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Go mobile : location-based marketing, apps, mobile optimized ad campaigns, 2D codes and other mobile strategies to grow your business

Author: Jeanne Hopkins; Jamie Turner
Publisher: Hoboken, N.J. : Wiley, ©2012.
Series: New rules of social media series.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"Set-up, run, and measure successful mobile media marketing campaigns Go Mobile is packed with tools, tips, and techniques that will help readers set-up, launch, run, and measure mobile media campaigns. This book will help readers understand the different mobile media platforms, learn how to us SMS for business, incorporate 2D and QR Codes into their campaigns, develop mobile websites and mobile apps, see case  Read more...
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Document Type: Book
All Authors / Contributors: Jeanne Hopkins; Jamie Turner
ISBN: 9781118167786 1118167783
OCLC Number: 757147675
Notes: Includes index.
Description: xx, 234 pages : illustrations ; 24 cm.
Contents: Machine generated contents note: pt. I THE MOBILE MARKETING LANDSCAPE --
ch. 1 How to Jump-Start Your Mobile Marketing Campaign --
Six Quick Lessons about Mobile Marketing --
The Bottom Line: Get Started Today --
ch. 2 How the Fortune 500 Use Mobile Marketing --
The American Red Cross Haiti SMS Campaign --
HBO's True Blood Display Ad Campaign --
The North Face Location-Based Marketing Campaign --
Intel's B2B Mobile Paid Search Campaign --
Paramount's Shrek Display Ad Campaign --
Starbucks' E-Commerce Mobile Card --
Adidas' Mobile Tracker Website --
History Channel's Foursquare Campaign --
The New Jersey Nets' Gowalla Campaign --
Hiscox's B2B Location-Based WiFi Campaign --
Nissan's Microsoft Tag Campaign --
Fandango and MovieTickets.com Mobile Commerce Apps --
Domino's Pizza Delivery App --
Land Rover's Display Ad Campaign --
The Bottom Line --
ch. 3 How Consumers Engage with Mobile --
Making the Connection --
Forming the Bond --
Means of Engagement. Contents note continued: Mobile Marketing Engagement --
Engaging with Different Devices --
ch. 4 Let's Talk: Terms and Concepts You Should be Familiar With --
Understanding Buying Behavior --
Converting a Prospect to a Customer --
Other Terms You Should Know --
ch. 5 Nine Ways Businesses Are Using Mobile Marketing --
Short Message Service (SMS) --
Multimedia Messaging Service (MMS) --
Near Field Communications (NFC) and Bluetooth --
Mobile Websites --
Mobile Display Advertising and Paid Search --
Location-Based Marketing --
Mobile Apps --
QR Codes/2D Codes --
Tablet Computing --
ch. 6 Classic Mobile Marketing Mistakes You Can Avoid --
Treating the PC and Mobile User the Same --
Failing to Recognize Differences in Mobile Equipment --
Other Common Mobile Media Mistakes --
pt. II SETTING YOURSELF UP FOR SUCCESS --
ch. 7 Laying the Foundation for Successful Mobile Marketing Campaign --
The Four Ps and the Five Cs --
Why People Buy --
Putting Your Differentiators to Work. Contents note continued: Stated Importance versus Derived Importance --
Building on Your Marketing Foundation --
ch. 8 Getting More Familiar with the Mobile Marketing Landscape --
Understanding Smartphone Operating Systems --
Google's Android --
Apple's iOS --
Windows Phone --
Getting to Know the Carriers and Manufacturers --
Apps and App Development --
ch. 9 Thinking Strategically about Your Mobile Marketing Campaign --
Benefits of Mobile Marketing --
Disadvantages of Mobile Marketing --
How to Develop a Mobile Marketing Campaign --
Determine Length of Campaign --
Budgeting and Scheduling --
Content and Production --
Choose a Production Strategy --
Other Considerations --
Why Think Strategically? --
pt. III TAKING A DEEPER DIVE INTO MOBILE MARKETING TOOLS POOL --
ch. 10 How to Set Up a Mobile Website --
Getting Inside the Mind of Your Customer --
Restaurants, Bars, and Coffee Shops --
Brick-and-Mortar Retailers --
