Set-up, run, and measure successful mobile media marketing
campaigns
Go Mobile is packed with tools, tips, and techniques that
will help readers set-up, launch, run, and measure mobile media
campaigns. This book will help readers understand the different
mobile media platforms, learn how to us SMS for business,
incorporate 2D and QR Codes into their campaigns, develop mobile
websites and mobile apps, see case studies, and much more.
Go Mobile offers practical, step-by-step guidance for
implementing a mobile marketing campaign. Readers will learn how
to:
* Use location-based marketing to get new customers and keep
existing ones
* Integrate social media with your mobile media campaign
* Use mobile E-commerce to improve brand loyalty
* Measure the ROI of a mobile media campaign
* Develop mobile media business models you can use to grow
revenues
With these effective, efficient, and integrated mobile marketing
campaigns, business owners and marketers will garner enviable
response rates and watch their revenue grow more rapidly than ever
before.
Tabla de materias
Foreword DAVID MEERMAN SCOTT xi
Acknowledgments xiv
Introduction xvi
Is Mobile Marketing Right for You? xvii
How We’ve Organized This Book xix
PART I THE MOBILE MARKETING LANDSCAPE 1
Chapter 1 How to Jump-Start Your Mobile Marketing Campaign 3
Chapter 2 How the Fortune 500 Use Mobile Marketing 13
Chapter 3 How Consumers Engage with Mobile 25
Chapter 4 Let’s Talk: Terms and Concepts You Should Be Familiar
With 35
Chapter 5 Nine Ways Businesses Are Using Mobile Marketing 43
Chapter 6 Classic Mobile Marketing Mistakes You Can Avoid 55
PART II SETTING YOURSELF UP FOR SUCCESS 63
Chapter 7 Laying the Foundation for Successful Mobile Marketing
Campaign 65
Chapter 8 Getting More Familiar with the Mobile Marketing
Landscape 75
Chapter 9 Thinking Strategically about Your Mobile Marketing
Campaign 87
PART III TAKING A DEEPER DIVE INTO MOBILE MARKETING TOOLS
POOL 99
Chapter 10 How to Set Up a Mobile Website 101
Chapter 11 Using SMS and MMS to Drive Customers to Your Business
111
Chapter 12 How to Use Mobile Display Ads to Grow Your Sales and
Revenue 121
Chapter 13 How to Use Mobile Paid Search to Drive Customers to
Your Business 133
Chapter 14 Location-Based Marketing: LBS, NFC, Bluetooth, and
LBA–Oh My! 147
Chapter 15 Mobile Apps: A Great Way to Keep Them Coming Back for
More 157
Chapter 16 How to Use 2D Codes to Connect with Customers 169
Chapter 17 Tablet Computers: Taking the World by Storm 179
PART IV EXPANDING YOUR HORIZONS 185
Chapter 18 Using Mobile E-Commerce to Drive Revenue 187
Chapter 19 Mobile Marketing for B2B Companies 197
Chapter 20 How to Measure the ROI of Your Mobile Marketing
Campaign 205
Chapter 21 The 17 Rs of Mobile Marketing and a Step-by-Step
Checklist 217
A Few Final Thoughts 226
Index 228
Sobre el autor
JEANNE HOPKINS is the Vice President of Marketing at Hub Spot, generating over 45, 000 new leads each month and leading the company in new mobile initiatives. She helped push Hub Spot to become mobile-enabled and writes blog posts for Hub Spot’s mobile blog, which 11.3 percent of readers now access through their smartphones.
JAMIE TURNER is an author, speaker, and the founder of BKV’s 60 Second Marketer, an online magazine that provides tools, tips, and tutorials for marketers around the globe. He is also a regular guest on CNN and HLN on the topic of digital media.
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