CHAPTER 2

Mobile Strategy

In this chapter, we lay out the groundwork for using mobile technology tools effectively to enhance marketing strategies. We discuss the strategic use of mobile technology tools in general. We also provide ways to build innovative marketing strategies for a world that is increasingly a “mobile-first” world—a world where users turn to their mobile devices first, for every life activity1—and for many leading-edge users, as well as for the majority of populations in the developing nations, a “mobile-only” world.2

We begin the chapter by reviewing the role of mobile in the Internet space, its impact on web design and search marketing. We then turn to the challenges of enhancing the mobile presence of a brand, and the tools ...

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