Go mobile: location-based marketing, apps, mobile optimized ad campaigns, 2d codes and other mobile strategies to grow your business (hardback) Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business

Get your business to Go Mobile

According to the Mobile Marketing Association, more people in the world own a mobile device than own a toothbrush. Morgan Stanley reports that the adoption of the iPhone happened at a rate 11 times faster than the adoption of AOL. And after 2013, the number one way people will access the Internet is via their smartphones.

Given all that, it"s not surprising that corporations around the globe are embracing mobile marketing as a new and revolutionary tool that can help them connect with customers. Go Mobile will prepare you to set up, launch, and run a mobile marketing campaign that generates a positive ROI. Learn how to use QR codes, SMS, mobile apps, mobile websites, and other tools to help you get more customers, generate more referrals,and grow your revenues faster than ever before.

"A thorough introduction to the next frontier for permission marketing: mobile."
*Seth Godin, author of We Are All Weird and Permission Marketing

"Mobile marketing is a huge challenge for companies to consider. Learn all you can through books like this, and through diving in yourself."
*Chris Brogan, President of Human Business Works andcoauthor of Trust Agents

"Go Mobile is your must-read road map to the widely traveled road of mobile users. If you want to excel past a basic understanding of mobile marketing and truly connect with on-the-go consumers, study this book!"
*Michael Stelzner, founder of Social Media Examiner andauthor of Launch

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:...