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Mobile Marketing: An Hour a Day

Book Description

A step-by-step guide to successful mobile marketing strategies

Go from zero to sixty with this practical book that helps you craft and deploy mobile marketing strategies for everything from brand building to lead generation and sales. As part of the popular do-it-yourself, Hour A Day series, this new book is full of advice, practical tips, and step-by-step tactics you can put to use right away. Start leveraging location-based marketing via Foursquare and Yelp, see how to set up and manage mobile commerce, and try such technologies as QR codes, ambient communication (RFID and Bluetooth), mobile broadcasting, and more.

Take action now and mobile-loving customers will soon find you, thanks to these successful ideas and strategies from expert mobile marketers, Rachel Pasqua and Noah Elkin.

  • Shows you step by step how to develop, implement, and measure a successful mobile marketing strategy

  • Pares down a complex process into approachable, bite-sized tasks you can tackle in an hour a day

  • Covers vital mobile marketing weapons like messaging, mobile websites, apps, and mobile advertising to help you achieve your goals

  • Gets you up to speed on location-based marketing via Foursquare and Yelp, using mobile commerce, and leveraging technologies such as as QR codes, ambient communication (RFID and Bluetooth), and mobile broadcasting

Mobile Marketing: An Hour A Day is a must-have resource for marketers and advertisers who want a compelling mobile presence.

Table of Contents

  1. Cover Page
  2. Advance Praise for Mobile Marketing: An Hour a Day
  3. Title Page
  4. Copyright
  5. Dear Reader,
  6. Dedication
  7. Acknowledgments
  8. About the Authors
    1. Rachel Pasqua
    2. Noah Elkin, Ph.D.
  9. Contents
  10. Foreword
  11. Introduction
    1. Why We Wrote This Book
    2. Who Should Read This Book
    3. What's Covered in This Book
    4. Companion Websites and Contacting the Authors
  12. Chapter 1: Map the Mobile Opportunity
    1. Market Size and Growth Potential
    2. The Global Rise of Smart Devices
    3. Key Mobile Activities
    4. How Mobile Is Changing the Face of … Everything
    5. In Conclusion
  13. Chapter 2: Week 1: Develop Your Mobile Strategy
    1. Draw the Line Between Strategy and Tactics
    2. Monday: Understand What You Can Achieve with Mobile Strategy
    3. Tuesday: Collect the Right Information to Build Your Business Case
    4. Wednesday: Understand Your Audience and Opportunity
    5. Thursday: Evaluate Your Mobile Presence and Benchmark Your Mobile Readiness
    6. Friday: Create a Business Case for Mobile within Your Organization
    7. In Conclusion
  14. Chapter 3: Week 2: Start Simple—SMS
    1. Monday: Learn Where, How, When, and Why to Use SMS
    2. Tuesday: Determine Business Considerations
    3. Wednesday: Define Your Partners and Develop Your Campaign
    4. Thursday: Integrate SMS into Your Overall Marketing Strategy
    5. Friday: Manage and Measure Your Mobile Messaging Campaigns
    6. In Conclusion
  15. Chapter 4: Week 3: Maximize Reach with Mobile Websites
    1. Monday: Establish a Development Approach for Your Mobile Site
    2. Tuesday: Determine Your Design Approach
    3. Wednesday: Make Key Development Decisions
    4. Thursday: Make Your Site Findable with Mobile SEO
    5. Friday: Define Your Mobile Analytics
    6. In Conclusion
  16. Chapter 5: Week 4: Maximize Engagement with Mobile Apps
    1. Monday: Understand Native App Considerations
    2. Tuesday: Build Your App Content Strategy
    3. Wednesday: Consider Development Options
    4. Thursday: Develop an App Marketing Plan
    5. Friday: Outline Unique Measurement Considerations and Optimization Tactics for Native Apps
    6. In Conclusion
  17. Chapter 6: Week 5: Promote Your Message with Mobile Advertising
    1. Monday: Develop a Mobile Ad Campaign Strategy
    2. Tuesday: Define Your SEM Plan
    3. Wednesday: Define Your Mobile Display Plan
    4. Thursday: Decide Where Mobile Email Fits into the Mix
    5. Friday: Outline Your Campaign Management, Tracking, and Analysis Approach
    6. In Conclusion
  18. Chapter 7: Week 6: Leverage the SoLoMo Nexus
    1. Monday: Understand the Opportunity
    2. Tuesday: Determine Use Cases
    3. Wednesday: Define Your Partners
    4. Thursday: Realize Location-Based Marketing Opportunities
    5. Friday: Define Key Analytics
    6. In Conclusion
  19. Chapter 8: Week 7: Check Out M-Commerce
    1. Monday: Understand the Opportunity
    2. Tuesday: M-Commerce Approaches
    3. Wednesday: Select Appropriate M-Commerce Channels
    4. Thursday: Establish Your Mobile Couponing Approach
    5. Friday: Define Payment Processing Options
    6. In Conclusion
  20. Chapter 9: Week 8: Drive Awareness with Ambient Media
    1. Monday: Image Technologies
    2. Tuesday: Augmented Reality
    3. Wednesday: Near-Field Communications
    4. Thursday: Mobile Broadcasting
    5. Friday: Digital-Out-of-Home
    6. In Conclusion
  21. Chapter 10: Chart the Future Forward
    1. The New Customer Journey
    2. The New Guiding Principles of Digital
    3. Mobile Innovations to Watch
    4. In Conclusion
  22. Appendix A: Research Firms
    1. Subscription Research Firms
    2. Research Resources
  23. Appendix B: SMS Aggregators
    1. Tier 1
    2. Tier 2
    3. Tier 3
  24. Appendix C: Mobile Web Resources
    1. Device Detection
    2. Test Tools
  25. Appendix D: Mobile App Resources
    1. App Development Resources
    2. Test Services
    3. App Marketing Resources
    4. App Analytics Firms
  26. Appendix E: Mobile Ad Networks
    1. Premium
    2. Premium Blind
    3. Blind
  27. Appendix F: Blogs, Online Publications, and Twitter Feeds
    1. Blogs
    2. Online Publications
    3. Twitter Feeds
  28. Appendix G: Conferences, Events, and Organizations
    1. Conferences and Events
    2. Industry and Professional Organizations
  29. Glossary
  30. Index