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Mobile marketing : finding your customers no matter where they are

Author: Cindy Krum
Publisher: Indianapolis, Ind. : Que ; London : Pearson Education [distributor], 2009.
Edition/Format:   Print book : EnglishView all editions and formats
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Document Type: Book
All Authors / Contributors: Cindy Krum
ISBN: 9780789739766 0789739763
OCLC Number: 406138852
Description: pages
Contents: Introduction 11 Getting Started with Mobile Marketing 5The Potential of Mobile Marketing 6Mobile Marketing Is the Most Personal Form of Web Marketing 6Mobile Marketing Is the Most Targeted Form of Web Marketing 7Mobile Marketing is a More Immediate Form of Web Marketing 8Mobile Marketing Is More Actionable Than Other Forms of Web Marketing 8Mobile as a Direct Marketing Channel 9Direct Marketing That Is Personal 10Direct Marketing That Is Portable 11Direct Marketing That Is Persistent 11Direct Marketing That Is Intelligent 12Is Mobile Marketing Right for You? 12Brands 13Brick-and-Mortar Establishments 14Events 15Who Is Mobile Marketing Wrong For? 172 Understanding the Challenges in Mobile Marketing 19The Changing Face of Telecom 20The History of Mobile Network Technologies 211G 212G 222.5G 233G 244G 24WLAN and WiFi 26Bluetooth 26VoIP 26FemtoCell 26UMA 27The Evolution of Mobile Devices, Handsets, and Operating Systems 27The History of Mobile Browsers 333 Mobile Targeting and Tracking 37Targeting Your Mobile Customers 38Age and Gender 39Income 41Psychographic Mobile Targeting 42Geographic Mobile Targeting 44Device and Carrier Targeting 44Tracking Your Mobile Performance 46Text and Picture Message Tracking 47Mobile Web Tracking 50Mobile-Only Web Analytics 51Traditional Web Analytics That Include or Can Be Adapted for Mobile 55Google Analytics 55Omniture 59WebTrends 60comScore 61Mobile Email Tracking 61Application Tracking 63Flurry 63Google Analytics 64Omniture 64WebTrends 64Offline Tracking, Text Message Tracking, and Phone Call Tracking 65Loyalty Tracking 66Unica 66mobileStorm 67Responsys 674 Everything You Need to Know About the iPhone 69iPhone User Demographics 71iPhone User Psychographics 72The First Wave of iPhone Adoption 72The Second Wave of iPhone Adoption 73The Third Wave of iPhone Adoption 74How Are iPhones Used? 74Tips for iPhone-Specific Marketing 76SMS Messaging 76Accelerometers 77Touchscreen 77GPS 77WiFi 78Voice Recognition 78Bluetooth 78QR Codes 79iPhone Meta Tag for Page Width and Zoom 79iPhone Meta Tag for Double Tap and Pinch 80iPhone Meta Tag for Launching Your Site as a Standalone Application 80Limitations of the iPhone 80Slow Connection Speeds and Jailbroken Phones 80Buttonless Design 81Limited Battery Life 81Inability to Forward Text Messages and Contacts 81No Custom Ringtones 82GPS Battery Drain 82Case Studies 82Nationwide Insurance 82Reebok Shoes 83Dockers 84WebMD 855 Mobile Advertising 87A Glossary of Mobile Advertising Lingo 88Different Types of Mobile Advertising 89On-Deck Versus Off-Deck Web Advertising 92Combined On- and Off-Deck Solutions 96Creating Effective Mobile Advertising Campaigns 97Authoring Effective Mobile Ads 97Constructing Effective Mobile Landing Pages 98Effectively Targeting Your Mobile Advertising Campaigns 99Evaluating Success 101Case Studies 102Land Rover 102AirAsia 102Adidas 102Visa 103Mobile Advertising Networks 1046 Mobile Promotions and Location-Based Marketing 105Introduction to Mobile Promotions 106What Products Are Right for Mobile Couponing? 107Mobile Coupon Messaging 107Mobile Coupon Targeting 108Mobile Coupon Delivery 110Location-Based Couponing 113Mobile Coupon Redemption 113Digital Proximity and Location-Based Marketing 115Proximity and Location-Based Marketing Technology 116Creating Mobile Loyalty Programs 120Case Studies 120PSC "Si" Political Initiative in Catalan, Spain 120Whistler Ski Resort 121Corona Beer 121CNN 122Nike 122Northwest Airlines 1227 Micro-Sites, Mobile Affiliate Marketing, and Web Directories 123Mobile Micro-Sites 124Mobile Affiliate Marketing 125Mobile Web Portals 129Mobile Directories 1318 Mobile Applications 133Mobile Game Applications 134Branded Game Development 134Product Placement 137Game Sponsorship 138Mobile Utility Applications 139Where Do You Get Apps? 139Do I Need My Own App? 141Developing an App 141Promoting Your App 143Make It Viral 143Do Something New 144Get Rated and Reviewed in the Store 144Have a Good Name 145Have a Good Logo or Icon 145Write a Compelling Description 146Price It Right 147Promote the Application on Your Website 148Promote It with the Bloggers 148Promote Your App via Mailing Lists