Mobile Marketing How Mobile Technology is Revolutionizing Marketing Communications and Advertising 2nd Edition Daniel Rowles 0749479809 9780749479800

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Product details:

• ISBN 10: 0749479809
• ISBN 13: 9780749479800
• Author: Daniel Rowles

Mobile Marketing is a clear, practical guide to harnessing the mobile consumer and tackling the rising challenges of divided user attention across multiple screens at the same time. It demystifies the vast spectrum of tools and techniques now available and explains how to optimize these dynamics into an innovative and effective mobile marketing strategy. Now that website search rankings take into account mobile optimization, no serious marketer can do without a thorough understanding of mobile. The first edition of Mobile Marketing won the Judge’s Choice Award in Social Media at the Small Business Trend’s 2014 Book Awards. This fully revised 2nd edition includes straightforward explanations on mobile optimized content, app development, social media and proximity based marketing.

Table of contents:

01    Introduction

02    Understanding the user journey

03    Technology change and adoption

04    Disruption and integration

05    Devices, platforms and technology: why it doesn’t matter

06    The future of mobile marketing

07    Introduction

08    Mobile sites and responsive design

09    Mobile and e-mail

10    How to build an app

11    Social media and mobile

12    Mobile search

13    Mobile advertising

14    Augmented reality (AR) and virtual reality (VR)

15    Quick response (QR) codes

16    Location-based devices and beacons

17    Near field communication (NFC) and mobile payments

18    Instant messenger (IM) apps and short messaging service (SMS)

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