Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising
By Daniel Rowles

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Product Description

Daily time spent on mobile devices is now overtaking daily time spent in front of a TV, as revealed in a recent study by Millward Brown. To help determine what marketers can and should be doing with the exponential growth in mobile device usage, Daniel Rowles offers a practical and hands-on guide to designing, implementing and measuring an effective mobile strategy.

Mobile Marketing starts with an in-depth review of the mobile environment, the technology itself – both hardware and software – and goes further to emphasize the importance of understanding the user journey rather than specific devices. Rowles offers an understanding of what the mobile consumer actually wants to achieve; of technology change and adoption, devices and platforms; of mobile usage statistics and, finally, presents his thoughts on the future of mobile marketing. He then  provides a tactical toolkit that includes discussion of mobile sites and responsive design; how to build, market and maintain apps; uses of social media in a mobile context; mobile search and search engine optimization [SEO]; mobile advertising; augmented reality; QR codes; near field communication [NFC];Short Messaging Services [SMS] and mobile analytics. Along with helpful graphs and tips for further reading, the book includes several international case studies that illustrate the potential pitfalls and rewards of mobile marketing initiatives.

The book is a useful and compelling read, designed both for those new to mobile marketing and those looking for advice on how to better incorporate mobile into other marketing activities. Combining theoretical understanding of mobile's role in the marketing arena and practical exercises, Rowles shows how to build a top-down strategy, encompassing all consumer touch points, to future-proof businesses against customers' ever-changing mobile interaction with brands.

Product Details

  • Amazon Sales Rank: #1169154 in Books
  • Brand: Daniel Rowles
  • Published on: 2013-11-28
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.00" h x .61" w x 6.00" l, .91 pounds
  • Binding: Paperback
  • 280 pages


  • Mobile Marketing

Editorial Reviews


"For most businesses, mobile marketing will be only a part of an Internet marketing strategy. This book clarifies why mobile marketing needs to be considered separately, and why mobile marketing is becoming increasingly important. I personally found this one of the most helpful books I have read this year, and I highly recommend it."
(John Gibbs Leading Business Books)

"Rowles has definitely nailed the steps that it takes for a business to get with the modern century and learn everything about the mobile side of doing business with today’s customer. Mobile one of those books that every business owner should read."
(Samantha Rivera Readers' Favorite)

"Mobile Marketing gets to the heart of effective marketing consideration of mobile device usage among consumers. ..A packed guide that businesses large and small will appreciate and can use. Insights are explained so that any professional, from the director in the corporate corner office to the owner of a bed and breakfast, can learn what a customer can experience from a campaign."
(Pierre DeBois Small Biz Trends)

Business readers; marketers and students; small business owners

About the Author

Daniel Rowles has worked in digital marketing on both the client and agency sides. He is currently a Course Director for the Chartered Institute of Marketing (CIM) and trains on behalf of Econsultancy. He is also a lecturer for Imperial College London. He has been a judge for the CIM Marketing Excellence Awards since 2010. He is also the co-host of the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His company,, helps clients of all types to use digital marketing more effectively, including the BBC, Vodafone, Mastercard, Aviva and Warner Brothers.

Customer Reviews

Most helpful customer reviews

0 of 0 people found the following review helpful.
5Two pages of notes
By Donald O Moser
Just finished reading Daniel Rowles book, "Mobile marketing," and found just about every page with information and insights worth keeping. So, I have about two full pages of single-spaced, typed notes of his content to review from time-to-time. May even read it a second time! Highly recommended.

0 of 0 people found the following review helpful.
5a great read
an excellent introduction to the topic--provides a very readable overview of the this industry A great value for anyone interested in this area

1 of 2 people found the following review helpful.
2Look else where for knowledge.
By Danial R.
He takes to long to get to the point & doesn't even get to the meat & potatos of mobile marketing.

See all 8 customer reviews...

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