16 of 16 people found the following review helpful
Wow! Better and more indepth than I expected,
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This review is from: Mobile Marketing Playbook (Kindle Edition)I sell my own artwork and was interested in this book for ideas on how to reach more potential collectors. I did not have a lot of expectations from this book, just a couple of good ideas, but this book is loaded with detailed information.
It starts out by examining why the mobile marketing should be of interest and how it is different from on-line marketing which is not mobile. Then it looks at whether your business can benefit from mobile marketing. And finally spends a lot of time on various strategies and marketing campaigns. You can concentrate on the ones that you determined fit your target audience.
The book contains a lot of statistics, for example it tells us that 85 million U.S. mobile internet users mobile marketing seems like an attractive market to reach out to. Smart phone uses are projected to be 50% of all mobile phone users.
Mobile marketing differs from on-line marketing because advertising is more integrated, more real time. Coupons can be delivered via text messages, stores have mobile bar-codes, ads are displayed by advertising with awareness of your GPS location.
Mobile search differs from on-line search in several ways. There is less competition in mobile search on the positive side. On the negative side there is less room to display ads, so viewer ads are shown. Shorter search queries require better relevancy. Users make decision faster and spend less time on each search. The greatest benefit is local search for those business that has a physical presence.
The book helps you to determine if you can benefit from mobile marketing by asking questions about your goals:
1. Are you interested in branding or direct response?
2. Do you need massive reach to be effective?
3. What is your budget?
4. Are you seeking impression, clicks, or app downloads with a brief campaign?
5. Does your target audience use mobile phones
6. Are they likely to text, take pictures, search, play games, use social media, read news, look for business, surf the web, download apps, scan bar-codes.
7. Do you have stores
8. Do you have a web site
and many more
I've learned a lot about the mobile marketing from this book. Unfortunate, it also looks like I am unlikely to benefit from it based on lack of physical stores and my artwork being in a niche that people are less likely to search on while on mobile phone. This is a very education book and I recommend it.