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Mobile Marketing: Finding Your Customers No Matter Where They Are

Mobile Marketing: Finding Your Customers No Matter Where They Are

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Product Description

Mobile Marketing

Finding Your Customers No Matter Where They Are

Use Mobile Marketing to Supercharge Brands, Sales, and Profits!

Using brand-new mobile marketing techniques, you can craft campaigns that are more personal, targeted, immediate, measurable, actionable–and fun! Now, one of the field’s leading pioneers shows exactly how to make mobile marketing work for your business. Cindy Krum cuts through the hype, revealing what’s working–and what isn’t. She guides you through identifying the right strategies and tactics for your products, services, brands, and customers…avoiding overly intrusive, counterproductive techniques…and how to successfully integrate mobile into your existing marketing mix. Above all, Krum shows you how to effectively execute on your mobile marketing opportunities–driving greater brand awareness, stronger customer loyalty, more sales, and higher profits.

Topics include

• Getting started fast with mobile marketing

• Understanding the international mobile marketing landscape

• Targeting and tracking the fast-changing mobile demographic

• Taking full advantage of the iPhone platform

• Leveraging mobile advertising, promotion, and location-based marketing

• Building micro-sites and mobile applications

• Performing search engine optimization for mobile sites and applications

• Building effective mobile affiliate marketing programs

• Integrating online and offline mobile marketing

• Avoiding mobile marketing spam, viruses, and privacy violations

• Previewing the future of mobile marketing

Details

  • ISBN13: 9780789739766
  • Condition: New
  • Notes: BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed

Mobile Marketing: Finding Your Customers No Matter Where They Are 4.5 out of 5 based on 17 ratings. 3003 user reviews
Marketing Reviews Mobile Marketing: Finding Your Customers No Matter Where They Are

Mobile Marketing

Finding Your Customers No Matter Where They Are

Use Mobile Marketing to Supercharge Brands, Sales, and Profits!

Using brand-new mobile marketing techniques, you can craft campaigns that are more personal, targeted, immediate, measurable, actionable–and fun! Now, one of the field’s leading pioneers shows exactly how to make mobile marketing work for your business. Cindy Krum cuts through the hype, revealing what’s working–and what isn’t. She guides you through identifying the right strategies and tactics for your products, services, brands, and customers…avoiding overly intrusive, counterproductive techniques…and how to successfully integrate mobile into your existing marketing mix. Above all, Krum shows you how to effectively execute on your mobile marketing opportunities–driving greater brand awareness, stronger customer loyalty, more sales, and higher profits.

Topics include

• Getting started fast with mobile marketing

• Understanding the international mobile marketing landscape

• Targeting and tracking the fast-changing mobile demographic

• Taking full advantage of the iPhone platform

• Leveraging mobile advertising, promotion, and location-based marketing

• Building micro-sites and mobile applications

• Performing search engine optimization for mobile sites and applications

• Building effective mobile affiliate marketing programs

• Integrating online and offline mobile marketing

• Avoiding mobile marketing spam, viruses, and privacy violations

• Previewing the future of mobile marketing

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14 comments to Mobile Marketing: Finding Your Customers No Matter Where They Are

  • Charles Ashbacher

    Rating

    One fact about marketing on handheld devices such as smart phones and Blackberries is unarguable:

    The percentage of people and the amount of activity that they will do on them will continue to dramatically increase.

    This leads to a tremendous marketing opportunity that the intelligent business owner must exploit, for many companies it will literally be a matter of life or death. While the tactics for exploiting this opportunity have some similarities to what can now be considered traditional marketing, the differences are substantial. The online potential or actual customer has a completely different set of expectations and patience limitations than the non-online customer does.

    Krum starts at the beginning, with an explanation of the differences and then proceeds to describe how you can engage in a dialog with the vast and growing pool of online customers. As Krum describes very well, it is a difficult task, requiring some base knowledge of the capabilities of the devices as well as differential demographics regarding the primary people using each device. Another key characteristic of mobile marketing is common to real estate and that is location. By definition, effective mobile marketing shifts over time as the holder of the device changes their geographical location over time. However, there are legal and common decency restrictions against simply using a GPS to monitor the physical location of a customer in order to send them ads specific to that location. Krum explains how you can send such ads without violating these very sensible restrictions.

    The business environment is rapidly changing to one where more business is going to be done using handheld devices with the associated incredible opportunities to either rise or fall or both. Some of the old will crumble, the new will appear and some of the old will adapt. Reading this book will dramatically increase your chances of avoiding the first category.

