Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising
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Mobile Marketing is a clear, practical guide to harnessing the mobile consumer and tackling the rising challenges of divided user attention across multiple screens at the same time. It demystifies the vast spectrum of tools and techniques now available and explains how to optimize these dynamics into an innovative and effective mobile marketing strategy. Now that website search rankings take into account mobile optimization, no serious marketer can do without a thorough understanding of mobile.
The first edition of Mobile Marketing won the Judge's Choice Award in Social Media at the Small Business Trend's 2014 Book Awards. This fully revised 2nd edition includes straightforward explanations on mobile optimized content, app development, social media and proximity based marketing. It has also expanded to include two brand new chapters on mobile and email and on location-based devices, plus cutting-edge updates on advances in wearable technology, mobile payments, virtual reality and strategies for the changing user journey. Integrated with tactical checklists, easy application frameworks and powerful case study insights such as Heineken, WordPress, MailChimp, Nike Training Club (NTC), Google Play and Moz, if provides a full overview from service provision and technology integration to content strategy, ready to capture fast-moving consumers on the go. Online resources include a digital marketing instructors manual, supporting lecture slides, example exam and self-test questions, and a content calendar template.
"Very useful and a surprisingly compelling read. It articulates the theories and terminology of mobile marketing succinctly, with interesting graphs and case studies from around the world. I highly recommend this book to anyone who wants to know more about mobile marketing, mobile Web etc. Buy it. You aren't going to agree with all of it, you may already know some of it, but you will learn a lot from it." (Andy Favell, Editor, mobiThinking (about the previous edition))
"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 (about a previous edition))
About the Author
Daniel Rowles has worked in digital marketing for almost 20 years on both the client and agency sides. He is a Course Director for the CIM, lecturer at Imperial College London and Cranfield School of Management and lead judge of the CIM Marketing Excellence awards. He is also the host of the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His company TargetInternet.com has helped clients of all types to use digital marketing more effectively, including the BBC, Vodafone, Sony, Oracle and Tesco.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Nice book for beginners
Easy to read and understand the concept for beginners.
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Despite the mobile phone existing for what seems like an eternity (and for many younger people they know no difference), the whole world of marketing, advertising and promotional activity by mobile technologies is still evolving and is far from a mature environment. Thus, as a marketer or communicator, you will either need to keep your knowledge up-to-date or even start afresh and a book like this could be a very close companion for you!
This is a revised version of a previously well-received book, being extensively updated as you would expect for a subject that is not standing still. It offers up a practical-first look at marketing and connecting with mobile-equipped consumers. For many, this is the primary way you will get their attention, so you need to have your mobile strategy at hand. Mailshots, posters and other traditional approaches can be somewhat ineffective for many demographics.
By the end of this relatively slim volume you will be armed with clear, actionable knowledge about marketing to mobile users and able to help optimise your existing activities to best effect. You probably will have learned a few other things too! It can serve many audiences and knowledge levels. Case studies help provide clear examples of implemented solutions and approaches to mobile marketing.
It brings you up to speed with some of the latest techniques and technologies and helps get you well-placed for the future too. Certainly, it can be an important resource within its field that is worth considering.
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