-centred approach to mobile -- Mobile sites: conclusions10 How to build an app -- Bolstering value proposition -- The app-building process -- Specification and wireframing -- Interaction and visual design -- Technical development and testing -- App store submission -- App marketing -- App maintenance -- Customer support -- Freelancers vs agencies -- Native apps vs web apps -- Platform wars -- Building an app: conclusions11 Social media and mobile -- User journey and value proposition -- Mobile social media experience -- Informing your social media approach -- Real-world integration sharing -- Policy and planning -- Outreach, engagement and ego -- Social measurement -- Social media advertising -- Mobile social media: conclusions12 Mobile search -- Defining mobile search -- Desktop vs mobile results -- Search engine optimization (SEO) -- Link building -- Mobile SEO: conclusions -- Paid search -- PPC fundamentals -- PPC considerations -- Working with PPC agencies -- Mobile SEO and PPC working together -- Mobile search: conclusions13 Mobile advertising -- Mobile advertising objectives -- App advertising -- Ad networks vs media owners -- Targeting options -- Creative options -- Mobile ad features -- Ad reporting and analytics -- Mobile advertising: conclusions14 Augmented reality (AR) and real-world integration -- Adoption levels -- Location-based services -- Location check-ins15 Quick Response (QR) codes -- QR codes in perspective -- Practical applications -- QR code adoption -- The most important thing to understand about QR codes -- Making your QR code beautiful -- Practical guide to using QR code in the real world -- The future of QR codes -- QR codes: conclusions16 Near field communication (NFC) -- The early NFC elephant in the room -- NFC adoption -- Mobile payments -- The internet of things17 Short messaging service (SMS) -- SMS is personal -- Types of SMS communications -- SMS short codes -- SMS app links -- SMS: conclusions18 Mobile analytics -- The marvels of Google Analytics -- Setting up analytics -- Core reports -- Multi-Channel Funnels -- App-specific reports -- Tracking codePart Three Mobile marketing checklists19 Introduction20 Checklists -- Mobile marketing strategy -- Mobile site development -- Building your app -- Social media and mobile -- Mobile search21 Conclusions -- References.
9780749469382 (paperback)
0749469382 (paperback)
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