Airlines, Railways, and Other Transportation Services. Contents note continued: Law Firms, Accounting Firms, and Other Professional Service Firms --
Nonprofit Organizations --
Hotels, Spas, and Other Hospitality Organizations --
Colleges, Universities, and Other Educational Institutions --
Banks, Credit Unions, and Other Financial Institutions --
Other Businesses --
The Nuts and Bolts of Mobile Web Design --
The Language of the Internet --
Resources for Mobile Website Development --
ch. 11 Using SMS and MMS to Drive Customers to Your Business --
Facts and Figures about SMS --
How to Use SMS to Connect with Customers --
How to Set Up, Launch, and Run an SMS Campaign --
Meet SMS's Attractive Cousin: MMS --
SMS and MMS Best Practices --
ch. 12 How to Use Mobile Display Ads to Grow Your Sales and Revenue --
Mobile Ad Network Providers --
Mobile Display Ad Specs --
Targeting Options for Mobile Display Ads --
Buying Mobile Display Ads --
Mobile Video --
Mobile Display: The Most Important Part of Your Campaign. Contents note continued: ch. 13 How to Use Mobile Paid Search to Drive Customers to Your Business --
Is Paid Search Right for You? --
Setting Up a Mobile Paid Search Campaign --
Keywords: The Foundation of Your Campaign --
Creating a Mobile Keyword List --
Writing Ads---The Fun Stuff --
Measuring the Success of Your Campaign --
ch. 14 Location-Based Marketing: LBS, NFC, Bluetooth, and LBA---Oh My! --
Location-Based Marketing Tools --
Sorting through the Location-Based Marketing Maze --
How Companies Are Using Location-Based Marketing to Connect with Customers --
Location-Based Marketing Best Practices --
ch. 15 Mobile Apps: A Great Way to Keep Them Coming Back for More --
What's the Difference Between a Mobile Website and an App? --
What Kind of App is Right for You? --
How Coca-Cola is Using Mobile Apps to Connect with Customers --
Generating Revenue with Appvertising --
How to Build Your Own App --
The App Development Process for Ordinary Humans. Contents note continued: Should You Build an App for Your Business? --
ch. 16 How to Use 2D Codes to Connect with Customers --
How Businesses Are Using 2D Codes to Engage Customers --
2D Code Case Studies --
2D Code Best Practices --
The Future of 2D Codes --
ch. 17 Tablet Computers: Taking the World by Storm --
Tablets versus Desktops and Laptops --
Tablets Transform Teaching and Education --
Putting Tablet Computers to Work for You --
pt. IV Expanding Your Horizons --
ch. 18 Using Mobile E-Commerce to Drive Revenue --
Develop a Marketing Strategy --
Consider Expanding with Discounts and Deals --
Utilize Customer Knowledge and Experience --
Drive Existing Customer Adoption --
ch. 19 Mobile Marketing for B2B Companies --
Getting Off to the Right Start --
Small Business Considerations --
ch. 20 How to Measure the ROI of Your Mobile Marketing Campaign --
Mobile ROI Starts with Customer Lifetime Value --
Putting the Customer Lifetime Value Formula to Work for You. Contents note continued: Calculating the ROI of Your Mobile Marketing Campaign --
How to Track Your Conversions with Mobile Marketing --
Using Your Conversion Rate to Track Your Mobile ROI --
Step-by-Step Guide to Calculating Your Mobile Marketing ROI --
ch. 21 The 17 Rs of Mobile Marketing and a Step-by-Step Checklist --
The Rs of Mobile Marketing --
Mobile Marketing Checklist --
ch. 22 Three Characteristics of Successful Mobile Marketing Campaigns --
Characteristic 1 Measurability --
Characteristic 2 Customer Insights --
Characteristic 3 Innovation --
A Few Final Thoughts.
Series Title: New rules of social media series.
Responsibility: Jeanne Hopkins, Jamie Turner.
More information:

Abstract:

Set-up, run, and measure successful mobile media marketing campaigns Go Mobile is packed with tools, tips, and techniques that will help readers set-up, launch, run, and measure mobile media  Read more...

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Primary Entity

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