Mobile marketing for dummies:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ [u.a.]
Wiley [u.a.]
2010
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVIII, 362 S. Ill., graph. Darst. |
| ISBN: | 9780470616680 0470616687 |
Internformat
MARC
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| 245 | 1 | 0 | |a Mobile marketing for dummies |c by Michael Becker, John Arnold |
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Datensatz im Suchindex
| _version_ | 1804143609643008000 |
|---|---|
| adam_text | Titel: Mobile marketing for dummies
Autor: Becker, Michael
Jahr: 2010
Table of Contents
Introduction.........................................................«....... /
About This Book..............................................................................................2
Conventions Used in This Book.....................................................................2
Foolish Assumptions.......................................................................................3
How This Book Is Organized..........................................................................3
Part I: Getting Up to Speed on Mobile Marketing..............................3
Part II: Executing Direct Mobile Marketing Campaigns.....................3
Part III: Mobile Media, Publishing, and Advertising..........................4
Part IV: Mobile Commerce and Analytics...........................................4
Part V: The Part of Tens........................................................................4
Icons Used in This Book.................................................................................4
Where to Go from Here...................................................................................5
Part h Getting Up to Speed on Mobile Marketing............7
Chapter 1: Unveiling the Possibilities of Mobile Marketing.........9
Defining Mobile Marketing...........................................................................10
Examining the five elements of mobile marketing...........................10
Identifying mobile consumers............................................................11
Exploring the types of mobile devices..............................................12
Getting to know mobile networks: The basics.................................15
Getting Your Bearings on the Three Forms of Mobile Marketing...........16
Direct mobile marketing.....................................................................16
Mobile-enabled traditional and digital media marketing................17
Mobile-enabled products and services.............................................18
Getting the Most Out of Mobile Devices.....................................................18
Dialing and pressing............................................................................18
Texting...................................................................................................19
Snapping and scanning.......................................................................19
Submitting.............................................................................................20
Using star and pound..........................................................................20
Finding the way with location............................................................20
Ticketing and identification with NFC and RFID..............................21
Discovering Available Mobile Paths and Capabilities..............................22
Defining text messaging (SMS)...........................................................22
Making it rich with multimedia messaging (MMS)..........................25
Mobilizing your e-mail.........................................................................25
tf/l Mobile Marketing For Dummies
Humanizing your message with voice...............................................26
Reaching people on the mobile Internet...........................................26
Engaging consumers with applications and downloads.................27
Making connections through proximity paths:
Bluetooth and Wi-Fi.........................................................................28
All hands on deck: Manning your portals.........................................29
Advertising on the small screen........................................................29
Cashing in on mobile commerce........................................................30
Chapter 2: Mapping Out Your Mobile Marketing Strategy..........31
Adding a Mobile Strategy to Your Marketing Plan....................................32
Harnessing information and experience...........................................33
Identifying seven key components of a mobile marketing plan ....34
Managing the customer journey........................................................34
Designing your mobile tools based on
a variety of device features.............................................................37
Choosing an approach for getting it done........................................38
Including Mobile Service Providers in Your Strategy...............................39
Understanding the Costs of Mobile Marketing..........................................44
Calculating upfront mobile marketing costs....................................44
Variable mobile marketing costs.......................................................45
Basing Your Strategy on Your Mobile Reach.............................................46
Dealing with interoperability..............................................................46
Standing up to standards....................................................................47
Adapting to mobile phone adoption.................................................47
Figuring on feature adoption..............................................................49
Evaluating ecosystem efficiencies.....................................................49
Profiling your customer......................................................................49
Reaching for geography......................................................................50
Determining the applicability of your strategy................................50
Including Customer Analysis in Your Strategy..........................................53
Demographic factors that affect your strategy................................53
Psychographic factors that affect your strategy.............................54
Aligning your strategy to preferences...............................................54
Planning for situational context.........................................................55
Chapter 3: Complying with Industry Regulations
and Best Practices............................................57
Creating Your Company s Mobile Marketing Policy.................................58
Adopting a code of conduct...............................................................58
Publishing your privacy policy..........................................................60
Stating your permission practices.....................................................61
Securing and managing consumer data............................................63
