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Mobile marketing : finding your customers no matter where they are

Author: Cindy Krum
Publisher: Indianapolis, Ind. : Que ; London : Pearson Education [distributor], 2009.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:

This cutting-edge book provides an in-depth look at how companies can effectively leverage mobile marketing. It offers strategy, tactics, and analysis that will help marketing professionals determine  Read more...

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Document Type: Book
All Authors / Contributors: Cindy Krum
ISBN: 9780789739766 0789739763
OCLC Number: 406138852
Description: p. cm.
Contents: 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 "Si" 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
Responsibility: by Cindy Krum.

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