Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

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9780749469382: Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

Daily time spent on mobile devices is now overtaking daily time spent in front of a TV, as revealed in a recent study by Millward Brown. To help determine what marketers can and should be doing with the exponential growth in mobile device usage, Daniel Rowles offers a practical and hands-on guide to designing, implementing and measuring an effective mobile strategy.

Mobile Marketing starts with an in-depth review of the mobile environment, the technology itself – both hardware and software – and goes further to emphasize the importance of understanding the user journey rather than specific devices. Rowles offers an understanding of what the mobile consumer actually wants to achieve; of technology change and adoption, devices and platforms; of mobile usage statistics and, finally, presents his thoughts on the future of mobile marketing. He then  provides a tactical toolkit that includes discussion of mobile sites and responsive design; how to build, market and maintain apps; uses of social media in a mobile context; mobile search and search engine optimization [SEO]; mobile advertising; augmented reality; QR codes; near field communication [NFC];Short Messaging Services [SMS] and mobile analytics. Along with helpful graphs and tips for further reading, the book includes several international case studies that illustrate the potential pitfalls and rewards of mobile marketing initiatives.

The book is a useful and compelling read, designed both for those new to mobile marketing and those looking for advice on how to better incorporate mobile into other marketing activities. Combining theoretical understanding of mobile's role in the marketing arena and practical exercises, Rowles shows how to build a top-down strategy, encompassing all consumer touch points, to future-proof businesses against customers' ever-changing mobile interaction with brands.

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Book Description:

Strategic and best practice advice on integrating mobile technologies into the marketing mix

About the Author:


Daniel Rowles has worked in digital marketing on both the client and agency sides. He is currently a Course Director for the Chartered Institute of Marketing (CIM) and trains on behalf of Econsultancy. He is also a lecturer for Imperial College London. He has been a judge for the CIM Marketing Excellence Awards since 2010. He is also the co-host of the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His company, TargetInternet.com, helps clients of all types to use digital marketing more effectively, including the BBC, Vodafone, Mastercard, Aviva and Warner Brothers.

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Rowles, Daniel
Editorial: Kogan Page 11/28/2013 (2013)
ISBN 10: 0749469382 ISBN 13: 9780749469382
Nuevos Paperback or Softback Cantidad: 5
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Descripción Kogan Page 11/28/2013, 2013. Paperback or Softback. Estado de conservación: New. Mobile Marketing: How Mobile Technology Is Revolutionizing Marketing, Communications and Advertising. Book. Nº de ref. de la librería BBS-9780749469382

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Daniel Rowles
Editorial: Kogan Page Ltd, United Kingdom (2013)
ISBN 10: 0749469382 ISBN 13: 9780749469382
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Descripción Kogan Page Ltd, United Kingdom, 2013. Paperback. Estado de conservación: New. 1st ed.. Language: English . Brand New Book. Mobile Marketing provides an in-depth hardware and software review of mobile technology - including mobile platforms, app development, social media and location-based services - and information on how to exploit the software to boost marketing, communications and advertising strategies. It 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 such as Sony, L Oreal and Ernst Young 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. Nº de ref. de la librería AAC9780749469382

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Daniel Rowles
Editorial: Kogan Page Ltd, United Kingdom (2013)
ISBN 10: 0749469382 ISBN 13: 9780749469382
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Descripción Kogan Page Ltd, United Kingdom, 2013. Paperback. Estado de conservación: New. 1st ed.. Language: English . Brand New Book. Mobile Marketing provides an in-depth hardware and software review of mobile technology - including mobile platforms, app development, social media and location-based services - and information on how to exploit the software to boost marketing, communications and advertising strategies. It 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 such as Sony, L Oreal and Ernst Young 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. Nº de ref. de la librería AAC9780749469382

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Descripción Paperback. Estado de conservación: New. Paperback. Mobile Marketing provides an in-depth hardware and software review of mobile technology - including mobile platforms, app development, social media and location-based services - and inform.Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 280 pages. 0.413. Nº de ref. de la librería 9780749469382

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Descripción Kogan Page. Paperback. Estado de conservación: New. Paperback. 280 pages. Dimensions: 9.1in. x 6.1in. x 0.7in.Daily time spent on mobile devices is now overtaking daily time spent in front of a TV, as revealed in a recent study by Millward Brown. To help determine what marketers can and should be doing with the exponential growth in mobile device usage, Daniel Rowles offers a practical and hands-on guide to designing, implementing and measuring an effective mobile strategy. Mobile Marketing starts with an in-depth review of the mobile environment, the technology itself both hardware and software and goes further to emphasize the importance of understanding the user journey rather than specific devices. Rowles offers an understanding of what the mobile consumer actually wants to achieve; of technology change and adoption, devices and platforms; of mobile usage statistics and, finally, presents his thoughts on the future of mobile marketing. He then provides a tactical toolkit that includes discussion of mobile sites and responsive design; how to build, market and maintain apps; uses of social media in a mobile context; mobile search and search engine optimization SEO; mobile advertising; augmented reality; QR codes; near field communication NFC;Short Messaging Services SMS and mobile analytics. Along with helpful graphs and tips for further reading, the book includes several international case studies that illustrate the potential pitfalls and rewards of mobile marketing initiatives. The book is a useful and compelling read, designed both for those new to mobile marketing and those looking for advice on how to better incorporate mobile into other marketing activities. Combining theoretical understanding of mobiles role in the marketing arena and practical exercises, Rowles shows how to build a top-down strategy, encompassing all consumer touch points, to future-proof businesses against customers ever-changing mobile interaction with brands. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Nº de ref. de la librería 9780749469382

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Descripción Kogan Page. Paperback. Estado de conservación: New. New copy - Usually dispatched within 2 working days. Nº de ref. de la librería B9780749469382

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