Creating policies for special programs.............................................65
Table of Contents fflf/
Complying with Trade Association Guidelines..........................................66
Getting to know the influencers.........................................................66
Embracing industry self-regulation...................................................68
Complying with U.S. Government Regulations..........................................69
Steering clear of mobile spam............................................................69
Regulations governing automated voice campaigns.......................71
Safeguarding the privacy of children................................................73
Complying with sweepstakes rules...................................................74
Complying with Non-U.S. Government Regulations..................................75
Part 11: Executing Direct Mobile Marketing Campaigns... 77
Chapter 4: Getting Ready for a Text Messaging Campaign.........79
Understanding SMS Basics...........................................................................80
Understanding the flow of text messaging.......................................80
Creating user-flow diagrams...............................................................82
Getting Approval for Your Text Messaging Campaigns............................87
First-time CSC and campaign certification.......................................88
Re-certifying and getting updates......................................................90
Auditing programs and maintaining compliance.............................90
Understanding Common Short Codes........................................................90
Acquiring a common short code.......................................................92
Deciding what type of CSC to use......................................................94
Going dedicated or shared.................................................................95
Choosing an SMS Application Platform......................................................96
Understanding SMS application platform capabilities....................97
Selecting your SMS provider..............................................................98
Setting Up Your SMS Database..................................................................100
Creating consumer profiles..............................................................101
Collecting data automatically through SMS...................................102
Collecting data manually through SMS...........................................102
Accessing your mobile marketing data...........................................103
Integrating SMS data with your CRM...............................................104
Chapter 5: Executing Common Text Messaging Campaigns.......105
Getting Permission: The Opt-In..................................................................106
Placing an opt-in call to action in media.........................................106
Collecting mobile-originated opt-ins...............................................107
Collecting opt-in through the Internet and applications..............109
Collecting opt-ins through snapping and scanning.......................109
Collecting opt-ins through dialing and pressing............................111
Gracefully Saying Goodbye: The Opt-Out.................................................112
XI(/ Mobile Marketing For Dummies
Sending Information and Alerts via SMS...................................................113
Scheduling and sending SMS information......................................113
Sending filtered and automated SMS alerts....................................114
Following best practices for SMS timing and content...................116
Engaging with Mobile Coupons.................................................................116
Setting up your couponing program...............................................117
Setting up coupon redemption at a point of sale..........................118
Setting up Internet and application coupon redemption.............122
Offering incentives: Gifts, freebies, and samples...........................123
Managing prize promos, contests, and giveaways........................124
Offering Quizzes and Trivia........................................................................125
Setting up quiz options.....................................................................126
Setting up quiz response options....................................................127
Capturing Sentiment with Polling and Surveys.......................................130
Planning the survey...........................................................................131
Using open-ended questions............................................................131
Setting survey options......................................................................132
Choosing a poll type..........................................................................132
Setting poll options............................................................................133
Discovering Text-to-Screen and Experiential SMS Campaigns..............133
Chapter 6: Sending Multimedia Messages......................135
Comparing MMS to SMS..............................................................................135
Discovering the content capabilities of MMS.................................136
Examining MMS compatibility and reach.......................................137
Preparing Your MMS Campaign.................................................................138
Putting your MMS storyboard together..........................................139
Collecting and formatting your media............................................140
Delivering your MMS content...........................................................141
Sending Common MMS Campaigns...........................................................144
Sending MMS greeting cards............................................................144
Running picture-to-screen campaigns.............................................145
Creating MMS coupon promotions..................................................147
Chapter 7: Mobile E-Mail Marketing...........................149
Getting a Grip on Mobile E-Mail.................................................................150
Dealing with devices and browsers.................................................153
Choosing an e-mail marketing provider (EMP)..............................157
Collecting E-Mail Addresses through Mobile Devices............................160
Texting in an e-mail address.............................................................160
Providing forms on mobile Web sites.............................................161
Capturing addresses through mobile e-mail..................................162
Using mobile applications to collect e-mail addresses.................162
k
Table of Contents %l)
Building and Sending a Mobile E-Mail Campaign....................................164
Choosing a mobile e-mail design approach....................................165
Creating a mobile-friendly e-mail design........................................166
