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Mobile marketing : how mobile technology is revolutionizing marketing, communications, and advertising

Author: Daniel Rowles
Publisher: London ; Philadelphia : Kogan Page, 2014.
Edition/Format:   Print book : EnglishView all editions and formats
"A growing portion of internet traffic is coming from smartphones and tablets. Net Marketshare put mobile's share of global browsing traffic at 10.3% in October 2012. This was the first time mobile had topped 10% of all browsing. In North America, the share of Web traffic from smart phones and tablets was estimated at 28% as of June 2012, with the time spent with mobile growing at 14 times the rate of desktop media.
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Document Type: Book
All Authors / Contributors: Daniel Rowles
ISBN: 9780749469382 0749469382 0749469390 9780749469399 0749476117 9780749476113
OCLC Number: 856579550
Description: xii, 266 pages : illustrations ; 24 cm
Contents: Part One : Mobile marketing in perspective. Introduction --
Understanding the mobile consumer --
Technology change and adoption --
Disruption and integration --
Devices, platforms and technology : why it doesn't matter --
Mobile statistics summary --
The future of mobile marketing --
Part Two : The tactical toolkit. Introduction --
Mobile sites and responsive design --
How to build an app --
Social media and mobile --
Mobile search --
Mobile advertising --
Augmented reality (AR) and real-world integration --
Quick response (QR) codes --
Near field communication (NFC) --
Short messaging service (SMS) --
Mobile analytics --
Part Three : Mobile marketing checklists. Introduction --
Checklists --
Conclusions. Machine generated contents note: List of figures --
Foreword --
AcknowledgementsIntroductionPart One Mobile marketing in perspective01 Introduction02 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 journey03 Technology change and adoption --
Forty years of radical change --
Integrated devices --
Smartphone adoption --
Global variations --
Benchmarking marketing activity04 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 enabler05 Devices, platforms and technology: why it doesn't matter --
Mobile-compatible is not mobile-optimized --
Technology challenges --
Audience segmentation --
Frictionless technology06 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 region07 The future of mobile marketing --
Exponential development --
Technology as an enabler --
The near future --
Frictionless technology --
The distant future --
A guaranteed future predictionPart Two The tactical toolkit08 Introduction09 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: conclusions10 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: conclusions11 Social media and mobile --
User journey and value proposition --
Mobile social media experience --
Informing your social media approach --
Real-world integration sharing --
Policy and planning --
Outreach, engagement and ego --
Social measurement --
Social media advertising --
Mobile social media: conclusions12 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: conclusions13 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: conclusions14 Augmented reality (AR) and real-world integration --
Adoption levels --
Location-based services --
Location check-ins15 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 code in the real world --
The future of QR codes --
QR codes: conclusions16 Near field communication (NFC) --
The early NFC elephant in the room --
NFC adoption --
Mobile payments --
The internet of things17 Short messaging service (SMS) --
SMS is personal --
Types of SMS communications --
SMS short codes --
SMS app links --
SMS: conclusions18 Mobile analytics --
The marvels of Google Analytics --
Setting up analytics --
Core reports --
Multi-Channel Funnels --
App-specific reports --
Tracking codePart Three Mobile marketing checklists19 Introduction20 Checklists --
Mobile marketing strategy --
Mobile site development --
Building your app --
Social media and mobile --
Mobile search21 Conclusions --
Responsibility: Daniel Rowles.


Design and implement an effective, measurable digital strategy which harnesses the power of the mobile device.  Read more...
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"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 Read more...

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