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Mobile Marketing: An Hour a Day

ISBN: 978-1-118-38844-0
384 pages
December 2012
Mobile Marketing: An Hour a Day (1118388445) cover image

A step-by-step guide to successful mobile marketing strategies

Go from zero to sixty with this practical book that helps you craft and deploy mobile marketing strategies for everything from brand building to lead generation and sales. As part of the popular do-it-yourself, Hour A Day series, this new book is full of advice, practical tips, and step-by-step tactics you can put to use right away. Start leveraging location-based marketing via Foursquare and Yelp, see how to set up and manage mobile commerce, and try such technologies as QR codes, ambient communication (RFID and Bluetooth), mobile broadcasting, and more.

Take action now and mobile-loving customers will soon find you, thanks to these successful ideas and strategies from expert mobile marketers, Rachel Pasqua and Noah Elkin.

  • Shows you step by step how to develop, implement, and measure a successful mobile marketing strategy
  • Pares down a complex process into approachable, bite-sized tasks you can tackle in an hour a day
  • Covers vital mobile marketing weapons like messaging, mobile websites, apps, and mobile advertising to help you achieve your goals
  • Gets you up to speed on location-based marketing via Foursquare and Yelp, using mobile commerce, and leveraging technologies such as as QR codes, ambient communication (RFID and Bluetooth), and mobile broadcasting

Mobile Marketing: An Hour A Day is a must-have resource for marketers and advertisers who want a compelling mobile presence.