  • Chen Sun

    Rating

    I’ve rated many marketing books as mediocre, but strongly recommend this book. Mobile Marketing has true marketing substance including explanating the mobile’s core marketing knowledge foundations-technology overview and people’s behaviour in using the technology-and then includes mobile marketing services that capitalize on the behavior. Though much of this book’s mentioned specific advertising services will become out-of-date, its explanation of mobile’s core technologies and defintions of mobile’s acroynm-filled vocabularly will be useful for many years. I’m a web marketer with over 30 years of IT background who learned an enormous amount from this book.

    Though my mobile marketing reading is limited, I felt the book is comprehensive and appropriately condensely written. Most fluff marketing books might write 3 pages for a case study, here its case studies cover the marketing essentials in 2 paragraphs; excellent writing. One of the few marketing book I have to read carefully.

    The book is $25; most $25 marketing books I would have reviewed in less than 4 hours- this one, I’m over 10 hours, and still am only 1/3 through. Every chapter provides valuable marketing information.

  • J. Lee

    Rating

    As a marketer for over twenty years, keeping up with all of the technological marketing medium opportunities that have emerged and continue to evolve isn’t as easy as it once was. Well-focused, detailed and informative books on a specific growing opportunity, written by an expert, definitely help. This one delivers well on this front. Here’s the more specific upsides and potential downsides I see, depending on your expertise and needs.

    KEY UPSIDES:

    - It’s a thorough and well-organized in-depth look across the spectrum of mobile marketing.

    There isn’t anything I can think of this book should have included that it didn’t. It starts with a history and overview of the strengths and complexities of Mobile Marketing and a detailed look at how to target and track your MM audience.

    Throughout the book there are great case studies. After looking into each of the different approaches that one might take with their mobile marketing efforts. It goes on to explore the international MM landscape and privacy/spam issues. There’s also an appendix of supplier resources, text symbols and a glossary of frequently used terms.

    - It’s a practical, tactical “how to guide” too.

    For each type of potential mobile marketing campaign - including advertising, promotions, application creation, e-commerce, search engine optimization and integrating it with mass media- you’ll get a break down of the various mobile marketing tactics available, considerations to help you decide if that kind of effort is right for your business needs, and the best practices, instructions and resources to help you make it happen.

    - You recieve free access to the on-line version of the book, w/ purchase of the hard copy.

    It’s a good reference that’s only a click away.

    POTENTIAL DOWNSIDES:

    - It’s not going to be current for long.

    One of the great things about this book is that it includes recent research and has added things like a chapter specifically dedicated to iPhone marketing - not included in many other books. But, w/ the recent launch of the iPad - there’s already a new chapter waiting to be made. Some of the more specific info is just going to get outdated extremely quickly.

    - It’ll be easier to understand and more useful to marketers who are already fairly savvy on Internet Marketing and have worked with larger scale campaigns.

    Mobile marketing opportunities, to a great extent, parallel Internet marketing ones. So, in many cases the book is highlighting the differences between the two, and it can and does get very technical. MM is also very resource intensive. This makes it more difficult currently for smaller organizations to use as efficiently - and the book really focuses on larger scale initiatives.

    BOTTOM LINE: A well-written, thorough and practical guide, as well as reference book. For as long as it remains current, I highly recommend it to marketers that want a greater understanding of the potential Mobile Marketing opportunities available to their brands.

  • Russ Emrick

    Rating

    This book came very timely. I just heard on the news that we just hit the milestone where phones are used more for data than voice. This exponentially growing communication method (Mobile devices) cannot be overlooked or dismissed by marketers - unless of course you don’t like leads and want to go out of business. That said Mobile Marketing remained a mystery to me. Perhaps an age thing. Just when I get a handle on “Web 2.0″ i.e. Social Media, now comes the vast and confusing world of marketing to mobile devices. Need help: this book is it!

    Every aspect of Mobile Marketing is covered in this 300+ page book. The book is well illustrated and not written in a dense incomprehensible technical babble. The breath of Mobile Marketing is remarkable - even covering international markets. Whether you need to implement a Mobile Marketing strategy, sell your CEO on a budget, or actually have to understand the technology, you’ll get your answers here. I found Mobile Marketing helpful even as a Blackberry user and information consumer.

    The print is small and there is a lot of information packed into this book. So don’t expect an easy or quick read. However it doesn’t require an engineering degree either. This is a go-to resource and must read for salespeople, marketers, and entrepreneurs. As cell phones, iPads and other mobile devices become central to communication the marketer who knows how to profit from them will be well ahead of their competition. This book is a short cut and resource for the Mobile Marketing area without having to spend months or tons of money. I am actually grateful to the author for this book - a sentiment I have seldom had before.

