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Mobile Marketing: Finding Your Customers No Matter Where They Are

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Mobile Marketing: Finding Your Customers No Matter Where They Are


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This cutting-edge book provides an in depth look at how companies can effectively leverage mobile marketing. It will offer strategy, tactics and analysis that will help marketing professionals determine what type of mobile engagement will be right for their customers, what messaging will drive the highest response, and how mobile marketing should be integrated into their existing mobile marketing mix.


  • Copyright 2010
  • Dimensions: 6" x 9"
  • Pages: 360
  • Edition: 1st
  • Book
  • ISBN-10: 0-7897-3976-3
  • ISBN-13: 978-0-7897-3976-6

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

Online Sample Chapter

Mobile Promotions and Location-Based Marketing

Sample Pages

Download the sample pages (includes Chapter 6 and Index)

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


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