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Mobile Marketing: Finding Your Customers No Matter Where They Are (Que Biz-Tech)

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en Limba Engleză Carte Paperback – March 2010
Mobile Marketing
Finding Your Customers No Matter Where They Are
 
Use Mobile Marketing to Supercharge Brands, Sales, and Profits!
 
Using brand-new mobile marketing techniques, you can craft campaigns that are more personal, targeted, immediate, measurable, actionable–and fun! Now, one of the field’s leading pioneers shows exactly how to make mobile marketing work for your business. Cindy Krum cuts through the hype, revealing what’s working–and what isn’t. She guides you through identifying the right strategies and tactics for your products, services, brands, and customers…avoiding overly intrusive, counterproductive techniques…and how to successfully integrate mobile into your existing marketing mix. Above all, Krum shows you how to effectively execute on your mobile marketing opportunities–driving greater brand awareness, stronger customer loyalty, more sales, and higher profits.
 
Topics include
• Getting started fast with mobile marketing
• Understanding the international mobile marketing landscape
• Targeting and tracking the fast-changing mobile demographic
• Taking full advantage of the iPhone platform
• Leveraging mobile advertising, promotion, and location-based marketing
• Building micro-sites and mobile applications
• Performing search engine optimization for mobile sites and applications
• Building effective mobile affiliate marketing programs
• Integrating online and offline mobile marketing
• Avoiding mobile marketing spam, viruses, and privacy violations
• Previewing the future of mobile marketing
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Specificații

ISBN-13: 9780789739766
ISBN-10: 0789739763
Pagini: 343
Dimensiuni: 150 x 224 x 20 mm
Greutate: 0.48 kg
Ediția: 1
Editura: Que
Seria Que Biz-Tech

