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In the past 10 years mobile phones have gone from being high-end gadgets only the wealthy could afford to an essential accessory, now owned by a large portion of the population of the world. The integration of the Internet, mobility and communications at the device, service and transport level has created a new set of business opportunities. Written by experienced practitioners with experience of advising major international companies on both strategy and individual campaigns in the mobile sector, and supported by a website to update users on developments in the filed it will be an essential guide and reference for professional marketers and marketing students
Global business-to-consumer mobile and wireless revenues are predicted to reach £120 billion by the end of 2004, and mobile marketing has now become a mainstream marketing tool. To achieve such tremendous gains, marketers must identify and reach their mobile audience. This book is designed to teach marketers how to tap into this potential.
Mobile Marketing is as different from traditional marketing as Internet marketing was, and this book will outline methods and techniques for:
• defining and implementing a wireless marketing strategy
• Making sense of what can be a technically and commercially confusing industry.
• Providing a wealth of carefully chosen international cases and examples to demonstrate techniques in the real world
Written by experienced practitioners with experience of advising major international companies on both strategy and individual campaigns in the mobile sector, and supported by a website to update users on developments in the filed it will be an essential guide and reference for professional marketers and marketing students. A complete and authoritative overview of marketing strategies for the mobile world
Overview of book; Introduction; The wireless revolution; Understanding the wireless world; M-Commerce; Building the wireless brand; Wireless advertising; Delivering content to wireless devices; Marketing for a wireless world; Mobile spam; Measuring results; Budgeting for a wireless strategy; Adult content; Application environments; Mobile internet; Case Studies; SMS/MMS Abbreviations; Glossary of mobile marketing terms; Advertising jargon; Mobile operators around the world; Mobile acronyms.