Mobile Marketing

Mobile Marketing is a clear, practical guide to harnessing the mobile consumer and tackling the rising challenges of divided user attention across multiple screens at the same time. It demystifies the vast spectrum of tools and techniques now available and explains how to optimize these dynamics into an innovative and effective mobile marketing strategy. Now that website search rankings take into account mobile optimization, no serious marketer can do without a thorough understanding of mobile.

The first edition of Mobile Marketing won the Judge's Choice Award in Social Media at the Small Business Trend's 2014 Book Awards. This fully revised 2nd edition includes straightforward explanations on mobile optimized content, app development, social media and proximity based marketing. It has also expanded to include two brand new chapters on mobile and email and on location-based devices, plus cutting-edge updates on advances in wearable technology, mobile payments, virtual reality and strategies for the changing user journey. Integrated with tactical checklists, easy application frameworks and powerful case study insights such as Heineken, WordPress, MailChimp, Nike Training Club (NTC), Google Play and Moz, it provides a full overview from service provision and technology integration to content strategy, ready to capture fast-moving consumers on the go. Online resources include a digital marketing instructors manual, supporting lecture slides, example exam and self-test questions, and a content calendar template.

Autorentext

Daniel Rowles

Zusammenfassung
Mobile Marketing is a clear, practical guide to harnessing the mobile consumer and tackling the rising challenges of divided user attention across multiple screens at the same time. It demystifies the vast spectrum of tools and techniques now available and explains how to optimize these dynamics into an innovative and effective mobile marketing strategy. Now that website search rankings take into account mobile optimization, no serious marketer can do without a thorough understanding of mobile.The first edition of Mobile Marketing won the Judge's Choice Award in Social Media at the Small Business Trend's 2014 Book Awards. This fully revised 2nd edition includes straightforward explanations on mobile optimized content, app development, social media and proximity based marketing. It has also expanded to include two brand new chapters on mobile and email and on location-based devices, plus cutting-edge updates on advances in wearable technology, mobile payments, virtual reality and strategies for the changing user journey. Integrated with tactical checklists, easy application frameworks and powerful case study insights such as Heineken, WordPress, MailChimp, Nike Training Club (NTC), Google Play and Moz, it provides a full overview from service provision and technology integration to content strategy, ready to capture fast-moving consumers on the go. Online resources include a digital marketing instructors manual, supporting lecture slides, example exam and self-test questions, and a content calendar template.

Inhalt

Section - ONE: Mobile Marketing in Perspective;

• Chapter - 01: Introduction;
• Chapter - 02: Understanding the User Journey;
• Chapter - 03: Technology Change and Adoption;
• Chapter - 04: Disruption and Integration;
• Chapter - 05: Devices, Platforms and Technology;

• Chapter - 06: The Future of Mobile Marketing; Section - TWO: The Tactical Toolkit;

• Chapter - 07: Introduction;
• Chapter - 08: Mobile Sites and Responsive Design;
• Chapter - 09: Mobile and E-mail;
• Chapter - 10: How to Build an App;
• Chapter - 11: Social Media and Mobile;
• Chapter - 12: Mobile Search;
• Chapter - 13: Mobile Advertising;
• Chapter - 14: Augmented Reality (AR) and Virtual Reality (VR);
• Chapter - 15: Quick Response (QR) Codes;
• Chapter - 16: Location-based Devices and Beacons;
• Chapter - 17: Near Field Communication (NFC) and Mobile Payments;
• Chapter - 18: Instant Messenger (IM) Apps and Short Messaging Service (SMS);

• Chapter - 19: Mobile Analytics; Section - THREE: Mobile Marketing Checklists;

• Chapter - 20: Introduction;
• Chapter - 21: Checklists;
• Chapter - 22: Conclusions