Cantitate/Preț
Produs

Mobile Marketing – An Hour a Day

Autor R Pasqua
en Limba Engleză Paperback – 4 ian 2013
A step-by-step guide to successful mobile marketing strategies Go from zero to sixty with this practical book that helps you craft and deploy mobile marketing strategies for everything from brand building to lead generation and sales. As part of the popular do-it-yourself, Hour A Day series, this new book is full of advice, practical tips, and step-by-step tactics you can put to use right away. Start leveraging location-based marketing via Foursquare and Yelp, see how to set up and manage mobile commerce, and try such technologies as QR codes, ambient communication (RFID and Bluetooth), mobile broadcasting, and more. Take action now and mobile-loving customers will soon find you, thanks to these successful ideas and strategies from expert mobile marketers, Rachel Pasqua and Noah Elkin. * Shows you step by step how to develop, implement, and measure a successful mobile marketing strategy * Pares down a complex process into approachable, bite-sized tasks you can tackle in an hour a day * Covers vital mobile marketing weapons like messaging, mobile websites, apps, and mobile advertising to help you achieve your goals * Gets you up to speed on location-based marketing via Foursquare and Yelp, using mobile commerce, and leveraging technologies such as as QR codes, ambient communication (RFID and Bluetooth), and mobile broadcasting Mobile Marketing: An Hour A Day is a must-have resource for marketers and advertisers who want a compelling mobile presence.
Citește tot Restrânge

Preț: 13567 lei

Preț vechi: 17382 lei
-22%

Puncte Express: 204

Preț estimativ în valută:
2599 2816$ 2229£

Cartea nu se mai tipărește

Doresc să fiu notificat când acest titlu va fi disponibil:

Preluare comenzi: 021 569.72.76

Specificații

ISBN-13: 9781118388440
ISBN-10: 1118388445
Pagini: 384
Dimensiuni: 188 x 234 x 21 mm
Greutate: 0.67 kg
Editura: Sybex
Locul publicării:Hoboken, United States

Public țintă

This is the perfect book for do–it–yourselfers, small and medium–sized businesses, and internet marketers and advertisers who need to develop and/or improve upon their organization s mobile marketing and advertising campaigns.

