Mobile Marketing: The Message Revolution: Lessons from Global Brand Leaders on How to Make a Success of the Mobile Channel - Softcover

HAIG, Matt

Softcover

ISBN 10: 0749437987 ISBN 13: 9780749437985

Publisher: Kogan page, 2002

Synopsis

Mobile phones offer a unique opportunity for businesses to market their product on a one-to-one basis. In Mobile Marketing, Matt Haig looks into this medium: how to maximise it's use, how to avoid abuse (it is very instrusive) and how to ensure that campaigns pay off.

About this title

About the Author

Matt Haig is an independent consultant advising organisations of all types and sizes on creating integrated marketing and branding solutions. As one of the very first writers on e-business, Matt has always been at the forefront of developing leading edge marketing solutions. More recently he has carried out mobile marketing consultancy for several companies and has researched and written extensively on the subject.

Its rapidly growing popularity inspired Matt Haig to write his popular book Mobile Marketing: The Message Revolution. Acclaimed for his no-nonsense pragmatic style, Matt is a popular speaker and writes regularly for the national and business press. He is also the author of several other best-selling guides including E-PR: The Essential Guide to Public Relations on the Internet, E-Business Essentials, E-Mail Essentials, The E-Marketing Handbook, The B2B E-Commerce Handbook and How Come You Don't Have an E-business Strategy? (all published by Kogan Page).

Excerpt. © Reprinted by permission. All rights reserved.

List of figures

Foreword by Steve Wunker

Introduction

Reaping the rewards

About this book

Mobile mentors

The text focus

1.The text phenomenon

SMS: the quiet revolution

Text benefits

Marketing benefits

Everything you ever wanted to know about text (but were afraid to ask)

Balearic beginnings

SMS pioneers

SME SMS

A limited canvas

Types of campaign

Beyond the youth market

Text versus Web

Last word

2.The mobile mindset

Permission marketing

Think narrow

Mobile branding

Building an infobrand

Adding real value

Pull and push

Push marketing problems

Pull marketing problems

Viral marketing

New York Celebrity Sightings: Learn from a viral phenomenon

Last word

3.The mobile marketing menu

Premium services

Case study: Bridget Jones' Diary

Paid content PC problems

Paid content: mobile success

Competitions

Coupons

Tickets

Location, location, location

Case study: location-based shopping

Alerts

Sponsorships

Mobile payment services

Mobile channels

The best text you've ever had

Last word

4.Two-way marketing

A two-way medium

Connected markets

Getting personal

Market research

Text chat

Case study: Ministry of Sound's two-way approach

Last word

5.Responsible marketing

The need for responsible marketing

The spam problem

Spam-free services

Mobile marketing regulations

Case study: spam stuck on the menu for South African mobile users

Spam: industry perspectives

Avoiding message fatigue

Case study: Carlsberg's World Cup campaign

Pull marketing

Marketing to children

Text overload

Legal implications

Last word

6.Generation text

The new power generation

Teen text

Explaining the teen text phenomenon

Mobile culture

Pay-as-you-go

Customizable mobiles

Case study: Cadbury 'goes large'

Ringtones

Mobile gaming

The text epidemic

Ten teen commandments

Case study: East West Records wireless marketing campaign for Oxide & Neutrino

Last word

7.The language of text

A new language

The right balance

Text misconceptions

Case study: the Guardian SMS Poetry Competition

Last word

8.Integrating mobile campaigns

Text messaging and television

Case study: television takes a break for SMS link-up

Print media

Case study: Top of the Pops magazine text club

SMS, MMS and the Internet

SMS and outdoor advertising

The reason for text

SMS and radio

SMS: the perfect back channel

Exploiting the full media potential

Product promotion

Last word

9.The global message

Text messaging: a global phenomenon

The operator's perspective

The view from Europe

Case study: E-Taxi, Irish innovation

Texting USA

Last word

10.Implementing a campaign

The technological requirements

Software solutions

Case study: the Cellar Society use Brand2Hand

Marketing agencies

Last word

11.The mobile Internet

A rough ride

WAP problems

The WAP Forum

The WAP brand

Say WAP?

Big in Japan

GPRS and 3G

Mobile Internet marketing principles

Case study: Yell.com's WAP service

Case study: location-based WAP marketing

Reasons to be cheerful

RIP SMS?

Last word

12.Future technologies

3G

Case study: Nokia's 3G survey

MMS: 'SMS on steroids'

Interactive voice response

Bluetooth

XHTML

GPRS: giving the mobile Internet a face lift

The SMS 'training ground'

Future phones

Last word

Postscript: the mobile marketer's survival guide

Key organizations

Useful Web sites

Glossary

Edition details

• Publisher: Kogan page
• Publication date: 2002
• Language: English
• ISBN 10: 0749437987
• ISBN 13: 9780749437985
• Binding: Paperback
• Edition number: 1
• Number of pages: 244