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A Beginner's Guide to Mobile Marketing by Molly Garris, Karen Mishra

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Abstract

This book is for marketers (from newbies to CMO level) who want to learn why and how to use mobile marketing to engage and convert ­consumers. Whether you work with a brand, retail storefront or are studying to do just that, we wrote A Beginner’s Guide to Mobile Marketing to help you learn about the exploding opportunities that mobile marketing offers and why it is so important to embrace it in your integrated marketing strategy.

As you are well aware, cell phones are no longer just for calling people. Based on the latest trends in consumer behavior on mobiles, we introduce ways that marketers can use Smartphone popularity to reach people with tactics like mobile apps, mobile web, social media, search, text messaging (SMS/MMS/RMM), ...

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