Mobile Marketing: An Hour a Day

Mobile Marketing: An Hour a Day

by Rachel Pasqua, Noah Elkin


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Product Details

ISBN-13: 9781118388440
Publisher: Wiley
Publication date: 12/26/2012
Pages: 384
Product dimensions: 7.10(w) x 9.10(h) x 1.00(d)

About the Author

Rachel Pasqua is VP of Mobile at global digital marketing agencyiCrossing, where she helps Fortune 500 clients connect successfullywith their audiences in a multiplatform, always-on world. She is anoft-quoted speaker at industry conferences such as OMMA, Digiday,and the L2 Think Tank series, and she has judged numerous mediaevents including the Communication Arts 2010 Interactive DesignAnnual. She writes regularly about digital innovation oniCrossing's Great Finds blog; her personal website,Mobile Social Ambient; and on Twitter at @rachelpasqua. NoahElkin, PhD, is Principal Analyst at eMarketer, where he helpsclients understand the latest developments in mobile marketing,devices, and commerce. A respected authority on digital trends, heis quoted frequently in leading publications, including the NewYork Times, the Wall Street Journal, BloombergBusinessweek, Forbes, Ad Age, and NPR. He speaksregularly at industry conferences such as ad:tech, iMedia Summits,Mobile World Congress, and MMA Forum. Noah shares his insights onTwitter at @noahelkin.

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Table of Contents

Foreword xx

Introduction xxi

Chapter 1 Map the Mobile Opportunity 1

Market Size and Growth Potential 2

The Global Rise of Smart Devices 7

Smartphones 8

Tablets 12

What's Driving the Growth in Smart Devices? 15

The Web Becomes Truly Mobile 17

Key Mobile Activities 23

Text Messaging 23

Social Networking 24

Search 28

Shopping 29

Entertainment 31

How Mobile Is Changing the Face of … Everything 34

Retail and Consumer Packaged Goods 34

Automotive 35

Financial Services 36

Travel and Hospitality 37

Pharma and Healthcare 38

Publishing and Entertainment 38

In Conclusion 39

Chapter 2 Week 1: Develop Your Mobile Strategy 41

Draw the Line Between Strategy and Tactics 42

Monday: Understand What You can Achieve with Mobile Strategy 43

Brand Building and Awareness 44

Mobile for CRM 45

Mobile for Marketing 46

Mobile for Advertising 48

Mobile for Sales 49

Tuesday: Collect the Right Information to Build Your Business Case 50

Internal Insights 51

Primary Research 56

Secondary Research 58

Wednesday: Understand Your Audience and Opportunity 59

Assess Your Mobile Technographics 62

Develop Customer Segments 64

Translate Segments into Personas and Journeys 64

Thursday: Evaluate Your Mobile Presence and Benchmark Your Mobile Readiness 67

Benchmark Your Current Mobile Readiness 68

Develop and Assess Competitive Insights 69

Identify the Unique Mobile Opportunities for Your Brand 71

Friday: Create a Business Case for Mobile within Your Organization 73

Plot Your Mobile Plan 73

Build Your Mobile Business Case 74

In Conclusion 75

Chapter 3 Week 2: Start Simple-SMS 77

Monday: Learn Where, How, When, and Why to Use SMS 78

Evolution of SMS as a Marketing Medium 78

Getting Started with the Basics 80

Tuesday: Determine Business Considerations 83

Get Permission 83

Find the Right Balance Between Message Quantity and Quality 87

Get Personal 88

Wednesday: Define Your Partners and Develop Your Campaign 89

Get Short Code-y 89

Choose an Aggregator 91

Work with the Wireless Carriers 93

Hurry Up and Wait: Getting Your Code and/or Campaign Approved 94

Thursday: Integrate SMS into Your Overall Marketing Strategy 95

Ford Directs Referrals to Dealerships 95

SMS Is a Slam Dunk for Sprite 96

Friday: Manage and Measure Your Mobile Messaging Campaigns 97

In Conclusion 97

Chapter 4 Week 3: Maximize Reach with Mobile Websites 99

Monday: Establish a Development Approach for Your Mobile Site 100

Mobile Development Options 101

Tuesday: Determine Your Design Approach 109

Mobile Web versus Mobile App 109

The Universal UI 112

The Smartphone UI 113

The Tablet UI 114

Wednesday: Make Key Development Decisions 115

HTML5 and CSS3: Catering to High-End Users 116

Responsive Design versus Tiered Development 116

QA and Usability Testing 121

Hardware Purchases 121

Remote Testing Tools 121

Thursday: Make Your Site Findable with Mobile SEO 122

Mobile Search Engines and Indexing 122

Define a URL Structure 123

Device Detection 124

Develop a Mobile Keyword Strategy 124

Friday: Define Your Mobile Analytics 127

Assess Mobile Visitors to Your Desktop Site 127

Integrating Analytics into Your Mobile Site 128

Establish Mobile Web KPIs and Measure Success 129

Mobile Measurement Roadblocks 131

Apply Lessons Learned/Iterative Refinement 133

In Conclusion 133

Chapter 5 Week 4: Maximize Engagement with Mobile Apps 135

Monday: Understand Native App Considerations 136

Validate Your Customers' Receptivity to Apps 138

Choose Native or Web (HTML5) Apps 141

Determine the Appropriate Platforms 143

Tuesday: Build Your App Content Strategy 145

The Mobile App Lifecycle: A Holistic Overview from Start to Finish 146

Wednesday: Consider Development Options 150

Development Decisions 150

Design and Development Dos and Don'ts 151

Submission Guidelines and Best Practices 153

QA Best Practices 158

Thursday: Develop an App Marketing Plan 161

Paid Media Strategy and Execution 162

Owned Media Strategy 164

Earned Media Strategy 167

Friday: Outline Unique Measurement Considerations and Optimization Tactics for Native Apps 169

