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Mobile Marketing For Dummies®

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

  1. Copyright
  2. About the Authors
  3. Authors' Acknowledgments
  4. Contributing Authors
  5. Publisher's Acknowledgments
  6. Introduction
    1. About This Book
    2. Conventions Used in This Book
    3. Foolish Assumptions
    4. How This Book Is Organized
      1. Part I: Getting Up to Speed on Mobile Marketing
      2. Part II: Executing Direct Mobile Marketing Campaigns
      3. Part III: Mobile Media, Publishing, and Advertising
      4. Part IV: Mobile Commerce and Analytics
      5. Part V: The Part of Tens
    5. Icons Used in This Book
    6. Where to Go from Here
  7. I. Getting Up to Speed on Mobile Marketing
    1. 1. Unveiling the Possibilities of Mobile Marketing
      1. 1.1. Defining Mobile Marketing
        1. 1.1.1. Examining the five elements of mobile marketing
        2. 1.1.2. Identifying mobile consumers
        3. 1.1.3. Exploring the types of mobile devices
        4. 1.1.4. Getting to know mobile networks: The basics
      2. 1.2. Getting Your Bearings on the Three Forms of Mobile Marketing
        1. 1.2.1. Direct mobile marketing
        2. 1.2.2. Mobile-enabled traditional and digital media marketing
        3. 1.2.3. Mobile-enabled products and services
      3. 1.3. Getting the Most Out of Mobile Devices
        1. 1.3.1. Dialing and pressing
        2. 1.3.2. Texting
        3. 1.3.3. Snapping and scanning
        4. 1.3.4. Submitting
        5. 1.3.5. Using star and pound
        6. 1.3.6. Finding the way with location
        7. 1.3.7. Ticketing and identification with NFC and RFID
      4. 1.4. Discovering Available Mobile Paths and Capabilities
        1. 1.4.1. Defining text messaging (SMS)
        2. 1.4.2. Making it rich with multimedia messaging (MMS)
        3. 1.4.3. Mobilizing your e-mail
        4. 1.4.4. Humanizing your message with voice
        5. 1.4.5. Reaching people on the mobile Internet
        6. 1.4.6. Engaging consumers with applications and downloads
        7. 1.4.7. Making connections through proximity paths: Bluetooth and Wi-Fi
        8. 1.4.8. All hands on deck: Manning your portals
        9. 1.4.9. Advertising on the small screen
        10. 1.4.10. Cashing in on mobile commerce
    2. 2. Mapping Out Your Mobile Marketing Strategy
      1. 2.1. Adding a Mobile Strategy to Your Marketing Plan
        1. 2.1.1. Harnessing information and experience
        2. 2.1.2. Identifying seven key components of a mobile marketing plan
        3. 2.1.3. Managing the customer journey
        4. 2.1.4. Designing your mobile tools based on a variety of device features
        5. 2.1.5. Choosing an approach for getting it done
      2. 2.2. Including Mobile Service Providers in Your Strategy
      3. 2.3. Understanding the Costs of Mobile Marketing
        1. 2.3.1. Calculating upfront mobile marketing costs
        2. 2.3.2. Variable mobile marketing costs
      4. 2.4. Basing Your Strategy on Your Mobile Reach
        1. 2.4.1. Dealing with interoperability
        2. 2.4.2. Standing up to standards
        3. 2.4.3. Adapting to mobile phone adoption
        4. 2.4.4. Figuring on feature adoption
        5. 2.4.5. Evaluating ecosystem efficiencies
        6. 2.4.6. Profiling your customer
        7. 2.4.7. Reaching for geography
        8. 2.4.8. Determining the applicability of your strategy
      5. 2.5. Including Customer Analysis in Your Strategy
        1. 2.5.1. Demographic factors that affect your strategy
        2. 2.5.2. Psychographic factors that affect your strategy
        3. 2.5.3. Aligning your strategy to preferences
        4. 2.5.4. Planning for situational context
    3. 3. Complying with Industry Regulations and Best Practices
      1. 3.1. Creating Your Company's Mobile Marketing Policy
        1. 3.1.1. Adopting a code of conduct
        2. 3.1.2. Publishing your privacy policy
        3. 3.1.3. Stating your permission practices
        4. 3.1.4. Securing and managing consumer data
        5. 3.1.5. Creating policies for special programs
      2. 3.2. Complying with Trade Association Guidelines
        1. 3.2.1. Getting to know the influencers
        2. 3.2.2. Embracing industry self-regulation
