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Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising Paperback – November 28, 2013

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Editorial Reviews

Review

"Rowles has definitely nailed the steps that it takes for a business to get with the modern century and learn everything about the mobile side of doing business with today’s customer. Mobile Marketing...is one of those books that every business owner should read."
(Samantha Rivera Readers' Favorite)

"For most businesses, mobile marketing will be only a part of an Internet marketing strategy. This book clarifies why mobile marketing needs to be considered separately, and why mobile marketing is becoming increasingly important. I personally found this one of the most helpful books I have read this year, and I highly recommend it."
(John Gibbs Leading Business Books)

Business readers; marketers and students; small business owners

"Mobile Marketing gets to the heart of effective marketing consideration of mobile device usage among consumers. ..A packed guide that businesses large and small will appreciate and can use. Insights are explained so that any professional, from the director in the corporate corner office to the owner of a bed and breakfast, can learn what a customer can experience from a campaign."
(Pierre DeBois Small Biz Trends)

Book Description

Strategic and best practice advice on integrating mobile technologies into the marketing mix
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Product Details

  • Paperback: 280 pages
  • Publisher: Kogan Page (November 28, 2013)
  • Language: English
  • ISBN-10: 0749469382
  • ISBN-13: 978-0749469382
  • Product Dimensions: 6 x 0.6 x 9 inches
  • Shipping Weight: 14.9 ounces (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #684,972 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful By David Wineberg TOP 500 REVIEWER on November 21, 2013
Format: Paperback
If the term native app brings shivers to your spine and a tingling in the hairs on your arm, Mobile Marketing is for you. It's a very high level overview of the options and alternatives in the smorgasbord of mobile marketing options. It demystifies terms, shows how the concepts compare, and basically prepares you for a conversation you might not be able to have otherwise.

I particularly liked the emphasis at the beginning, that mobile marketing is not going to work for you unless you have a strategy. Just doing it because - you should and everyone else is - is going to end in miserable failure. The boss says we need an app is not sufficient information to proceed. But then, it never has been.

The book is a breeze to read, is organized by someone who says these things every day of his life in seminars, and covers the bases. It's not as detailed as a "Dummies" book, but it allows you to come away with the impression that you now get it. That's worth something.

David Wineberg
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4 of 4 people found the following review helpful By John Gibbs TOP 1000 REVIEWER on November 16, 2013
Format: Kindle Edition
Mobile marketing is all about understanding the user journey, according to Daniel Rowles in this book. It is not about focusing on the device itself; it is about understanding what individuals want to achieve, and we need to understand how the technologies that make up mobile marketing can be used to help achieve the goals of an individual.

Users of mobile devices tend to want more specific information in a shorter amount of time, so broadcast generic messages are unlikely to work. Instead, the marketer needs to go back to the basics and select appropriate tools, channels and content to reach a clearly defined and well-understood target audience. It is very easy to be seduced by the creative possibilities of new technologies, but marketing success requires a well-defined strategy and clear measurement framework.

Part One of the book describes the mobile consumer, technology change, devices and platforms, mobile usage statistics, and the future of mobile marketing. Part Two provides a tactical toolkit which includes discussion of:

• Mobile sites and responsive design
• Ways of building, marketing and maintaining apps
• The uses of social media in a mobile context
• Mobile search and search engine optimisation
• Mobile advertising
• Augmented reality
• QR codes
• Near field communication
• Short messaging services; and
• Mobile analytics

For most businesses, mobile marketing will be only a part of an Internet marketing strategy. This book clarifies why mobile marketing needs to be considered separately, and why mobile marketing is becoming increasingly important. I personally found this one of the most helpful books I have read this year, and I highly recommend it.
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3 of 3 people found the following review helpful By Andrew R Favell on November 28, 2013
Format: Paperback
I would never claim to be a "digital native", in fact, I'm not entirely sure I know what one is. However I have been running a popular website about mobile marketing and mobile Web for five years, so I've got a broad understanding of most aspects of mobile.
I found this book very useful and a surprisingly compelling read. It articulates the theories and terminology of mobile marketing succinctly, with interesting graphs and case studies from around the world. All references and statistics are sourced, so you can find out more. I particularly liked the tools section covering mobile/responsive sites, apps (including questions to ask a potential mobile agency), social media (made loads of notes here), mobile search, both SEO and paid, mobile ads, messaging, analytics and so on.
You know, I may actually read it twice.
I highly recommend this book to anyone who wants to know more about mobile marketing, mobile Web etc. Buy it. You aren't going to agree with all of it, you may already know some of it, but you will learn a lot from it. It's not a blueprint for your mobile strategy, but should stop you wasting your money on a whimsical vanity project. It gives you the big picture.
The most unusual thing about this, for a work-related book, is that it is really readable, which makes it the ideal present for the marketer, webby, techie in your life... or for that person in every office who reckons they are a mobile expert because they know how to work a smartphone.
Andy Favell, Editor, mobiThinking.
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1 of 1 people found the following review helpful By Buttercup on December 10, 2013
Format: Kindle Edition
As with most of Daniel Rowles work, this book is pitched at just the right level so there's something for everyone. There's tips and advice for those new to mobile marketing and are looking to understand more about what it can do for them, and then there is a lot of top level support around mobile strategy and linking this with other marketing activities. I've been working in marketing and digital for over 10 years and mobile is often something i'm asked about but only have a fairly basic understanding of, this book has really helped me to get to grips with the mobile offering and how it fits into the wider marketing mix.

I really liked the helpful tools section, it gave me a starting place to work from and cut through the plethora of companies all claiming to deliver mobile and I now feel a lot more confident in holding my own with specialists. There's also plenty of further reading as my understanding develops and I want to know more.

This book is now a permanent fixture on my desk and is already a little dogeared with the amount i've been referring to it.
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