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A step-by-step guide to successful mobile marketing strategies
Go from zero to sixty with this practical book that helps you craft and deploy mobile marketing strategies for everything from brand building to lead generation and sales. As part of the popular do-it-yourself, Hour A Day series, this new book is full of advice, practical tips, and step-by-step tactics you can put to use right away. Start leveraging location-based marketing via Foursquare and Yelp, see how to set up and manage mobile commerce, and try such technologies as QR codes, ambient communication (RFID and Bluetooth),…mehr
A step-by-step guide to successful mobile marketing strategies
Go from zero to sixty with this practical book that helps you craft and deploy mobile marketing strategies for everything from brand building to lead generation and sales. As part of the popular do-it-yourself, Hour A Day series, this new book is full of advice, practical tips, and step-by-step tactics you can put to use right away. Start leveraging location-based marketing via Foursquare and Yelp, see how to set up and manage mobile commerce, and try such technologies as QR codes, ambient communication (RFID and Bluetooth), mobile broadcasting, and more.
Take action now and mobile-loving customers will soon find you, thanks to these successful ideas and strategies from expert mobile marketers, Rachel Pasqua and Noah Elkin.
Shows you step by step how to develop, implement, and measure a successful mobile marketing strategy
Pares down a complex process into approachable, bite-sized tasks you can tackle in an hour a day
Covers vital mobile marketing weapons like messaging, mobile websites, apps, and mobile advertising to help you achieve your goals
Gets you up to speed on location-based marketing via Foursquare and Yelp, using mobile commerce, and leveraging technologies such as as QR codes, ambient communication (RFID and Bluetooth), and mobile broadcasting
Mobile Marketing: An Hour A Day is a must-have resource for marketers and advertisers who want a compelling mobile presence.
Go from zero to sixty with this practical book that helps you craft and deploy mobile marketing strategies for everything from brand building to lead generation and sales. As part of the popular do-it-yourself, Hour A Day series, this new book is full of advice, practical tips, and step-by-step tactics you can put to use right away. Start leveraging location-based marketing via Foursquare and Yelp, see how to set up and manage mobile commerce, and try such technologies as QR codes, ambient communication (RFID and Bluetooth), mobile broadcasting, and more.
Take action now and mobile-loving customers will soon find you, thanks to these successful ideas and strategies from expert mobile marketers, Rachel Pasqua and Noah Elkin.
Shows you step by step how to develop, implement, and measure a successful mobile marketing strategy
Pares down a complex process into approachable, bite-sized tasks you can tackle in an hour a day
Covers vital mobile marketing weapons like messaging, mobile websites, apps, and mobile advertising to help you achieve your goals
Gets you up to speed on location-based marketing via Foursquare and Yelp, using mobile commerce, and leveraging technologies such as as QR codes, ambient communication (RFID and Bluetooth), and mobile broadcasting
Mobile Marketing: An Hour A Day is a must-have resource for marketers and advertisers who want a compelling mobile presence.
Produktdetails
- Produktdetails
- Verlag: Wiley & Sons
- 1. Auflage
- Seitenzahl: 384
- Abmessung: 246mm x 171mm
- Gewicht: 570g
- ISBN-13: 9781118388440
- ISBN-10: 1118388445
- Artikelnr.: 36148228
- Herstellerkennzeichnung Die Herstellerinformationen sind derzeit nicht verfügbar.
- Verlag: Wiley & Sons
- 1. Auflage
- Seitenzahl: 384
- Abmessung: 246mm x 171mm
- Gewicht: 570g
- ISBN-13: 9781118388440
- ISBN-10: 1118388445
- Artikelnr.: 36148228
- Herstellerkennzeichnung Die Herstellerinformationen sind derzeit nicht verfügbar.
Rachel Pasqua is VP of Mobile at global digital marketing agency iCrossing, where she helps Fortune 500 clients connect successfully with their audiences in a multiplatform, always-on world. She is an oft-quoted speaker at industry conferences such as OMMA, Digiday, and the L2 Think Tank series, and she has judged numerous media events including the Communication Arts 2010 Interactive Design Annual. She writes regularly about digital innovation on iCrossing's Great Finds blog; her personal website, Mobile Social Ambient; and on Twitter at @rachelpasqua. Noah Elkin, PhD, is Principal Analyst at eMarketer, where he helps clients understand the latest developments in mobile marketing, devices, and commerce. A respected authority on digital trends, he is quoted frequently in leading publications, including the New York Times, the Wall Street Journal, Bloomberg Businessweek, Forbes, Ad Age, and NPR. He speaks regularly at industry conferences such as ad:tech, iMedia Summits, Mobile World Congress, and MMA Forum. Noah shares his insights on Twitter at @noahelkin.