Adding navigation links to mobile e-mails......................................168
Writing mobile e-mail content..........................................................172
Including mobile calls to action in your e-mails............................176
Part 111: Mobile Media, Publishing, and Advertising.... 179
Chapter 8: Designing and Developing Mobile Internet Sites.......181
Understanding the Mobile Web.................................................................182
Putting your mobile site in the right context.................................182
Keeping your focus on the experience............................................183
Designing for multiple devices.........................................................186
Considering the Purpose of Your Mobile Site..........................................188
Identifying the needs of your mobile audience..............................188
Choosing from three types of mobile Internet sites......................189
Choosing a Mobile Internet Domain Strategy..........................................190
Designing and Building Your Mobile Site.................................................193
Default site..........................................................................................194
Medium site........................................................................................194
High-end site.......................................................................................194
Choosing tools to build your mobile site.......................................195
Using Web-standard code for your mobile site.............................196
Giving your mobile site good design features................................197
Creating Mobile Site Content.....................................................................199
Testing your mobile site content.....................................................201
Updating your mobile site content..................................................201
Chapter 9: Developing Mobile Applications and Content.........203
Choosing a Mobile Application Strategy..................................................204
Deciding whether a mobile app is the best choice.......................204
Choosing which devices to design for............................................206
Choosing a Method for Developing Your Application............................207
Going with in-house development...................................................208
Leveraging outside consultants, agencies and partners..............210
Following Best Practices for Designing Applications.............................211
Employing the utility of the touchscreen.......................................211
Designing for a platform and hardware..........................................212
Distributing Mobile Applications..............................................................212
Publishing to device app stores.......................................................212
Going on-deck with carrier catalogs................................................214
Marketing via direct download........................................................215
Xijl Mobile Marketing For Dummies
Creating and Distributing Mobile Content...............................................215
Providing branded wallpapers and screen savers........................216
Delivering ringtones and other system sounds.............................218
Chapter 10: Displaying Your Advertising on Mobile Devices......221
Squeezing the Advantages Out of Mobile Advertising............................222
Leveraging Different Types of Mobile Advertising..................................223
Using multiple ad units and placements.........................................224
Placing ads in mobile search............................................................225
Grasping the Basics of Buying and Selling Mobile Advertisements......227
Partnering with media agencies.......................................................228
Working with mobile advertising networks...................................230
Buying ads directly from publishers...............................................233
Advertising with mobile carriers.....................................................235
Paying publishers and billing buyers for mobile ads....................235
Getting a Return on Your Mobile Ad Buying............................................236
Choosing targets and formats for your mobile ads.......................237
Creating ads for mobile properties.................................................238
Inviting action on your mobile ads..................................................238
Placing Ads in Your Own Mobile Properties............................................242
Placing ads on your own mobile site...............................................243
Advertising in applications and downloadable content...............245
Chapter 11: Executing Voice-Enabled Mobile Campaigns.........247
Choosing an Approach to Mobile Marketing with Voice........................248
Choosing a live agent approach.......................................................248
Choosing an interactive voice response (TVR) approach.............250
Finding a voice services provider....................................................251
Setting Up IVR Programs............................................................................252
Planning your campaign...................................................................252
Scripting the interaction...................................................................253
Recording IVR audio prompts..........................................................256
Configuring and preparing program responses.............................256
Executing Different Kinds of Voice Campaigns........................................258
Plain old dialing..................................................................................259
Click-to-call.........................................................................................259
Text-to-voice.......................................................................................260
Callback and live chat.......................................................................262
Voice broadcast.................................................................................262
Chapter 12: Mobile Social Media Marketing....................263
Integrating Mobile with Your Social Media Strategy...............................263
Identifying mobile communities and social networks..................264
Creating your own mobile communities.........................................268
Table of Contents ^(///
Engaging with Mobile Social Media Users................................................270
Encouraging people to join your community via mobile..............271
Enabling mobile social media interactions.....................................273
Listening and responding to social sharing...................................274
Engaging with pictures, videos, and other media.........................277
Part IV: Mobile Commerce and Analytics...................279
Chapter 13: Engaging in Mobile Commerce.....................281
