Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

by Daniel Rowles

Overview

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.

Product Details

ISBN-13:	9780749479794
Publisher:	Kogan Page, Ltd.
Publication date:	02/28/2017
Edition description:	Reprint
Pages:	272
Product dimensions:	6.00(w) x 9.10(h) x 0.70(d)

About the Author

Daniel Rowles has worked in digital marketing for almost 20 years on both the client and agency sides. He is a Course Director for the CIM, lecturer at Imperial College London and Cranfield School of Management and lead judge of the CIM Marketing Excellence awards. He is also the host of the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His company TargetInternet.com has helped clients of all types to use digital marketing more effectively, including the BBC, Vodafone, Sony, Oracle and Tesco.

Table of Contents

List of figures
Foreword
Acknowledgements

Introduction

Part One Mobile marketing in perspective

01 Introduction

02 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 journey

03 Technology change and adoption
Forty years of radical change
Integrated devices
Smartphone adoption
Global variations
Benchmarking marketing activity

04 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 enabler

05 Devices, platforms and technology: why it doesn’t matter
Mobile-compatible is not mobile-optimized
Technology challenges
Audience segmentation
Frictionless technology

06 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 region

07 The future of mobile marketing
Exponential development
Technology as an enabler
The near future
Frictionless technology
The distant future
A guaranteed future prediction

Part Two The tactical toolkit

08 Introduction

09 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: conclusions

10 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: conclusions

11 Social media and mobile
User journey and value proposition
Mobile social media experience
Informing your social media approach
Real-world integration
Policy and planning
Outreach, engagement and ego
Social measurement
Social media advertising
Mobile social media: conclusions

12 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: conclusions

13 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: conclusions

14 Augmented reality (AR) and real-world integration
Adoption levels
Location-based services
Location check-ins

15 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 codes in the real world
The future of QR codes
QR codes: conclusions

16 Near field communication (NFC)
The early NFC elephant in the room
NFC adoption
Mobile payments
The internet of things

17 Short messaging service (SMS)
SMS is personal
Types of SMS communications
SMS short codes
SMS app links
SMS: conclusions

18 Mobile analytics
The marvels of Google Analytics
Setting up analytics
Core reports
Multi-Channel Funnels
App-specific reports
Tracking code

Part Three Mobile marketing checklists

19 Introduction

20 Checklists
Mobile marketing strategy
Mobile site development
Building your app
Social media and mobile
Mobile search

21 Conclusions
References
Index

Editorial Reviews

"For most businesses, mobile marketing will be only a part of an Internet marketing strategy. This book clarifies why mobile marketing needs to be considered separately, and why mobile marketing is becoming increasingly important. I personally found this one of the most helpful books I have read this year, and I highly recommend it."

Leading Business Books (about a previous edition) John Gibbs

"Very useful and a surprisingly compelling read. It articulates the theories and terminology of mobile marketing succinctly, with interesting graphs and case studies from around the world. I highly recommend this book to anyone who wants to know more about mobile marketing, mobile Web etc. Buy it. You aren't going to agree with all of it, you may already know some of it, but you will learn a lot from it."

Andy Favell

"For most businesses, mobile marketing will be only a part of an Internet marketing strategy. This book clarifies why mobile marketing needs to be considered separately, and why mobile marketing is becoming increasingly important. I personally found this one of the most helpful books I have read this year, and I highly recommend it."

Leading Business Books - John Gibbs

"For most businesses, mobile marketing will be only a part of an Internet marketing strategy.This book clarifies why mobile marketing needs to be considered separately, and why mobile marketing is becoming increasingly important. I personally found this one of the most helpful books I have read this year, and I highly recommend it."

Leading Business Books John Gibbs

"Rowles has definitely nailed the steps that it takes for a business to get with the modern century and learn everything about the mobile side of doing business with today's customer. Mobile Marketing is one of those books that every business owner should read."

Readers' Favorite Samantha Rivera

"Mobile Marketing gets to the heart of effective marketing consideration of mobile device usage among consumers. A packed guide that businesses large and small will appreciate and can use. Insights are explained so that any professional, from the director in the corporate corner office to the owner of a bed and breakfast, can learn what a customer can experience from a campaign."

Small Biz Trends Pierre DeBois

"Rowles has definitely nailed the steps that it takes for a business to get with the modern century and learn everything about the mobile side of doing business with today’s customer. Mobile Marketing...is one of those books that every business owner should read."

Readers' Favorite - Samantha Rivera

"Mobile Marketing gets to the heart of effective marketing consideration of mobile device usage among consumers. ..A packed guide that businesses large and small will appreciate and can use. Insights are explained so that any professional, from the director in the corporate corner office to the owner of a bed and breakfast, can learn what a customer can experience from a campaign."

Small Biz Trends - Pierre DeBois