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Mobile Marketing Handbook A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns

ISBN-10: 0910965900
ISBN-13: 9780910965903
Edition: 2nd 2012
Authors: Kim Dushinski
List price: $29.95
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Description: Focusing on the continuing integration of mobile marketing into the daily lives of consumers—locally, nationally, and globally—this updated second edition reflects the most current trends in mobile marketing and offers step-by-step guidelines  More...

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Book details

List price: $29.95
Edition: 2nd
Copyright year: 2012
Publisher: Information Today, Incorporated
Publication date: 1/3/2012
Binding: Paperback
Pages: 264
Size: 6.25" wide x 9.25" long x 0.75" tall
Weight: 0.968
Language: English

Focusing on the continuing integration of mobile marketing into the daily lives of consumers—locally, nationally, and globally—this updated second edition reflects the most current trends in mobile marketing and offers step-by-step guidelines to creating and maintaining successful moblie-marketing campaigns. Based on 20 years of experience in the field, this reference shows how this cost-effective strategy can be used successfully by businesses of any size and includes detailed information on legal implications and tracking, avoiding common mistakes, and the most current online resources for mobile marketers. The easy-to-follow tips on building stronger consumer relationships through apps and social networking will help any company put their message in the palms of customers’ hands.

Acknowledgments
Foreword
Interact With This Book
Introduction
Mobile Marketing Strategy and Implementation
The Basics and the Big Picture
What Is Mobile Marketing?
How Big Is the Mobile Market?
Opportunities in Mobile Marketing
Why You Need to Take Action Now, Even If You're Not Ready
Who Is Using Mobile the Most: The Savvy Markets
The Big Picture
Five Steps to Creating a Dynamic Mobile Marketing Campaign
The Secret of Being Dynamic
Step 1: Figure Out What Your Target Market Wants and Offer It
Step 2: Align What Your Target Market Wants with Your Desired Outcome
Step 3: Follow the Mobile Marketing Checklist to Build Your Mobile Strategy
Step 4: Launch Your Mobile Marketing Campaign and Market It
Step 5: Track What Is Working and Make Any Necessary Adjustments
Legal Issues and Implications of Mobile Marketing
Why Legal Issues Are Strategic Issues
Best Practices Are Not Optional
Mobile Messaging Meets the Law
And the Lucky Winner Is
What Your Users Generate and How It Affects You
The Under-13 Crowd
May I See Your ID, Please?
Privacy, Sweet Privacy
Location-Based Legal Requirements
Consequences of Ignoring Legal Implications
Tips for Getting Your Mobile Campaign Through Your Legal Department
Launching Your Campaign
Three Paths to Your Mobile Launch
Working With an Agency
Working Directly With a Vendor
Do-It-Yourself Guerrilla Tactics
How to Choose a Mobile Agency, Vendor, or Consultant
Mobile Marketing Toolbox: Tactics, Campaign Ideas, and Resources
Calling
What Is Calling?
When to Use Calling as a Marketing Tool
How to Use Calling: Best Practices, Tips, and Techniques
Text Messaging
What Is Text Messaging?
When to Use Text Messaging as a Marketing Tool
How to Use Text Messaging: Best Practices, Tips, and Techniques
Types of Text Messaging
Text Messaging Best Practices
Types of Text Message Campaigns
Choosing a Text Message Company
Creating a Mobile Web Presence
What Is the Mobile Web?
When to Use the Mobile Web as a Marketing Tool
How to Use the Mobile Web: Best Practices, Tips, and Techniques
Content Strategy for Your Mobile Website
Building a Mobile Website
Driving Traffic to Your Mobile Website
Mobile Search
What Is Mobile Search?
When to Use Mobile Search as a Marketing Tool
How to Use Mobile Search: Best Practices, Tips, and Techniques
Business Listings
Mobile SEO Tactics
Mobile Advertising and Mobile Apps
What Is Mobile Advertising?
When to Use Mobile Advertising as a Marketing Tool
How to Use Mobile Advertising: Best Practices, Tips, and Techniques
Mobile Advertising and Appvertising
Types of Mobile Advertising Units
Mobile Apps as a Business Marketing Tool
Social Networking Meets Mobile
What Is Social Networking?
When to Use Social Networking in Conjunction With Mobile Marketing
How to Use Social Networking: Best Practices, Tips, and Techniques
Using Social Networking to Market Your Mobile Campaign
Using Mobile Marketing to Build Your Social Network
Location-Based Marketing
What Is Location-Based Marketing?
When to Use Location-Based Marketing as a Marketing Tool
How to Use Location-Based Marketing: Best Practices, Tips, and Techniques
Local Mobile Search
Check-In Tools
Interactive Signage
Augmented Reality
Bluetooth Marketing
Geo-Fencing
More Mobile Methods
Mobile Email
Mobile Commerce
Mobile Bar Codes (QR Codes)
Mobile Video
Mobile for Nonprofits
Mobile Marketing Awards
Marketing and Tracking Mobile Campaigns
Marketing Your Mobile Campaign
Why You Need to Market Your Mobile Campaign
Integrating Mobile Into All Other Marketing
Online Marketing
Signage
Business Cards/Marketing Cards
Advertising
Trade Shows/Consumer Events
Social Networking
Product Packaging
College Marketing
Mobile Marketing for Your Mobile Marketing
Word of Mouth
Educating Your Customers on Using Mobile
Tracking Your Mobile Campaign
Why You Need to Track Your Mobile Marketing Campaigns
Calling Campaigns
Text Message Campaigns
Mobile Web
Mobile Advertising
Mobile Apps
Mobile Bar Codes (QR Codes)
Social Networking
Afterword: Moving Ahead in Mobile
Appendix: How to Start a Mobile Marketing Business
Glossary
About the Author
Index

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