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Go Mobile. Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business - Product Image

Go Mobile. Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business

  • Published: February 2012
  • 234 Pages
  • John Wiley and Sons Ltd

Set-up, run, and measure successful mobile media marketing campaigns

Go Mobile is packed with tools, tips, and techniques that will help readers set-up, launch, run, and measure mobile media campaigns. This book will help readers understand the different mobile media platforms, learn how to us SMS for business, incorporate 2D and QR Codes into their campaigns, develop mobile websites and mobile apps, see case studies, and much more.

Go Mobile offers practical, step-by-step guidance for implementing a mobile marketing campaign. Readers will learn how to:
- Use location-based marketing to get new customers and keep existing ones
- Integrate social media with your mobile media campaign
- Use mobile E-commerce to improve brand loyalty
- Measure the ROI of a mobile media campaign
- Develop mobile media business models you can use to grow revenues

With these effective, efficient, and integrated mobile marketing campaigns, business owners and marketers will garner enviable response rates and watch their revenue grow more rapidly than ever before.

Foreword DAVID MEERMAN SCOTT xi

Acknowledgments xiv

Introduction xvi

Is Mobile Marketing Right for You? xvii

How We've Organized This Book xix

PART I THE MOBILE MARKETING LANDSCAPE 1

Chapter 1 How to Jump-Start Your Mobile Marketing Campaign 3

Chapter 2 How the Fortune 500 Use Mobile Marketing 13

Chapter 3 How Consumers Engage with Mobile 25

Chapter 4 Let's Talk: Terms and Concepts You Should Be Familiar With 35

Chapter 5 Nine Ways Businesses Are Using Mobile Marketing 43

Chapter 6 Classic Mobile Marketing Mistakes You Can Avoid 55

PART II SETTING YOURSELF UP FOR SUCCESS 63

Chapter 7 Laying the Foundation for Successful Mobile Marketing Campaign 65

Chapter 8 Getting More Familiar with the Mobile Marketing Landscape 75

Chapter 9 Thinking Strategically about Your Mobile Marketing Campaign 87

PART III TAKING A DEEPER DIVE INTO MOBILE MARKETING TOOLS POOL 99

Chapter 10 How to Set Up a Mobile Website 101

Chapter 11 Using SMS and MMS to Drive Customers to Your Business 111

Chapter 12 How to Use Mobile Display Ads to Grow Your Sales and Revenue 121

Chapter 13 How to Use Mobile Paid Search to Drive Customers to Your Business 133

Chapter 14 Location-Based Marketing: LBS, NFC, Bluetooth, and LBA—Oh My! 147

Chapter 15 Mobile Apps: A Great Way to Keep Them Coming Back for More 157

Chapter 16 How to Use 2D Codes to Connect with Customers 169

Chapter 17 Tablet Computers: Taking the World by Storm 179

PART IV EXPANDING YOUR HORIZONS 185

Chapter 18 Using Mobile E-Commerce to Drive Revenue 187

Chapter 19 Mobile Marketing for B2B Companies 197

Chapter 20 How to Measure the ROI of Your Mobile Marketing Campaign 205

Chapter 21 The 17 Rs of Mobile Marketing and a Step-by-Step Checklist 217

A Few Final Thoughts 226

Index

Jeanne Hopkins is the Vice President of Marketing at HubSpot, generating over 45,000 new leads each month and leading the company in new mobile initiatives. She helped push HubSpot to become mobile-enabled and writes blog posts for HubSpot's mobile blog, which 11.3 percent of readers now access through their smartphones.

Jamie Turner is an author, speaker, and the founder of BKV's 60 Second Marketer, an online magazine that provides tools, tips, and tutorials for marketers around the globe. He is also a regular guest on CNN and HLN on the topic of digital media.

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