Marketing without wires: targeting promotions and advertising to mobile device users
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY
Wiley
2002
|
| Schriftenreihe: | Wiley computer publishing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 288 S. Ill. 24 cm |
| ISBN: | 9780471129608 0471129607 |
Internformat
MARC
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| 100 | 1 | |a Bayne, Kim M. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing without wires |b targeting promotions and advertising to mobile device users |c Kim M. Bayne |
| 264 | 1 | |a New York, NY |b Wiley |c 2002 | |
| 300 | |a XIV, 288 S. |b Ill. |c 24 cm | ||
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| 490 | 0 | |a Wiley computer publishing | |
| 505 | 0 | |a The wireless revolution -- Understanding the wireless world -- Unplugging marketing communications strategies -- Chartering your wireless marketing team -- Building the wireless brand -- Advertising without wires -- Delivering content to wireless devices -- Untethering public relations and publicity -- Enabling mobile commerce and sales functions -- Mobilizing customer service -- Measuring wireless marketing results -- Budgeting for the wireless future -- Appendix A: Glossary -- Appendix B: Mobile handheld devices -- Appendix C: Wireless carriers, network operators, and related service providers -- Appendix D: Solution providers | |
| 650 | 7 | |a Internet |2 gtt | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Telemarketing |2 gtt | |
| 650 | 4 | |a Internet advertising | |
| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a Personal communication service systems | |
| 650 | 4 | |a Telemarketing | |
| 650 | 0 | 7 | |a Mobile Telekommunikation |0 (DE-588)4341131-9 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Telemarketing |0 (DE-588)4215401-7 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Telemarketing |0 (DE-588)4215401-7 |D s |
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Datensatz im Suchindex
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|---|---|
| adam_text | Dedication be
Acknowledgments xi
Introduction xili
About the Author xv
Chapter 1 The Wireless Revolution 1
What Is the Wireless Web? 2
The Hype and the Promise 3
Are You Ready for Wireless Marketing? 3
Reasons to Market to Mobile Devices 4
The Wired Internet: Is It Dying a Slow Death? 4
The Future of Wireless Marketing 5
Overview of the Book 5
Who Should Read This Book? 6
About This Book 6
Chapter 1—The Wireless Revolution 7
Chapter 2—Understanding the Wireless World 7
Chapter 3—Unplugging Marketing Communications Strategies 7
Chapter 4—Chartering Your Wireless Marketing Team 7
Chapter 5—Building the Wireless Brand 7
Chapter 6—Advertising without Wires 7
Chapter 7—Delivering Content to Wireless Devices 8
Chapter 8—Untethering Public Relations and Publicity 8
Chapter 9—Enabling Mobile Commerce Sales and Finance 8
Chapter 10—Mobilizing Customer Service 8
Chapter 11—Measuring Wireless Marketing Results 8
Chapter 12—Budgeting for a Wireless Future 9
Tools You Will Need 9
What s on the Web Site 9
And So... 9
Chapter 2 Understanding the Wireless World 11
About This Chapter 12
A Wireless Primer 12
What Is a Mobile Device? 12
Device Functionality 16
Getting Information onto Mobile Devices 17
Static versus Dynamic Mobile Content 18
The Handheld Popularity Contest 20
PDAs and The Mobile Office 21
Dualing Standards 22
A WAP on the Side of the Head 23
Summary: Top Five Expert Tips 23
Chapter 3 Unplugging Marketing Communications Strategies 25
About This Chapter 26
What Strategy? 26
Do You Have a Mobile Mission? 27
Identify Your Wireless Niche 28
Analyze Purchase Behavior 33
Conduct Custom Primary Research 33
It s the Eleventh Hour Do You Know Where 35
Your Partners Are? 35
Choose the Right Mix of Media 36
Summary: Top Five Expert Tips 39
Chapter 4 Chartering Your Wireless Marketing Team 41
About This Chapter 42
The Needs Assessment 42
Evaluate In House Staff 42
What s Your Job Title? 44
Marketing Staff Job Descriptions 44
Common Themes 45
How Will You Find The Right People? 46
What s Your Wireless Marketing IQ? 48
Advertising 49
Brand Marketing 49
Content Management 50
Direct Marketing 50
Event Marketing 51
Marketing Research 51
Internet Marketing 51
Product Marketing 51
Public Relations 51
» Executive Recruiters 52
A Recruiter s Thoughts 52
Agencies: The Experts 54
Tips for Hiring an Outside Firm 55
Finding Outside Technical Help 55
Get into Bed with Wireless 56
Please Unplug Me, Let Me Go 57
FearofTexting 58
Summary: Top Five Expert Tips 58
Chapter 5 Building the Wireless Brand 61
