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

Rowles, Daniel

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ISBN 10: 0749469382 / ISBN 13: 9780749469382
Published by Kogan Page
New Condition: New Soft cover
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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 # V9780749469382

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Bibliographic Details

Title: Mobile Marketing: How Mobile Technology is ...

Publisher: Kogan Page

Binding: Soft cover

Book Condition:New

About this title

Synopsis:

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.

Product Description:


A growing portion of internet traffic is coming from smartphones and tablets. Net Marketshare put mobile's share of global browsing traffic at 10.3% in October 2012. This was the first time mobile had topped 10% of all browsing. In North America, the share of Web traffic from smart phones and tablets was estimated at 28% as of June 2012, with the time spent with mobile growing at 14 times the rate of desktop media.

Although the importance of mobile technologies for marketing communications is widely recognized, the use of proper strategy is not really understood by a lot of marketers. To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy.

Combining theoretical understanding of mobile's role in the marketing arena and practical exercises, Rowles teaches how to build a top-down strategy, encompassing all consumer touch points, to future-proof businesses against customers' ever-changing mobile interaction with brands.

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