Daniel Rowles

Mobile Marketing

How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

• Broschiertes Buch

Produktbeschreibung

Mobile Marketing provides an in-depth hardware and software review of mobile technology - including mobile platforms, app development, social media and location-based services - and information on how to exploit the software to boost marketing, communications and advertising strategies. It explains the dynamics between the key players and how these forces are shaping future developments in terms of service provision, media integration and content strategy.
Supported by in-depth case studies such as Sony, L'Oreal and Ernst & Young which illustrate the potential pitfalls and rewards of mobile marketing initiatives, Mobile Marketing shows how our new mobile lifestyle can be a rewarding environment for those businesses willing to embrace new technology and, with imagination and creativity, develop mobile marketing strategies that can win customers, boost brand awareness, raise profile and increase profits.

Produktdetails

• Verlag: Kogan Page
• Artikelnr. des Verlages: 4867
• 1st ed.
• Seitenzahl: 280
• Erscheinungstermin: 23. Oktober 2013
• Englisch
• Abmessung: 234mm x 156mm x 16mm
• Gewicht: 434g
• ISBN-13: 9780749469382
• ISBN-10: 0749469382
• Artikelnr.: 37252787

Autorenporträt

Rowles, DanielDaniel Rowles, based in Jersey, has more than 20 years of digital marketing experience on both client and agency sides. A CIM fellow and course director, he is the lead judge for their CIM Marketing Excellence award. Rowles also lectures at Imperial College London and Cranfield School of Management, and co-hosts the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His digital marketing company TargetInternet.com supports clients such as the BBC, Vodafone, Sony, Oracle and Tesco. He is also the author of Digital Branding, Mobile Marketing and Podcasting Marketing Strategy, also published by Kogan Page

Inhaltsangabe

• • Chapter - 00: Introduction;
• Section - ONE: Mobile marketing in perspective;
• • Chapter - 01: Introduction;
  • Chapter - 02: Understanding the mobile consumer;
  • Chapter - 03: Technology change and adoption;
  • Chapter - 04: Disruption and integration;
  • Chapter - 05: Devices, platforms and technology: why it doesn't matter;
  • Chapter - 06: Mobile statistics summary;
  • Chapter - 07: The future of mobile marketing;
• Section - TWO: The tactical toolkit;
• • Chapter - 08: Introduction;
  • Chapter - 09: Mobile sites and responsive design;
  • Chapter - 10: How to build an app;
  • Chapter - 11: Social media and mobile;
  • Chapter - 12: Mobile search;
  • Chapter - 13: Mobile advertising;
  • Chapter - 14: Augmented reality (AR) and real-world integration;
  • Chapter - 15: Quick Response (QR) codes;
  • Chapter - 16: Near field communication (NFC);
  • Chapter - 17: Short messaging service (SMS);
  • Chapter - 18: Mobile analytics;
• Section - THREE: Mobile marketing checklists;
• • Chapter - 19: Introduction;
  • Chapter - 20: Checklists;
  • Chapter - 21: Conclusions

Rezensionen

"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