Mobile Marketing
How Mobile Technology is Revolutionizing Marketing, Communications and Advertising
by Daniel Rowles
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Pub Date Nov 28 2013 | Archive Date Jun 22 2014
Description
A growing portion of internet traffic is coming from smartphones and tablets. Net Marketshare put mobile's share of global browsing traffic at 10.3% in October 2012. This was the first time mobile had topped 10% of all browsing. In North America, the share of Web traffic from smart phones and tablets was estimated at 28% as of June 2012, with the time spent with mobile growing at 14 times the rate of desktop media.
Although the importance of mobile technologies for marketing communications is widely recognized, the use of proper strategy is not really understood by a lot of marketers. To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy.
Combining theoretical understanding of mobile's role in the marketing arena and practical exercises, Rowles teaches how to build a top-down strategy, encompassing all consumer touch points, to future-proof businesses against customers' ever-changing mobile interaction with brands.
Marketing Plan
- Promotion in conjunction with the author's active presence in all social media--particularly on YouTube.
- National media campaign including print and daily online versions of general business publications including Inc; Entrepreneur; Fast Co; Bloomberg Businessweek; Fortune Small Business; Forbes
- Wide webinar and podcast program being developed
- Campaign reaching out to start-up and entrepreneurship writers and columnists in national newspapers and top small business bloggers
- Academic marketing promotion to 10,000+ 2- and 4-year college academics, and professors at executive education, extension and certificate courses.
- Advertising in professional magazines: AMA's Journal of Marketing and Marketing Management
Available Editions
| EDITION | Other Format |
| ISBN | 9780749469382 |
| PRICE | $24.95 (USD) |
Average rating from 3 members
Featured Reviews
John G, Reviewer
Mobile marketing is all about understanding the user journey, according to Daniel Rowles in his book Mobile Marketing: How Mobile Technology is Revolutionising Marketing, Communications and Advertising. 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.
David W, Media/Journalist
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 in advance. 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.