Cuprins

Foreword xx Introduction xxi Chapter 1 Map the Mobile Opportunity 1 Market Size and Growth Potential 2 The Global Rise of Smart Devices 7 Smartphones 8 Tablets 12 What's Driving the Growth in Smart Devices? 15 The Web Becomes Truly Mobile 17 Key Mobile Activities 23 Text Messaging 23 Social Networking 24 Search 28 Shopping 29 Entertainment 31 How Mobile Is Changing the Face of ... Everything 34 Retail and Consumer Packaged Goods 34 Automotive 35 Financial Services 36 Travel and Hospitality 37 Pharma and Healthcare 38 Publishing and Entertainment 38 In Conclusion 39 Chapter 2 Week 1: Develop Your Mobile Strategy 41 Draw the Line Between Strategy and Tactics 42 Monday: Understand What You Can Achieve with Mobile Strategy 43 Brand Building and Awareness 44 Mobile for CRM 45 Mobile for Marketing 46 Mobile for Advertising 48 Mobile for Sales 49 Develop Customer Segments 64 Translate Segments into Personas and Journeys 64 Thursday: Evaluate Your Mobile Presence and Benchmark Your Mobile Readiness 67 Benchmark Your Current Mobile Readiness 68 Develop and Assess Competitive Insights 69 Identify the Unique Mobile Opportunities for Your Brand 71 Friday: Create a Business Case for Mobile within Your Organization 73 Plot Your Mobile Plan 73 Build Your Mobile Business Case 74 In Conclusion 75 Chapter 3 Week 2: Start Simple--SMS 77 Monday: Learn Where, How, When, and Why to Use SMS 78 Evolution of SMS as a Marketing Medium 78 Getting Started with the Basics 80 Tuesday: Determine Business Considerations 83 Get Permission 83 Find the Right Balance Between Message Quantity and Quality 87 Get Personal 88 Wednesday: Defi ne Your Partners and Develop Your Campaign 89 Get Short Code-y 89 Choose an Aggregator 91 Work with the Wireless Carriers 93 Hurry Up and Wait: Getting Your Code and/or Campaign Approved 94 Thursday: Integrate SMS into Your Overall Marketing Strategy 95 Ford Directs Referrals to Dealerships 95 SMS Is a Slam Dunk for Sprite 96 Friday: Manage and Measure Your Mobile Messaging Campaigns 97 In Conclusion 97 Chapter 4 Week 3: Maximize Reach with Mobile Websites 99 Monday: Establish a Development Approach for Your Mobile Site 100 Mobile Development Options 101 Tuesday: Determine Your Design Approach 109 Mobile Web versus Mobile App 109 The Universal UI 112 Tuesday: Collect the Right Information to Build Your Business Case 50 Internal Insights 51 Primary Research 56 Secondary Research 58 Wednesday: Understand Your Audience and Opportunity 59 Assess Your Mobile Technographics 62 Develop Customer Segments 64 Translate Segments into Personas and Journeys 64 Thursday: Evaluate Your Mobile Presence and Benchmark Your Mobile Readiness 67 Benchmark Your Current Mobile Readiness 68 Develop and Assess Competitive Insights 69 Identify the Unique Mobile Opportunities for Your Brand 71 Friday: Create a Business Case for Mobile within Your Organization 73 Plot Your Mobile Plan 73 Build Your Mobile Business Case 74 In Conclusion 75 Chapter 3 Week 2: Start Simple--SMS 77 Monday: Learn Where, How, When, and Why to Use SMS 78 Evolution of SMS as a Marketing Medium 78 Getting Started with the Basics 80 Tuesday: Determine Business Considerations 83 Get Permission 83 Find the Right Balance Between Message Quantity and Quality 87 Get Personal 88 Wednesday: Define Your Partners and Develop Your Campaign 89 Get Short Code-y 89 Choose an Aggregator 91 Work with the Wireless Carriers 93 Hurry Up and Wait: Getting Your Code and/or Campaign Approved 94 Thursday: Integrate SMS into Your Overall Marketing Strategy 95 Ford Directs Referrals to Dealerships 95 SMS Is a Slam Dunk for Sprite 96 Friday: Manage and Measure Your Mobile Messaging Campaigns 97 In Conclusion 97 Chapter 4 Week 3: Maximize Reach with Mobile Websites 99 Monday: Establish a Development Approach for Your Mobile Site 100 Mobile Development Options 101 Tuesday: Determine Your Design Approach 109 Mobile Web versus Mobile App 109 The Universal UI 112 The Smartphone UI 113 The Tablet UI 114 Wednesday: Make Key Development Decisions 115 HTML5 and CSS3: Catering to High-End Users 116 Responsive Design versus Tiered Development 116 QA and Usability Testing 121 Hardware Purchases 121 Remote Testing Tools 121 Thursday: Make Your Site Findable with Mobile SEO 122 Mobile Search Engines and Indexing 122 Defi ne a URL Structure 123 Device Detection 124 Develop a Mobile Keyword Strategy 124 Friday: Defi ne Your Mobile Analytics 127 Assess Mobile Visitors to Your Desktop Site 127 Integrating Analytics into Your Mobile Site 128 Establish Mobile Web KPIs and Measure Success 129 Mobile Measurement Roadblocks 131 Apply Lessons Learned/Iterative Refinement 133 In Conclusion 133 Chapter 5 Week 4: