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  • Format: ePub


Mobile Marketing is a clear, practical guide to harnessing the mobile consumer and tackling the rising challenges of divided user attention across multiple screens at the same time. It demystifies the vast spectrum of tools and techniques now available and explains how to optimize these dynamics into an innovative and effective mobile marketing strategy. Now that website search rankings take into account mobile optimization, no serious marketer can do without a thorough understanding of mobile.
The first edition of Mobile Marketing won the Judge's Choice Award in Social Media at the Small
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  • Größe: 4.91MB
Produktbeschreibung
Mobile Marketing is a clear, practical guide to harnessing the mobile consumer and tackling the rising challenges of divided user attention across multiple screens at the same time. It demystifies the vast spectrum of tools and techniques now available and explains how to optimize these dynamics into an innovative and effective mobile marketing strategy. Now that website search rankings take into account mobile optimization, no serious marketer can do without a thorough understanding of mobile.

The first edition of Mobile Marketing won the Judge's Choice Award in Social Media at the Small Business Trend's 2014 Book Awards. This fully revised 2nd edition includes straightforward explanations on mobile optimized content, app development, social media and proximity based marketing. It has also expanded to include two brand new chapters on mobile and email and on location-based devices, plus cutting-edge updates on advances in wearable technology, mobile payments, virtual reality and strategies for the changing user journey. Integrated with tactical checklists, easy application frameworks and powerful case study insights such as Heineken, WordPress, MailChimp, Nike Training Club (NTC), Google Play and Moz, it provides a full overview from service provision and technology integration to content strategy, ready to capture fast-moving consumers on the go. Online resources include a digital marketing instructors manual, supporting lecture slides, example exam and self-test questions, and a content calendar template.

  • Produktdetails
  • Verlag: Pan Macmillan
  • Seitenzahl: 272
  • Erscheinungstermin: 03.02.2017
  • Englisch
  • ISBN-13: 9780749479800
  • Artikelnr.: 48805965
Autorenporträt
Daniel Rowles
Inhaltsangabe
Section
ONE: Mobile Marketing in Perspective; Chapter
01: Introduction; Chapter
02: Understanding the user journey; Chapter
03: Technology change and adoption; Chapter
04: Disruption and integration; Chapter
05: Devices, platforms and technology: why it doesn't matter; Chapter
06: The future of mobile marketing; Section
TWO: The Tactical Toolkit; Chapter
07: Introduction; Chapter
08: Mobile sites and responsive design; Chapter
09: Mobile and email; Chapter
10: How to build an app; Chapter
11: Social media and mobile; Chapter
12: Mobile search; Chapter
13: Mobile advertising; Chapter
14: Augmented reality (AR) and virtual reality (VR); Chapter
15: Quick Response (QR) codes; Chapter
16: Location based devices and beacons; Chapter
17: Near field communication (NFC) and mobile payments; Chapter
18: Instant messenger apps and Short messaging service (SMS); Chapter
19: Mobile analytics; Section
THREE: Mobile Marketing Checklists; Chapter
20: Introduction; Chapter
21: Checklists; Chapter
22: Conclusions