Mobile marketing : how mobile technology is revolutionizing marketing, communications and advertising / Daniel Rowles.

Format:

Book

Author/Creator:

Rowles, Daniel, author.

Series:

Business professional collection

Language:

English

Subjects (All):

Internet marketing.

Internet advertising.

Mobile commerce.

Mobile communication systems.

Telemarketing.

Physical Description:

1 online resource (273 pages) : illustrations

Edition:

Second edition.

Place of Publication:

London ; New York : Kogan Page, 2017.

Summary:

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.

Contents:

Part one: Mobile marketing in perspective. Introduction

Understanding the user journey

Technology change and adoption

Disruption and integration

Devices, platforms and technology

The future of mobile marketing

Part two: The tactical toolkit. Introduction

Mobile sites and responsive design

Mobile and e-mail

How to build an app

Social media and mobile

Mobile search

Mobile advertising

Augmented reality (AR) and virtual reality (VR)

Quick response (QR) codes

Location-based devices and beacons

Near field communication (NFC) and mobile payments

Instant messenger (IM) apps and short messaging service (SMS)

Mobile analytics

Part three: Mobile marketing checklists. Introduction

Checklists

Conclusions.

Notes:

Includes bibliographical references and index.

Description based on print version record.

First edition published in 2014.

ISBN:

0-7494-7980-9

OCLC:

966436621