      3. 3.3. Complying with U.S. Government Regulations
        1. 3.3.1. Steering clear of mobile spam
        2. 3.3.2. Regulations governing automated voice campaigns
          1. 3.3.2.1. Express Consent
          2. 3.3.2.2. Call Introduction
          3. 3.3.2.3. Immediate Opt-Out
          4. 3.3.2.4. Toll-Free CallBack
          5. 3.3.2.5. Caller-ID
          6. 3.3.2.6. Opt-Out
          7. 3.3.2.7. Message Length
          8. 3.3.2.8. Do Not Call
          9. 3.3.2.9. Cost of a Violation
        3. 3.3.3. Safeguarding the privacy of children
        4. 3.3.4. Complying with sweepstakes rules
      4. 3.4. Complying with Non-U.S. Government Regulations
  8. II. Executing Direct Mobile Marketing Campaigns
    1. 4. Getting Ready for a Text Messaging Campaign
      1. 4.1. Understanding SMS Basics
        1. 4.1.1. Understanding the flow of text messaging
        2. 4.1.2. Creating user-flow diagrams
          1. 4.1.2.1. Step 1: Paint a positive picture
          2. 4.1.2.2. Step 2: Map your opt-in flow
      2. 4.2. Getting Approval for Your Text Messaging Campaigns
        1. 4.2.1. First-time CSC and campaign certification
        2. 4.2.2. Re-certifying and getting updates
        3. 4.2.3. Auditing programs and maintaining compliance
      3. 4.3. Understanding Common Short Codes
        1. 4.3.1. Acquiring a common short code
        2. 4.3.2. Deciding what type of CSC to use
        3. 4.3.3. Going dedicated or shared
      4. 4.4. Choosing an SMS Application Platform
        1. 4.4.1. Understanding SMS application platform capabilities
        2. 4.4.2. Selecting your SMS provider
      5. 4.5. Setting Up Your SMS Database
        1. 4.5.1. Creating consumer profiles
        2. 4.5.2. Collecting data automatically through SMS
        3. 4.5.3. Collecting data manually through SMS
        4. 4.5.4. Accessing your mobile marketing data
        5. 4.5.5. Integrating SMS data with your CRM
    2. 5. Executing Common Text Messaging Campaigns
      1. 5.1. Getting Permission: The Opt-In
        1. 5.1.1. Placing an opt-in call to action in media
        2. 5.1.2. Collecting mobile-originated opt-ins
        3. 5.1.3. Collecting opt-in through the Internet and applications
        4. 5.1.4. Collecting opt-ins throughsnapping and scanning
        5. 5.1.5. Collecting opt-ins through dialing and pressing
      2. 5.2. Gracefully Saying Goodbye: The Opt-Out
      3. 5.3. Sending Information and Alerts via SMS
        1. 5.3.1. Scheduling and sending SMS information
        2. 5.3.2. Sending filtered and automated SMS alerts
        3. 5.3.3. Following best practices for SMS timing and content
      4. 5.4. Engaging with Mobile Coupons
        1. 5.4.1. Setting up your couponing program
        2. 5.4.2. Setting up coupon redemption at a point of sale
        3. 5.4.3. Setting up Internet and application coupon redemption
        4. 5.4.4. Offering incentives: Gifts, freebies, and samples
        5. 5.4.5. Managing prize promos, contests, and giveaways
      5. 5.5. Offering Quizzes and Trivia
        1. 5.5.1. Setting up quiz options
        2. 5.5.2. Setting up quiz response options
      6. 5.6. Capturing Sentiment with Polling and Surveys
        1. 5.6.1. Planning the survey
        2. 5.6.2. Using open-ended questions
        3. 5.6.3. Setting survey options
        4. 5.6.4. Choosing a poll type
        5. 5.6.5. Setting poll options
      7. 5.7. Discovering Text-to-Screen and Experiential SMS Campaigns
    3. 6. Sending Multimedia Messages
      1. 6.1. Comparing MMS to SMS
        1. 6.1.1. Discovering the content capabilities of MMS
        2. 6.1.2. Examining MMS compatibility and reach
      2. 6.2. Preparing Your MMS Campaign
        1. 6.2.1. Putting your MMS storyboard together
        2. 6.2.2. Collecting and formatting your media
        3. 6.2.3. Delivering your MMS content
      3. 6.3. Sending Common MMS Campaigns
        1. 6.3.1. Sending MMS greeting cards
        2. 6.3.2. Running picture-to-screen campaigns
        3. 6.3.3. Creating MMS coupon promotions
    4. 7. Mobile E-Mail Marketing
      1. 7.1. Getting a Grip on Mobile E-Mail
        1. 7.1.1. Dealing with devices and browsers
        2. 7.1.2. Choosing an e-mail marketing provider (EMP)