Locul publicării: Indianapolis, United States

Cuprins

Introduction    1
1 Getting Started with Mobile Marketing    5
The Potential of Mobile Marketing    6
Mobile Marketing Is the Most Personal Form of Web Marketing    6
Mobile Marketing Is the Most Targeted Form of Web Marketing    7
Mobile Marketing is a More Immediate Form of Web Marketing    8
Mobile Marketing Is More Actionable Than Other Forms of Web Marketing    8
Mobile as a Direct Marketing Channel    9
Direct Marketing That Is Personal    10
Direct Marketing That Is Portable    11
Direct Marketing That Is Persistent    11
Direct Marketing That Is Intelligent    12
Is Mobile Marketing Right for You?    12
Brands    13
Brick-and-Mortar Establishments    14
Events    15
Who Is Mobile Marketing Wrong For?    17
2 Understanding the Challenges in Mobile Marketing    19
The Changing Face of Telecom    20
The History of Mobile Network Technologies    21
1G    21
2G    22
2.5G    23
3G    24
4G    24
WLAN and WiFi    26
Bluetooth    26
VoIP    26
FemtoCell    26
UMA    27
The Evolution of Mobile Devices, Handsets, and Operating Systems    27
The History of Mobile Browsers    33
3 Mobile Targeting and Tracking    37
Targeting Your Mobile Customers    38
Age and Gender    39
Income    41
Psychographic Mobile Targeting    42
Geographic Mobile Targeting    44
Device and Carrier Targeting    44
Tracking Your Mobile Performance    46
Text and Picture Message Tracking    47
Mobile Web Tracking    50
Mobile-Only Web Analytics    51
Traditional Web Analytics That Include or Can Be Adapted for Mobile    55
Google Analytics    55
Omniture    59
WebTrends    60
comScore    61
Mobile Email Tracking    61
Application Tracking    63
Flurry    63
Google Analytics    64
Omniture    64
WebTrends    64
Offline Tracking, Text Message Tracking, and Phone Call Tracking    65
Loyalty Tracking    66
Unica    66
mobileStorm    67
Responsys    67
4 Everything You Need to Know About the iPhone    69
iPhone User Demographics    71
iPhone User Psychographics    72
The First Wave of iPhone Adoption    72
The Second Wave of iPhone Adoption    73
The Third Wave of iPhone Adoption    74
How Are iPhones Used?    74
Tips for iPhone-Specific Marketing    76
SMS Messaging    76
Accelerometers    77
Touchscreen    77
GPS    77
WiFi    78
Voice Recognition    78
Bluetooth    78
QR Codes    79
iPhone Meta Tag for Page Width and Zoom    79
iPhone Meta Tag for Double Tap and Pinch    80
iPhone Meta Tag for Launching Your Site as a Standalone Application    80
Limitations of the iPhone    80
Slow Connection Speeds and Jailbroken Phones    80
Buttonless Design    81
Limited Battery Life    81
Inability to Forward Text Messages and Contacts    81
No Custom Ringtones    82
GPS Battery Drain    82
Case Studies    82
Nationwide Insurance    82
Reebok Shoes    83
Dockers    84
WebMD    85
5 Mobile Advertising    87
A Glossary of Mobile Advertising Lingo    88
Different Types of Mobile Advertising    89
On-Deck Versus Off-Deck Web Advertising    92
Combined On- and Off-Deck Solutions    96
Creating Effective Mobile Advertising Campaigns    97
Authoring Effective Mobile Ads    97
Constructing Effective Mobile Landing Pages    98
Effectively Targeting Your Mobile Advertising Campaigns    99
Evaluating Success    101
Case Studies    102
Land Rover    102
AirAsia    102
Adidas    102
Visa    103
Mobile Advertising Networks    104
6 Mobile Promotions and Location-Based Marketing    105
Introduction to Mobile Promotions    106
What Products Are Right for Mobile Couponing?    107
Mobile Coupon Messaging    107
Mobile Coupon Targeting    108
Mobile Coupon Delivery    110
Location-Based Couponing    113
Mobile Coupon Redemption    113
Digital Proximity and Location-Based Marketing    115
Proximity and Location-Based Marketing Technology    116
Creating Mobile Loyalty Programs    120
Case Studies    120
PSC “Sí” Political Initiative in Catalan, Spain    120
Whistler Ski Resort    121
Corona Beer    121
CNN    122
Nike    122
Northwest Airlines    122
7 Micro-Sites, Mobile Affiliate Marketing, and Web Directories    123
Mobile Micro-Sites    124
Mobile Affiliate Marketing    125
Mobile Web Portals    129
Mobile Directories    131
8 Mobile Applications    133
Mobile Game Applications    134
Branded Game Development    134
Product Placement    137
Game Sponsorship    138
Mobile Utility Applications    139
Where Do You Get Apps?    139
Do I Need My Own App?    141
Developing an App    141
Promoting Your App    143
Make It Viral    143
Do Something New    144
Get Rated and Reviewed in the Store    144
Have a Good Name    145
Have a Good Logo or Icon    145
Write a Compelling Description    146
Price It Right    147
Promote the Application on Your Website    148
Promote It with the Bloggers    148
Promote Your App via Mailing Lists and Twitter Followers    149
Promote the Application in Pay-Per-Click and Display Advertising    149
Submit Your Application    149
What If You Don’t Want to Develop an App?    150
Mobile Application Development Companies    151
Mobile Application Bloggers and Communities    151
Mobile Application Aggregators, Directories, and Stores    152
9 Mobile Website Development    153
Mobile Web and WAP    154
dotMobi Domains    155
Effectively Organizing and Architecting a Mobile Site    156
Separate Mobile Site    157
Mobile Subdomain or Subdirectory    157
Mobile/Traditional Hybrid Pages    159
HTTP Header Review    161
User Agent Profiles (UAProf)    161
User-Agent Header    161
Cache-Control    161
Content-Type    162
Content-Disposition    165
Mobile Code Review    165
JavaScript    166
AJAX    168
Forms    168
Flash and Video    172
Silverlight    173
YouTube    173
Frames    174
Everything You Need to Know About Transcoding    175
Hosted Mobile Development Solutions    176
Directing Traffic with User Agent Detection    177
XML and RSS Mobile Websites    178
How to Adjust for Mobile Screen Size    178
Page File Size    180
What to Expect with Your Images    181
Adapting Fonts for Mobile Viewing    182
10 Mobile Search Engine Optimization    185
How Do Mobile Search Engines Work?    187
Basic Mobile SEO Best Practices    188
On-site SEO Factors    189
Offsite SEO Ranking Factors    192
In What Searches Do I Want My Mobile Site to Rank?    193
Targeting Long-Tail Keyword Phrases    194
Mobile Keyword Research    195
Find Out How You Rank on Your Top Keywords    201
Phone Specifications    201
Personalization    201
Localization    202
Tracking Mobile SEO and Keyword Rankings    202
Advanced Mobile SEO Best Practices    204
Mobile Robots.txt    205
Mobile Site Map    206
Mobile Search Engine Submissions    207
Mobile Directory Submission    207
Leveraging Universal and Blended Mobile Search Results    207
Local Results and Business Listings    209
News Results    210
Image Results    211
Video Results    211
Application Search    212
Alternative Input Search    213
11 Integrating Mobile Marketing with On- and Offline Marketing    215
Unified Messaging with Varied Communication    216
Integrating Mobile with Offline Marketing    217
Integrating with Print Media    217
Integrating with Broadcast Media    220
Integrating Mobile with Online Marketing    225
Mobile Websites,Micro-Sites, and Web Directories    226
Mobile SEO    227
Mobile Display and Pay-Per-Click Advertising    227
Mobile Applications    228
Online Images,Videos, and Podcasts    228
Mobile Social Networks    229
U.S. vs. International Mobile Social Networking    230
Social CPM Marketing    231
Branded Profiles on Mobile Social Sites    232
Mobile Social Gaming    232
Mobile Email    233
Case Studies    235
David’s Bridal    235
Tahato    236
Audi    236
QR Code Companies    236
12 Mobile E-Commerce    237
Mobile Payment    240
Micropayments    240
Direct to Carrier Billing    241
Subscriptions    241
User Accounts Tied to Credit Cards    241
Macropayments    241
Prepayment    242
Prompted Mobile Payment    243
Full Web Transactions    243
Full Brick-and-Mortar Transactions with Proximity-Based Mobile Payment    245
Mobile Banking    248
Security and Other Concerns    251
Mobile Commerce and Phone Theft Risks    251
Mobile E-Commerce and Operator Error Risks    252
Mobile E-Commerce and Hacking Risks    253
13 Mobile Marketing Privacy, Spam, and Viruses    255
What Is Mobile Spamming?    257
What the Carriers Can Do to Stop Spam    259
What Mobile Marketers Can Do to Stop Spam    260
Running Mobile Sweepstakes and Contests    263
Location-Based Marketing and Privacy    263
Respecting the Privacy of Children and Teen Mobile Users    264
On-Site Privacy and Mobile Cookies    265
Mobile Malware and Viruses    266
Mobile Privacy and Spam Laws    268
United States and North America    268
United Kingdom    271
Important Mobile Agencies    272
The Groupe Speciale Mobile (GSMA)    272
The Mobile Marketing Association (MMA)    273
The World Wide Web Consortium (W3C)    274
The Direct Marketing Association (DMA)    274
Mobile Marketing Legal and Privacy Resources    274
MMA Mobile Privacy Code of Conduct    275
14 The International Mobile Marketing Landscape    277
Mobile Marketing in East Asia    279
Mobile Marketing in Southeast Asia    283
Mobile Marketing in India    284
Mobile Marketing in the Middle East    286
Mobile Marketing in Africa    287
Mobile Marketing in Central and South America    287
Mobile Marketing in North America    288
Mobile Marketing in Europe    291
Working with Mobile Carriers, Service Providers, and MVNOs    294
15 Looking into the Future for Mobile    297
The Future of the Mobility of Human Connection    298
The Future of the Mobility of Information    299
The Imminent Evolution of Mobile Search    299
More Portable Results    300
More Personal Results    300
More Intelligent Results    301
Mobile Search Is Ubiquitous Search    302
Conclusion    303
A Txtspk Definitions    305
B List of Vendors, Products, and Services    311
Glossary    317
Index    333
 