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Foreword xx

Introduction xxi

Chapter 1 Map the Mobile Opportunity 1

Market Size and Growth Potential 2

The Global Rise of Smart Devices 7

Smartphones 8

Tablets 12

What’s Driving the Growth in Smart Devices? 15

The Web Becomes Truly Mobile 17

Key Mobile Activities 23

Text Messaging 23

Social Networking 24

Search 28

Shopping 29

Entertainment 31

How Mobile Is Changing the Face of … Everything 34

Retail and Consumer Packaged Goods 34

Automotive 35

Financial Services 36

Travel and Hospitality 37

Pharma and Healthcare 38

Publishing and Entertainment 38

In Conclusion 39

Chapter 2 Week 1: Develop Your Mobile Strategy 41

Draw the Line Between Strategy and Tactics 42

Monday: Understand What You Can Achieve with Mobile Strategy 43

Brand Building and Awareness 44

Mobile for CRM 45

Mobile for Marketing 46

Mobile for Advertising 48

Mobile for Sales 49

Develop Customer Segments 64

Translate Segments into Personas and Journeys 64

Thursday: Evaluate Your Mobile Presence

and Benchmark Your Mobile Readiness 67

Benchmark Your Current Mobile Readiness 68

Develop and Assess Competitive Insights 69

Identify the Unique Mobile Opportunities for Your Brand 71

Friday: Create a Business Case for Mobile within Your Organization 73

Plot Your Mobile Plan 73

Build Your Mobile Business Case 74

In Conclusion 75

Chapter 3 Week 2: Start Simple—SMS 77

Monday: Learn Where, How, When, and Why to Use SMS 78

Evolution of SMS as a Marketing Medium 78

Getting Started with the Basics 80

Tuesday: Determine Business Considerations 83

Get Permission 83

Find the Right Balance Between Message Quantity and Quality 87

Get Personal 88

Wednesday: Defi ne Your Partners and Develop Your Campaign 89

Get Short Code-y 89

Choose an Aggregator 91

Work with the Wireless Carriers 93

Hurry Up and Wait: Getting Your Code and/or Campaign Approved 94

Thursday: Integrate SMS into Your Overall Marketing Strategy 95

Ford Directs Referrals to Dealerships 95

SMS Is a Slam Dunk for Sprite 96

Friday: Manage and Measure Your Mobile Messaging Campaigns 97

In Conclusion 97

Chapter 4 Week 3: Maximize Reach with Mobile Websites 99

Monday: Establish a Development Approach for Your Mobile Site 100

Mobile Development Options 101

Tuesday: Determine Your Design Approach 109

Mobile Web versus Mobile App 109

The Universal UI 112

Tuesday: Collect the Right Information to Build Your Business Case 50

Internal Insights 51

Primary Research 56

Secondary Research 58

Wednesday: Understand Your Audience and Opportunity 59

Assess Your Mobile Technographics 62

Develop Customer Segments 64

Translate Segments into Personas and Journeys 64

Thursday: Evaluate Your Mobile Presence

and Benchmark Your Mobile Readiness 67

Benchmark Your Current Mobile Readiness 68

Develop and Assess Competitive Insights 69

Identify the Unique Mobile Opportunities for Your Brand 71

Friday: Create a Business Case for Mobile within Your Organization 73

Plot Your Mobile Plan 73

Build Your Mobile Business Case 74

In Conclusion 75

Chapter 3 Week 2: Start Simple—SMS 77

Monday: Learn Where, How, When, and Why to Use SMS 78

Evolution of SMS as a Marketing Medium 78

Getting Started with the Basics 80

Tuesday: Determine Business Considerations 83

Get Permission 83

Find the Right Balance Between Message Quantity and Quality 87

Get Personal 88

Wednesday: Define Your Partners and Develop Your Campaign 89

Get Short Code-y 89

Choose an Aggregator 91

Work with the Wireless Carriers 93

Hurry Up and Wait: Getting Your Code and/or Campaign Approved 94

Thursday: Integrate SMS into Your Overall Marketing Strategy 95

Ford Directs Referrals to Dealerships 95

SMS Is a Slam Dunk for Sprite 96

Friday: Manage and Measure Your Mobile Messaging Campaigns 97

In Conclusion 97

Chapter 4 Week 3: Maximize Reach with Mobile Websites 99

Monday: Establish a Development Approach for Your Mobile Site 100

Mobile Development Options 101

Tuesday: Determine Your Design Approach 109

Mobile Web versus Mobile App 109

The Universal UI 112

The Smartphone UI 113

The Tablet UI 114

Wednesday: Make Key Development Decisions 115

HTML5 and CSS3: Catering to High-End Users 116

Responsive Design versus Tiered Development 116

QA and Usability Testing 121

Hardware Purchases 121

Remote Testing Tools 121

Thursday: Make Your Site Findable with Mobile SEO 122

Mobile Search Engines and Indexing 122

Defi ne a URL Structure 123

Device Detection 124

Develop a Mobile Keyword Strategy 124

Friday: Defi ne Your Mobile Analytics 127

Assess Mobile Visitors to Your Desktop Site 127

Integrating Analytics into Your Mobile Site 128

Establish Mobile Web KPIs and Measure Success 129

Mobile Measurement Roadblocks 131

Apply Lessons Learned/Iterative Refinement 133

In Conclusion 133

Chapter 5 Week 4: Maximize Engagement with Mobile Apps 135

Monday: Understand Native App Considerations 136

Validate Your Customers’ Receptivity to Apps 138

Choose Native or Web (HTML5) Apps 141

Determine the Appropriate Platforms 143

Tuesday: Build Your App Content Strategy 145

The Mobile App Lifecycle: A Holistic Overview from Start to Finish 146

Wednesday: Consider Development Options 150

Development Decisions 150

Design and Development Dos and Don’ts 151

Submission Guidelines and Best Practices 153

QA Best Practices 158

Thursday: Develop an App Marketing Plan 161

Paid Media Strategy and Execution 162

Owned Media Strategy 164

Earned Media Strategy 167

Friday: Outline Unique Measurement Considerations and Optimization Tactics for Native Apps 169

