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Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business

ISBN: 978-1-118-16778-6
234 pages
January 2012
Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business (1118167783) cover image
Set-up, run, and measure successful mobile media marketing campaigns

Go Mobile is packed with tools, tips, and techniques that will help readers set-up, launch, run, and measure mobile media campaigns. This book will help readers understand the different mobile media platforms, learn how to us SMS for business, incorporate 2D and QR Codes into their campaigns, develop mobile websites and mobile apps, see case studies, and much more.

Go Mobile offers practical, step-by-step guidance for implementing a mobile marketing campaign. Readers will learn how to:

  • Use location-based marketing to get new customers and keep existing ones
  • Integrate social media with your mobile media campaign
  • Use mobile E-commerce to improve brand loyalty
  • Measure the ROI of a mobile media campaign
  • Develop mobile media business models you can use to grow revenues

With these effective, efficient, and integrated mobile marketing campaigns, business owners and marketers will garner enviable response rates and watch their revenue grow more rapidly than ever before.

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Foreword DAVID MEERMAN SCOTT xi

Acknowledgments xiv

Introduction xvi

Is Mobile Marketing Right for You? xvii

How We've Organized This Book xix

PART I THE MOBILE MARKETING LANDSCAPE 1

Chapter 1 How to Jump-Start Your Mobile Marketing Campaign 3

Chapter 2 How the Fortune 500 Use Mobile Marketing 13

Chapter 3 How Consumers Engage with Mobile 25

Chapter 4 Let's Talk: Terms and Concepts You Should Be Familiar With 35

Chapter 5 Nine Ways Businesses Are Using Mobile Marketing 43

Chapter 6 Classic Mobile Marketing Mistakes You Can Avoid 55

PART II SETTING YOURSELF UP FOR SUCCESS 63

Chapter 7 Laying the Foundation for Successful Mobile Marketing Campaign 65

Chapter 8 Getting More Familiar with the Mobile Marketing Landscape 75

Chapter 9 Thinking Strategically about Your Mobile Marketing Campaign 87

PART III TAKING A DEEPER DIVE INTO MOBILE MARKETING TOOLS POOL 99

Chapter 10 How to Set Up a Mobile Website 101

Chapter 11 Using SMS and MMS to Drive Customers to Your Business 111

Chapter 12 How to Use Mobile Display Ads to Grow Your Sales and Revenue 121

Chapter 13 How to Use Mobile Paid Search to Drive Customers to Your Business 133

Chapter 14 Location-Based Marketing: LBS, NFC, Bluetooth, and LBA—Oh My! 147

Chapter 15 Mobile Apps: A Great Way to Keep Them Coming Back for More 157

Chapter 16 How to Use 2D Codes to Connect with Customers 169

Chapter 17 Tablet Computers: Taking the World by Storm 179

PART IV EXPANDING YOUR HORIZONS 185

Chapter 18 Using Mobile E-Commerce to Drive Revenue 187

Chapter 19 Mobile Marketing for B2B Companies 197

Chapter 20 How to Measure the ROI of Your Mobile Marketing Campaign 205

Chapter 21 The 17 Rs of Mobile Marketing and a Step-by-Step Checklist 217

A Few Final Thoughts 226

Index 228

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Jeanne Hopkins is the Vice President of Marketing at HubSpot, generating over 45,000 new leads each month and leading the company in new mobile initiatives. She helped push HubSpot to become mobile-enabled and writes blog posts for HubSpot's mobile blog, which 11.3 percent of readers now access through their smartphones.

Jamie Turner is an author, speaker, and the founder of BKV's 60 Second Marketer, an online magazine that provides tools, tips, and tutorials for marketers around the globe. He is also a regular guest on CNN and HLN on the topic of digital media.

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January 04, 2012
Go Mobile in 2012

The New Rules of Social Media Series

Gartner predicts that by 2013 the primary way people will access the internet is via their mobile browsers. In other words, more than half the time someone accesses the internet, they’ll be doing it from a mobile phone. That has huge implications for how businesses connect with prospects and customers.

Jeanne Hopkins, Vice President of Marketing at Hubspot and Jamie Turner, Chief Content Officer at BKV's 60 Second Marketer  advise readers to consider a mobile marketing strategy in their new book, Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business (Wiley, December 2011, ISBN: 978-1-1181-6778-6, $24.95, Hardcover).

The mobile device makes life simple, allowing users to access the TV, radio and PC. Hopkins and Turner predict that the mobile device will have more impact on how consumers connect with brands than the TV, radio and PC combined. The mobile device has become a staple. Why wouldn’t businesses utilize a mobile marketing strategy to help boost revenue and improve brand loyalty? Go Mobile advises readers to ask the following questions and decide if mobile marketing is right for their business:

  • Is being in front of customers 24/7 important?
  • Do you need to appeal to a broader audience?
  • Are you looking for new distribution channels?
  • Are you trying to differentiate your brand?

Many may understand the concept of mobile marketing, but don’t actually use it. To get started, the authors advise downloading an app like the Delta Air Lines app and use it as a boarding pass the next time you fly Delta. Or, use the Starbucks Mobile Card to pay for your next cup of coffee. Get a feel for mobile marketing before you include it in your business strategy. Hopkins and Turner also recommend addressing the following Do’s and Don’ts before starting a mobile marketing strategy:

Do This:

  • Commit to using mobile media in addition to simply reading about it
  • Sign up for an e-newsletter so you can stay up-to-date on this rapidly-evolving marketing tool
  • Watch how other companies are using mobile marketing so you can borrow some of their ideas

Don’t Do That:

  • Don’t downplay the importance of mobile marketing or any other new technology
  • Don’t think that mobile marketing will solve all of your marketing problems
  • Don’t get started without thinking about your objectives first. What’s your goal? Lead generation? Brand building? Customer conversion? Begin with the end in mind.

Go Mobile is packed with tools, tips, and techniques to set-up, launch, run, and measure mobile media campaigns. Readers will understand the different mobile media platforms (Android, BlackBerry, iPhone, Palm, Windows), learn how to use SMS for business, incorporate 2D and QR Codes into their campaigns and develop mobile websites and apps.

Still contemplating if Mobile Marketing is a fit for your business? Hopkins and Turner reassure the positives:

  • It’s easier then you think
  • There’s a huge untapped mobile audience
  • Mobile converts prospects to customers
  • It costs less than traditional methods
  • People respond to mobile

The opportunities that lie within mobile marketing are endless. The ability to connect with consumers more deeply than campaigns that follow a traditional path makes for a significant competitive advantage. Hopkins and Turner give readers the ability to begin mobile marketing campaigns and create memorable experiences with their customers.

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Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business (US $24.95)

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