Mobile Marketing: Finding Your Customers No Matter Where They Are

Cover......Page 1
Table of Contents......Page 5
Introduction......Page 18
1 Getting Started with Mobile Marketing......Page 22
  Mobile Marketing Is the Most Personal Form of Web Marketing......Page 23
  Mobile Marketing Is the Most Targeted Form of Web Marketing......Page 24
  Mobile Marketing Is More Actionable Than Other Forms of Web Marketing......Page 25
 Mobile as a Direct Marketing Channel......Page 26
 Direct Marketing That Is Personal......Page 27
 Direct Marketing That Is Persistent......Page 28
 Is Mobile Marketing Right for You?......Page 29
  Brands......Page 30
  Brick-and-Mortar Establishments......Page 31
  Events......Page 32
 Who Is Mobile Marketing Wrong For?......Page 34
2 Understanding the Challenges in Mobile Marketing......Page 36
 The Changing Face of Telecom......Page 37
  1G......Page 38
  2G......Page 39
  2.5G......Page 40
  4G......Page 41
  FemtoCell......Page 43
 The Evolution of Mobile Devices, Handsets, and Operating Systems......Page 44
 The History of Mobile Browsers......Page 50
3 Mobile Targeting and Tracking......Page 54
 Targeting Your Mobile Customers......Page 55
  Age and Gender......Page 56
  Income......Page 58
  Psychographic Mobile Targeting......Page 59
  Device and Carrier Targeting......Page 61
 Tracking Your Mobile Performance......Page 63
 Text and Picture Message Tracking......Page 64
 Mobile Web Tracking......Page 67
 Mobile-Only Web Analytics......Page 68
  Google Analytics......Page 72
  Omniture......Page 76
  WebTrends......Page 77
 Mobile Email Tracking......Page 78
  Flurry......Page 80
  WebTrends......Page 81
 Offline Tracking, Text Message Tracking, and Phone Call Tracking......Page 82
  Unica......Page 83
  Responsys......Page 84
4 Everything You Need to Know About the iPhone......Page 86
 iPhone User Demographics......Page 88
  The First Wave of iPhone Adoption......Page 89
  The Second Wave of iPhone Adoption......Page 90
 How Are iPhones Used?......Page 91
  SMS Messaging......Page 93
  GPS......Page 94
  Bluetooth......Page 95
  iPhone Meta Tag for Page Width and Zoom......Page 96
  Slow Connection Speeds and Jailbroken Phones......Page 97
  Inability to Forward Text Messages and Contacts......Page 98
  Nationwide Insurance......Page 99
  Reebok Shoes......Page 100
  Dockers......Page 101
  WebMD......Page 102
5 Mobile Advertising......Page 104
 A Glossary of Mobile Advertising Lingo......Page 105
 Different Types of Mobile Advertising......Page 106
 On-Deck Versus Off-Deck Web Advertising......Page 109
 Combined On- and Off-Deck Solutions......Page 113
  Authoring Effective Mobile Ads......Page 114
  Constructing Effective Mobile Landing Pages......Page 115
  Effectively Targeting Your Mobile Advertising Campaigns......Page 116
  Evaluating Success......Page 118
  Adidas......Page 119
  Visa......Page 120
 Mobile Advertising Networks......Page 121
6 Mobile Promotions and Location-Based Marketing......Page 122
 Introduction to Mobile Promotions......Page 123
  Mobile Coupon Messaging......Page 124
  Mobile Coupon Targeting......Page 125
  Mobile Coupon Delivery......Page 127
  Mobile Coupon Redemption......Page 130
 Digital Proximity and Location-Based Marketing......Page 132
  Proximity and Location-Based Marketing Technology......Page 133
  PSC “Sí” Political Initiative in Catalan, Spain......Page 137
  Corona Beer......Page 138
  Northwest Airlines......Page 139
7 Micro-Sites, Mobile Affiliate Marketing, and Web Directories......Page 140
 Mobile Micro-Sites......Page 141
 Mobile Affiliate Marketing......Page 142
 Mobile Web Portals......Page 146
 Mobile Directories......Page 148
8 Mobile Applications......Page 150
  Branded Game Development......Page 151
  Product Placement......Page 154
  Game Sponsorship......Page 155
 Where Do You Get Apps?......Page 156
 Developing an App......Page 158
  Make It Viral......Page 160
  Get Rated and Reviewed in the Store......Page 161
  Have a Good Logo or Icon......Page 162
  Write a Compelling Description......Page 163
  Price It Right......Page 164
  Promote It with the Bloggers......Page 165
  Submit Your Application......Page 166
 What If You Don’t Want to Develop an App?......Page 167
 Mobile Application Bloggers and Communities......Page 168
 Mobile Application Aggregators, Directories, and Stores......Page 169
9 Mobile Website Development......Page 170
 Mobile Web and WAP......Page 171
 dotMobi Domains......Page 172
 Effectively Organizing and Architecting a Mobile Site......Page 173