Foreword xx
Introduction xxi
Chapter 1 Map the Mobile Opportunity 1
Market Size and Growth Potential 2
The Global Rise of Smart Devices 7
Smartphones 8
Tablets 12
What's Driving the Growth in Smart Devices? 15
The Web Becomes Truly Mobile 17
Key Mobile Activities 23
Text Messaging 23
Social Networking 24
Search 28
Shopping 29
Entertainment 31
How Mobile Is Changing the Face of ... Everything 34
Retail and Consumer Packaged Goods 34
Automotive 35
Financial Services 36
Travel and Hospitality 37
Pharma and Healthcare 38
Publishing and Entertainment 38
In Conclusion 39
Chapter 2 Week 1: Develop Your Mobile Strategy 41
Draw the Line Between Strategy and Tactics 42
Monday: Understand What You Can Achieve with Mobile Strategy 43
Brand Building and Awareness 44
Mobile for CRM 45
Mobile for Marketing 46
Mobile for Advertising 48
Mobile for Sales 49
Develop Customer Segments 64
Translate Segments into Personas and Journeys 64
Thursday: Evaluate Your Mobile Presence
and Benchmark Your Mobile Readiness 67
Benchmark Your Current Mobile Readiness 68
Develop and Assess Competitive Insights 69
Identify the Unique Mobile Opportunities for Your Brand 71
Friday: Create a Business Case for Mobile within Your Organization 73
Plot Your Mobile Plan 73
Build Your Mobile Business Case 74
In Conclusion 75
Chapter 3 Week 2: Start Simple--SMS 77
Monday: Learn Where, How, When, and Why to Use SMS 78
Evolution of SMS as a Marketing Medium 78
Getting Started with the Basics 80
Tuesday: Determine Business Considerations 83
Get Permission 83
Find the Right Balance Between Message Quantity and Quality 87
Get Personal 88
Wednesday: Defi ne Your Partners and Develop Your Campaign 89
Get Short Code-y 89
Choose an Aggregator 91
Work with the Wireless Carriers 93
Hurry Up and Wait: Getting Your Code and/or Campaign Approved 94
Thursday: Integrate SMS into Your Overall Marketing Strategy 95
Ford Directs Referrals to Dealerships 95
SMS Is a Slam Dunk for Sprite 96
Friday: Manage and Measure Your Mobile Messaging Campaigns 97
In Conclusion 97
Chapter 4 Week 3: Maximize Reach with Mobile Websites 99
Monday: Establish a Development Approach for Your Mobile Site 100
Mobile Development Options 101
Tuesday: Determine Your Design Approach 109
Mobile Web versus Mobile App 109
The Universal UI 112
Tuesday: Collect the Right Information to Build Your Business Case 50
Internal Insights 51
Primary Research 56
Secondary Research 58
Wednesday: Understand Your Audience and Opportunity 59
Assess Your Mobile Technographics 62
Develop Customer Segments 64
Translate Segments into Personas and Journeys 64
Thursday: Evaluate Your Mobile Presence
and Benchmark Your Mobile Readiness 67
Benchmark Your Current Mobile Readiness 68
Develop and Assess Competitive Insights 69
Identify the Unique Mobile Opportunities for Your Brand 71
Friday: Create a Business Case for Mobile within Your Organization 73
Plot Your Mobile Plan 73
Build Your Mobile Business Case 74
In Conclusion 75
Chapter 3 Week 2: Start Simple--SMS 77
Monday: Learn Where, How, When, and Why to Use SMS 78
Evolution of SMS as a Marketing Medium 78
Getting Started with the Basics 80
Tuesday: Determine Business Considerations 83
Get Permission 83
Find the Right Balance Between Message Quantity and Quality 87
Get Personal 88
Wednesday: Define Your Partners and Develop Your Campaign 89
Get Short Code-y 89
Choose an Aggregator 91
Work with the Wireless Carriers 93
Hurry Up and Wait: Getting Your Code and/or Campaign Approved 94
Thursday: Integrate SMS into Your Overall Marketing Strategy 95
Ford Directs Referrals to Dealerships 95
SMS Is a Slam Dunk for Sprite 96
Friday: Manage and Measure Your Mobile Messaging Campaigns 97
In Conclusion 97
Chapter 4 Week 3: Maximize Reach with Mobile Websites 99
Monday: Establish a Development Approach for Your Mobile Site 100
Mobile Development Options 101
Tuesday: Determine Your Design Approach 109
Mobile Web versus Mobile App 109
The Universal UI 112
The Smartphone UI 113
The Tablet UI 114
Wednesday: Make Key Development Decisions 115
HTML5 and CSS3: Catering to High-End Users 116
Responsive Design versus Tiered Development 116
QA and Usability Testing 121
Hardware Purchases 121
Remote Testing Tools 121
Thursday: Make Your Site Findable with Mobile SEO 122
Mobile Search Engines and Indexing 122
Defi ne a URL Structure 123
Device Detection 124
Develop a Mobile Keyword Strategy 124
Friday: Defi ne Your Mobile Analytics 127
Assess Mobile Visitors to Your Desktop Site 127
Integrating Analytics into Your Mobile Site 128
Establish Mobile Web KPIs and Measure Success 129
Mobile Measurement Roadblocks 131
Apply Lessons Learned/Iterative Refinement 133
In Conclusion 133
Chapter 5 Week 4: Maximize Engagement with Mobile Apps 135
Monday: Understand Native App Considerations 136
Validate Your Customers' Receptivity to Apps 138
Choose Native or Web (HTML5) Apps 141
Determine the Appropriate Platforms 143
Tuesday: Build Your App Content Strategy 145
The Mobile App Lifecycle: A Holistic Overview from Start to Finish 146
Wednesday: Consider Development Options 150
Development Decisions 150
Design and Development Dos and Don'ts 151
Submission Guidelines and Best Practices 153
QA Best Practices 158
