Mobile Marketing, 2nd Edition

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

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, if provides a full overview from service provision and technology integration to content strategy, ready to capture fast-moving consumers on the go.

Table of Contents

PART 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

PART TWO The tactical toolkit
Chapter 07 Introduction
Chapter 08 Mobile sites and responsive design
Chapter 09 Mobile and e-mail
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 (IM) apps and short messaging service (SMS)
Chapter 19 Mobile analytics

PART THREE Mobile marketing checklists
Chapter 20 Introduction
Chapter 21 Checklists
Chapter 22 Conclusions