  Mobile Subdomain or Subdirectory......Page 174
  Mobile/Traditional Hybrid Pages......Page 176
  Cache-Control......Page 178
  Content-Type......Page 179
 Mobile Code Review......Page 182
  JavaScript......Page 183
  Forms......Page 185
  Flash and Video......Page 189
  YouTube......Page 190
  Frames......Page 191
 Everything You Need to Know About Transcoding......Page 192
 Hosted Mobile Development Solutions......Page 193
 Directing Traffic with User Agent Detection......Page 194
 How to Adjust for Mobile Screen Size......Page 195
 Page File Size......Page 197
 What to Expect with Your Images......Page 198
 Adapting Fonts for Mobile Viewing......Page 199
10 Mobile Search Engine Optimization......Page 202
 How Do Mobile Search Engines Work?......Page 204
 Basic Mobile SEO Best Practices......Page 205
  On-site SEO Factors......Page 206
  Offsite SEO Ranking Factors......Page 209
 In What Searches Do I Want My Mobile Site to Rank?......Page 210
  Targeting Long-Tail Keyword Phrases......Page 211
  Mobile Keyword Research......Page 212
  Personalization......Page 218
 Tracking Mobile SEO and Keyword Rankings......Page 219
 Advanced Mobile SEO Best Practices......Page 221
  Mobile Robots.txt......Page 222
  Mobile Site Map......Page 223
  Leveraging Universal and Blended Mobile Search Results......Page 224
  Local Results and Business Listings......Page 226
  News Results......Page 227
  Video Results......Page 228
  Application Search......Page 229
  Alternative Input Search......Page 230
11 Integrating Mobile Marketing with On- and Offline Marketing......Page 232
 Unified Messaging with Varied Communication......Page 233
  Integrating with Print Media......Page 234
  Integrating with Broadcast Media......Page 237
 Integrating Mobile with Online Marketing......Page 242
  Mobile Websites, Micro-Sites, and Web Directories......Page 243
  Mobile Display and Pay-Per-Click Advertising......Page 244
  Online Images,Videos, and Podcasts......Page 245
  Mobile Social Networks......Page 246
  U.S. vs. International Mobile Social Networking......Page 247
  Social CPM Marketing......Page 248
  Mobile Social Gaming......Page 249
  Mobile Email......Page 250
  David’s Bridal......Page 252
 QR Code Companies......Page 253
12 Mobile E-Commerce......Page 254
 Micropayments......Page 257
 Macropayments......Page 258
  Prepayment......Page 259
  Full Web Transactions......Page 260
  Full Brick-and-Mortar Transactions with Proximity-Based Mobile Payment......Page 262
 Mobile Banking......Page 265
  Mobile Commerce and Phone Theft Risks......Page 268
  Mobile E-Commerce and Operator Error Risks......Page 269
  Mobile E-Commerce and Hacking Risks......Page 270
13 Mobile Marketing Privacy, Spam, and Viruses......Page 272
 What Is Mobile Spamming?......Page 274
 What the Carriers Can Do to Stop Spam......Page 276
 What Mobile Marketers Can Do to Stop Spam......Page 277
 Location-Based Marketing and Privacy......Page 280
 Respecting the Privacy of Children and Teen Mobile Users......Page 281
 On-Site Privacy and Mobile Cookies......Page 282
 Mobile Malware and Viruses......Page 283
  United States and North America......Page 285
  United Kingdom......Page 288
  The Groupe Speciale Mobile (GSMA)......Page 289
  The Mobile Marketing Association (MMA)......Page 290
  Mobile Marketing Legal and Privacy Resources......Page 291
 MMA Mobile Privacy Code of Conduct......Page 292
14 The International Mobile Marketing Landscape......Page 294
 Mobile Marketing in East Asia......Page 296
 Mobile Marketing in Southeast Asia......Page 300
 Mobile Marketing in India......Page 301
 Mobile Marketing in the Middle East......Page 303
 Mobile Marketing in Central and South America......Page 304
 Mobile Marketing in North America......Page 305
 Mobile Marketing in Europe......Page 308
 Working with Mobile Carriers, Service Providers, and MVNOs......Page 311
15 Looking into the Future for Mobile......Page 314
 The Future of the Mobility of Human Connection......Page 315
 The Imminent Evolution of Mobile Search......Page 316
  More Personal Results......Page 317
  More Intelligent Results......Page 318
 Mobile Search Is Ubiquitous Search......Page 319
 Conclusion......Page 320
A: Txtspk Definitions......Page 322
B: List of Vendors, Products, and Services......Page 328
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 W......Page 348
 A-B......Page 350
 C-D-E......Page 351
 F-G......Page 352
 H-I......Page 353
 M......Page 354
 N-O-P......Page 357
 Q-R-S......Page 358
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 W-X-Y-Z......Page 360