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Mastering Mobile Marketing

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Mobile is here in a big way … and it’s about to become dominant. Retailers, fundraisers and publishers are all paying attention, but so should all industry sectors.

With all that in mind, we at Direct Marketing IQ created this “How to Master Mobile Marketing” guide, which gathers many of the world’s most renowned experts in mobile to give you crucial advice about how to proceed and succeed with this exploding channel. 

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Description

Nearly every company and organization sends direct mail and/or email (often, both), maintains a website, uses SEO (search engine optimization) and increasingly, even has a social media presence. Telemarketing, meanwhile, is on the downswing. But what about mobile marketing?

It remains one of the most talked about yet misunderstood direct marketing channels. Companies and organizations of all stripes are increasingly gauging when, rather than if, to give a mobile marketing program their full attention. Some, of course, already have and the results are varying from the hyper successful to the epic failures. 

Here are a few numbers you should be aware of: 

  • According to technology research company Gartner, by 2016, two-thirds of all internet traffic will be viewed on mobile devices.

  • During the 2012 Thanksgiving period, Email marketing company Knotice says its research found that 45% of emails sent by retailers were opened on mobile devices — that’s a 50 percent increase from 2011.

  • In December 2012, performance marketing network Affiliate Window revealed that over 18 percent of traffic came through a mobile device — it was only 7 percent in December of 2011.

  • As well as traffic showing considerable signs of growth, sales through mobile devices also peaked in December — nearly 15 percent of all sales tracked by Affiliate Window came from mobile devices, eclipsing November’s peak of 12 percent.

In other words, mobile is here in a big way … and it’s about to become dominant. Retailers, fundraisers and publishers are all paying attention, but so should all industry sectors. ComScore’s statistics about 18 to 24-year-olds said it all: Web-based email is fading away while mobile email is going through the roof. Another example of how marketers must mobile-optimize their messages if they expect success.

With all that in mind, we at Direct Marketing IQ created this “How to Master Mobile Marketing” guide, which gathers many of the world’s most renowned experts in mobile to give you crucial advice about how to proceed and succeed with this exploding channel. 

Table Of Contents

Introduction By Ethan Boldt

MOBILE BASICS
1. Why Direct Marketers Should Embrace Mobile
by Jason Wells
 
2. 5 Keys to Mastering Mobile Advertising - And Why It's Most Like TV
by Gene Keenan

3. Mobile Marketing Best Practices Driven by Consumer Insights
by Cezar Kolodziej

4. 11 Rules For Mobile Marketing Success
by Greg Hickman

5. Why SMS Will Be Your Mobile Workhorse and 5 Ideas to Get You Started
By Greg Hickman

MOBILE APPS & LANDING PAGES
6. Mobile App or Mobile Website, Which Do You Need?
By Robert Patrick

7. Create a Responsive Website, a Mobile Website or an App?
by James Go

8. Increasing Conversions on Mobile App Landing Pages
by Mark Simmons

9. 5 keys to creating mobile/Web/social network apps that engage customers and win business
by Sriram Ramanathan

10. 6 Tips for Better Mobile Apps Design
by Matt Doherty

MOBILE EMAIL
11. 10 Email Design Best Practices for a Mobile World
by Christina Galbornetti

12. Mobile First: Web and email design for a smartphone and tablet world
By Wacarra Yeomans

13. Smartphone Marketing: 4 Predictive Targeting Tips Give Marketers More Predictive ROI
by Martin Hayward

MOBILE TOOLS
14. How Marketers Can Use Instagram
By Luis Sanz

15. 5 keys to integrating QR Codes along the buyer’s path to purchase
by Natasha Kesaji

16. 3 Ways Siri Is Raising the Stakes for Voice-Based Interactions
by Irv Shapiro

NEW TERRITORY FOR MOBILE
17. Transpromo enters the digital arena with mobile devices
by Neil Grant

18. NFC Poised to Accelerate Direct Marketing
By Jacob Beckley

19. The 2 Stages of B-to-B Mobile Marketing
by Giovanni Calabro

20. Mobile Giving is the Next Revolution in Fundraising
By Atul Tandon
[sidebar: Fundraising: Integrating Mobile Via Text Messaging by Matthew Valleskey]

MOBILE MARKETING CASE STUDIES
21. Mobile Sign-ups Are Fertile Crop for The Hunger Project
By Heather Fletcher

22. Dairy Queen’s Loyalty Blizzard
by Heather Fletcher

23. Mobile-Social Campaign Honors Band's Fans
by Heather Fletcher

24. Why Toyota Chose 2D Codes to Generate Leads Through Mobile Marketing (But Not QR Codes)
by Heather Fletcher

About Direct Marketing IQ

The Research Division of the Target Marketing Group, Direct Marketing IQ (www.directmarketingiq.com) is the go-to resource for direct marketers.

Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts.

Direct Marketing IQ has unparalleled access to direct marketing data including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories and proudly produces content from the most experienced editors and practitioners in the industry.

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