Acknowledgments xv
Foreword Michael J. Becker xvii
Interact With This Book xix
Introduction xxiii
Part 1 Mobile Marketing Strategy and Implementation 1
Chapter 1 The Basics and the Big Picture 3
What Is Mobile Marketing? 3
How Big Is the Mobile Market? 7
Opportunities in Mobile Marketing 9
Why You Need to Take Action Now, Even If You're Not Ready 10
Who Is Using Mobile the Most: The Savvy Markets 11
The Big Picture 14
Chapter 2 Five Steps to Creating a Dynamic Mobile Marketing Campaign 17
The Secret of Being Dynamic 17
Step 1: Figure Out What Your Target Market Wants and Offer It 20
Step 2: Align What Your Target Market Wants with Your Desired Outcome 27
Step 3: Follow the Mobile Marketing Checklist to Build Your Mobile Strategy 30
Step 4: Launch Your Mobile Marketing Campaign and Market It 30
Step 5: Track What Is Working and Make Any Necessary Adjustments 32
Chapter 3 Legal Issues and Implications of Mobile Marketing 35
Why Legal Issues Are Strategic Issues 35
Best Practices Are Not Optional 36
Mobile Messaging Meets the Law 37
And the Lucky Winner Is 39
What Your Users Generate and How It Affects You 40
The Under-13 Crowd 40
May I See Your ID, Please? 41
Privacy, Sweet Privacy 41
Location-Based Legal Requirements 42
Consequences of Ignoring Legal Implications 42
Tips for Getting Your Mobile Campaign Through Your Legal Department 43
Chapter 4 Launching Your Campaign 45
Three Paths to Your Mobile Launch 45
Working With an Agency 46
Working Directly With a Vendor 47
Do-It-Yourself Guerrilla Tactics 49
How to Choose a Mobile Agency, Vendor, or Consultant 53
Part 2 Mobile Marketing Toolbox: Tactics, Campaign Ideas, and Resources 57
Chapter 5 Calling 59
What Is Calling? 59
When to Use Calling as a Marketing Tool 60
How to Use Calling: Best Practices, Tips, and Techniques 60
Chapter 6 Text Messaging 67
What Is Text Messaging? 67
When to Use Text Messaging as a Marketing Tool 67
How to Use Text Messaging: Best Practices, Tips, and Techniques 68
Types of Text Messaging 70
Text Messaging Best Practices 74
Types of Text Message Campaigns 75
Choosing a Text Message Company 86
Chapter 7 Creating a Mobile Web Presence 91
What Is the Mobile Web? 91
When to Use the Mobile Web as a Marketing Tool 91
How to Use the Mobile Web: Best Practices, Tips, and Techniques 92
Content Strategy for Your Mobile Website 95
Building a Mobile Website 100
Driving Traffic to Your Mobile Website 102
Chapter 8 Mobile Search 105
What Is Mobile Search? 105
When to Use Mobile Search as a Marketing Tool 105
How to Use Mobile Search: Best Practices, Tips, and Techniques 106
Business Listings 106
Mobile SEO Tactics 111
Chapter 9 Mobile Advertising and Mobile Apps 117
What Is Mobile Advertising? 117
When to Use Mobile Advertising as a Marketing Tool 117
How to Use Mobile Advertising: Best Practices, Tips, and Techniques 118
Mobile Advertising and Appvertising 118
Types of Mobile Advertising Units 123
Mobile Apps as a Business Marketing Tool 127
Chapter 10 Social Networking Meets Mobile 131
What Is Social Networking? 131
When to Use Social Networking in Conjunction With Mobile Marketing 132
How to Use Social Networking: Best Practices, Tips, and Techniques 133
Using Social Networking to Market Your Mobile Campaign 133
Using Mobile Marketing to Build Your Social Network 136
Chapter 11 Location-Based Marketing 143
What Is Location-Based Marketing? 143
When to Use Location-Based Marketing as a Marketing Tool 143
How to Use Location-Based Marketing: Best Practices, Tips, and Techniques 144
Local Mobile Search 144
Check-In Tools 145
Interactive Signage 147
Augmented Reality 148
Bluetooth Marketing 150
Geo-Fencing 152
Chapter 12 More Mobile Methods 155
Mobile Email 155
Mobile Commerce 157
Mobile Bar Codes (QR Codes) 158
Mobile Video 162
Mobile for Nonprofits 162
Mobile Marketing Awards 163
Part 3 Marketing and Tracking Mobile Campaigns 165
Chapter 13 Marketing Your Mobile Campaign 167
Why You Need to Market Your Mobile Campaign 167
Integrating Mobile Into All Other Marketing 168
Online Marketing 169
Signage 173
Business Cards/Marketing Cards 175
Advertising 170
Trade Shows/Consumer Events 181
Social Networking 182
Product Packaging 183
College Marketing 184
Mobile Marketing for Your Mobile Marketing 184
Word of Mouth 186
Educating Your Customers on Using Mobile 187
Chapter 14 Tracking Your Mobile Campaign 189
Why You Need to Track Your Mobile Marketing Campaigns 189
Calling Campaigns 190
Text Message Campaigns 190
Mobile Web 191
Mobile Advertising 192
Mobile Apps 192
Mobile Bar Codes (QR Codes) 193
Social Networking 193
Afterword: Moving Ahead in Mobile 195
Appendix: How to Start a Mobile Marketing Business 197
Glossary 201
About the Author 205
Index 207
