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Web Marketing all-in-one for Dummies® by Marty Dickinson, John Arnold, Michael Becker, Elizabeth Marsten, Ian Lurie

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Chapter 1. Getting Started with Mobile Marketing

In This Chapter

  • Seeing how mobile marketing fits into your marketing plans

  • Understanding the technologies behind mobile marketing

  • Determining which services you need

  • Complying with rules, regulations, and best practices

You've probably heard about mobile marketing. Maybe you've even thought about using it — sticking your toe in the water or taking it for a spin, as they say. But you also might have heard the following things (or even said them yourself):

  • "I wouldn't want to receive spam on my phone, and my customers certainly wouldn't either."

  • "Mobile text messaging . . . well, it's just for kids. Certainly, I'm not going to get any value from it."

  • "It has to be too expensive, too complicated, and way too difficult for me to employ. Only big companies like Coca-Cola, ESPN, and McDonald's can do it."

If you've heard or had these thoughts, don't be discouraged. This chapter explains why mobile marketing, done properly, isn't spam; isn't "just for kids"; and certainly doesn't need to be expensive, complicated, difficult, and only for the benefit of Fortune 500 companies. In fact, it can be an effective channel for increasing customer brand awareness, responses, interactions, and satisfaction.

When you're done reading this chapter, you'll have a clear understanding of exactly what mobile marketing is, how it can fit into your marketing strategy, and how you can use it.

Understanding and Weaving Mobile into Marketing

Many people are mystified by the ...

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