Thursday: Develop an App Marketing Plan 161
Paid Media Strategy and Execution 162
Owned Media Strategy 164
Earned Media Strategy 167
Friday: Outline Unique Measurement Considerations and Optimization Tactics for Native Apps 169
Analytics Options 169
Measurement Roadblocks and Workarounds 171
Iterative Refi nement 172
In Conclusion 172
Chapter 6 Week 5: Promote Your Message with Mobile Advertising 175
Monday: Develop a Mobile Ad Campaign Strategy 176
Selecting the Correct Media/Ad Type 178
Tuesday: Defi ne Your SEM Plan 181
Mobile SEM Use Cases 182
Mobile Search Ad Formats 183
Tools, Tips, and Tricks: Campaign Best Practices 187
Wednesday: Defi ne Your Mobile Display Plan 191
Work with the Mobile Ad Networks 191
Mobile Ad Types 194
Thursday: Decide Where Mobile Email Fits into the Mix 196
Mobile Email Delivery Options 197
Mobile Email Design Best Practices 198
Friday: Outline Your Campaign Management, Tracking, and Analysis Approach 199
Analytics Options 199
Establishing KPIs 200
Measuring Success 201
Apply Results to Ongoing Campaign Development 201
In Conclusion 201
Chapter 7 Week 6: Leverage the SoLoMo Nexus 203
Monday: Understand the Opportunity 204
Note Changing Mobile User Behaviors 204
Beware the Privacy Pitfalls 209
Tuesday: Determine Use Cases 211
Wednesday: Defi ne Your Partners 219
Social Networks 220
Geo-Social Apps 222
Local Search 223
Mapping 225
Ad Networks and Technology Platforms 226
Thursday: Realize Location-Based Marketing Opportunities 227
Friday: Defi ne Key Analytics 229
In Conclusion 231
Chapter 8 Week 7: Check Out M-Commerce 233
Monday: Understand the Opportunity 234
The U.S. and Global Market for M-Commerce 235
Security and Privacy Concerns 241
Tuesday: M-Commerce Approaches 241
The Smartphone Purchase 242
The Tablet Purchase 242
The Mobile-Assisted In-Store Purchase 243
The In-App Purchase 243
Wednesday: Select Appropriate M-Commerce Channels 244
Mobile Web-Based Transactions 244
Native Application Transactions 244
SMS Payments 245
Near-Field Communications 245
Thursday: Establish Your Mobile Couponing Approach 249
Coupon Formats and Delivery Channels 250
Redemption Hurdles 251
Tracking, Targeting, and Loyalty 252
Friday: Defi ne Payment Processing Options 253
SMS Payments 253
Direct Carrier Billing 253
Mobile Web 254
In-App 254
External Readers 254
Digital Wallets 255
In Conclusion 255
Chapter 9 Week 8: Drive Awareness with Ambient Media 257
Monday: Image Technologies 258
2D Barcodes 259
Image Recognition 269
Tuesday: Augmented Reality 270
Projected Uptake 271
Use Cases 273
Execution Considerations 274
Wednesday: Near-Field Communications 276
Projected Uptake 277
Potential for Marketers 278
Execution Considerations 279
Thursday: Mobile Broadcasting 280
Wi-Fi 281
Bluetooth 284
Friday: Digital-Out-of-Home 286
Mobile-Enabled Digital Signage 286
Surface Technologies 287
In Conclusion 288
Chapter 10 Chart the Future Forward 289
The New Customer Journey 290
The New Guiding Principles of Digital 292
Portability 292
Preferences 293
Proximity 294
Presence 295
Mobile Innovations to Watch 296
In Conclusion 298
Appendix A: Research Firms 299
Subscription Research Firms 300
Research Resources 300
Primary Research Firms 300
Survey Vendors 301
Appendix B: SMS Aggregators 303
Tier 1 304
Tier 2 304
Tier 3 304
Appendix C: Mobile Web Resources 307
Device Detection 308
Test Tools 308
Appendix D: Mobile App Resources 309
App Development Resources 310
Test Services 310
App Marketing Resources 310
Press Release Services 310
App Review Sites and Directories 311
Android-Specifi c Sites 312
Game-Specifi c Sites 312
App Analytics Firms 312
Appendix E: Mobile Ad Networks 315
Premium 316
Premium Blind 316
Blind 316
Appendix F: Blogs, Online Publications, and Twitter Feeds 319
Blogs 320
Online Publications 321
Twitter Feeds 321
Appendix G: Conferences, Events, and Organizations 323
Conferences and Events 324
Industry and Professional Organizations 324
Glossary 327
Index 337
Introduction xxi
Chapter 1 Map the Mobile Opportunity 1
Market Size and Growth Potential 2
The Global Rise of Smart Devices 7
Smartphones 8
Tablets 12
What's Driving the Growth in Smart Devices? 15
The Web Becomes Truly Mobile 17
Key Mobile Activities 23
Text Messaging 23
Social Networking 24
Search 28
Shopping 29
Entertainment 31
How Mobile Is Changing the Face of ... Everything 34
Retail and Consumer Packaged Goods 34
Automotive 35
Financial Services 36
Travel and Hospitality 37
Pharma and Healthcare 38
Publishing and Entertainment 38
In Conclusion 39
Chapter 2 Week 1: Develop Your Mobile Strategy 41
Draw the Line Between Strategy and Tactics 42
Monday: Understand What You Can Achieve with Mobile Strategy 43
Brand Building and Awareness 44
Mobile for CRM 45
Mobile for Marketing 46
Mobile for Advertising 48
Mobile for Sales 49
Develop Customer Segments 64
Translate Segments into Personas and Journeys 64
Thursday: Evaluate Your Mobile Presence
and Benchmark Your Mobile Readiness 67
Benchmark Your Current Mobile Readiness 68
Develop and Assess Competitive Insights 69
Identify the Unique Mobile Opportunities for Your Brand 71
Friday: Create a Business Case for Mobile within Your Organization 73
Plot Your Mobile Plan 73
Build Your Mobile Business Case 74
In Conclusion 75