and Twitter Followers 149Promote the Application in Pay-Per-Click and Display Advertising 149Submit Your Application 149What If You Don't Want to Develop an App? 150Mobile Application Development Companies 151Mobile Application Bloggers and Communities 151Mobile Application Aggregators, Directories, and Stores 1529 Mobile Website Development 153Mobile Web and WAP 154dotMobi Domains 155Effectively Organizing and Architecting a Mobile Site 156Separate Mobile Site 157Mobile Subdomain or Subdirectory 157Mobile/Traditional Hybrid Pages 159HTTP Header Review 161User Agent Profiles (UAProf) 161User-Agent Header 161Cache-Control 161Content-Type 162Content-Disposition 165Mobile Code Review 165JavaScript 166AJAX 168Forms 168Flash and Video 172Silverlight 173YouTube 173Frames 174Everything You Need to Know About Transcoding 175Hosted Mobile Development Solutions 176Directing Traffic with User Agent Detection 177XML and RSS Mobile Websites 178How to Adjust for Mobile Screen Size 178Page File Size 180What to Expect with Your Images 181Adapting Fonts for Mobile Viewing 18210 Mobile Search Engine Optimization 185How Do Mobile Search Engines Work? 187Basic Mobile SEO Best Practices 188On-site SEO Factors 189Offsite SEO Ranking Factors 192In What Searches Do I Want My Mobile Site to Rank? 193Targeting Long-Tail Keyword Phrases 194Mobile Keyword Research 195Find Out How You Rank on Your Top Keywords 201Phone Specifications 201Personalization 201Localization 202Tracking Mobile SEO and Keyword Rankings 202Advanced Mobile SEO Best Practices 204Mobile Robots.txt 205Mobile Site Map 206Mobile Search Engine Submissions 207Mobile Directory Submission 207Leveraging Universal and Blended Mobile Search Results 207Local Results and Business Listings 209News Results 210Image Results 211Video Results 211Application Search 212Alternative Input Search 21311 Integrating Mobile Marketing with On- and Offline Marketing 215Unified Messaging with Varied Communication 216Integrating Mobile with Offline Marketing 217Integrating with Print Media 217Integrating with Broadcast Media 220Integrating Mobile with Online Marketing 225Mobile Websites,Micro-Sites, and Web Directories 226Mobile SEO 227Mobile Display and Pay-Per-Click Advertising 227Mobile Applications 228Online Images,Videos, and Podcasts 228Mobile Social Networks 229U.S. vs. International Mobile Social Networking 230Social CPM Marketing 231Branded Profiles on Mobile Social Sites 232Mobile Social Gaming 232Mobile Email 233Case Studies 235David's Bridal 235Tahato 236Audi 236QR Code Companies 23612 Mobile E-Commerce 237Mobile Payment 240Micropayments 240Direct to Carrier Billing 241Subscriptions 241User Accounts Tied to Credit Cards 241Macropayments 241Prepayment 242Prompted Mobile Payment 243Full Web Transactions 243Full Brick-and-Mortar Transactions with Proximity-Based Mobile Payment 245Mobile Banking 248Security and Other Concerns 251Mobile Commerce and Phone Theft Risks 251Mobile E-Commerce and Operator Error Risks 252Mobile E-Commerce and Hacking Risks 25313 Mobile Marketing Privacy, Spam, and Viruses 255What Is Mobile Spamming? 257What the Carriers Can Do to Stop Spam 259What Mobile Marketers Can Do to Stop Spam 260Running Mobile Sweepstakes and Contests 263Location-Based Marketing and Privacy 263Respecting the Privacy of Children and Teen Mobile Users 264On-Site Privacy and Mobile Cookies 265Mobile Malware and Viruses 266Mobile Privacy and Spam Laws 268United States and North America 268United Kingdom 271Important Mobile Agencies 272The Groupe Speciale Mobile (GSMA) 272The Mobile Marketing Association (MMA) 273The World Wide Web Consortium (W3C) 274The Direct Marketing Association (DMA) 274Mobile Marketing Legal and Privacy Resources 274MMA Mobile Privacy Code of Conduct 27514 The International Mobile Marketing Landscape 277Mobile Marketing in East Asia 279Mobile Marketing in Southeast Asia 283Mobile Marketing in India 284Mobile Marketing in the Middle East 286Mobile Marketing in Africa 287Mobile Marketing in Central and South America 287Mobile Marketing in North America 288Mobile Marketing in Europe 291Working with Mobile Carriers, Service Providers, and MVNOs 29415 Looking into the Future for Mobile 297The Future of the Mobility of Human Connection 298The Future of the Mobility of Information 299The Imminent Evolution of Mobile Search 299More Portable Results 300More Personal Results 300More Intelligent Results 301Mobile Search Is Ubiquitous Search 302Conclusion 303A Txtspk Definitions 305B List of Vendors, Products, and Services 311Glossary 317Index 333
Responsibility: by Cindy Krum.

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