About This Chapter 62
What s It All About, Branding? 62
General Branding Concepts 62
Talk to the Hand 63
Mobile Branding Concepts 64
The Walled Garden: You Can t Get There from Here 64
Technology Perceptions 66
Name Recognition 66
Logos 68
Mobile Branding in the Marketing Mix 68
I Analyze This 69
I Personality Test 69
f Perceived Value and e Commerce Economics 70
j Memorability and Impressionability 71
Features and Benefits 71
i The Usability Factor 73
Differentiation: Your Mobile Uniqueness 74
I Make Your Wireless Presence a Destination 74
Integrate Your Mobile Brand with Your Online Identity 76
Leverage Mobile Design Features to Enhance Brand Imagery 79
Place Your Mobile Presence on the Top of the Deck 80
I Focus On Brand Strength 85
Mobile Co Branding 87
! Shared PR Activities 88
Special Participation 88
I Nested Branding 89
} Summary: Top Five Expert Tips 89
Chapter 6 Advertising without Wires 91
About This Chapter 91
The Adoption of Wireless Advertising 92
What Exactly Is Wireless Advertising? 92
Defining the Wireless Ad 93
A Few Wireless Advertising Concepts 94
Where Do Wireless Ads Appear? 96
What Do Wireless Ads Do? 102
Co Branded Wireless Advertising 106
What Is Your Wireless Advertising Message? 108
User Concerns 115
Not So Fast 116
So, Are Users Ready or Not? 117
What s In It For Me? 118
WAA Advertising Standards 118
GSM SMS Standards 119
Non GSM SMS Standards 120
WAP Standards 120
Interstitials 120
PDA Standards 121
Wireless Ad Serving 122
The Good, the Bad, and the Ugly 122
Summary: Top Five Expert Tips 123
Chapter 7 Delivering Content to Wireless Devices 125
About This Chapter 127
Content Formats and User Access 127
Addressing the Content Delivery Proposition 130
Tackling the Wireless Content Project 132
Why: Choosing to Deliver Mobile Content 132
Who: Mobile User Numbers 134
What and Where: Content Choices and User Habits 137
How: Funding Development and Deployment 141
Development Options 144
Do it Yourself 145
Service Providers 145
Questions to Ask about Content 146
User Preferences 146
Content Use 146
Content Suitability 147
Market Research 147
Device Support 148 I
Device Suitability 149
Repurposing 149
Outsourcing 149
Adaptation Is the Key 149
Summary: Top Five Expert Tips 151
Chapter S Untetherlng Public Relations and Publicity 1 S3
About This Chapter 154
The Mobile Reporter 154
Five Good Reasons to Unplug Media Relations 155
Conducting Wireless PR 156
The Wireless PR Survey That Wasn t 162
Tackling the Wireless PR Project 164
I Conducting PR Wirelessly 164
{ Wireless News Providers 166
I The Do s and Don ts for Wireless 180
I Media Relations 180
I Register Your Wireless Site 181
f Summary: Top Five Expert Tips 183
Chapter 9 EnaMIng Mobile Commerce and Sales Functions 1*5
About This Chapter 186
Why Mobile Commerce Scares Us So 186
Improving Transaction Security 187
Understanding the M Commerce Point of Sale 188
Arming Your Mobile Sales Force 189
Mobile Wallets 194
How Do Mobile Wallets Work? 194
The Centralized versus Decentralized Debate 200
Wireless Micropayments 201
Why Collect Micropayments? 201
Micropayment Solutions 202
Wireless Affiliate Marketing: 204
Reinventing the Wheel 204
Is This Right for You? 207
Summary: Top Five Expert Tips 208
Chapter 10 Mobilizing Customer Service 209
About This Chapter 209
Enhancing Customer Service 210
E Mail Management 210
Permission Based Wireless Marketing 213
Wireless FAQs and Tutorials 216
Wireless Tools Deployment 217
Is the light on but No One s Home? 220
Customizing The User s Experience 223
Location Tracking 223
Helping Your Staff Work with Wireless Users 227
Real Time Interaction 228
The Trouble with Free DVf 229
Connecting to Trade Shows 237
Improving M Customer Service 237
Summary: Top Five Expert Tips 238
Chapter 11 Measuring Wireless Marketing Results 239
About This Chapter 239
What Drives Mobile ROI? 240
Ask the Right Questions 240 I
Can ROI Be Realized? 245 |
The Problem with ROI Thinking 245
So Much for Traditional Measurements 246
You Mean I Can t Measure That Yet? 248
Summary: Top Five Expert Tips 248
Chapter 12 Budgeting for a Wireless Future 249 I
About This Chapter 250 I
You Know the Drill 250 j
Budget Cost Centers 251 }
Wireless Marketing Team 252
Mobile Handheld Devices 252 J
Wireless Access 252
Mobile Applications 253 i
M Commerce Deployment 253 :
Mobile Advertising 255
Summary: Top Five Expert Tips 255
Appendix A Glossary 257
Appendix B Mobile Handheld Devices 263
Appendix C Wireless Carriers, Network Operators, and Related
Service Providers 271
Appendix D Solution Providers 277
Index 283
|
