The Resource Mobile marketing : how mobile technology is revolutionizing marketing, communications, and advertising, Daniel Rowles

Mobile marketing : how mobile technology is revolutionizing marketing, communications, and advertising, Daniel Rowles

Label
Mobile marketing : how mobile technology is revolutionizing marketing, communications, and advertising
Title
Mobile marketing
Title remainder
how mobile technology is revolutionizing marketing, communications, and advertising
Statement of responsibility
Daniel Rowles
Creator
Subject
Genre
Language
  • eng
  • eng
Summary
Having become the ultimate social device, and as users drift away from TVs and computer screens, the mobile offers radical new challenges for the marketer. But how do you design and implement an effective digital strategy? And what tools can be used to measure marketing effectiveness?Starting with a review of the technology itself - both hardware and software - Mobile Marketing 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, which illus
Cataloging source
MiAaPQ
http://library.link/vocab/creatorName
Rowles, Daniel
Dewey number
  • 658.8
  • 658.872
Illustrations
illustrations
Index
no index present
Language note
English
LC call number
HF5415.1265
LC item number
.R69 2013
Literary form
non fiction
Nature of contents
dictionaries
http://library.link/vocab/subjectName
  • Internet advertising
  • Internet marketing
  • Mobile commerce
  • Mobile communication systems
  • Telemarketing
Label
Mobile marketing : how mobile technology is revolutionizing marketing, communications, and advertising, Daniel Rowles
Instantiates
Publication
Note
Description based upon print version of record
Carrier category
online resource
Carrier category code
  • cr
Content category
text
Content type code
  • txt
Contents
  • Contents; List of Figures; Foreword; Acknowledgements; Introduction; Looking in the wrong direction; Focus on the user journey; The human element; Disruption; Back to basics; PART ONE Mobile marketing in perspective; 01 Introduction; 02 Understanding the mobile consumer; Technology for the sake of technology; User journey and context; Mobile and multi-channel marketing; User journey examples; Local intent; Content marketing; The stages of the user journey; Value proposition and user journey; 03 Technology change and adoption; Forty years of radical change; Integrated devices
  • Smartphone adoptionGlobal variations; Benchmarking marketing activity; 04 Disruption and integration; The death of in-store retail; Convenience, choice and transparency; Business culture; Single customer view; Next step: marketing automation; Mobile as a change enabler; 05 Devices, platforms and technology: why it doesn't matter; Mobile-compatible is not mobile-optimized; Technology challenges; Audience segmentation; Frictionless technology; 06 Mobile statistics summary; Breakdown of regions; Smartphone adoption levels; Mobile broadband subscriptions; QR codes, NFC and other technologies
  • Mobile social media usage by region07 The future of mobile marketing; Exponential development; Technology as an enabler; The near future; Frictionless technology; The distant future; A guaranteed future prediction; PART TWO The tactical toolkit; 08 Introduction; 09 Mobile sites and responsive design; Start with the fundamentals; Mobile site options; Mobile design principles: mobile sites vs desktop sites; Technology and jargon in perspective; What responsive design really means; The 3-step quick and dirty guide to a responsive website; A user-centred approach to mobile sites
  • Mobile sites: conclusions10 How to build an app; Bolstering value proposition; The app-building process; Specification and wireframing; Interaction and visual design; Technical development and testing; App store submission; App marketing; App maintenance; Customer support; Freelancers vs agencies; Native apps vs web apps; Platform wars; Building an app: conclusions; 11 Social media and mobile; User journey and value proposition; Mobile social media experience; Informing your social media approach; Real-world integration; Policy and planning; Outreach, engagement and ego; Social measurement
  • Social media advertisingMobile social media: conclusions; 12 Mobile search; Defining mobile search; Desktop vs mobile results; Search engine optimization (SEO); Link building; Mobile SEO: conclusions; Paid search; PPC fundamentals; PPC considerations; Working with PPC agencies; Mobile SEO and PPC working together; Mobile search: conclusions; 13 Mobile advertising; Mobile advertising objectives; App advertising; Ad networks vs media owners; Targeting options; Creative options; Mobile ad features; Ad reporting and analytics; Mobile advertising: conclusions