Chapter 3 Week 2: Start Simple--SMS 77
Monday: Learn Where, How, When, and Why to Use SMS 78
Evolution of SMS as a Marketing Medium 78
Getting Started with the Basics 80
Tuesday: Determine Business Considerations 83
Get Permission 83
Find the Right Balance Between Message Quantity and Quality 87
Get Personal 88
Wednesday: Defi ne Your Partners and Develop Your Campaign 89
Get Short Code-y 89
Choose an Aggregator 91
Work with the Wireless Carriers 93
Hurry Up and Wait: Getting Your Code and/or Campaign Approved 94
Thursday: Integrate SMS into Your Overall Marketing Strategy 95
Ford Directs Referrals to Dealerships 95
SMS Is a Slam Dunk for Sprite 96
Friday: Manage and Measure Your Mobile Messaging Campaigns 97
In Conclusion 97
Chapter 4 Week 3: Maximize Reach with Mobile Websites 99
Monday: Establish a Development Approach for Your Mobile Site 100
Mobile Development Options 101
Tuesday: Determine Your Design Approach 109
Mobile Web versus Mobile App 109
The Universal UI 112
Tuesday: Collect the Right Information to Build Your Business Case 50
Internal Insights 51
Primary Research 56
Secondary Research 58
Wednesday: Understand Your Audience and Opportunity 59
Assess Your Mobile Technographics 62
Develop Customer Segments 64
Translate Segments into Personas and Journeys 64
Thursday: Evaluate Your Mobile Presence
and Benchmark Your Mobile Readiness 67
Benchmark Your Current Mobile Readiness 68
Develop and Assess Competitive Insights 69
Identify the Unique Mobile Opportunities for Your Brand 71
Friday: Create a Business Case for Mobile within Your Organization 73
Plot Your Mobile Plan 73
Build Your Mobile Business Case 74
In Conclusion 75
Chapter 3 Week 2: Start Simple--SMS 77
Monday: Learn Where, How, When, and Why to Use SMS 78
Evolution of SMS as a Marketing Medium 78
Getting Started with the Basics 80
Tuesday: Determine Business Considerations 83
Get Permission 83
Find the Right Balance Between Message Quantity and Quality 87
Get Personal 88
Wednesday: Define Your Partners and Develop Your Campaign 89
Get Short Code-y 89
Choose an Aggregator 91
Work with the Wireless Carriers 93
Hurry Up and Wait: Getting Your Code and/or Campaign Approved 94
Thursday: Integrate SMS into Your Overall Marketing Strategy 95
Ford Directs Referrals to Dealerships 95
SMS Is a Slam Dunk for Sprite 96
Friday: Manage and Measure Your Mobile Messaging Campaigns 97
In Conclusion 97
Chapter 4 Week 3: Maximize Reach with Mobile Websites 99
Monday: Establish a Development Approach for Your Mobile Site 100
Mobile Development Options 101
Tuesday: Determine Your Design Approach 109
Mobile Web versus Mobile App 109
The Universal UI 112
The Smartphone UI 113
The Tablet UI 114
Wednesday: Make Key Development Decisions 115
HTML5 and CSS3: Catering to High-End Users 116
Responsive Design versus Tiered Development 116
QA and Usability Testing 121
Hardware Purchases 121
Remote Testing Tools 121
Thursday: Make Your Site Findable with Mobile SEO 122
Mobile Search Engines and Indexing 122
Defi ne a URL Structure 123
Device Detection 124
Develop a Mobile Keyword Strategy 124
Friday: Defi ne Your Mobile Analytics 127
Assess Mobile Visitors to Your Desktop Site 127
Integrating Analytics into Your Mobile Site 128
Establish Mobile Web KPIs and Measure Success 129
Mobile Measurement Roadblocks 131
Apply Lessons Learned/Iterative Refinement 133
In Conclusion 133
Chapter 5 Week 4: Maximize Engagement with Mobile Apps 135
Monday: Understand Native App Considerations 136
Validate Your Customers' Receptivity to Apps 138
Choose Native or Web (HTML5) Apps 141
Determine the Appropriate Platforms 143
Tuesday: Build Your App Content Strategy 145
The Mobile App Lifecycle: A Holistic Overview from Start to Finish 146
Wednesday: Consider Development Options 150
Development Decisions 150
Design and Development Dos and Don'ts 151
Submission Guidelines and Best Practices 153
QA Best Practices 158
Thursday: Develop an App Marketing Plan 161
Paid Media Strategy and Execution 162
Owned Media Strategy 164
Earned Media Strategy 167
Friday: Outline Unique Measurement Considerations and Optimization Tactics for Native Apps 169
Analytics Options 169
Measurement Roadblocks and Workarounds 171
Iterative Refi nement 172
In Conclusion 172
Chapter 6 Week 5: Promote Your Message with Mobile Advertising 175
Monday: Develop a Mobile Ad Campaign Strategy 176
Selecting the Correct Media/Ad Type 178
Tuesday: Defi ne Your SEM Plan 181
Mobile SEM Use Cases 182
Mobile Search Ad Formats 183
Tools, Tips, and Tricks: Campaign Best Practices 187
Wednesday: Defi ne Your Mobile Display Plan 191
Work with the Mobile Ad Networks 191
Mobile Ad Types 194
Thursday: Decide Where Mobile Email Fits into the Mix 196
Mobile Email Delivery Options 197
Mobile Email Design Best Practices 198
Friday: Outline Your Campaign Management, Tracking, and Analysis Approach 199
Analytics Options 199
Establishing KPIs 200
Measuring Success 201
Apply Results to Ongoing Campaign Development 201
In Conclusion 201
Chapter 7 Week 6: Leverage the SoLoMo Nexus 203
Monday: Understand the Opportunity 204
Note Changing Mobile User Behaviors 204
Beware the Privacy Pitfalls 209
Tuesday: Determine Use Cases 211
Wednesday: Defi ne Your Partners 219
Social Networks 220
