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Mobile Marketing How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

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To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. 
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Description

A growing portion of internet traffic is coming from smartphones and tablets. Net Marketshare put mobile's share of global browsing traffic at 10.3% in October 2012. This was the first time mobile had topped 10% of all browsing. In North America, the share of Web traffic from smart phones and tablets was estimated at 28% as of June 2012, with the time spent with mobile growing at 14 times the rate of desktop media. 

Although the importance of mobile technologies for marketing communications is widely recognized, the use of proper strategy is not really understood by a lot of marketers. To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. 

Combining theoretical understanding of mobile's role in the marketing arena and practical exercises, Rowles teaches how to build a top-down strategy, encompassing all consumer touch points, to future-proof businesses against customers' ever-changing mobile interaction with brands.

Table Of Contents

List of figures
Foreword
Acknowledgements

Introduction

Part One Mobile marketing in perspective

01 Introduction

02 Understanding the mobile consumer
Technology for the sake of technology
User journey and context
Mobile and multi-channel marketing
User journey examples
Local intent
Content marketing
The stages of the user journey
Value proposition and user journey

03 Technology change and adoption
Forty years of radical change
Integrated devices
Smartphone adoption
Global variations
Benchmarking marketing activity

04 Disruption and integration
The death of in-store retail
Convenience, choice and transparency
Business culture
Single customer view
Next step: marketing automation
Mobile as a change enabler

05 Devices, platforms and technology: why it doesn’t matter
Mobile-compatible is not mobile-optimized
Technology challenges
Audience segmentation
Frictionless technology

06 Mobile statistics summary
Breakdown of regions
Smartphone adoption levels
Mobile broadband subscriptions
Breakdown of mobile operating systems worldwide
QR codes, NFC and other technologies
Mobile social media usage by region

07 The future of mobile marketing 
Exponential development 
Technology as an enabler
The near future
Frictionless technology
The distant future
A guaranteed future prediction

Part Two The tactical toolkit

08 Introduction

09 Mobile sites and responsive design
Start with the fundamentals
Mobile site options
Mobile design principles: mobile sites vs desktop sites
Technology and jargon in perspective
What responsive design really means
The 3-step quick and dirty guide to a responsive website
A user-centred approach to mobile
Mobile sites: conclusions

10 How to build an app
Bolstering value proposition 
The app-building process
Specification and wireframing
Interaction and visual design
Technical development and testing
App store submission
App marketing
App maintenance
Customer support
Freelancers vs agencies
Native apps vs web apps
Platform wars
Building an app: conclusions

11 Social media and mobile
User journey and value proposition
Mobile social media experience
Informing your social media approach
Real-world integration sharing
Policy and planning
Outreach, engagement and ego
Social measurement
Social media advertising
Mobile social media: conclusions

12 Mobile search
Defining mobile search
Desktop vs mobile results
Search engine optimization (SEO)
Link building
Mobile SEO: conclusions
Paid search
PPC fundamentals
PPC considerations
Working with PPC agencies
Mobile SEO and PPC working together
Mobile search: conclusions

13 Mobile advertising
Mobile advertising objectives
App advertising
Ad networks vs media owners
Targeting options
Creative options
Mobile ad features
Ad reporting and analytics
Mobile advertising: conclusions

14 Augmented reality (AR) and real-world integration
Adoption levels
Location-based services
Location check-ins

15 Quick Response (QR) codes
QR codes in perspective
Practical applications
QR code adoption
The most important thing to understand about QR codes
Making your QR code beautiful
Practical guide to using QR code in the real world
The future of QR codes
QR codes: conclusions

16 Near field communication (NFC)
The early NFC elephant in the room
NFC adoption
Mobile payments
The internet of things

17 Short messaging service (SMS)
SMS is personal
Types of SMS communications
SMS short codes
SMS app links
SMS: conclusions

18 Mobile analytics
The marvels of Google Analytics
Setting up analytics
Core reports
Multi-Channel Funnels
App-specific reports
Tracking code

Part Three Mobile marketing checklists

19 Introduction

20 Checklists
Mobile marketing strategy
Mobile site development
Building your app
Social media and mobile
Mobile search

21 Conclusions
References

About the Author

Daniel Rowles has worked in digital marketing on both the client and agency sides. He is currently a Course Director for the Chartered Institute of Marketing (CIM) and trains on behalf of Econsultancy and Utalk Marketing. He has been a judge for the CIM Marketing Excellence Awards since 2010. He is also the co-host of the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His company, TargetInternet.com, helps clients of all types to use digital marketing more effectively, including the BBC, Vodafone, Mastercard, Aviva and Warner Brothers.

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