Analytics Options 169

Measurement Roadblocks and Workarounds 171

Iterative Refi nement 172

In Conclusion 172

Chapter 6 Week 5: Promote Your Message with Mobile Advertising 175

Monday: Develop a Mobile Ad Campaign Strategy 176

Selecting the Correct Media/Ad Type 178

Tuesday: Defi ne Your SEM Plan 181

Mobile SEM Use Cases 182

Mobile Search Ad Formats 183

Tools, Tips, and Tricks: Campaign Best Practices 187

Wednesday: Defi ne Your Mobile Display Plan 191

Work with the Mobile Ad Networks 191

Mobile Ad Types 194

Thursday: Decide Where Mobile Email Fits into the Mix 196

Mobile Email Delivery Options 197

Mobile Email Design Best Practices 198

Friday: Outline Your Campaign Management, Tracking, and Analysis Approach 199

Analytics Options 199

Establishing KPIs 200

Measuring Success 201

Apply Results to Ongoing Campaign Development 201

In Conclusion 201

Chapter 7 Week 6: Leverage the SoLoMo Nexus 203

Monday: Understand the Opportunity 204

Note Changing Mobile User Behaviors 204

Beware the Privacy Pitfalls 209

Tuesday: Determine Use Cases 211

Wednesday: Defi ne Your Partners 219

Social Networks 220

Geo-Social Apps 222

Local Search 223

Mapping 225

Ad Networks and Technology Platforms 226

Thursday: Realize Location-Based Marketing Opportunities 227

Friday: Defi ne Key Analytics 229

In Conclusion 231

Chapter 8 Week 7: Check Out M-Commerce 233

Monday: Understand the Opportunity 234

The U.S. and Global Market for M-Commerce 235

Security and Privacy Concerns 241

Tuesday: M-Commerce Approaches 241

The Smartphone Purchase 242

The Tablet Purchase 242

The Mobile-Assisted In-Store Purchase 243

The In-App Purchase 243

Wednesday: Select Appropriate M-Commerce Channels 244

Mobile Web-Based Transactions 244

Native Application Transactions 244

SMS Payments 245

Near-Field Communications 245

Thursday: Establish Your Mobile Couponing Approach 249

Coupon Formats and Delivery Channels 250

Redemption Hurdles 251

Tracking, Targeting, and Loyalty 252

Friday: Defi ne Payment Processing Options 253

SMS Payments 253

Direct Carrier Billing 253

Mobile Web 254

In-App 254

External Readers 254

Digital Wallets 255

In Conclusion 255

Chapter 9 Week 8: Drive Awareness with Ambient Media 257

Monday: Image Technologies 258

2D Barcodes 259

Image Recognition 269

Tuesday: Augmented Reality 270

Projected Uptake 271

Use Cases 273

Execution Considerations 274

Wednesday: Near-Field Communications 276

Projected Uptake 277

Potential for Marketers 278

Execution Considerations 279

Thursday: Mobile Broadcasting 280

Wi-Fi 281

Bluetooth 284

Friday: Digital-Out-of-Home 286

Mobile-Enabled Digital Signage 286

Surface Technologies 287

In Conclusion 288

Chapter 10 Chart the Future Forward 289

The New Customer Journey 290

The New Guiding Principles of Digital 292

Portability 292

Preferences 293

Proximity 294

Presence 295

Mobile Innovations to Watch 296

In Conclusion 298

Appendix A: Research Firms 299

Subscription Research Firms 300

Research Resources 300

Primary Research Firms 300

Survey Vendors 301

Appendix B: SMS Aggregators 303

Tier 1 304

Tier 2 304

Tier 3 304

Appendix C: Mobile Web Resources 307

Device Detection 308

Test Tools 308

Appendix D: Mobile App Resources 309

App Development Resources 310

Test Services 310

App Marketing Resources 310

Press Release Services 310

App Review Sites and Directories 311

Android-Specifi c Sites 312

Game-Specifi c Sites 312

App Analytics Firms 312

Appendix E: Mobile Ad Networks 315

Premium 316

Premium Blind 316

Blind 316

Appendix F: Blogs, Online Publications, and Twitter Feeds 319

Blogs 320

Online Publications 321

Twitter Feeds 321

Appendix G: Conferences, Events, and Organizations 323

Conferences and Events 324

Industry and Professional Organizations 324

Glossary 327

Index 337