Maximize Engagement with Mobile Apps 135 Monday: Understand Native App Considerations 136 Validate Your Customers' Receptivity to Apps 138 Choose Native or Web (HTML5) Apps 141 Determine the Appropriate Platforms 143 Tuesday: Build Your App Content Strategy 145 The Mobile App Lifecycle: A Holistic Overview from Start to Finish 146 Wednesday: Consider Development Options 150 Development Decisions 150 Design and Development Dos and Don'ts 151 Submission Guidelines and Best Practices 153 QA Best Practices 158 Thursday: Develop an App Marketing Plan 161 Paid Media Strategy and Execution 162 Owned Media Strategy 164 Earned Media Strategy 167 Friday: Outline Unique Measurement Considerations and Optimization Tactics for Native Apps 169 Analytics Options 169 Measurement Roadblocks and Workarounds 171 Iterative Refi nement 172 In Conclusion 172 Chapter 6 Week 5: Promote Your Message with Mobile Advertising 175 Monday: Develop a Mobile Ad Campaign Strategy 176 Selecting the Correct Media/Ad Type 178 Tuesday: Defi ne Your SEM Plan 181 Mobile SEM Use Cases 182 Mobile Search Ad Formats 183 Tools, Tips, and Tricks: Campaign Best Practices 187 Wednesday: Defi ne Your Mobile Display Plan 191 Work with the Mobile Ad Networks 191 Mobile Ad Types 194 Thursday: Decide Where Mobile Email Fits into the Mix 196 Mobile Email Delivery Options 197 Mobile Email Design Best Practices 198 Friday: Outline Your Campaign Management, Tracking, and Analysis Approach 199 Analytics Options 199 Establishing KPIs 200 Measuring Success 201 Apply Results to Ongoing Campaign Development 201 In Conclusion 201 Chapter 7 Week 6: Leverage the SoLoMo Nexus 203 Monday: Understand the Opportunity 204 Note Changing Mobile User Behaviors 204 Beware the Privacy Pitfalls 209 Tuesday: Determine Use Cases 211 Wednesday: Defi ne Your Partners 219 Social Networks 220 Geo-Social Apps 222 Local Search 223 Mapping 225 Ad Networks and Technology Platforms 226 Thursday: Realize Location-Based Marketing Opportunities 227 Friday: Defi ne Key Analytics 229 In Conclusion 231 Chapter 8 Week 7: Check Out M-Commerce 233 Monday: Understand the Opportunity 234 The U.S. and Global Market for M-Commerce 235 Security and Privacy Concerns 241 Tuesday: M-Commerce Approaches 241 The Smartphone Purchase 242 The Tablet Purchase 242 The Mobile-Assisted In-Store Purchase 243 The In-App Purchase 243 Wednesday: Select Appropriate M-Commerce Channels 244 Mobile Web-Based Transactions 244 Native Application Transactions 244 SMS Payments 245 Near-Field Communications 245 Thursday: Establish Your Mobile Couponing Approach 249 Coupon Formats and Delivery Channels 250 Redemption Hurdles 251 Tracking, Targeting, and Loyalty 252 Friday: Defi ne Payment Processing Options 253 SMS Payments 253 Direct Carrier Billing 253 Mobile Web 254 In-App 254 External Readers 254 Digital Wallets 255 In Conclusion 255 Chapter 9 Week 8: Drive Awareness with Ambient Media 257 Monday: Image Technologies 258 2D Barcodes 259 Image Recognition 269 Tuesday: Augmented Reality 270 Projected Uptake 271 Use Cases 273 Execution Considerations 274 Wednesday: Near-Field Communications 276 Projected Uptake 277 Potential for Marketers 278 Execution Considerations 279 Thursday: Mobile Broadcasting 280 Wi-Fi 281 Bluetooth 284 Friday: Digital-Out-of-Home 286 Mobile-Enabled Digital Signage 286 Surface Technologies 287 In Conclusion 288 Chapter 10 Chart the Future Forward 289 The New Customer Journey 290 The New Guiding Principles of Digital 292 Portability 292 Preferences 293 Proximity 294 Presence 295 Mobile Innovations to Watch 296 In Conclusion 298 Appendix A: Research Firms 299 Subscription Research Firms 300 Research Resources 300 Primary Research Firms 300 Survey Vendors 301 Appendix B: SMS Aggregators 303 Tier 1 304 Tier 2 304 Tier 3 304 Appendix C: Mobile Web Resources 307 Device Detection 308 Test Tools 308 Appendix D: Mobile App Resources 309 App Development Resources 310 Test Services 310 App Marketing Resources 310 Press Release Services 310 App Review Sites and Directories 311 Android-Specifi c Sites 312 Game-Specifi c Sites 312 App Analytics Firms 312 Appendix E: Mobile Ad Networks 315 Premium 316 Premium Blind 316 Blind 316 Appendix F: Blogs, Online Publications, and Twitter Feeds 319 Blogs 320 Online Publications 321 Twitter Feeds 321 Appendix G: Conferences, Events, and Organizations 323 Conferences and Events 324 Industry and Professional Organizations 324 Glossary 327 Index 337

Descriere

A step-by-step guide to successful mobile marketing strategies Go from zero to sixty with this practical book that helps you craft and deploy mobile marketing strategies for everything from brand building to lead generation and sales.