Mobile Marketing: Finding Your Customers No Matter Where They Are, Rough Cuts

Description

• Copyright 2010
• Dimensions: 6 X 9
• Pages: 360
• Edition: 1st

• Rough Cuts
• ISBN-10: 0-7686-9482-5
• ISBN-13: 978-0-7686-9482-6

This is a working draft of a pre-release book. It is available before the published date as part of the Rough Cuts service.

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

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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

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