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Mobile marketing : an hour a day /
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 ne...
| Clasificación: | Libro Electrónico |
|---|---|
| Autores principales: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, N.J. : Chichester :
Wiley ; John Wiley [distributor],
2013.
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| Colección: | Serious skills.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Mobile Marketing: An Hour a Day; Copyright; Acknowledgments; About the Authors; Contents; Foreword; Introduction; Why We Wrote This Book; Who Should Read This Book; What You Will Learn; What You Need; What's Covered in This Book; Companion Websites and Contacting the Authors; Chapter 1: Map the Mobile Opportunity; Market Size and Growth Potential; The Global Rise of Smart Devices; Smartphones; Tablets; What's Driving the Growth in Smart Devices?; The Web Becomes Truly Mobile; Key Mobile Activities; Text Messaging; Social Networking; Search; Shopping; Entertainment.
- How Mobile Is Changing the Face of ... EverythingRetail and Consumer Packaged Goods; Automotive; Financial Services; Travel and Hospitality; Pharma and Healthcare; Publishing and Entertainment; In Conclusion; Chapter 2: Week 1: Develop Your Mobile Strategy; Draw the Line Between Strategy and Tactics; Monday: Understand What You Can Achieve with Mobile Strategy; Brand Building and Awareness; Mobile for CRM; Mobile for Marketing; Mobile for Advertising; Mobile for Sales; Tuesday: Collect the Right Information to Build Your Business Case; Internal Insights; Primary Research; Secondary Research.
- Wednesday: Understand Your Audience and OpportunityAssess Your Mobile Technographics; Develop Customer Segments; Translate Segments into Personas and Journeys; Thursday: Evaluate Your Mobile Presence and Benchmark Your Mobile Readiness; Benchmark Your Current Mobile Readiness; Develop and Assess Competitive Insights; Identify the Unique Mobile Opportunities for Your Brand; Friday: Create a Business Case for Mobile within Your Organization; Plot Your Mobile Plan; Build Your Mobile Business Case; In Conclusion; Chapter 3: Week 2: Start Simple-SMS.
- Monday: Learn Where, How, When, and Why to Use SMSEvolution of SMS as a Marketing Medium; Getting Started with the Basics; Tuesday: Determine Business Considerations; Get Permission; Find the Right Balance Between Message Quantity and Quality; Get Personal; Wednesday: Define Your Partners and Develop Your Campaign; Get Short Code-y; Choose an Aggregator; Work with the Wireless Carriers; Hurry Up and Wait: Getting Your Code and/or Campaign Approved; Thursday: Integrate SMS into Your Overall Marketing Strategy; Ford Directs Referrals to Dealerships; SMS Is a Slam Dunk for Sprite.
- Friday: Manage and Measure Your Mobile Messaging CampaignsIn Conclusion; Chapter 4: Week 3: Maximize Reach with Mobile Websites; Monday: Establish a Development Approach for Your Mobile Site; Mobile Development Options; Tuesday: Determine Your Design Approach; Mobile Web versus Mobile App; The Universal UI; The Smartphone UI; The Tablet UI; Wednesday: Make Key Development Decisions; HTML5 and CSS3: Catering to High-End Users; Responsive Design versus Tiered Development; QA and Usability Testing; Hardware Purchases; Remote Testing Tools; Thursday: Make Your Site Findable with Mobile SEO.