Introduction
Is Mobile Marketing Right for You?
5 More Reasons Mobile Marketing Might be Right for Your Business
How We've Organized This Book
Part I The Mobile Marketing Landscape
Chapter 1: How to Jump-Start Your Mobile Marketing Campaign
The Bottom Line Get Started Today
Chapter 2: How the Fortune 500 Use Mobile Marketing
The American Red Cross Haiti SMS Campaign
HBO’s True Blood Display Ad Campaign
The North Face Location Based Marketing Campaign
Intel B2B Mobile Paid Search Campaign
Paramount’s Shrek Display Ad Campaign
Starbucks eCommerce Mobile Card
Adidas Mobile Tracker Website
History Channel's Foursquare Campaign
The New York Nets Gowalla Campaign
Hiscox B2B Location-Based WiFi Campaign
Nissan's Microsoft Tag Campaign
Fandango and MovieTickets.com Mobile Commerce Apps
Domino's Pizza Delivery App
Land Rover Display Ad Campaign
The Bottom Line
Chapter 3: How Consumers Engage With Mobile
Making the Connection
Forming the Bond
Means of Engagement
Mobile Marketing Engagement
Engaging with Different Devices
Chapter 4: Let's Talk Terms and Concepts You Should be Familiar With
People Buy Products for Emotional Reasons, Then Rationalize Their Purchase with Logic
Understanding the AIDA Consumer Behavior Model
Chapter 5: Nine Ways Businesses are Using Mobile Marketing
Short Message Service (SMS)
Multimedia Messaging Service (MMS)
Near Field Communications (NFC) and Bluetooth
Mobile Websites
Mobile Display Advertising and Paid Search
Location-Based Marketing
Mobile Apps
QR Codes/2D Codes
Tablet computing
Chapter 6: Classic Mobile Marketing Mistakes You Can Avoid
Treating the PC and Mobile User the Same
Failing to Recognize Differences in Mobile Equipment
Other Common Mobile Media Mistakes
Part II Setting Yourself Up for Success
Chapter 7: Laying the Foundation for a Successful Mobile Marketing Campaign
The Four Ps and the Five Cs
Why People Buy
Putting Your Differentiators to Work
Stated Importance vs. Derived Importance
Building Upon Your Marketing Foundation
Chapter 8: Getting More Familiar with the Mobile Marketing Landscape
Understanding Smartphone Operating Systems
Google's Android
Apple's iOS
Windows Phone
Getting to Know the Carriers and Manufacturers
Apps and App Development
Chapter 9: Thinking Strategically About Your Mobile Marketing Campaign
Benefits of Mobile Marketing
Disadvantages of Mobile Marketing
How to Develop a Mobile Marketing Campaign
Background Planning
Objectives
Target audience
Campaign Strategies
Length of Campaign
Other Media
Budgeting and Scheduling
Start Date
Cost of Mobile Media
Cost of Other Media
Number of Messages
Content and Production
Type of Message
Distribution
Production
Testing
Other Considerations
Multiple Media Implementation
Customer Contacts
Measurement
Why Think Strategically?
Part III Taking a Deeper Dive into the Tools Used in Mobile Marketing
Chapter 10: How to Set Up a Mobile Website
Getting Inside the Mind of Your Customer
Restaurants, Bars and Coffee Shops
Bricks-and-Mortar Retailers
Airlines, Railways and Other Transportation Services
Law Firms, Accounting Firms and Other Professional Service Firms
Non-Profit Organizations
Hotels, Spas and Other Members of the Hospitality Industry
Colleges, Universities and Other Educational Institutions
Banks, Credit Unions and Other Financial Institutions
Other Businesses
The Nuts and Bolts of Mobile Web Design.
The Language of the Internet
Resources for Mobile Website Development
Chapter 11: Using SMS and MMS to Drive Customers to Your Business
Facts and Figures About SMS
How SMS Can Be Used to Connect with Customers
How to Set-Up, Launch and Run an SMS Campaign
SMS's Attractive Cousin – MMS
What can you send via MMS?
How to Run an MMS Campaign
SMS and MMS Best Practices
Chapter 12: How to Use Mobile Display Ads to Grow Your Sales and Revenue
Mobile Ad Network Providers
Mobile Display Ad Specs
Targeting Options for Mobile Display Ads
Buying Mobile Display Ads
Mobile Video
Chapter 13: How to Use Mobile Paid Search to Drive Customers to Your Business
Is Paid Search Right for You?
Setting Up a Mobile Paid Search Campaign
Keywords are the foundation of your campaign
Creating a Mobile Keyword List
Now for the fun stuff writing ads
Tips on Writing Ads
Measuring the Success of Your Campaign
Chapter 14: Location-Based Marketing: LBS, NFC, Bluetooth and LBA, Oh My!
How companies are using location-based marketing to connect with customers
Using location-based services to improve brand loyalty and encourage repeat visits
Using Bluetooth marketing to create buzz and brand loyalty
Using location-based advertising to increase loyalty and drive revenue
Best Practices for Location-based marketing Campaigns
Chapter 15: Mobile Apps A Great Way to Keep Them Coming Back for More
What’s the Difference Between a Mobile Website and an App?
What Kind of App is Right for You?
How The Coca-Cola Company is Using Mobile Apps to Connect with Customers.
Generating Revenue with Appvertising
How to Build Your Own App
The App Development Process for Ordinary Humans
Should You Build an App for Your Business?
Chapter 16: How to Use 2D Codes to Connect with Customers
How Businesses are Using 2D Codes to Engage Customers
2D Code Case Studies
Best Practices in the Use of 2D Codes.
The Future of 2D Codes
Chapter 17: Tablet Computers Taking the World By Storm
Tablets vs. Desktops and Laptops
Tablets Transform Teaching and Education
Putting Tablet Computers to Work for You
Part IV Expanding Your Horizons
Chapter 18: Using Mobile E-Commerce to Drive Revenue
Chapter 19: Mobile Marketing for B2B Companies
Why should I care about mobile marketing for B2B now?
This is just another marketing channel, it really doesn't replace any initiatives that businesses use currently right?
Are B2B's really using mobile today?
What are some sound B2B mobile marketing approaches that really work?
Will business customers be ready?
What key elements should be in a B2B mobile marketing plan?
Small Business Considerations
Accentuate the Positive
Make Personal Contact
Update Frequently
Accept Feedback
Chapter 20: How to Measure the ROI of Your Mobile Marketing Campaign
Mobile ROI Starts with Customer Lifetime Value
Putting the Customer Lifetime Value Formula to Work for You
Calculating the ROI of Your Mobile Marketing Campaign
How to Track Your Conversions with Mobile Marketing
Using Your Conversion Rate to Track Your Mobile ROI
A Step-by-Step Guide to Calculating Your Mobile Marketing ROI
Chapter 21: The 17 Rs of Mobile Marketing and a Step-by-Step Checklist
Now it's time to take a look at the mobile marketing checklist
Chapter 22: The 3 Characteristics of Successful Mobile Marketing Campaigns
Characteristic #1 -- Measurability
Characteristic #2 -- Customer Insights
Characteristic #3 – Innovation
A Few Final Thoughts
Endnotes