Book description
Straightforward advice on building and launching a mobile marketing plan
Mobile communication is hot, and so is marketing on mobile devices. Mobile Marketing For Dummies provides a clear and easy path for creating, launching, and making the most of a mobile marketing program. Designed for marketing professionals and other business people who may have little experience with the medium, it explains mobile marketing and how to convert a traditional marketing plan to mobile. Topics include assembling resources and budget, creating a plan, following best practices, building mobile sites, and much more.
Explains what mobile marketing is, how you can adapt a traditional marketing plan for mobile, and how to create and launch a mobile marketing plan from scratch
Covers activating a plan using voice, text, e-mail, and social media campaigns
Explores the nuts and bolts of building mobile sites, apps, monetizing mobile, and advertising on other mobile properties
Mobile Marketing For Dummies gives you the tools to succeed in this exciting environment.
Table of contents
- Copyright
- About the Authors
- Authors' Acknowledgments
- Contributing Authors
- Publisher's Acknowledgments
- Introduction
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I. Getting Up to Speed on Mobile Marketing
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1. Unveiling the Possibilities of Mobile Marketing
- 1.1. Defining Mobile Marketing
- 1.2. Getting Your Bearings on the Three Forms of Mobile Marketing
- 1.3. Getting the Most Out of Mobile Devices
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1.4. Discovering Available Mobile Paths and Capabilities
- 1.4.1. Defining text messaging (SMS)
- 1.4.2. Making it rich with multimedia messaging (MMS)
- 1.4.3. Mobilizing your e-mail
- 1.4.4. Humanizing your message with voice
- 1.4.5. Reaching people on the mobile Internet
- 1.4.6. Engaging consumers with applications and downloads
- 1.4.7. Making connections through proximity paths: Bluetooth and Wi-Fi
- 1.4.8. All hands on deck: Manning your portals
- 1.4.9. Advertising on the small screen
- 1.4.10. Cashing in on mobile commerce
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2. Mapping Out Your Mobile Marketing Strategy
- 2.1. Adding a Mobile Strategy to Your Marketing Plan
- 2.2. Including Mobile Service Providers in Your Strategy
- 2.3. Understanding the Costs of Mobile Marketing
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2.4. Basing Your Strategy on Your Mobile Reach
- 2.4.1. Dealing with interoperability
- 2.4.2. Standing up to standards
- 2.4.3. Adapting to mobile phone adoption
- 2.4.4. Figuring on feature adoption
- 2.4.5. Evaluating ecosystem efficiencies
- 2.4.6. Profiling your customer
- 2.4.7. Reaching for geography
- 2.4.8. Determining the applicability of your strategy
- 2.5. Including Customer Analysis in Your Strategy
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3. Complying with Industry Regulations and Best Practices
- 3.1. Creating Your Company's Mobile Marketing Policy
- 3.2. Complying with Trade Association Guidelines
- 3.3. Complying with U.S. Government Regulations
- 3.4. Complying with Non-U.S. Government Regulations
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1. Unveiling the Possibilities of Mobile Marketing
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II. Executing Direct Mobile Marketing Campaigns
- 4. Getting Ready for a Text Messaging Campaign
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5. Executing Common Text Messaging Campaigns
- 5.1. Getting Permission: The Opt-In
- 5.2. Gracefully Saying Goodbye: The Opt-Out
- 5.3. Sending Information and Alerts via SMS
- 5.4. Engaging with Mobile Coupons
- 5.5. Offering Quizzes and Trivia
- 5.6. Capturing Sentiment with Polling and Surveys
- 5.7. Discovering Text-to-Screen and Experiential SMS Campaigns
- 6. Sending Multimedia Messages
- 7. Mobile E-Mail Marketing
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III. Mobile Media, Publishing, and Advertising
- 8. Designing and Developing Mobile Internet Sites
- 9. Developing Mobile Applications and Content
- 10. Displaying Your Advertising on Mobile Devices
- 11. Executing Voice-Enabled Mobile Campaigns
- 12. Mobile Social Media Marketing
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IV. Mobile Commerce and Analytics
- 13. Engaging in Mobile Commerce
- 14. Evaluating the ROI on Mobile Marketing
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V. The Part of Tens
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15. Ten Ways to Reach Your Customers on Their Mobile Devices
- 15.1. Text Messaging (SMS)
- 15.2. Multimedia Messaging Service (MMS)
- 15.3. Mobile E-Mail
- 15.4. Mobile Internet Sites
- 15.5. Mobile Applications
- 15.6. Interactive Voice Response (IVR)
- 15.7. Mobile Social Media
- 15.8. Mobile Advertising
- 15.9. Mobile Commerce and Location-Based Enabled Engagements
- 15.10. Mobile-Enabled Traditional Media
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16. Ten Mobile Marketing Resources
- 16.1. The Mobile Marketing Association (MMA)
- 16.2. dotMobi
- 16.3. The Common Short Code Administration (CSCA)
- 16.4. Mobile Testing Services
- 16.5. The Wireless Telecommunications Bureau (WTB)
- 16.6. Mobile Marketer and Other Reference Sites
- 16.7. The Direct Marketing Association (DMA)
- 16.8. CTIA: The Wireless Association
- 16.9. MyWireless.org
- 16.10. The Netsize Guide
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15. Ten Ways to Reach Your Customers on Their Mobile Devices
- Glossary
Product information
- Title: Mobile Marketing For Dummies®
- Author(s):
- Release date: October 2010
- Publisher(s): For Dummies
- ISBN: 9780470616680
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