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

Contents
List of Figures
Foreword
Acknowledgements
Introduction
Looking in the wrong direction
Focus on the user journey
The human element
Disruption
Back to basics
PART ONE Mobile marketing in perspective
01 Introduction
02 Understanding the mobile consumer
Technology for the sake of technology
User journey and context
Mobile and multi-channel marketing
User journey examples
Local intent
Content marketing
The stages of the user journey
Value proposition and user journey
03 Technology change and adoption
Forty years of radical change
Integrated devices
Smartphone adoption
Global variations
Benchmarking marketing activity
04 Disruption and integration
The death of in-store retail
Convenience, choice and transparency
Business culture
Single customer view
Next step: marketing automation
Mobile as a change enabler
05 Devices, platforms and technology: why it doesn’t matter
Mobile-compatible is not mobile-optimized
Technology challenges
Audience segmentation
Frictionless technology
06 Mobile statistics summary
Breakdown of regions
Smartphone adoption levels
Mobile broadband subscriptions
QR codes, NFC and other technologies
Mobile social media usage by region
07 The future of mobile marketing
Exponential development
Technology as an enabler
The near future
Frictionless technology
The distant future
A guaranteed future prediction
PART TWO The tactical toolkit
08 Introduction
09 Mobile sites and responsive design
Start with the fundamentals
Mobile site options
Mobile design principles: mobile sites vs desktop sites
Technology and jargon in perspective
What responsive design really means
The 3-step quick and dirty guide to a responsive website
A user-centred approach to mobile sites
Mobile sites: conclusions
10 How to build an app
Bolstering value proposition
The app-building process
Specification and wireframing
Interaction and visual design
Technical development and testing
App store submission
App marketing
App maintenance
Customer support
Freelancers vs agencies
Native apps vs web apps
Platform wars
Building an app: conclusions
11 Social media and mobile
User journey and value proposition
Mobile social media experience
Informing your social media approach
Real-world integration
Policy and planning
Outreach, engagement and ego
Social measurement
Social media advertising
Mobile social media: conclusions
12 Mobile search
Defining mobile search
Desktop vs mobile results
Search engine optimization (SEO)
Link building
Mobile SEO: conclusions
Paid search
PPC fundamentals
PPC considerations
Working with PPC agencies
Mobile SEO and PPC working together
Mobile search: conclusions
13 Mobile advertising
Mobile advertising objectives
App advertising
Ad networks vs media owners
Targeting options
Creative options
Mobile ad features
Ad reporting and analytics
Mobile advertising: conclusions
14 Augmented reality (AR) and real-world integration
Adoption levels
Location-based services
Location check-ins
15 Quick Response (QR) codes
QR codes in perspective
Practical applications
QR code adoption
The most important thing to understand about QR codes
Making your QR code beautiful
Practical guide to using QR codes in the real world
The future of QR codes
QR codes: conclusions
16 Near field communication (NFC)
The early NFC elephant in the room
NFC adoption
Mobile payments
The internet of things
17 Short messaging service (SMS)
SMS is personal
Types of SMS communications
SMS short codes
SMS app links
SMS: conclusions
18 Mobile analytics
The marvels of Google Analytics
Setting up analytics
Core reports
Multi-Channel Funnels
App-specific reports
Tracking code
PART THREE Mobile marketing checklists
19 Introduction
20 Checklists
Conclusions
References
Chapter 2: Understanding the mobile consumer
Chapter 3: Technology change and adoption
Chapter 4: Disruption and integration
Chapter 5: Devices, platforms and technology
Chapter 6: Mobile statistics
Chapter 7: The future of mobile
Chapter 9: Mobile sites and responsive design
Chapter 10: How to build an app
Chapter 11: Social media and mobile
Chapter 12: Mobile search
Chapter 13: Mobile advertising
Chapter 14: Augmented reality (AR) and real-world integration
Chapter 15: Quick response (QR) codes
Chapter 16: Near field communication (NFC)
Chapter 17: Short messaging service (SMS)
Chapter 18: Mobile analytics
Index