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