Analytics Options 169

Measurement Roadblocks and Workarounds 171

Iterative Refinement 172

In Conclusion 172

Chapter 6 Week 5: Promote Your Message with Mobile Advertising 175

Monday: Develop a Mobile Ad Campaign Strategy 176

Selecting the Correct Media/Ad Type 178

Tuesday: Define Your SEM Plan 181

Mobile SEM Use Cases 182

Mobile Search Ad Formats 183

Tools, Tips, and Tricks: Campaign Best Practices 187

Wednesday: Define Your Mobile Display Plan 191

Work with the Mobile Ad Networks 191

Mobile Ad Types 194

Thursday: Decide Where Mobile Email Fits into the Mix 196

Mobile Email Delivery Options 197

Mobile Email Design Best Practices 198

Friday: Outline Your Campaign Management, Tracking, and Analysis Approach 199

Analytics Options 199

Establishing KPIs 200

Measuring Success 201

Apply Results to Ongoing Campaign Development 201

In Conclusion 201

Chapter 7 Week 6: Leverage the SoLoMo Nexus 203

Monday: Understand the Opportunity 204

Note Changing Mobile User Behaviors 204

Beware the Privacy Pitfalls 209

Tuesday: Determine Use Cases 211

Wednesday: Define Your Partners 219

Social Networks 220

Geo-Social Apps 222

Local Search 223

Mapping 225

Ad Networks and Technology Platforms 226

Thursday: Realize Location-Based Marketing Opportunities 227

Friday: Define Key Analytics 229

In Conclusion 231

Chapter 8 Week 7: Check Out M-Commerce 233

Monday: Understand the Opportunity 234

The U.S. and Global Market for M-Commerce 235

Security and Privacy Concerns 241

Tuesday: M-Commerce Approaches 241

The Smartphone Purchase 242

The Tablet Purchase 242

The Mobile-Assisted In-Store Purchase 243

The In-App Purchase 243

Wednesday: Select Appropriate M-Commerce Channels 244

Mobile Web-Based Transactions 244

Native Application Transactions 244

SMS Payments 245

Near-Field Communications 245

Thursday: Establish Your Mobile Couponing Approach 249

Coupon Formats and Delivery Channels 250

Redemption Hurdles 251

Tracking, Targeting, and Loyalty 252

Friday: Define Payment Processing Options 253

SMS Payments 253

Direct Carrier Billing 253

Mobile Web 254

In-App 254

External Readers 254

Digital Wallets 255

In Conclusion 255

Chapter 9 Week 8: Drive Awareness with Ambient Media 257

Monday: Image Technologies 258

2D Barcodes 259

Image Recognition 269

Tuesday: Augmented Reality 270

Projected Uptake 271

Use Cases 273

Execution Considerations 274

Wednesday: Near-Field Communications 276

Projected Uptake 277

Potential for Marketers 278

Execution Considerations 279

Thursday: Mobile Broadcasting 280

Wi-Fi 281

Bluetooth 284

Friday: Digital-Out-of-Home 286

Mobile-Enabled Digital Signage 286

Surface Technologies 287

In Conclusion 288

Chapter 10 Chart the Future Forward 289

The New Customer Journey 290

The New Guiding Principles of Digital 292

Portability 292

Preferences 293

Proximity 294

Presence 295

Mobile Innovations to Watch 296

In Conclusion 298

Appendix A Research Firms 299

Subscription Research Firms 300

Research Resources 300

Primary Research Firms 300

Survey Vendors 301

Appendix B SMS Aggregators 303

Tier 1 304

Tier 2 304

Tier 3 304

Appendix C Mobile Web Resources 307

Device Detection 308

Test Tools 308

Appendix D Mobile App Resources 309

App Development Resources 310

Test Services 310

App Marketing Resources 310

Press Release Services 310

App Review Sites and Directories 311

Android-Specific Sites 312

Game-Specific Sites 312

App Analytics Firms 312

Appendix E Mobile Ad Networks 315

Premium 316

Premium Blind 316

Blind 316

Appendix F Blogs, Online Publications, and Twitter Feeds 319

Blogs 320

Online Publications 321

Twitter Feeds 321

Appendix G Conferences, Events, and Organizations 323

Conferences and Events 324

Customer Reviews

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Mobile Marketing: An Hour a Day 5 out of 5 based on 0 ratings. 2 reviews.
Anonymous More than 1 year ago
Having been in mobile for longer than I care to admit, I recommend this book to clients and colleagues who are either just starting to dip their toe in or who need to take their efforts to the next level. The nature of mobile marketing can seem overwhelming because it crosses so many disciplines and has so many possibilities. Rachel and Noah do an amazing job of breaking down the steps, offering clear and actionable guidance, and incorporating stories from experienced industry experts to set their readers up for success.
Anonymous More than 1 year ago
Highly recommended for anyone who needs to create a mobile marketing strategy. The authors clearly explain the role and significance of mobile devices in today's marketplace and provide clear and useful tips and information that can help you develop a winning mobile strategy. As mobile devices continue to increase market share, having a unique mobile strategy is now mandatory no matter what industry you're in. I have found this book to be invaluable in my job and refer back to it often.