Mobile Marketing: The Message Revolution: Lessons from Global Brand Leaders on How to Make a Success of the Mobile Channel - Tapa blanda

HAIG, Matt

 
9780749437985: Mobile Marketing: The Message Revolution: Lessons from Global Brand Leaders on How to Make a Success of the Mobile Channel
Tapa blanda
ISBN 10: 0749437987 ISBN 13: 9780749437985
Editorial: Kogan Page, 2002

Sinopsis

Mobile phones offer a unique opportunity for businesses to market their product on a one-to-one basis. In <i>Mobile Marketing</i>, Matt Haig looks into this medium: how to maximise it's use, how to avoid abuse (it is very instrusive) and how to ensure that campaigns pay off.

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Acerca del autor

<p><b>Matt Haig</b> is an independent consultant advising organisations of all types and sizes on creating integrated marketing and branding solutions. As one of the very first writers on e-business, Matt has always been at the forefront of developing leading edge marketing solutions. More recently he has carried out mobile marketing consultancy for several companies and has researched and written extensively on the subject.<br><br> Its rapidly growing popularity inspired <b>Matt Haig</b> to write his popular book <i><b> Mobile Marketing: The Message Revolution</b></i>. Acclaimed for his no-nonsense pragmatic style, Matt is a popular speaker and writes regularly for the national and business press. He is also the author of several other best-selling guides including <i><b>E-PR: The Essential Guide to Public Relations on the Internet</b></i>, <i>E-Business Essentials</i>, <i><b> E-Mail Essentials</b></i>, <i><b>The E-Marketing Handbook</b></i>, <i><b>The B2B E-Commerce Handbook</b></i> and <i><b>How Come You Don't Have an E-business Strategy? </b></i>(all published by Kogan Page).</p>

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<p>List of figures<br><br> Foreword by Steve Wunker<br><br> Introduction<br><br> Reaping the rewards<br><br> About this book<br><br> Mobile mentors<br><br> The text focus<br><br> 1.The text phenomenon<br><br> SMS: the quiet revolution<br><br> Text benefits<br><br> Marketing benefits<br><br> Everything you ever wanted to know about text (but were afraid to ask)<br><br> Balearic beginnings<br><br> SMS pioneers<br><br> SME SMS<br><br> A limited canvas<br><br> Types of campaign<br><br> Beyond the youth market<br><br> Text versus Web<br><br> Last word<br><br> 2.The mobile mindset<br><br> Permission marketing<br><br> Think narrow<br><br> Mobile branding<br><br> Building an infobrand<br><br> Adding real value<br><br> Pull and push<br><br> Push marketing problems<br><br> Pull marketing problems<br><br> Viral marketing<br><br> New York Celebrity Sightings: Learn from a viral phenomenon<br><br> Last word<br><br> 3.The mobile marketing menu<br><br> Premium services<br><br> Case study: Bridget Jones' Diary<br><br> Paid content PC problems<br><br> Paid content: mobile success<br><br> Competitions<br><br> Coupons<br><br> Tickets<br><br> Location, location, location<br><br> Case study: location-based shopping<br><br> Alerts<br><br> Sponsorships<br><br> Mobile payment services<br><br> Mobile channels<br><br> The best text you've ever had<br><br> Last word<br><br> 4.Two-way marketing<br><br> A two-way medium<br><br> Connected markets<br><br> Getting personal<br><br> Market research<br><br> Text chat<br><br> Case study: Ministry of Sound's two-way approach<br><br> Last word<br><br> 5.Responsible marketing<br><br> The need for responsible marketing<br><br> The spam problem<br><br> Spam-free services<br><br> Mobile marketing regulations<br><br> Case study: spam stuck on the menu for South African mobile users<br><br> Spam: industry perspectives<br><br> Avoiding message fatigue<br><br> Case study: Carlsberg's World Cup campaign<br><br> Pull marketing<br><br> Marketing to children<br><br> Text overload<br><br> Legal implications<br><br> Last word<br><br> 6.Generation text<br><br> The new power generation<br><br> Teen text<br><br> Explaining the teen text phenomenon<br><br> Mobile culture<br><br> Pay-as-you-go<br><br> Customizable mobiles<br><br> Case study: Cadbury 'goes large'<br><br> Ringtones<br><br> Mobile gaming<br><br> The text epidemic<br><br> Ten teen commandments<br><br> Case study: East West Records wireless marketing campaign for Oxide & Neutrino<br><br> Last word<br><br> 7.The language of text<br><br> A new language<br><br> The right balance<br><br> Text misconceptions<br><br> Case study: the Guardian SMS Poetry Competition<br><br> Last word<br><br> 8.Integrating mobile campaigns<br><br> Text messaging and television<br><br> Case study: television takes a break for SMS link-up<br><br> Print media<br><br> Case study: Top of the Pops magazine text club<br><br> SMS, MMS and the Internet<br><br> SMS and outdoor advertising<br><br> The reason for text<br><br> SMS and radio<br><br> SMS: the perfect back channel<br><br> Exploiting the full media potential<br><br> Product promotion<br><br> Last word<br><br> 9.The global message<br><br> Text messaging: a global phenomenon<br><br> The operator's perspective<br><br> The view from Europe<br><br> Case study: E-Taxi, Irish innovation<br><br> Texting USA<br><br> Last word<br><br> 10.Implementing a campaign<br><br> The technological requirements<br><br> Software solutions<br><br> Case study: the Cellar Society use Brand2Hand<br><br> Marketing agencies<br><br> Last word<br><br> 11.The mobile Internet<br><br> A rough ride<br><br> WAP problems<br><br> The WAP Forum<br><br> The WAP brand<br><br> Say WAP?<br><br> Big in Japan<br><br> GPRS and 3G<br><br> Mobile Internet marketing principles<br><br> Case study: Yell.com's WAP service<br><br> Case study: location-based WAP marketing<br><br> Reasons to be cheerful<br><br> RIP SMS?<br><br> Last word<br><br> 12.Future technologies<br><br> 3G<br><br> Case study: Nokia's 3G survey<br><br> MMS: 'SMS on steroids'<br><br> Interactive voice response<br><br> Bluetooth<br><br> XHTML<br><br> GPRS: giving the mobile Internet a face lift<br><br> The SMS 'training ground'<br><br> Future phones<br><br> Last word<br><br> Postscript: the mobile marketer's survival guide<br><br> Key organizations<br><br> Useful Web sites<br><br> Glossary</p>

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Editorial
Kogan Page
Año de publicación
2002
Idioma
Inglés
ISBN 10 
0749437987
ISBN 13 
9780749437985
Encuadernación
Tapa blanda
Número de edición
1
Número de páginas
244
Contacto del fabricante
no disponible
Persona responsable
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Pärnu mnt. 139b-14
Tallinn
11317
Estonia