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Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising
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Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising [Format Kindle]

Daniel Rowles

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Having become the ultimate social device, and as users drift away from TVs and computer screens, the mobile offers radical new challenges for the marketer. But how do you design and implement an effective digital strategy? And what tools can be used to measure marketing effectiveness?Starting with a review of the technology itself - both hardware and software - Mobile Marketing explains the dynamics between the key players and how these forces are shaping future developments in terms of service provision, media integration and content strategy. Supported by in-depth case studies, which illustrate the potential pitfalls and rewards of mobile marketing initiatives, Mobile Marketing shows how our new mobile lifestyle can be a rewarding environment for those businesses willing to embrace new technology and, with imagination and creativity, develop mobile marketing strategies that can win customers, boost brand awareness, raise profile and increase profits.

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Commentaires client les plus utiles sur (beta) 4.3 étoiles sur 5  9 commentaires
4 internautes sur 4 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 Demystifying the mobile beast 21 novembre 2013
Par David Wineberg - Publié sur
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
4 internautes sur 4 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 How to plan the user journey for mobile marketing 17 novembre 2013
Par John Gibbs - Publié sur
Format:Format Kindle
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.
3 internautes sur 3 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Useful and a surprising compelling read. 28 novembre 2013
Par Andrew R Favell - Publié sur
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.
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Something for everyone, whatever your level. 11 décembre 2013
Par Buttercup - Publié sur
Format:Format Kindle
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.
5.0 étoiles sur 5 A complex subject made easy 27 juillet 2014
Par BenTrebilcock - Publié sur
This is a fantastic read. Daniel presents a clear picture of mobile marketing with up-to-date statistics and analytical tools that you can try for yourself as you read the book. He explains technical jargon with easy-to-understand explanations and creates structured arguments to illustrate his points.

Daniel examines mobile marketing with a focus on helping the reader make the correct business decisions. This is highlighted by the first chapter discussing the modern day mobile consumer before introducing the various mobile technologies that can capitalise on these changing behaviours.

I would highly recommend this book to business owners, marketers and students as I have put the knowledge to good use in both my job and my CIM marketing diploma.
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