  • Mr. F. Costello

    Rating

    There are three people in the world who truly know marketing and optimisation for mobile, two of them owe everything to the third person which is the author of this book Cindy Krum.

    Cindy is simply THE AUTHORITY on all things mobile, this is clearly the best book on mobile marketing and optimisation ever written.

    Want to see what the future of marketing looks like, buy this book.

    Want to learn how to make money from mobile, buy this book.

    Want to open up your existing website / ecommerce company to mobile, buy this book.

    Want to crash the iphone / ipad party, buy this book.

  • T. Fraser

    Rating

    This is an excellent guide for marketing professionals who desire to understand the impact mobile marketing can have for their clients or organization along with the technical specifics on how to implement and maximize mobile marketing efforts. I would also highly recommend this book for business students in general, marketing students in particular.

    For marketing professionals: this book will give them the nitty-gritty of mobile marketing including:

    how to target and track customers and use various analytics programs

    how to gear campaigns for iPhone users, including maximizing messages to use accelerometers and touchscreens

    how to create effective mobile advertising campaigns

    how to take advantage of location-based marketing (mobile couponing)

    understanding microsites

    all about mobile apps and how they can expand brand awareness

    mobile website development

    how to optimize sites for mobile search engines

    how to integrate mobile marketing with on- and offline marketing efforts

    how to implement mobile e-commerce

    consideration of privacy, spam and virus issues

    a summary of the international mobile marketing landscape

    and finally, a forecast for the future of mobile marketing

    Case studies are also included in several of the chapters to give examples of successful campaigns that have implemented the discussed techniques.

    Overall, highly recommended.

  • kstars

    Rating

    I am a web design student, and I go a lot out of this book. It is amazing how much detailed info about the topic of mobile marketing is in one book. This book is up-to-the minute right now, but the principles are enduring ones.

    I could see a class structured around this book. The book breaks down information in an efficient way, and presents it in manageable chunks. The book starts out with the building blocks, goes into specific detail, and even gives the reader a glimpse of the future.

    Get i t while it’s hot!

  • Midwest Book Review

    Rating

    Mobile Marketing: Finding Your Customers No Matter Where They Are tells how to use new mobile marketing technologies to create more personal, measurable sales campaigns. From understanding mobile demographics and possibilities to leveraging mobile advertising, this packs in key details for an important survey essential to any business endeavor.

  • Eric James

    We strongly recommend the Mobile Marketing Book…Local Businesses have the greatest opportunity today with local Mobile and Internet; more than ever, to level the playing field with corporate America. Please don’t let us down. Http://www.LocalAdvertisingBlueprint.com See the Video!

    With Kind Regards,

    Eric James

  • J. Powell

    Rating

    I’ve seen internet advertising grow from banner ads to key-word purchases on the big search engines like Google.

    This is the next and enlightening step in putting your business out there for people who use mobile devices.

    The book is a good primer on the use and evolution of cell phones, and gives the reader great definitions and explanations of how to utilize mobile device advertising in a lot of different ways, and a lot of various sites and development resources.

    It includes specific business case studies that would be similar to “Harvard Business Review” studies, but in a micro format.

    There is really a lot of information here, and the author makes it easy and fun to understand.

  • James Beswick

    Rating

    Put simply, mobile marketing is going to be the biggest growth area for online ads for the foreseeable future, potentially eclipsing the desktop advertising space. The biggest difficulty in getting into this space for many marketers has been the lack of any quick “101″-style guide to cover all the essentials, and I think Cindy Krum has managed to provide this here.

    Aside from the general introduction and history of mobile development, there’s considerable information on demographic targeting, limitations of the current smart phone devices, how to use location-specific factors in your messages, internationalization, and integration with e-commerce platforms available on mobile. There’s also important information about growing privacy issues and creating suitable ads for teens and children, which are two of the most active demographics on these phones.

    I particularly enjoyed the chapter on integration with existing online and offline marketing, and I thought the case studies were well thought-out and illustrated the points made throughout the book. There’s also a helpful glossary of text terms (anyone over 15 years old will likely not know most of these).

    Overall, I think the author has managed to cover every major issue on the topic, and anyone with experience in search engine or online marketing should find they can transition their knowledge to mobile by reading this. Of course, who knows how long the information will remain current given the speed of the industry, but for now this should be required reading for anyone developing a mobile strategy.

  • Kingston Upon Thames

    Mobile marketing is getting popularity nowadays. I wanted to thank you for this excellent read!! I definitely enjoyed every little bit of it. I have bookmarked your site to check out the latest stuff you post.

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