Geo-Social Apps 222
Local Search 223
Mapping 225
Ad Networks and Technology Platforms 226
Thursday: Realize Location-Based Marketing Opportunities 227
Friday: Defi ne Key Analytics 229
In Conclusion 231
Chapter 8 Week 7: Check Out M-Commerce 233
Monday: Understand the Opportunity 234
The U.S. and Global Market for M-Commerce 235
Security and Privacy Concerns 241
Tuesday: M-Commerce Approaches 241
The Smartphone Purchase 242
The Tablet Purchase 242
The Mobile-Assisted In-Store Purchase 243
The In-App Purchase 243
Wednesday: Select Appropriate M-Commerce Channels 244
Mobile Web-Based Transactions 244
Native Application Transactions 244
SMS Payments 245
Near-Field Communications 245
Thursday: Establish Your Mobile Couponing Approach 249
Coupon Formats and Delivery Channels 250
Redemption Hurdles 251
Tracking, Targeting, and Loyalty 252
Friday: Defi ne Payment Processing Options 253
SMS Payments 253
Direct Carrier Billing 253
Mobile Web 254
In-App 254
External Readers 254
Digital Wallets 255
In Conclusion 255
Chapter 9 Week 8: Drive Awareness with Ambient Media 257
Monday: Image Technologies 258
2D Barcodes 259
Image Recognition 269
Tuesday: Augmented Reality 270
Projected Uptake 271
Use Cases 273
Execution Considerations 274
Wednesday: Near-Field Communications 276
Projected Uptake 277
Potential for Marketers 278
Execution Considerations 279
Thursday: Mobile Broadcasting 280
Wi-Fi 281
Bluetooth 284
Friday: Digital-Out-of-Home 286
Mobile-Enabled Digital Signage 286
Surface Technologies 287
In Conclusion 288
Chapter 10 Chart the Future Forward 289
The New Customer Journey 290
The New Guiding Principles of Digital 292
Portability 292
Preferences 293
Proximity 294
Presence 295
Mobile Innovations to Watch 296
In Conclusion 298
Appendix A: Research Firms 299
Subscription Research Firms 300
Research Resources 300
Primary Research Firms 300
Survey Vendors 301
Appendix B: SMS Aggregators 303
Tier 1 304
Tier 2 304
Tier 3 304
Appendix C: Mobile Web Resources 307
Device Detection 308
Test Tools 308
Appendix D: Mobile App Resources 309
App Development Resources 310
Test Services 310
App Marketing Resources 310
Press Release Services 310
App Review Sites and Directories 311
Android-Specifi c Sites 312
Game-Specifi c Sites 312
App Analytics Firms 312
Appendix E: Mobile Ad Networks 315
Premium 316
Premium Blind 316
Blind 316
Appendix F: Blogs, Online Publications, and Twitter Feeds 319
Blogs 320
Online Publications 321
Twitter Feeds 321
Appendix G: Conferences, Events, and Organizations 323
Conferences and Events 324
Industry and Professional Organizations 324
Glossary 327
Index 337
Foreword xx
Introduction xxi
Chapter 1 Map the Mobile Opportunity 1
Market Size and Growth Potential 2
The Global Rise of Smart Devices 7
Smartphones 8
Tablets 12
What's Driving the Growth in Smart Devices? 15
The Web Becomes Truly Mobile 17
Key Mobile Activities 23
Text Messaging 23
Social Networking 24
Search 28
Shopping 29
Entertainment 31
How Mobile Is Changing the Face of ... Everything 34
Retail and Consumer Packaged Goods 34
Automotive 35
Financial Services 36
Travel and Hospitality 37
Pharma and Healthcare 38
Publishing and Entertainment 38
In Conclusion 39
Chapter 2 Week 1: Develop Your Mobile Strategy 41
Draw the Line Between Strategy and Tactics 42
Monday: Understand What You Can Achieve with Mobile Strategy 43
Brand Building and Awareness 44
Mobile for CRM 45
Mobile for Marketing 46
Mobile for Advertising 48
Mobile for Sales 49
Develop Customer Segments 64
Translate Segments into Personas and Journeys 64
Thursday: Evaluate Your Mobile Presence
and Benchmark Your Mobile Readiness 67
Benchmark Your Current Mobile Readiness 68
Develop and Assess Competitive Insights 69
Identify the Unique Mobile Opportunities for Your Brand 71
Friday: Create a Business Case for Mobile within Your Organization 73
Plot Your Mobile Plan 73
Build Your Mobile Business Case 74
In Conclusion 75
Chapter 3 Week 2: Start Simple--SMS 77
Monday: Learn Where, How, When, and Why to Use SMS 78
Evolution of SMS as a Marketing Medium 78
Getting Started with the Basics 80
Tuesday: Determine Business Considerations 83
Get Permission 83
Find the Right Balance Between Message Quantity and Quality 87
Get Personal 88
Wednesday: Defi ne Your Partners and Develop Your Campaign 89
Get Short Code-y 89
Choose an Aggregator 91
Work with the Wireless Carriers 93
Hurry Up and Wait: Getting Your Code and/or Campaign Approved 94
Thursday: Integrate SMS into Your Overall Marketing Strategy 95
Ford Directs Referrals to Dealerships 95
SMS Is a Slam Dunk for Sprite 96
Friday: Manage and Measure Your Mobile Messaging Campaigns 97
In Conclusion 97
Chapter 4 Week 3: Maximize Reach with Mobile Websites 99
Monday: Establish a Development Approach for Your Mobile Site 100
Mobile Development Options 101
Tuesday: Determine Your Design Approach 109
Mobile Web versus Mobile App 109
The Universal UI 112
Tuesday: Collect the Right Information to Build Your Business Case 50
Internal Insights 51
Primary Research 56
Secondary Research 58
Wednesday: Understand Your Audience and Opportunity 59
Assess Your Mobile Technographics 62
Develop Customer Segments 64
Translate Segments into Personas and Journeys 64
