Mobile Marketing

Mobile Marketing http://www.dropshippers.co.za/

Finding Your Customers No Matter Where They Are http://www.dropshippers.co.za/

Use Mobile Marketing to Supercharge Brands, Sales, and Profits! http://www.dropshippers.co.za/

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. http://www.dropshippers.co.za/

Topics include http://www.dropshippers.co.za/

• Getting started fast with mobile marketing http://www.dropshippers.co.za/

• Understanding the international mobile marketing landscape http://www.dropshippers.co.za/

• Targeting and tracking the fast-changing mobile demographic http://www.dropshippers.co.za/

• Taking full advantage of the iPhone platform http://www.dropshippers.co.za/

• Leveraging mobile advertising, promotion, and location-based marketing http://www.dropshippers.co.za/

• Building micro-sites and mobile applications http://www.dropshippers.co.za/

• Performing search engine optimization for mobile sites and applications http://www.dropshippers.co.za/

• Building effective mobile affiliate marketing programs http://www.dropshippers.co.za/

• Integrating online and offline mobile marketing http://www.dropshippers.co.za/

• Avoiding mobile marketing spam, viruses, and privacy violations http://www.dropshippers.co.za/

• Previewing the future of mobile marketing http://www.dropshippers.co.za/

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. http://www.dropshippers.co.za/

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
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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
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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
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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
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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
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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
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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
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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 Y
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