Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

by Daniel Rowles

Mobile Marketing is a clear, practical guide to harnessing the mobile consumer and tackling the rising challenges of divided user attention across multiple screens at the same time. It demystifies the vast spectrum of tools and techniques now available and explains how to optimize these dynamics into an innovative and effective mobile marketing strategy. Now that website search rankings take into account mobile optimization, no serious marketer can do without a thorough understanding of mobile.

The first edition of Mobile Marketing won the Judge's Choice Award in Social Media at the Small Business Trend's 2014 Book Awards. This fully revised 2nd edition includes straightforward explanations on mobile optimized content, app development, social media and proximity based marketing. It has also expanded to include two brand new chapters on mobile and email and on location-based devices, plus cutting-edge updates on advances in wearable technology, mobile payments, virtual reality and strategies for the changing user journey. Integrated with tactical checklists, easy application frameworks and powerful case study insights such as Heineken, WordPress, MailChimp, Nike Training Club (NTC), Google Play and Moz, it provides a full overview from service provision and technology integration to content strategy, ready to capture fast-moving consumers on the go. Online resources include a digital marketing instructors manual, supporting lecture slides, example exam and self-test questions, and a content calendar template.

Genres: Business

272 pages, Paperback

First published January 1, 2013

Reviews

[Ileana Cocos]

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.

[Darren]

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.

[Marcell Nimführ]

Highly outdated in 2019.

[Katherine O'Donnell]

Had to read for class, actually a pretty good overview of digital marketing

[Ben]

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

[Jeff]

Easy to read with lots of tips and illustrations of the latest in mobile technology and marketing.