Thursday: Evaluate Your Mobile Presence
and Benchmark Your Mobile Readiness 67
Benchmark Your Current Mobile Readiness 68
Develop and Assess Competitive Insights 69
Identify the Unique Mobile Opportunities for Your Brand 71
Friday: Create a Business Case for Mobile within Your Organization 73
Plot Your Mobile Plan 73
Build Your Mobile Business Case 74
In Conclusion 75
Chapter 3 Week 2: Start Simple--SMS 77
Monday: Learn Where, How, When, and Why to Use SMS 78
Evolution of SMS as a Marketing Medium 78
Getting Started with the Basics 80
Tuesday: Determine Business Considerations 83
Get Permission 83
Find the Right Balance Between Message Quantity and Quality 87
Get Personal 88
Wednesday: Define Your Partners and Develop Your Campaign 89
Get Short Code-y 89
Choose an Aggregator 91
Work with the Wireless Carriers 93
Hurry Up and Wait: Getting Your Code and/or Campaign Approved 94
Thursday: Integrate SMS into Your Overall Marketing Strategy 95
Ford Directs Referrals to Dealerships 95
SMS Is a Slam Dunk for Sprite 96
Friday: Manage and Measure Your Mobile Messaging Campaigns 97
In Conclusion 97
Chapter 4 Week 3: Maximize Reach with Mobile Websites 99
Monday: Establish a Development Approach for Your Mobile Site 100
Mobile Development Options 101
Tuesday: Determine Your Design Approach 109
Mobile Web versus Mobile App 109
The Universal UI 112
The Smartphone UI 113
The Tablet UI 114
Wednesday: Make Key Development Decisions 115
HTML5 and CSS3: Catering to High-End Users 116
Responsive Design versus Tiered Development 116
QA and Usability Testing 121
Hardware Purchases 121
Remote Testing Tools 121
Thursday: Make Your Site Findable with Mobile SEO 122
Mobile Search Engines and Indexing 122
Defi ne a URL Structure 123
Device Detection 124
Develop a Mobile Keyword Strategy 124
Friday: Defi ne Your Mobile Analytics 127
Assess Mobile Visitors to Your Desktop Site 127
Integrating Analytics into Your Mobile Site 128
Establish Mobile Web KPIs and Measure Success 129
Mobile Measurement Roadblocks 131
Apply Lessons Learned/Iterative Refinement 133
In Conclusion 133
Chapter 5 Week 4: Maximize Engagement with Mobile Apps 135
Monday: Understand Native App Considerations 136
Validate Your Customers' Receptivity to Apps 138
Choose Native or Web (HTML5) Apps 141
Determine the Appropriate Platforms 143
Tuesday: Build Your App Content Strategy 145
The Mobile App Lifecycle: A Holistic Overview from Start to Finish 146
Wednesday: Consider Development Options 150
Development Decisions 150
Design and Development Dos and Don'ts 151
Submission Guidelines and Best Practices 153
QA Best Practices 158
Thursday: Develop an App Marketing Plan 161
Paid Media Strategy and Execution 162
Owned Media Strategy 164
Earned Media Strategy 167
Friday: Outline Unique Measurement Considerations and Optimization Tactics for Native Apps 169
Analytics Options 169
Measurement Roadblocks and Workarounds 171
Iterative Refi nement 172
In Conclusion 172
Chapter 6 Week 5: Promote Your Message with Mobile Advertising 175
Monday: Develop a Mobile Ad Campaign Strategy 176
Selecting the Correct Media/Ad Type 178
Tuesday: Defi ne Your SEM Plan 181
Mobile SEM Use Cases 182
Mobile Search Ad Formats 183
Tools, Tips, and Tricks: Campaign Best Practices 187
Wednesday: Defi ne Your Mobile Display Plan 191
Work with the Mobile Ad Networks 191
Mobile Ad Types 194
Thursday: Decide Where Mobile Email Fits into the Mix 196
Mobile Email Delivery Options 197
Mobile Email Design Best Practices 198
Friday: Outline Your Campaign Management, Tracking, and Analysis Approach 199
Analytics Options 199
Establishing KPIs 200
Measuring Success 201
Apply Results to Ongoing Campaign Development 201
In Conclusion 201
Chapter 7 Week 6: Leverage the SoLoMo Nexus 203
Monday: Understand the Opportunity 204
Note Changing Mobile User Behaviors 204
Beware the Privacy Pitfalls 209
Tuesday: Determine Use Cases 211
Wednesday: Defi ne Your Partners 219
Social Networks 220
Geo-Social Apps 222
Local Search 223
Mapping 225
Ad Networks and Technology Platforms 226
Thursday: Realize Location-Based Marketing Opportunities 227
Friday: Defi ne Key Analytics 229
In Conclusion 231
Chapter 8 Week 7: Check Out M-Commerce 233
Monday: Understand the Opportunity 234
The U.S. and Global Market for M-Commerce 235
Security and Privacy Concerns 241
Tuesday: M-Commerce Approaches 241
The Smartphone Purchase 242
The Tablet Purchase 242
The Mobile-Assisted In-Store Purchase 243
The In-App Purchase 243
Wednesday: Select Appropriate M-Commerce Channels 244
Mobile Web-Based Transactions 244
Native Application Transactions 244
SMS Payments 245
Near-Field Communications 245
Thursday: Establish Your Mobile Couponing Approach 249
Coupon Formats and Delivery Channels 250
Redemption Hurdles 251
Tracking, Targeting, and Loyalty 252
Friday: Defi ne Payment Processing Options 253
SMS Payments 253
Direct Carrier Billing 253
Mobile Web 254
In-App 254
External Readers 254
Digital Wallets 255
In Conclusion 255
Chapter 9 Week 8: Drive Awareness with Ambient Media 257
Monday: Image Technologies 258
2D Barcodes 259
Image Recognition 269
Tuesday: Augmented Reality 270
Projected Uptake 271
Use Cases 273
Execution Considerations 274
Wednesday: Near-Field Communications 276
Projected Uptake 277