Notă biografică

Cindy Krum is the CEO and Founder of Rank-Mobile, LLC, based in Denver, CO. She brings fresh and creative ideas to her clients, speaking at national and international trade events about mobile Web marketing, social network marketing and international SEO. Cindy is hosts a weekly radio show about mobile marketing called Mobile Presence on WebmasterRadio.FM. She writes for industry publications, and has been published in Website Magazine, Advertising & Marketing Review, Search Engine Land, ODG Intelligence, and quoted by many respected publications including PC World, Internet Retailer, TechWorld, Direct Magazine, Inc.Magazine, and Search Marketing Standard.

Caracteristici

This cutting-edge book provides an in depth look at how companies can effectively leverage mobile marketing. It will offer strategy, tactics and analysis that will help marketing professionals determine what type of mobile engagement will be right for their customers, what messaging will drive the highest response, and how mobile marketing should be integrated into their existing mobile marketing mix.

Textul de pe ultima copertă

Mobile Marketing Finding Your Customers No Matter Where They Are Use Mobile Marketing to Supercharge Brands, Sales, and Profits! Using brand-new mobile marketing techniques, you can craft campaigns that are more personal, targeted, immediate, measurable, actionable-and fun! Now, one of the field's leading pioneers shows exactly how to make mobile marketing work for your business. Cindy Krum cuts through the hype, revealing what's working-and what isn't. She guides you through identifying the right strategies and tactics for your products, services, brands, and customers...avoiding overly intrusive, counterproductive techniques...and how to successfully integrate mobile into your existing marketing mix. Above all, Krum shows you how to effectively execute on your mobile marketing opportunities-driving greater brand awareness, stronger customer loyalty, more sales, and higher profits. Topics include - Getting started fast with mobile marketing - Understanding the international mobile marketing landscape - Targeting and tracking the fast-changing mobile demographic - Taking full advantage of the iPhone platform - Leveraging mobile advertising, promotion, and location-based marketing - Building micro-sites and mobile applications - Performing search engine optimization for mobile sites and applications - Building effective mobile affiliate marketing programs - Integrating online and offline mobile marketing - Avoiding mobile marketing spam, viruses, and privacy violations - Previewing the future of mobile marketing