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

ISBN-13: 9780749479794 / Angielski / Miękka / 2017 / 272 str.

Daniel Rowles

Opis

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, if 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.

Recenzje

"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, Editor, mobiThinking (about the previous edition)

Spis treści

• 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

O autorze

Daniel Rowles, based in Jersey, has more than 20 years of digital marketing experience on both client and agency sides. A CIM fellow and course director, he is the lead judge for their CIM Marketing Excellence award. Rowles also lectures at Imperial College London and Cranfield School of Management, and co-hosts the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His digital marketing company TargetInternet.com supports clients such as the BBC, Vodafone, Sony, Oracle and Tesco. He is also the author of Digital Branding, Mobile Marketing and Podcasting Marketing Strategy, also published by Kogan Page