Potential for Marketers 278
Execution Considerations 279
Thursday: Mobile Broadcasting 280
Wi-Fi 281
Bluetooth 284
Friday: Digital-Out-of-Home 286
Mobile-Enabled Digital Signage 286
Surface Technologies 287
In Conclusion 288
Chapter 10 Chart the Future Forward 289
The New Customer Journey 290
The New Guiding Principles of Digital 292
Portability 292
Preferences 293
Proximity 294
Presence 295
Mobile Innovations to Watch 296
In Conclusion 298
Appendix A: Research Firms 299
Subscription Research Firms 300
Research Resources 300
Primary Research Firms 300
Survey Vendors 301
Appendix B: SMS Aggregators 303
Tier 1 304
Tier 2 304
Tier 3 304
Appendix C: Mobile Web Resources 307
Device Detection 308
Test Tools 308
Appendix D: Mobile App Resources 309
App Development Resources 310
Test Services 310
App Marketing Resources 310
Press Release Services 310
App Review Sites and Directories 311
Android-Specifi c Sites 312
Game-Specifi c Sites 312
App Analytics Firms 312
Appendix E: Mobile Ad Networks 315
Premium 316
Premium Blind 316
Blind 316
Appendix F: Blogs, Online Publications, and Twitter Feeds 319
Blogs 320
Online Publications 321
Twitter Feeds 321
Appendix G: Conferences, Events, and Organizations 323
Conferences and Events 324
Industry and Professional Organizations 324
Glossary 327
Index 337
Introduction xxi
Chapter 1 Map the Mobile Opportunity 1
Market Size and Growth Potential 2
The Global Rise of Smart Devices 7
Smartphones 8
Tablets 12
What's Driving the Growth in Smart Devices? 15
The Web Becomes Truly Mobile 17
Key Mobile Activities 23
Text Messaging 23
Social Networking 24
Search 28
Shopping 29
Entertainment 31
How Mobile Is Changing the Face of ... Everything 34
Retail and Consumer Packaged Goods 34
Automotive 35
Financial Services 36
Travel and Hospitality 37
Pharma and Healthcare 38
Publishing and Entertainment 38
In Conclusion 39
Chapter 2 Week 1: Develop Your Mobile Strategy 41
Draw the Line Between Strategy and Tactics 42
Monday: Understand What You Can Achieve with Mobile Strategy 43
Brand Building and Awareness 44
Mobile for CRM 45
Mobile for Marketing 46
Mobile for Advertising 48
Mobile for Sales 49
Develop Customer Segments 64
Translate Segments into Personas and Journeys 64
Thursday: Evaluate Your Mobile Presence
and Benchmark Your Mobile Readiness 67
Benchmark Your Current Mobile Readiness 68
Develop and Assess Competitive Insights 69
Identify the Unique Mobile Opportunities for Your Brand 71
Friday: Create a Business Case for Mobile within Your Organization 73
Plot Your Mobile Plan 73
Build Your Mobile Business Case 74
In Conclusion 75
Chapter 3 Week 2: Start Simple--SMS 77
Monday: Learn Where, How, When, and Why to Use SMS 78
Evolution of SMS as a Marketing Medium 78
Getting Started with the Basics 80
Tuesday: Determine Business Considerations 83
Get Permission 83
Find the Right Balance Between Message Quantity and Quality 87
Get Personal 88
Wednesday: Defi ne Your Partners and Develop Your Campaign 89
Get Short Code-y 89
Choose an Aggregator 91
Work with the Wireless Carriers 93
Hurry Up and Wait: Getting Your Code and/or Campaign Approved 94
Thursday: Integrate SMS into Your Overall Marketing Strategy 95
Ford Directs Referrals to Dealerships 95
SMS Is a Slam Dunk for Sprite 96
Friday: Manage and Measure Your Mobile Messaging Campaigns 97
In Conclusion 97
Chapter 4 Week 3: Maximize Reach with Mobile Websites 99
Monday: Establish a Development Approach for Your Mobile Site 100
Mobile Development Options 101
Tuesday: Determine Your Design Approach 109
Mobile Web versus Mobile App 109
The Universal UI 112
Tuesday: Collect the Right Information to Build Your Business Case 50
Internal Insights 51
Primary Research 56
Secondary Research 58
Wednesday: Understand Your Audience and Opportunity 59
Assess Your Mobile Technographics 62
Develop Customer Segments 64
Translate Segments into Personas and Journeys 64
Thursday: Evaluate Your Mobile Presence
and Benchmark Your Mobile Readiness 67
Benchmark Your Current Mobile Readiness 68
Develop and Assess Competitive Insights 69
Identify the Unique Mobile Opportunities for Your Brand 71
Friday: Create a Business Case for Mobile within Your Organization 73
Plot Your Mobile Plan 73
Build Your Mobile Business Case 74
In Conclusion 75
Chapter 3 Week 2: Start Simple--SMS 77
Monday: Learn Where, How, When, and Why to Use SMS 78
Evolution of SMS as a Marketing Medium 78
Getting Started with the Basics 80
Tuesday: Determine Business Considerations 83
Get Permission 83
Find the Right Balance Between Message Quantity and Quality 87
Get Personal 88
Wednesday: Define Your Partners and Develop Your Campaign 89
Get Short Code-y 89
Choose an Aggregator 91
Work with the Wireless Carriers 93
Hurry Up and Wait: Getting Your Code and/or Campaign Approved 94
Thursday: Integrate SMS into Your Overall Marketing Strategy 95
Ford Directs Referrals to Dealerships 95
SMS Is a Slam Dunk for Sprite 96
Friday: Manage and Measure Your Mobile Messaging Campaigns 97
In Conclusion 97
Chapter 4 Week 3: Maximize Reach with Mobile Websites 99
Monday: Establish a Development Approach for Your Mobile Site 100
Mobile Development Options 101
Tuesday: Determine Your Design Approach 109
Mobile Web versus Mobile App 109