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Rachel Pasqua is VP of Mobile at global digital marketing agency iCrossing, where she helps Fortune 500 clients connect successfully with their audiences in a multiplatform, always-on world. She is an oft-quoted speaker at industry conferences such as OMMA, Digiday, and the L2 Think Tank series, and she has judged numerous media events including the Communication Arts 2010 Interactive Design Annual. She writes regularly about digital innovation on iCrossing's Great Finds blog; her personal website, Mobile Social Ambient; and on Twitter at @rachelpasqua. Noah Elkin, PhD, is Principal Analyst at eMarketer, where he helps clients understand the latest developments in mobile marketing, devices, and commerce. A respected authority on digital trends, he is quoted frequently in leading publications, including the New York Times, the Wall Street Journal, Bloomberg Businessweek, Forbes, Ad Age, and NPR. He speaks regularly at industry conferences such as ad:tech, iMedia Summits, Mobile World Congress, and MMA Forum. Noah shares his insights on Twitter at @noahelkin.

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Do you think you've discovered an error in this book? Please check the list of errata below to see if we've already addressed the error. If not, please submit the error via our Errata Form. We will attempt to verify your error; if you're right, we will post a correction below.

ChapterPageDetailsDatePrint Run
5 172 Text correction
In the sidebar under "Iterative Refinement", Peter Farago, Vice President of Marketing at Flurry, is misidentified as "Peter Flurry".
3/8/13 1st
Correction to back cover copy
Under "Praise for Mobile Marketing: An Hour a Day," Sara Holoubek is the CEO of Luminary Labs, not "Luminary" as printed.
3/8/13 1st
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January 14, 2013
Sybex Announces Latest Book to Popular ‘An Hour a Day’ Series – Mobile Marketing: An Hour a Day

Sybex, an imprint of Wiley, announced today the publication of Mobile Marketing: An Hour a Day (Wiley/Sybex; ISBN: 978-1-1183-8844-0; US $29.99), a step-by-step guide that helps brands plan and implement mobile marketing strategies.

Written by expert mobile marketers Rachel Pasqua, vice president of mobile at iCrossing, and Noah Elkin, principal analyst at eMarketer, Mobile Marketing: An Hour a Day employs an easy-to-follow format to explain the full spectrum of mobile marketing technologies and tactics including messaging, mobile websites, apps, mobile advertising and more. The book focuses on how brands can connect more effectively with always-on mobile audiences.

“Mobile marketing is about audiences, not devices,” said Pasqua. “The key to successful mobile marketing is creating connected moments throughout the consumer’s purchase journey, and this book provides a blueprint for how marketers can do just that."

She also noted that the book discusses how brands can build better relationships with audiences who use devices ranging from tablets to smartphones to research and purchase goods and services.

“Mobile creates almost unlimited opportunities for brands to connect with consumers because mobile devices increasingly permeate every aspect of our lives,” said Elkin. “Mobile Marketing: An Hour a Day shows marketers how to create the kinds of real-time, hyper-relevant experiences that will resonate with their audiences.”

As part of the popular do-it-yourself An Hour A Day series, this new book is full of advice, practical tips, and tactics to help readers leverage the mobile strategies that are best for their brand, ranging from location-based marketing via Foursquare and Yelp, to setting up and managing a mobile commerce site, or experimenting with technologies such as QR codes, ambient communication (RFID and Bluetooth) and mobile broadcasting.

Mobile Marketing: An Hour a Day is now available for purchase online and at retailers nationwide in both print and all e-book formats. For additional information about the book, visit http://mobileanhouraday.com/ and follow the conversation on Twitter using the hashtag #CMOmobile. For a list of retailers, visit www.wiley.com/buy/9781118388440. For additional information about Sybex, visit www.sybex.com.

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