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Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising Paperback – November 28, 2013
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Business readers; marketers and students; small business owners
Strategic and best practice advice on integrating mobile technologies into the marketing mix
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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.
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.
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.
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.