A Quick Start Guide to Mobile Marketing

Written for marketing practitioners who need to bring themselves up to speed on mobile marketing, this book explains the benefits of mobile marketing and its links with other forms of digital marketing. It tackles myths relating to mobile commerce, looks at using mobile communication in conjunction with other marketing activities, and explains how mobile commerce can add value for customers. It gives examples of B2C and B2B Twitter mobile campaigns, shows how mobile communications can be used for research, and examines sustainability and ethical behavior in mobile commerce.

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.

Preface	p. vii
Reflect on…	p. 1
Lack of financial control	p. 7
Business orientations	p. 9
Top tips, questions and activities	p. 13
Enable change	p. 14
What is marketing to you?	p. 14
The e-mix	p. 19
Top tips, questions and activities	p. 40
Actively communicate	p. 41
Marcomms	p. 41
The comms mix	p. 44
Top tips, questions and activities	p. 57
Consider your situation	p. 58
Company culture and size	p. 58
Culture	p. 59
Consider your situation (II)	p. 68
The need to monitor your environments	p. 68
The marketing environment	p. 69
Top tips and activities	p. 80
Harvest knowledge	p. 81
Mobile communications and research	p. 81
Marketing research	p. 83
Top tip, questions and activities	p. 89
Nurture growth	p. 90
M-comms and building better relationships	p. 90
Top tip, questions and activities	p. 103
Embrace co-ordination	p. 104
Implications for management	p. 104
Systems	p. 106
Marketing planning	p. 107
SMEs and planning	p. 119
Using support mechanisms	p. 119
Top tips, questions and activities	p. 121
Where do you stand?	p. 123
Sustainability and mobile marketing	p. 123
Where do you stand…where do your customers think you stand?	p. 128
Top tip and activities	p. 139
Where do you stand (II)?	p. 141
What does the future hold?	p. 141
The cynic knows the price of everything and the value of nothing	p. 143
The news media battleground	p. 146
Education, education, education	p. 149
Future 'tech' trends	p. 150
4G	p. 153
References	p. 160
Glossary	p. 162
Table of Contents provided by Ingram. All Rights Reserved.

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A Quick Start Guide to Mobile Marketing

Summary

Author Biography

Table of Contents

Supplemental Materials