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

Rowles, Daniel

Published by Kogan Page
ISBN 10: 0749469382 / ISBN 13: 9780749469382
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Starting with a review of the technology itself - both hardware and software, this book explains the dynamics between the key players and how these forces are shaping future developments in terms of service provision, media integration and content strategy. Num Pages: 280 pages, black & white illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational; (U) Tertiary Education (US: College). Dimension: 231 x 162 x 16. Weight in Grams: 432. . 2013. Paperback. . . . . Books ship from the US and Ireland. Bookseller Inventory #

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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.

Book Description: Strategic and best practice advice on integrating mobile technologies into the marketing mix

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Title: Mobile Marketing: How Mobile Technology is ...
Publisher: Kogan Page
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Rowles, Daniel
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Book Description Kogan Page Ltd, United Kingdom, 2013. Paperback. Book Condition: New. 1st ed.. Language: English . Brand New Book. Mobile Marketing provides an in-depth hardware and software review of mobile technology - including mobile platforms, app development, social media and location-based services - and information on how to exploit the software to boost marketing, communications and advertising strategies. It explains the dynamics between the key players and how these forces are shaping future developments in terms of service provision, media integration and content strategy. Supported by in-depth case studies such as Sony, L Oreal and Ernst Young which illustrate the potential pitfalls and rewards of mobile marketing initiatives, Mobile Marketing shows how our new mobile lifestyle can be a rewarding environment for those businesses willing to embrace new technology and, with imagination and creativity, develop mobile marketing strategies that can win customers, boost brand awareness, raise profile and increase profits. Bookseller Inventory # AAC9780749469382

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Book Description Kogan Page Ltd, United Kingdom, 2013. Paperback. Book Condition: New. 1st ed.. Language: English . Brand New Book. Having become the ultimate social device, and as users drift away from TVs and computer screens, the mobile offers radical new challenges for the marketer. But how do you design and implement an effective digital strategy? And what tools can be used to measure marketing effectiveness? Starting with a review of the technology itself - both hardware and software - Mobile Marketing explains the dynamics between the key players and how these forces are shaping future developments in terms of service provision, media integration and content strategy. Supported by in-depth case studies, which illustrate the potential pitfalls and rewards of mobile marketing initiatives, Mobile Marketing shows how our new mobile lifestyle can be a rewarding environment for those businesses willing to embrace new technology and, with imagination and creativity, develop mobile marketing strategies that can win customers, boost brand awareness, raise profile and increase profits. Bookseller Inventory # AAC9780749469382

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Book Description Kogan Page Ltd. Paperback. Book Condition: new. BRAND NEW, Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising, Daniel Rowles, Having become the ultimate social device, and as users drift away from TVs and computer screens, the mobile offers radical new challenges for the marketer. But how do you design and implement an effective digital strategy? And what tools can be used to measure marketing effectiveness? Starting with a review of the technology itself - both hardware and software - Mobile Marketing explains the dynamics between the key players and how these forces are shaping future developments in terms of service provision, media integration and content strategy. Supported by in-depth case studies, which illustrate the potential pitfalls and rewards of mobile marketing initiatives, Mobile Marketing shows how our new mobile lifestyle can be a rewarding environment for those businesses willing to embrace new technology and, with imagination and creativity, develop mobile marketing strategies that can win customers, boost brand awareness, raise profile and increase profits. Bookseller Inventory # B9780749469382

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