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Mobile magic : the saatchi and saatchi guide to mobile marketing and design /
"A real-world guide to mobile marketing from the head of digital initiatives at Saatchi & Saatchi worldwideThe future of marketing is mobile, with seventy-five percent of the world's population having access to a mobile phone and the average American spending 82 minutes per day using h...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Wiley,
2014.
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| Edición: | First edition. |
| Temas: | |
| Acceso en línea: | Texto completo Texto completo |
Tabla de Contenidos:
- Copyright; Mobile Magic: The Saatchi & Saatchi Guide to Mobile Marketing; Contents; Foreword; Introduction: Cannes do; Section 1: Knowing the Terrain; Chapter 1: Living in the Screen Age: The Evolution and Opportunity of Mobile Marketing; Days of Future's Past; The United States Plays Catch-Up; Chapter 2: Why Go Mobile-First?; Why? When? How?; Apps vs. Mobile Web; Your Real-Time Water Cooler; Chapter 3: A Crash Course in Mobile Phones and What They Can Do; Camera; Microphone; Accelerometer and Gyroscope; Close-Range Transmission; Processing Power; Mobility.
- Section 2: Understanding the EssentialsChapter 4: The Four Keys to Mobile Marketing Success; Mobile; Intimate; Social; Transactional; The Three Ps; Chapter 5: The Sweet Spot: Search and Social; Search; Just What I Was Looking For; Get Your Site Right; Searching for the Answers; Social; Joining, Having and Starting Conversations; More Isn't Always Merrier; The Sweet Spot; Dashboard Tools for Monitoring and Distribution: The Non-Mobile Part of Mobile; Chapter 6: Marketer, Know Thyself (And Thy Audience)!; Know Your Persona; Know Your Voice; Know Your Ecosystem; Know Your Audience.
- Know Why You're ThereChapter 7: Location, Location, Very Specific Location; Do I Need a Location-Based Component to My App?; You need location-based services if ... ; You should consider location-based services if ... ; Surprise and Delight; A Short Radius Goes a Long Way; Cumulative Location-Tracking; The Creep Factor: When Location Goes Too Far; Surprise and Delight vs. Creepy; Section 3: Getting Going; Chapter 8: How to Budget; The Two Components of a Mobile Budget; How Much Money Should I Plan to Spend on Mobile?; Taking Inventory of Your Mobile Infrastructure.
- Determining Your Budget: Rule of ThumbComplexity Equals Cost; Budgeting for Staff; Mobile Commerce and Budgeting for Immediate Returns; Do Your Research; Investing in Involvement; Hidden Costs; The Complexity Scale; Budget for Success; The Power of Love/Love Don't Cost a Thing; Chapter 9: Building Your Team; The Research; The Interviews; The Selection; Warning Signs; So What Role Do I Play in This?; Chapter 10: Interfacing with Design: What Production Looks Like from the Marketing Side; The Success Metric; Start with What You Know: The Style Guide; Getting the Ball Rolling: The Brief.
- Fingers, Not Eyes: User Flow Diagrams and Wire FramesDo What You Gotta Do; Chapter 11: Making the Stuff: The Basics of Mobile Production; Know Your Scale; Small; Medium; Large; Production Part 1: Optimize that Website!; Usability; Part 2: The Appropriate Next Step; What Makes a Good App?; Don't Forget about Desktop!; Text-Based Marketing; Toward an Ethical Law-Abiding Mobile Effort; Section 4: Being and Staying Attractive; Chapter 12: Lovemarks: The Algorithm of Attraction; Mystery: What's the Story?; Sensuality; Intimacy; Mobile Lovemarks: Lovemark-Ception.