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Mobile Marketing
Finding Your Customers No Matter Where They Are
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This book will provide readers with enough knowledge to guide their mobile marketing strategy, even if they don't have a prior deep understanding of all the technologies involved. It will focus on how mobile marketing can work with other marketing initiatives to provide an integrated, consistent marketing message, to build brand awareness and customer loyalty. The analysis and understanding presented will give marketers enough information to create innovative engagement strategies, allowing them to break ground and set the standards in this new marketing channel Product Description
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
Features + Benefits
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. Backcover
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
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 Applicatio
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
Features + Benefits
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. Backcover
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
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 Applicatio
This book will provide readers with enough knowledge to guide their mobile marketing strategy, even if they don't have a prior deep understanding of all the technologies involved. It will focus on how mobile marketing can work with other marketing initiatives to provide an integrated, consistent marketing message, to build brand awareness and customer loyalty. The analysis and understanding presented will give marketers enough information to create innovative engagement strategies, allowing them to break ground and set the standards in this new marketing channel