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Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising
Daily time spent on mobile devices is now overtaking daily time spent in front of a TV, as revealed in a recent study by Millward Brown. To help determine what marketers can and should be doing with the exponential growth in mobile device usage, Daniel Rowles offers a practical and hands-on guide to designing, implementing and measuring an effective mobile strategy. Mobile Marketing starts with an in-depth review of the mobile environment, the technology itself – both hardware and software – and goes further to emphasize the importance of understanding the user journey rather than specific devices. Rowles offers an understanding of what the mobile consumer actually wants to achieve; of technology change and adoption, devices and platforms; of mobile usage statistics and, finally, presents his thoughts on the future of mobile marketing. He then provides a tactical toolkit that includes discussion of mobile sites and responsive design; how to build, market and maintain apps; uses of social media in a mobile context; mobile search and search engine optimization [SEO]; mobile advertising; augmented reality; QR codes; near field communication [NFC];Short Messaging Services [SMS] and mobile analytics. Along with helpful graphs and tips for further reading, the book includes several international case studies that illustrate the potential pitfalls and rewards of mobile marketing initiatives. The book is a useful and compelling read, designed both for those new to mobile marketing and those looking for advice on how to better incorporate mobile into other marketing activities. Combining theoretical understanding of mobile's role in the marketing arena and practical exercises, Rowles shows how to build a top-down strategy, encompassing all consumer touch points, to future-proof businesses against customers' ever-changing mobile interaction with brands.
- GenresBusiness
280 pages, Paperback
First published January 1, 2013
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Displaying 1 - 6 of 6 reviews
January 28, 2014
I was looking for something to provide some literature review on QR codes. It also explains very well new emerging marketing technologies that are linked to digital marketing and are based on mobile devices.
July 13, 2017
Despite the mobile phone existing for what seems like an eternity (and for many younger people they know no difference), the whole world of marketing, advertising and promotional activity by mobile technologies is still evolving and is far from a mature environment. Thus, as a marketer or communicator, you will either need to keep your knowledge up-to-date or even start afresh and a book like this could be a very close companion for you!
This is a revised version of a previously well-received book, being extensively updated as you would expect for a subject that is not standing still. It offers up a practical-first look at marketing and connecting with mobile-equipped consumers. For many, this is the primary way you will get their attention, so you need to have your mobile strategy at hand. Mailshots, posters and other traditional approaches can be somewhat ineffective for many demographics.
By the end of this relatively slim volume you will be armed with clear, actionable knowledge about marketing to mobile users and able to help optimise your existing activities to best effect. You probably will have learned a few other things too! It can serve many audiences and knowledge levels. Case studies help provide clear examples of implemented solutions and approaches to mobile marketing.
It brings you up to speed with some of the latest techniques and technologies and helps get you well-placed for the future too. Certainly, it can be an important resource within its field that is worth considering.
This is a revised version of a previously well-received book, being extensively updated as you would expect for a subject that is not standing still. It offers up a practical-first look at marketing and connecting with mobile-equipped consumers. For many, this is the primary way you will get their attention, so you need to have your mobile strategy at hand. Mailshots, posters and other traditional approaches can be somewhat ineffective for many demographics.
By the end of this relatively slim volume you will be armed with clear, actionable knowledge about marketing to mobile users and able to help optimise your existing activities to best effect. You probably will have learned a few other things too! It can serve many audiences and knowledge levels. Case studies help provide clear examples of implemented solutions and approaches to mobile marketing.
It brings you up to speed with some of the latest techniques and technologies and helps get you well-placed for the future too. Certainly, it can be an important resource within its field that is worth considering.
December 31, 2019
Highly outdated in 2019.
October 23, 2021
Had to read for class, actually a pretty good overview of digital marketing
July 12, 2022
An interesting book on mobile marketing.
A few of the items are already outdated, but I still found it an interesting read for people in information technology and marketing.
3.8/5
A few of the items are already outdated, but I still found it an interesting read for people in information technology and marketing.
3.8/5
October 25, 2014
Easy to read with lots of tips and illustrations of the latest in mobile technology and marketing.
Displaying 1 - 6 of 6 reviews