Deciding Where to Sell Your Stuff.............................................................281
Setting Up Your Mobile Billing Infrastructure.........................................282
Setting up a merchant account........................................................283
Setting up mobile billing systems and accounts...........................283
Making It Easy for Customers to Pay by Mobile......................................286
Selling Content through Carrier Portals...................................................288
Developing a direct relationship with carriers..............................288
Entering into a channel relationship...............................................289
Contracting with an intermediary company..................................290
Collecting Payment through Carrier Billing:
PSMS and the Mobile Web......................................................................290
Billing with premium SMS (PSMS)...................................................291
Understanding premium messaging payout..................................294
Reconciling PSMS reports.................................................................294
Carrier billing via the mobile Web...................................................296
Leveraging the Mobile Wallet....................................................................297
Accepting mobile integrated payments..........................................298
Offering mobile loyalty programs....................................................299
Selling mobile gift cards....................................................................300
Chapter 14: Evaluating the R0I on Mobile Marketing.............301
Determining What to Track and Analyze..................................................302
Preparing Your Database to Collect Information....................................304
Outlining demographic data.............................................................306
Organizing psychographic data.......................................................306
Planning for preferences data..........................................................307
Planning for behavioral data............................................................307
Looking out for location data...........................................................308
Mining syndicated data.....................................................................308
Populating a Mobile Database...................................................................309
Collecting data through SMS............................................................309
Collecting through the mobile Internet
and installed applications.............................................................310
Integrating CRM with mobile campaigns........................................311
Xl/lll Mobile Marketing For Dummies
Tracking Interactions: Clicks, Calls, Votes, and More............................312
Using third-party tracking tools.......................................................312
Obtaining metrics from partners and service providers..............314
Understanding analytics reports.....................................................315
Calculating Your Return on Mobile Marketing Investment....................318
Calculating expected ROMMI for direct revenue programs.........319
Calculating expected ROMMI for indirect revenue programs.....321
Part V: The Part of Tens............................................323
Chapter 15: Ten Ways to Reach Your Customers
on Their Mobile Devices......................................325
Text Messaging (SMS).................................................................................325
Multimedia Messaging Service (MMS)......................................................326
Mobile E-Mail................................................................................................326
Mobile Internet Sites...................................................................................326
Mobile Applications....................................................................................326
Interactive Voice Response (IVR)..............................................................327
Mobile Social Media....................................................................................327
Mobile Advertising......................................................................................327
Mobile Commerce and Location-Based Enabled Engagements.............328
Mobile-Enabled Traditional Media............................................................328
Chapter 16: Ten Mobile Marketing Resources...................329
The Mobile Marketing Association (MMA)..............................................329
dotMobi.........................................................................................................330
The Common Short Code Administration (CSCA)..................................330
Mobile Testing Services..............................................................................331
The Wireless Telecommunications Bureau (WTB).................................331
Mobile Marketer and Other Reference Sites............................................332
The Direct Marketing Association (DMA)................................................333
CTIA: The Wireless Association.................................................................333
MyWireless.org............................................................................................334
The Netsize Guide........................................................................................334
Glossary..................................................................335
Index.......................................................................347
|
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| spelling | Becker, Michael Verfasser (DE-588)140154906 aut Mobile marketing for dummies by Michael Becker, John Arnold Hoboken, NJ [u.a.] Wiley [u.a.] 2010 XVIII, 362 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Online-Marketing (DE-588)7706419-7 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s DE-604 Arnold, John 1958- Verfasser (DE-588)141840994 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020810310&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Becker, Michael Arnold, John 1958- Mobile marketing for dummies Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)7706419-7 |
| title | Mobile marketing for dummies |
| title_auth | Mobile marketing for dummies |
| title_exact_search | Mobile marketing for dummies |
| title_full | Mobile marketing for dummies by Michael Becker, John Arnold |
| title_fullStr | Mobile marketing for dummies by Michael Becker, John Arnold |
| title_full_unstemmed | Mobile marketing for dummies by Michael Becker, John Arnold |
| title_short | Mobile marketing for dummies |
| title_sort | mobile marketing for dummies |
| topic | Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Online-Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020810310&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT beckermichael mobilemarketingfordummies AT arnoldjohn mobilemarketingfordummies |