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Mobilized Marketing : How to Drive Sales, Engagement, and Loyalty Through Mobile
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eBay-Artikelnr.:184907526329
Artikelmerkmale
- Artikelzustand
- Sehr gut
- Hinweise des Verkäufers
- “No highlighting, no folded pages”
- Topic
- Marketing
- ISBN
- 9781118243268
Über dieses Produkt
Product Identifiers
Publisher
Wiley & Sons, Incorporated, John
ISBN-10
1118243269
ISBN-13
9781118243268
eBay Product ID (ePID)
110935535
Product Key Features
Book Title
Mobilized Marketing : How to Drive Sales, Engagement, and Loyalty Through Mobile Devices
Number of Pages
224 Pages
Language
English
Publication Year
2012
Topic
Marketing / General, E-Commerce / Internet Marketing, Advertising & Promotion, Marketing / Telemarketing, E-Commerce / General (See Also Computers / Electronic Commerce)
Genre
Business & Economics
Format
Hardcover
Dimensions
Item Height
1.1 in
Item Weight
13.6 Oz
Item Length
9.1 in
Item Width
6.2 in
Additional Product Features
Intended Audience
Trade
LCCN
2012-003558
Dewey Edition
23
Dewey Decimal
658.8/72
Table Of Content
Acknowledgments xi Foreword MICHAEL BECKER xiii Preface xv Part I The Early Years 1 Chapter 1 Radio's Days of Glory 3 Chapter 2 Hipcricket's Beginnings in a Starbucks 5 Chapter 3 Mobile at the Start of the Millennium 7 Chapter 4 American Idol Engages a Nation 10 Chapter 5 RAZR Sharpens Mobile's Focus 12 Chapter 6 Hipcricket's First Customers 14 Chapter 7 Listening to the Consumer 17 Chapter 8 The Brands Show Some Interest 20 Chapter 9 Mobile as a Natural Progression 23 Chapter 10 Mobile in the Fight Against Cancer 25 Chapter 11 Stops and Starts 27 Chapter 12 Build Me an iPhone App 29 Chapter 13 Hipcricket Matures, Rebrands 32 Chapter 14 It's Not Spam on the Phone 34 Chapter 15 Texting with the Phone to the Ear? 36 Chapter 16 Mobile Award For Dummies 41 Part II The Present 45 Chapter 17 The Recession's Effect on Mobile's Growth: Businesses, Especially Retail, Feel the Pinch 47 Chapter 18 Behavior Changes Seen in All Age Groups 51 Chapter 19 Mobile Gets Busy: The Rise of the Call to Action 54 Chapter 20 Radio Regains Its Magic 56 Chapter 21 Hipcricket Weathers the Recession 58 Chapter 22 The Brands Rebound from the Recession 65 Chapter 23 The Rise of Loyalty Clubs 68 Chapter 24 MillerCoors Drinks from Android Cup 72 Chapter 25 Belle Tire Rolls with Mobile 74 Chapter 26 Other Brands Produce Notable Campaigns 79 Chapter 27 Trends 83 Chapter 28 Innovation: Emergence of Multiscreen Marketing 95 Chapter 29 Looking Internationally for Guidance 112 Chapter 30 Hipcricket Builds for the Future 123 Part III The Future 131 Chapter 31 Determining Whether Mobile Has Arrived 133 Chapter 32 The Ever-Changing Consumer 135 Chapter 33 The Tools You Can Use: Considering Mobile Products and Services Individually 137 Chapter 34 The Real Questions Marketers Should Ask 152 Chapter 35 Advice from the Smartest Marketers 176 Conclusion So Where Are We with Mobile Marketing? 186 Epilogue 188 About the Author 197 Index 199
Synopsis
Integrate your mobile marketing program and take your brand to the next level Mobile marketing is finally entering the forefront of the marketing realm as megabrands roll out million-dollar budgets and small businesses have turned to the channel for its affordability, measurability, and repeatable successes in producing sales and driving engagement and loyalty. Through insights from bold industry visionaries and fellow mobile pioneers, Mobilized Marketing takes readers through campaigns worth repeating and others that are not. Learn the many roads that marketers can take and the proven strategies and tactics that move products and build loyalty through the consumer's most personal device. With examples from the more than 130,000 campaigns developed by mobile marketing leader Hipcricket, Mobilized Marketing breaks down how brands of all sizes have performed in their mobile efforts--why some have failed and how others bravely turned to mobile. Demonstrates how to integrate mobile into marketing programs and how to effectively measure it Explains how to make your existing marketing spends work harder Delivers step-by-step instructions on how to optimize campaigns in real-time Shows how to determine which mobile tactics are keepers and which are not It's time to mobilize your marketing programs and drive your profits to new heights., Praise for Mobilized Marketing "I was thrilled when I found out Jeff was writing this book since I knew full well the story hadnt yet been told. I also believed there was no one better suited and positioned to tell it than Jeff, looking back and forward from his prime seat at the head of the table at Hipcricket. Jeffs unique role in our industrys origin stories affords him superb and actionable insights about where were heading. He gets the big picture that whats really going on is a new era of brand marketing and human behaviors that is best summed up by what some of us call mobilityness. Jeff gets that mobilityness matters, and this book is about the how and the why. It is a tale both instructive and inspirational." Thom Kennon, SVP, Director of Strategy, Y&R "Jeff is a superb storyteller and in this book he takes you through the story of mobile and its place within the marketing mix. At every step along the way, he shares key lessons and insights that will help you ask the right questions and know how to get the right answer. Jeff will prepare you to embrace mobile in a way that will help you deliver value to your customers, your employer, and your career." Michael Becker, Managing Director, North America, Mobile Marketing Association "Jeff knows what works. And the stories from mobile marketing leaders he features in this book add detail and dimension to his compelling strategic insights. Its a fast, informative, entertaining read, and it will set you up with a clear point of view on the latest mobile thinking." Miles Orkin, Former National Director, Web and Mobile, American Cancer Society "Jeff puts the power and potential of mobile marketing into a whole new light. His knowledge and expertise jumps off every page. Mobilized Marketing is a road map of lessons, ideas, and applications. Perhaps even more important is Jeffs passion for the promise of where the mobile platform is leading marketing. Its infectious." Hank Wasiak, Owner, The Concept Form, and Former Vice Chairman, McCann Worldgroup
LC Classification Number
HF5415.1265
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