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Author Garris, Molly., author
Title A beginner's guide to mobile marketing / Molly Garris and Karen Mishra
Imprint New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2015
book jacket
Edition First edition
Descript 1 online resource (xvi, 147 pages) : illustrations
text rdacontent
computer rdamedia
online resource rdacarrier
Series Digital and social media marketing and advertising collection, 2333-8830
Digital and social media marketing and advertising collection. 2333-8830
Note Includes bibliographical references (pages 135-144) and index
1. Past, present, and future opportunities for mobile marketing -- 2. Calling and messaging -- 3. Search and web -- 4. Mobile applications (apps) -- 5. Social media networks -- 6. Mobile advertising -- 7. Accessing content -- 8. Mobile marketing strategy and resources -- Key terms -- Advance quotes for A beginner's guide to mobile marketing -- Notes -- References -- Key references -- Index
Access restricted to authorized users and institutions
This book is for marketers (from newbies to CMO level) who want to learn why and how to use mobile marketing to engage and convert consumers. Whether you work with a brand, retail storefront or are studying to do just that, we wrote A Beginner's Guide to Mobile Marketing to help you learn about the exploding opportunities that mobile marketing offers and why it is so important to embrace it in your integrated marketing strategy. As you are well aware, cell phones are no longer just for calling people. Based on the latest trends in consumer behavior on mobiles, we introduce ways that marketers can use Smartphone popularity to reach people with tactics like mobile apps, mobile web, social media, search, text messaging (SMS/MMS/RMM), mobile advertising, location-based services, retail programs and more. NFC, QR codes and texting are a few pull tactics introduced, alongside push tactics like beacons, ads and in-app push notifications. Tablets require a different strategy but this book touches on that to offer background on mobile vs. tablet marketing. Citing the latest and greatest third-party research, learn from an expert about mobile marketing, starting with the basics and ending with a roadmap to develop and measure strategic mobile marketing campaigns. Along the way, participate in exercises to ensure that you understand the material and how to apply it to the real world. Whether you are an educator, student, professional, or mobile maven, we hope that you enjoy the content and case studies we bring to life in this book
Title from PDF title page (viewed on January 26, 2015)
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries
Link Print version: 9781606498408
Subject Cell phone advertising
Internet marketing
case studies
integrated strategy
location-based services
mobile ads
mobile advertising
mobile at retail
mobile marketing
mobile search
mobile site
mobile web
mobile website
multi-media messaging
omni-channel experience
push notifications
QR code
sports marketing
success measurement
text messaging
Electronic books
Alt Author Mishra, Karen E., author
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