      2. 7.2. Collecting E-Mail Addresses through Mobile Devices
        1. 7.2.1. Texting in an e-mail address
        2. 7.2.2. Providing forms on mobile Web sites
        3. 7.2.3. Capturing addresses through mobile e-mail
        4. 7.2.4. Using mobile applications to collect e-mail addresses
      3. 7.3. Building and Sending a Mobile E-Mail Campaign
        1. 7.3.1. Choosing a mobile e-mail design approach
        2. 7.3.2. Creating a mobile-friendly e-mail design
        3. 7.3.3. Adding navigation links to mobile e-mails
        4. 7.3.4. Writing mobile e-mail content
        5. 7.3.5. Including mobile calls to action in your e-mails
  9. III. Mobile Media, Publishing, and Advertising
    1. 8. Designing and Developing Mobile Internet Sites
      1. 8.1. Understanding the Mobile Web
        1. 8.1.1. Putting your mobile site in the right context
        2. 8.1.2. Keeping your focus on the experience
        3. 8.1.3. Designing for multiple devices
      2. 8.2. Considering the Purpose of Your Mobile Site
        1. 8.2.1. Identifying the needs of your mobile audience
        2. 8.2.2. Choosing from three types of mobile Internet sites
      3. 8.3. Choosing a Mobile Internet Domain Strategy
      4. 8.4. Designing and Building Your Mobile Site
        1. 8.4.1. Default site
        2. 8.4.2. Medium site
        3. 8.4.3. High-end site
        4. 8.4.4. Choosing tools to build your mobile site
        5. 8.4.5. Using Web-standard code for your mobile site
        6. 8.4.6. Giving your mobile site good design features
      5. 8.5. Creating Mobile Site Content
        1. 8.5.1. Testing your mobile site content
        2. 8.5.2. Updating your mobile site content
    2. 9. Developing Mobile Applications and Content
      1. 9.1. Choosing a Mobile Application Strategy
        1. 9.1.1. Deciding whether a mobile app is the best choice
        2. 9.1.2. Choosing which devices to design for
      2. 9.2. Choosing a Method for Developing Your Application
        1. 9.2.1. Going with in-house development
        2. 9.2.2. Leveraging outside consultants, agencies and partners
      3. 9.3. Following Best Practices for Designing Applications
        1. 9.3.1. Employing the utility of the touchscreen
        2. 9.3.2. Designing for a platform and hardware
      4. 9.4. Distributing Mobile Applications
        1. 9.4.1. Publishing to device app stores
        2. 9.4.2. Going on-deck with carrier catalogs
        3. 9.4.3. Marketing via direct download
      5. 9.5. Creating and Distributing Mobile Content
        1. 9.5.1. Providing branded wallpapers and screen savers
          1. 9.5.1.1. Finding a graphics application
          2. 9.5.1.2. Creating wallpapers and screen savers
        2. 9.5.2. Delivering ringtones and other system sounds
          1. 9.5.2.1. Creating a ringtone
          2. 9.5.2.2. Distributing a ringtone
    3. 10. Displaying Your Advertising on Mobile Devices
      1. 10.1. Squeezing the Advantages Out of Mobile Advertising
      2. 10.2. Leveraging Different Types of Mobile Advertising
        1. 10.2.1. Using multiple ad units and placements
        2. 10.2.2. Placing ads in mobile search
      3. 10.3. Grasping the Basics of Buying and Selling Mobile Advertisements
        1. 10.3.1. Partnering with media agencies
        2. 10.3.2. Working with mobile advertising networks
        3. 10.3.3. Buying ads directly from publishers
        4. 10.3.4. Advertising with mobile carriers
        5. 10.3.5. Paying publishers and billing buyers for mobile ads
      4. 10.4. Getting a Return on Your Mobile Ad Buying
        1. 10.4.1. Choosing targets and formats for your mobile ads
        2. 10.4.2. Creating ads for mobile properties
        3. 10.4.3. Inviting action on your mobile ads
      5. 10.5. Placing Ads in Your Own Mobile Properties
        1. 10.5.1. Placing ads on your own mobile site
        2. 10.5.2. Advertising in applications and downloadable content
    4. 11. Executing Voice-Enabled Mobile Campaigns
      1. 11.1. Choosing an Approach to Mobile Marketing with Voice
        1. 11.1.1. Choosing a live agent approach
        2. 11.1.2. Choosing an interactive voice response (IVR) approach
        3. 11.1.3. Finding a voice services provider
      2. 11.2. Setting Up IVR Programs
