Jeff Hasen

Mobilized Marketing (eBook, PDF)

How to Drive Sales, Engagement, and Loyalty Through Mobile Devices

• Format: PDF

Produktbeschreibung

Integrate your mobile marketing program and take your brand to the next level Mobile marketing is finally entering the forefront of the marketing realm as megabrands roll out million-dollar budgets and small businesses have turned to the channel for its affordability, measurability, and repeatable successes in producing sales and driving engagement and loyalty. Through insights from bold industry visionaries and fellow mobile pioneers, Mobilized Marketing takes readers through campaigns worth repeating and others that are not. Learn the many roads that marketers can take and the proven strategies and tactics that move products and build loyalty through the consumer's most personal device. With examples from the more than 130,000 campaigns developed by mobile marketing leader Hipcricket, Mobilized Marketing breaks down how brands of all sizes have performed in their mobile efforts--why some have failed and how others bravely turned to mobile. * Demonstrates how to integrate mobile into marketing programs and how to effectively measure it * Explains how to make your existing marketing spends work harder * Delivers step-by-step instructions on how to optimize campaigns in real-time * Shows how to determine which mobile tactics are keepers and which are not It's time to mobilize your marketing programs and drive your profits to new heights.

---

Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in A, B, BG, CY, CZ, D, DK, EW, E, FIN, F, GR, HR, H, IRL, I, LT, L, LR, M, NL, PL, P, R, S, SLO, SK ausgeliefert werden.

Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 224
• Erscheinungstermin: 6. April 2012
• Englisch
• ISBN-13: 9781118287057
• Artikelnr.: 38244148

Autorenporträt

JEFF HASEN is Chief Marketing Officer at Hipcricket, a leading mobile marketing and mobile advertising company. Named a Top CMO on Twitter, Jeff is also the co-creator of the certification program for the Mobile Marketing Association and one of two individuals certified by the MMA to train on mobile marketing definitions, techniques, and benefits. He is a frequent speaker at industry events and writes for Mobile Marketer, imediaconnection.com, Technorati.com, and mobilegroove.com. He actively tweets @jeffhasen and blogs at jeffhasen.com.

Inhaltsangabe

Acknowledgments xi Foreword MICHAEL BECKER xiii Preface xv Part I The Early
Years 1 Chapter 1 Radio's Days of Glory 3 Chapter 2 Hipcricket's Beginnings
in a Starbucks 5 Chapter 3 Mobile at the Start of the Millennium 7 Chapter
4 American Idol Engages a Nation 10 Chapter 5 RAZR Sharpens Mobile's Focus
12 Chapter 6 Hipcricket's First Customers 14 Chapter 7 Listening to the
Consumer 17 Chapter 8 The Brands Show Some Interest 20 Chapter 9 Mobile as
a Natural Progression 23 Chapter 10 Mobile in the Fight Against Cancer 25
Chapter 11 Stops and Starts 27 Chapter 12 Build Me an iPhone App 29 Chapter
13 Hipcricket Matures, Rebrands 32 Chapter 14 It's Not Spam on the Phone 34
Chapter 15 Texting with the Phone to the Ear? 36 Chapter 16 Mobile Award
For Dummies 41 Part II The Present 45 Chapter 17 The Recession's Effect on
Mobile's Growth: Businesses, Especially Retail, Feel the Pinch 47 Chapter
18 Behavior Changes Seen in All Age Groups 51 Chapter 19 Mobile Gets Busy:
The Rise of the Call to Action 54 Chapter 20 Radio Regains Its Magic 56
Chapter 21 Hipcricket Weathers the Recession 58 Chapter 22 The Brands
Rebound from the Recession 65 Chapter 23 The Rise of Loyalty Clubs 68
Chapter 24 MillerCoors Drinks from Android Cup 72 Chapter 25 Belle Tire
Rolls with Mobile 74 Chapter 26 Other Brands Produce Notable Campaigns 79
Chapter 27 Trends 83 Chapter 28 Innovation: Emergence of Multiscreen
Marketing 95 Chapter 29 Looking Internationally for Guidance 112 Chapter 30
Hipcricket Builds for the Future 123 Part III The Future 131 Chapter 31
Determining Whether Mobile Has Arrived 133 Chapter 32 The Ever-Changing
Consumer 135 Chapter 33 The Tools You Can Use: Considering Mobile Products
and Services Individually 137 Chapter 34 The Real Questions Marketers
Should Ask 152 Chapter 35 Advice from the Smartest Marketers 176 Conclusion
So Where Are We with Mobile Marketing? 186 Epilogue 188 About the Author
197 Index 199