  • 14 Augmented reality (AR) and real-world integration
Dimensions
unknown
Extent
1 online resource (280 p.)
Form of item
online
Isbn
9780749469399
Media category
computer
Media type code
  • c
Specific material designation
remote
System control number
  • (EBL)1480857
  • (OCoLC)862049186
  • (SSID)ssj0001041074
  • (PQKBManifestationID)11545617
  • (PQKBTitleCode)TC0001041074
  • (PQKBWorkID)11009307
  • (PQKB)10485810
  • (MiAaPQ)EBC1480857
  • (EXLCZ)992550000001137087
Label
Mobile marketing : how mobile technology is revolutionizing marketing, communications, and advertising, Daniel Rowles
Publication
Note
Description based upon print version of record
Carrier category
online resource
Carrier category code
  • cr
Content category
text
Content type code
  • txt
Contents
  • Contents; List of Figures; Foreword; Acknowledgements; Introduction; Looking in the wrong direction; Focus on the user journey; The human element; Disruption; Back to basics; PART ONE Mobile marketing in perspective; 01 Introduction; 02 Understanding the mobile consumer; Technology for the sake of technology; User journey and context; Mobile and multi-channel marketing; User journey examples; Local intent; Content marketing; The stages of the user journey; Value proposition and user journey; 03 Technology change and adoption; Forty years of radical change; Integrated devices
  • Smartphone adoptionGlobal variations; Benchmarking marketing activity; 04 Disruption and integration; The death of in-store retail; Convenience, choice and transparency; Business culture; Single customer view; Next step: marketing automation; Mobile as a change enabler; 05 Devices, platforms and technology: why it doesn't matter; Mobile-compatible is not mobile-optimized; Technology challenges; Audience segmentation; Frictionless technology; 06 Mobile statistics summary; Breakdown of regions; Smartphone adoption levels; Mobile broadband subscriptions; QR codes, NFC and other technologies
  • Mobile social media usage by region07 The future of mobile marketing; Exponential development; Technology as an enabler; The near future; Frictionless technology; The distant future; A guaranteed future prediction; PART TWO The tactical toolkit; 08 Introduction; 09 Mobile sites and responsive design; Start with the fundamentals; Mobile site options; Mobile design principles: mobile sites vs desktop sites; Technology and jargon in perspective; What responsive design really means; The 3-step quick and dirty guide to a responsive website; A user-centred approach to mobile sites
  • Mobile sites: conclusions10 How to build an app; Bolstering value proposition; The app-building process; Specification and wireframing; Interaction and visual design; Technical development and testing; App store submission; App marketing; App maintenance; Customer support; Freelancers vs agencies; Native apps vs web apps; Platform wars; Building an app: conclusions; 11 Social media and mobile; User journey and value proposition; Mobile social media experience; Informing your social media approach; Real-world integration; Policy and planning; Outreach, engagement and ego; Social measurement
  • Social media advertisingMobile social media: conclusions; 12 Mobile search; Defining mobile search; Desktop vs mobile results; Search engine optimization (SEO); Link building; Mobile SEO: conclusions; Paid search; PPC fundamentals; PPC considerations; Working with PPC agencies; Mobile SEO and PPC working together; Mobile search: conclusions; 13 Mobile advertising; Mobile advertising objectives; App advertising; Ad networks vs media owners; Targeting options; Creative options; Mobile ad features; Ad reporting and analytics; Mobile advertising: conclusions
  • 14 Augmented reality (AR) and real-world integration
Dimensions
unknown
Extent
1 online resource (280 p.)
Form of item
online
Isbn
9780749469399
Media category
computer
Media type code
  • c
Specific material designation
remote
System control number
  • (EBL)1480857
  • (OCoLC)862049186
  • (SSID)ssj0001041074
  • (PQKBManifestationID)11545617
  • (PQKBTitleCode)TC0001041074
  • (PQKBWorkID)11009307
  • (PQKB)10485810
  • (MiAaPQ)EBC1480857
  • (EXLCZ)992550000001137087

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