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| contents | The wireless revolution -- Understanding the wireless world -- Unplugging marketing communications strategies -- Chartering your wireless marketing team -- Building the wireless brand -- Advertising without wires -- Delivering content to wireless devices -- Untethering public relations and publicity -- Enabling mobile commerce and sales functions -- Mobilizing customer service -- Measuring wireless marketing results -- Budgeting for the wireless future -- Appendix A: Glossary -- Appendix B: Mobile handheld devices -- Appendix C: Wireless carriers, network operators, and related service providers -- Appendix D: Solution providers |
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| indexdate | 2024-07-09T19:01:08Z |
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| spelling | Bayne, Kim M. Verfasser aut Marketing without wires targeting promotions and advertising to mobile device users Kim M. Bayne New York, NY Wiley 2002 XIV, 288 S. Ill. 24 cm txt rdacontent n rdamedia nc rdacarrier Wiley computer publishing The wireless revolution -- Understanding the wireless world -- Unplugging marketing communications strategies -- Chartering your wireless marketing team -- Building the wireless brand -- Advertising without wires -- Delivering content to wireless devices -- Untethering public relations and publicity -- Enabling mobile commerce and sales functions -- Mobilizing customer service -- Measuring wireless marketing results -- Budgeting for the wireless future -- Appendix A: Glossary -- Appendix B: Mobile handheld devices -- Appendix C: Wireless carriers, network operators, and related service providers -- Appendix D: Solution providers Internet gtt Marketing gtt Telemarketing gtt Internet advertising Internet marketing Personal communication service systems Telemarketing Mobile Telekommunikation (DE-588)4341131-9 gnd rswk-swf Telemarketing (DE-588)4215401-7 gnd rswk-swf Telemarketing (DE-588)4215401-7 s Mobile Telekommunikation (DE-588)4341131-9 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009803099&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bayne, Kim M. Marketing without wires targeting promotions and advertising to mobile device users The wireless revolution -- Understanding the wireless world -- Unplugging marketing communications strategies -- Chartering your wireless marketing team -- Building the wireless brand -- Advertising without wires -- Delivering content to wireless devices -- Untethering public relations and publicity -- Enabling mobile commerce and sales functions -- Mobilizing customer service -- Measuring wireless marketing results -- Budgeting for the wireless future -- Appendix A: Glossary -- Appendix B: Mobile handheld devices -- Appendix C: Wireless carriers, network operators, and related service providers -- Appendix D: Solution providers Internet gtt Marketing gtt Telemarketing gtt Internet advertising Internet marketing Personal communication service systems Telemarketing Mobile Telekommunikation (DE-588)4341131-9 gnd Telemarketing (DE-588)4215401-7 gnd |
| subject_GND | (DE-588)4341131-9 (DE-588)4215401-7 |
| title | Marketing without wires targeting promotions and advertising to mobile device users |
| title_auth | Marketing without wires targeting promotions and advertising to mobile device users |
| title_exact_search | Marketing without wires targeting promotions and advertising to mobile device users |
| title_full | Marketing without wires targeting promotions and advertising to mobile device users Kim M. Bayne |
| title_fullStr | Marketing without wires targeting promotions and advertising to mobile device users Kim M. Bayne |
| title_full_unstemmed | Marketing without wires targeting promotions and advertising to mobile device users Kim M. Bayne |
| title_short | Marketing without wires |
| title_sort | marketing without wires targeting promotions and advertising to mobile device users |
| title_sub | targeting promotions and advertising to mobile device users |
| topic | Internet gtt Marketing gtt Telemarketing gtt Internet advertising Internet marketing Personal communication service systems Telemarketing Mobile Telekommunikation (DE-588)4341131-9 gnd Telemarketing (DE-588)4215401-7 gnd |
| topic_facet | Internet Marketing Telemarketing Internet advertising Internet marketing Personal communication service systems Mobile Telekommunikation |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009803099&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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