        1. 11.2.1. Planning your campaign
        2. 11.2.2. Scripting the interaction
        3. 11.2.3. Recording IVR audio prompts
        4. 11.2.4. Configuring and preparing program responses
      3. 11.3. Executing Different Kinds of Voice Campaigns
        1. 11.3.1. Plain old dialing
        2. 11.3.2. Click-to-call
        3. 11.3.3. Text-to-voice
        4. 11.3.4. Callback and live chat
        5. 11.3.5. Voice broadcast
    5. 12. Mobile Social Media Marketing
      1. 12.1. Integrating Mobile with Your Social Media Strategy
        1. 12.1.1. Identifying mobile communities and social networks
        2. 12.1.2. Creating your own mobile communities
      2. 12.2. Engaging with Mobile Social Media Users
        1. 12.2.1. Encouraging people to join your community via mobile
        2. 12.2.2. Enabling mobile social media interactions
        3. 12.2.3. Listening and responding to social sharing
        4. 12.2.4. Engaging with pictures, videos, and other media
  10. IV. Mobile Commerce and Analytics
    1. 13. Engaging in Mobile Commerce
      1. 13.1. Deciding Where to Sell Your Stuff
      2. 13.2. Setting Up Your Mobile Billing Infrastructure
        1. 13.2.1. Setting up a merchant account
        2. 13.2.2. Setting up mobile billing systems and accounts
      3. 13.3. Making It Easy for Customers to Pay by Mobile
      4. 13.4. Selling Content through Carrier Portals
        1. 13.4.1. Developing a direct relationship with carriers
        2. 13.4.2. Entering into a channel relationship
        3. 13.4.3. Contracting with an intermediary company
      5. 13.5. Collecting Payment through Carrier Billing: PSMS and the Mobile Web
        1. 13.5.1. Billing with premium SMS (PSMS)
        2. 13.5.2. Understanding premium messaging payout
        3. 13.5.3. Reconciling PSMS reports
        4. 13.5.4. Carrier billing via the mobile Web
      6. 13.6. Leveraging the Mobile Wallet
        1. 13.6.1. Accepting mobile integrated payments
        2. 13.6.2. Offering mobile loyalty programs
        3. 13.6.3. Selling mobile gift cards
    2. 14. Evaluating the ROI on Mobile Marketing
      1. 14.1. Determining What to Track and Analyze
      2. 14.2. Preparing Your Database to Collect Information
        1. 14.2.1. Outlining demographic data
        2. 14.2.2. Organizing psychographic data
        3. 14.2.3. Planning for preferences data
        4. 14.2.4. Planning for behavioral data
        5. 14.2.5. Looking out for location data
        6. 14.2.6. Mining syndicated data
      3. 14.3. Populating a Mobile Database
        1. 14.3.1. Collecting data through SMS
        2. 14.3.2. Collecting through the mobile Internet and installed applications
        3. 14.3.3. Integrating CRM with mobile campaigns
      4. 14.4. Tracking Interactions: Clicks, Calls, Votes, and More
        1. 14.4.1. Using third-party tracking tools
        2. 14.4.2. Obtaining metrics from partners and service providers
        3. 14.4.3. Understanding analytics reports
      5. 14.5. Calculating Your Return on Mobile Marketing Investment
        1. 14.5.1. Calculating expected ROMMI for direct revenue programs
        2. 14.5.2. Calculating expected ROMMI for indirect revenue programs
  11. V. The Part of Tens
    1. 15. Ten Ways to Reach Your Customers on Their Mobile Devices
      1. 15.1. Text Messaging (SMS)
      2. 15.2. Multimedia Messaging Service (MMS)
      3. 15.3. Mobile E-Mail
      4. 15.4. Mobile Internet Sites
      5. 15.5. Mobile Applications
      6. 15.6. Interactive Voice Response (IVR)
      7. 15.7. Mobile Social Media
      8. 15.8. Mobile Advertising
      9. 15.9. Mobile Commerce and Location-Based Enabled Engagements
      10. 15.10. Mobile-Enabled Traditional Media
    2. 16. Ten Mobile Marketing Resources
      1. 16.1. The Mobile Marketing Association (MMA)
      2. 16.2. dotMobi
      3. 16.3. The Common Short Code Administration (CSCA)
      4. 16.4. Mobile Testing Services
      5. 16.5. The Wireless Telecommunications Bureau (WTB)
      6. 16.6. Mobile Marketer and Other Reference Sites
      7. 16.7. The Direct Marketing Association (DMA)
      8. 16.8. CTIA: The Wireless Association
      9. 16.9. MyWireless.org
      10. 16.10. The Netsize Guide
  12. Glossary