The Universal UI 112
The Smartphone UI 113
The Tablet UI 114
Wednesday: Make Key Development Decisions 115
HTML5 and CSS3: Catering to High-End Users 116
Responsive Design versus Tiered Development 116
QA and Usability Testing 121
Hardware Purchases 121
Remote Testing Tools 121
Thursday: Make Your Site Findable with Mobile SEO 122
Mobile Search Engines and Indexing 122
Defi ne a URL Structure 123
Device Detection 124
Develop a Mobile Keyword Strategy 124
Friday: Defi ne Your Mobile Analytics 127
Assess Mobile Visitors to Your Desktop Site 127
Integrating Analytics into Your Mobile Site 128
Establish Mobile Web KPIs and Measure Success 129
Mobile Measurement Roadblocks 131
Apply Lessons Learned/Iterative Refinement 133
In Conclusion 133
Chapter 5 Week 4: Maximize Engagement with Mobile Apps 135
Monday: Understand Native App Considerations 136
Validate Your Customers' Receptivity to Apps 138
Choose Native or Web (HTML5) Apps 141
Determine the Appropriate Platforms 143
Tuesday: Build Your App Content Strategy 145
The Mobile App Lifecycle: A Holistic Overview from Start to Finish 146
Wednesday: Consider Development Options 150
Development Decisions 150
Design and Development Dos and Don'ts 151
Submission Guidelines and Best Practices 153
QA Best Practices 158
Thursday: Develop an App Marketing Plan 161
Paid Media Strategy and Execution 162
Owned Media Strategy 164
Earned Media Strategy 167
Friday: Outline Unique Measurement Considerations and Optimization Tactics for Native Apps 169
Analytics Options 169
Measurement Roadblocks and Workarounds 171
Iterative Refi nement 172
In Conclusion 172
Chapter 6 Week 5: Promote Your Message with Mobile Advertising 175
Monday: Develop a Mobile Ad Campaign Strategy 176
Selecting the Correct Media/Ad Type 178
Tuesday: Defi ne Your SEM Plan 181
Mobile SEM Use Cases 182
Mobile Search Ad Formats 183
Tools, Tips, and Tricks: Campaign Best Practices 187
Wednesday: Defi ne Your Mobile Display Plan 191
Work with the Mobile Ad Networks 191
Mobile Ad Types 194
Thursday: Decide Where Mobile Email Fits into the Mix 196
Mobile Email Delivery Options 197
Mobile Email Design Best Practices 198
Friday: Outline Your Campaign Management, Tracking, and Analysis Approach 199
Analytics Options 199
Establishing KPIs 200
Measuring Success 201
Apply Results to Ongoing Campaign Development 201
In Conclusion 201
Chapter 7 Week 6: Leverage the SoLoMo Nexus 203
Monday: Understand the Opportunity 204
Note Changing Mobile User Behaviors 204
Beware the Privacy Pitfalls 209
Tuesday: Determine Use Cases 211
Wednesday: Defi ne Your Partners 219
Social Networks 220
Geo-Social Apps 222
Local Search 223
Mapping 225
Ad Networks and Technology Platforms 226
Thursday: Realize Location-Based Marketing Opportunities 227
Friday: Defi ne Key Analytics 229
In Conclusion 231
Chapter 8 Week 7: Check Out M-Commerce 233
Monday: Understand the Opportunity 234
The U.S. and Global Market for M-Commerce 235
Security and Privacy Concerns 241
Tuesday: M-Commerce Approaches 241
The Smartphone Purchase 242
The Tablet Purchase 242
The Mobile-Assisted In-Store Purchase 243
The In-App Purchase 243
Wednesday: Select Appropriate M-Commerce Channels 244
Mobile Web-Based Transactions 244
Native Application Transactions 244
SMS Payments 245
Near-Field Communications 245
Thursday: Establish Your Mobile Couponing Approach 249
Coupon Formats and Delivery Channels 250
Redemption Hurdles 251
Tracking, Targeting, and Loyalty 252
Friday: Defi ne Payment Processing Options 253
SMS Payments 253
Direct Carrier Billing 253
Mobile Web 254
In-App 254
External Readers 254
Digital Wallets 255
In Conclusion 255
Chapter 9 Week 8: Drive Awareness with Ambient Media 257
Monday: Image Technologies 258
2D Barcodes 259
Image Recognition 269
Tuesday: Augmented Reality 270
Projected Uptake 271
Use Cases 273
Execution Considerations 274
Wednesday: Near-Field Communications 276
Projected Uptake 277
Potential for Marketers 278
Execution Considerations 279
Thursday: Mobile Broadcasting 280
Wi-Fi 281
Bluetooth 284
Friday: Digital-Out-of-Home 286
Mobile-Enabled Digital Signage 286
Surface Technologies 287
In Conclusion 288
Chapter 10 Chart the Future Forward 289
The New Customer Journey 290
The New Guiding Principles of Digital 292
Portability 292
Preferences 293
Proximity 294
Presence 295
Mobile Innovations to Watch 296
In Conclusion 298
Appendix A: Research Firms 299
Subscription Research Firms 300
Research Resources 300
Primary Research Firms 300
Survey Vendors 301
Appendix B: SMS Aggregators 303
Tier 1 304
Tier 2 304
Tier 3 304
Appendix C: Mobile Web Resources 307
Device Detection 308
Test Tools 308
Appendix D: Mobile App Resources 309
App Development Resources 310
Test Services 310
App Marketing Resources 310
Press Release Services 310
App Review Sites and Directories 311
Android-Specifi c Sites 312
Game-Specifi c Sites 312
App Analytics Firms 312
Appendix E: Mobile Ad Networks 315
Premium 316
Premium Blind 316
Blind 316
Appendix F: Blogs, Online Publications, and Twitter Feeds 319
Blogs 320
Online Publications 321
Twitter Feeds 321
Appendix G: Conferences, Events, and Organizations 323
Conferences and Events 324
Industry and Professional Organizations 324
Glossary 327
Index 337