Home > Store

Mobile Marketing: Finding Your Customers No Matter Where They Are

Register your product to gain access to bonus material or receive a coupon.

Mobile Marketing: Finding Your Customers No Matter Where They Are

eBook (Watermarked)

  • Sorry, this book is no longer in print.
  • Includes EPUB and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    Adobe Reader PDF The popular standard, used most often with the free Adobe® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

Not for Sale

Description

  • Copyright 2010
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-7897-4756-1
  • ISBN-13: 978-0-7897-4756-3

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

Sample Content

Table of Contents

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 Application in Pay-Per-Click and Display Advertising    149

Submit Your Application    149

What If You Don’t Want to Develop an App?    150

Mobile Application Development Companies    151

Mobile Application Bloggers and Communities    151

Mobile Application Aggregators, Directories, and Stores    152

9 Mobile Website Development    153

Mobile Web and WAP    154

dotMobi Domains    155

Effectively Organizing and Architecting a Mobile Site    156

Separate Mobile Site    157

Mobile Subdomain or Subdirectory    157

Mobile/Traditional Hybrid Pages    159

HTTP Header Review    161

User Agent Profiles (UAProf)    161

User-Agent Header    161

Cache-Control    161

Content-Type    162

Content-Disposition    165

Mobile Code Review    165

JavaScript    166

AJAX    168

Forms    168

Flash and Video    172

Silverlight    173

YouTube    173

Frames    174

Everything You Need to Know About Transcoding    175

Hosted Mobile Development Solutions    176

Directing Traffic with User Agent Detection    177

XML and RSS Mobile Websites    178

How to Adjust for Mobile Screen Size    178

Page File Size    180

What to Expect with Your Images    181

Adapting Fonts for Mobile Viewing    182

10 Mobile Search Engine Optimization    185

How Do Mobile Search Engines Work?    187

Basic Mobile SEO Best Practices    188

On-site SEO Factors    189

Offsite SEO Ranking Factors    192

In What Searches Do I Want My Mobile Site to Rank?    193

Targeting Long-Tail Keyword Phrases    194

Mobile Keyword Research    195

Find Out How You Rank on Your Top Keywords    201

Phone Specifications    201

Personalization    201

Localization    202

Tracking Mobile SEO and Keyword Rankings    202

Advanced Mobile SEO Best Practices    204

Mobile Robots.txt    205

Mobile Site Map    206

Mobile Search Engine Submissions    207

Mobile Directory Submission    207

Leveraging Universal and Blended Mobile Search Results    207

Local Results and Business Listings    209

News Results    210

Image Results    211

Video Results    211

Application Search    212

Alternative Input Search    213

11 Integrating Mobile Marketing with On- and Offline Marketing    215

Unified Messaging with Varied Communication    216

Integrating Mobile with Offline Marketing    217

Integrating with Print Media    217

Integrating with Broadcast Media    220

Integrating Mobile with Online Marketing    225

Mobile Websites,Micro-Sites, and Web Directories    226

Mobile SEO    227

Mobile Display and Pay-Per-Click Advertising    227

Mobile Applications    228

Online Images,Videos, and Podcasts    228

Mobile Social Networks    229

U.S. vs. International Mobile Social Networking    230

Social CPM Marketing    231

Branded Profiles on Mobile Social Sites    232

Mobile Social Gaming    232

Mobile Email    233

Case Studies    235

David’s Bridal    235

Tahato    236

Audi    236

QR Code Companies    236

12 Mobile E-Commerce    237

Mobile Payment    240

Micropayments    240

Direct to Carrier Billing    241

Subscriptions    241

User Accounts Tied to Credit Cards    241

Macropayments    241

Prepayment    242

Prompted Mobile Payment    243

Full Web Transactions    243

Full Brick-and-Mortar Transactions with Proximity-Based Mobile Payment    245

Mobile Banking    248

Security and Other Concerns    251

Mobile Commerce and Phone Theft Risks    251

Mobile E-Commerce and Operator Error Risks    252

Mobile E-Commerce and Hacking Risks    253

13 Mobile Marketing Privacy, Spam, and Viruses    255

What Is Mobile Spamming?    257

What the Carriers Can Do to Stop Spam    259

What Mobile Marketers Can Do to Stop Spam    260

Running Mobile Sweepstakes and Contests    263

Location-Based Marketing and Privacy    263

Respecting the Privacy of Children and Teen Mobile Users    264

On-Site Privacy and Mobile Cookies    265

Mobile Malware and Viruses    266

Mobile Privacy and Spam Laws    268

United States and North America    268

United Kingdom    271

Important Mobile Agencies    272

The Groupe Speciale Mobile (GSMA)    272

The Mobile Marketing Association (MMA)    273

The World Wide Web Consortium (W3C)    274

The Direct Marketing Association (DMA)    274

Mobile Marketing Legal and Privacy Resources    274

MMA Mobile Privacy Code of Conduct    275

14 The International Mobile Marketing Landscape    277

Mobile Marketing in East Asia    279

Mobile Marketing in Southeast Asia    283

Mobile Marketing in India    284

Mobile Marketing in the Middle East    286

Mobile Marketing in Africa    287

Mobile Marketing in Central and South America    287

Mobile Marketing in North America    288

Mobile Marketing in Europe    291

Working with Mobile Carriers, Service Providers, and MVNOs    294

15 Looking into the Future for Mobile    297

The Future of the Mobility of Human Connection    298

The Future of the Mobility of Information    299

The Imminent Evolution of Mobile Search    299

More Portable Results    300

More Personal Results    300

More Intelligent Results    301

Mobile Search Is Ubiquitous Search    302

Conclusion    303

A Txtspk Definitions    305

B List of Vendors, Products, and Services    311

Glossary    317

Index    333

Updates

Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.

Overview


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information


To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information


Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children


This site is not directed to children under the age of 13.

Marketing


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information


If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information


Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents


California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure


Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact


Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020