A Quick Start Guide to Mobile Marketing: Create a Dynamic Campaign and Improve Your Competitive Advantage [NOOK Book]

Overview

New technologies such as the internet and mobile communications are changing the face of business communications. With over 2 million enterprises in the UK, incorporating these new approaches has become crucial to avoiding business failure and driving growth. A Quick Start Guide to Mobile Marketing is specifically written for people who wish to improve how their customers perceive them by tapping into the benefits of m-marketing and its links with other forms of digital marketing. It provides a quick and easy ...
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A Quick Start Guide to Mobile Marketing: Create a Dynamic Campaign and Improve Your Competitive Advantage

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Overview

New technologies such as the internet and mobile communications are changing the face of business communications. With over 2 million enterprises in the UK, incorporating these new approaches has become crucial to avoiding business failure and driving growth. A Quick Start Guide to Mobile Marketing is specifically written for people who wish to improve how their customers perceive them by tapping into the benefits of m-marketing and its links with other forms of digital marketing. It provides a quick and easy understanding of the key concepts and principles applied to social networking, such as the benefits of mobile marketing; the increasing use of mobile technology within social network sites; marketing communications as a research tool; how m-commerce can add value for customers and other micro-environmental stake holders and crucially, the future of digital marketing tools This 'how to' guide, containing real life examples of good contemporary practice, explains how the theories and tools described work in actual business scenarios to improve customer satisfaction, form better professional relationships and increase marketing effectiveness.
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Product Details

  • ISBN-13: 9780749460990
  • Publisher: Kogan Page, Ltd.
  • Publication date: 10/3/2010
  • Series: New Tools for Business
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 160
  • File size: 2 MB

Meet the Author

Neil Richardson teaches PR and marketing at Leeds Business School in the UK.  He has a vast amount of managerial experience in marketing, sales and customer service.

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Table of Contents

Preface vii

1 Reflect on… 1

Lack of financial control 7

Business orientations 9

Top tips, questions and activities 13

2 Enable change 14

What is marketing to you" 14

The e-mix 19

Top tips, questions and activities 40

3 Actively communicate 41

Marcomms 41

The comms mix 44

Top tips, questions and activities 57

4 Consider your situation 58

Company culture and size 58

Culture 59

5 Consider your situation (II) 68

The need to monitor your environments 68

The marketing environment 69

Top tips and activities 80

6 Harvest knowledge 81

Mobile communications and research 81

Marketing research 83

Top tip, questions and activities 89

7 Nurture growth 90

M-comms and building better relationships 90

Top tip, questions and activities 103

8 Embrace co-ordination 104

Implications for management 104

Systems 106

Marketing planning 107

SMEs and planning 119

Using support mechanisms 119

Top tips, questions and activities 121

9 Where do you stand" 123

Sustainability and mobile marketing 123

Where do you stand…where do your customers think you stand" 128

Top tip and activities 139

10 Where do you stand (II)" 141

What does the future hold" 141

The cynic knows the price of everything and the value of nothing 143

The news media battleground 146

Education, education, education 149

Future 'tech' trends 150

4G 153

References 160

Glossary 162

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