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Mobile marketing for dummies:

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Bibliographische Detailangaben
Beteiligte Personen:	Becker, Michael (VerfasserIn), Arnold, John 1958- (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Hoboken, NJ [u.a.] Wiley [u.a.] 2010
Schlagwörter:	Online-Marketing
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020810310&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	XVIII, 362 S. Ill., graph. Darst.
ISBN:	9780470616680 0470616687

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Datensatz im Suchindex

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adam_text	Titel: Mobile marketing for dummies Autor: Becker, Michael Jahr: 2010 Table of Contents Introduction.........................................................«....... / About This Book..............................................................................................2 Conventions Used in This Book.....................................................................2 Foolish Assumptions.......................................................................................3 How This Book Is Organized..........................................................................3 Part I: Getting Up to Speed on Mobile Marketing..............................3 Part II: Executing Direct Mobile Marketing Campaigns.....................3 Part III: Mobile Media, Publishing, and Advertising..........................4 Part IV: Mobile Commerce and Analytics...........................................4 Part V: The Part of Tens........................................................................4 Icons Used in This Book.................................................................................4 Where to Go from Here...................................................................................5 Part h Getting Up to Speed on Mobile Marketing............7 Chapter 1: Unveiling the Possibilities of Mobile Marketing.........9 Defining Mobile Marketing...........................................................................10 Examining the five elements of mobile marketing...........................10 Identifying mobile consumers............................................................11 Exploring the types of mobile devices..............................................12 Getting to know mobile networks: The basics.................................15 Getting Your Bearings on the Three Forms of Mobile Marketing...........16 Direct mobile marketing.....................................................................16 Mobile-enabled traditional and digital media marketing................17 Mobile-enabled products and services.............................................18 Getting the Most Out of Mobile Devices.....................................................18 Dialing and pressing............................................................................18 Texting...................................................................................................19 Snapping and scanning.......................................................................19 Submitting.............................................................................................20 Using star and pound..........................................................................20 Finding the way with location............................................................20 Ticketing and identification with NFC and RFID..............................21 Discovering Available Mobile Paths and Capabilities..............................22 Defining text messaging (SMS)...........................................................22 Making it rich with multimedia messaging (MMS)..........................25 Mobilizing your e-mail.........................................................................25 tf/l Mobile Marketing For Dummies Humanizing your message with voice...............................................26 Reaching people on the mobile Internet...........................................26 Engaging consumers with applications and downloads.................27 Making connections through proximity paths: Bluetooth and Wi-Fi.........................................................................28 All hands on deck: Manning your portals.........................................29 Advertising on the small screen........................................................29 Cashing in on mobile commerce........................................................30 Chapter 2: Mapping Out Your Mobile Marketing Strategy..........31 Adding a Mobile Strategy to Your Marketing Plan....................................32 Harnessing information and experience...........................................33 Identifying seven key components of a mobile marketing plan ....34 Managing the customer journey........................................................34 Designing your mobile tools based on a variety of device features.............................................................37 Choosing an approach for getting it done........................................38 Including Mobile Service Providers in Your Strategy...............................39 Understanding the Costs of Mobile Marketing..........................................44 Calculating upfront mobile marketing costs....................................44 Variable mobile marketing costs.......................................................45 Basing Your Strategy on Your Mobile Reach.............................................46 Dealing with interoperability..............................................................46 Standing up to standards....................................................................47 Adapting to mobile phone adoption.................................................47 Figuring on feature adoption..............................................................49 Evaluating ecosystem efficiencies.....................................................49 Profiling your customer......................................................................49 Reaching for geography......................................................................50 Determining the applicability of your strategy................................50 Including Customer Analysis in Your Strategy..........................................53 Demographic factors that affect your strategy................................53 Psychographic factors that affect your strategy.............................54 Aligning your strategy to preferences...............................................54 Planning for situational context.........................................................55 Chapter 3: Complying with Industry Regulations and Best Practices............................................57 Creating Your Company s Mobile Marketing Policy.................................58 Adopting a code of conduct...............................................................58 Publishing your privacy policy..........................................................60 Stating your permission practices.....................................................61 Securing and managing consumer data............................................63 Creating policies for special programs.............................................65 Table of Contents fflf/ Complying with Trade Association Guidelines..........................................66 Getting to know the influencers.........................................................66 Embracing industry self-regulation...................................................68 Complying with U.S. Government Regulations..........................................69 Steering clear of mobile spam............................................................69 Regulations governing automated voice campaigns.......................71 Safeguarding the privacy of children................................................73 Complying with sweepstakes rules...................................................74 Complying with Non-U.S. Government Regulations..................................75 Part 11: Executing Direct Mobile Marketing Campaigns... 77 Chapter 4: Getting Ready for a Text Messaging Campaign.........79 Understanding SMS Basics...........................................................................80 Understanding the flow of text messaging.......................................80 Creating user-flow diagrams...............................................................82 Getting Approval for Your Text Messaging Campaigns............................87 First-time CSC and campaign certification.......................................88 Re-certifying and getting updates......................................................90 Auditing programs and maintaining compliance.............................90 Understanding Common Short Codes........................................................90 Acquiring a common short code.......................................................92 Deciding what type of CSC to use......................................................94 Going dedicated or shared.................................................................95 Choosing an SMS Application Platform......................................................96 Understanding SMS application platform capabilities....................97 Selecting your SMS provider..............................................................98 Setting Up Your SMS Database..................................................................100 Creating consumer profiles..............................................................101 Collecting data automatically through SMS...................................102 Collecting data manually through SMS...........................................102 Accessing your mobile marketing data...........................................103 Integrating SMS data with your CRM...............................................104 Chapter 5: Executing Common Text Messaging Campaigns.......105 Getting Permission: The Opt-In..................................................................106 Placing an opt-in call to action in media.........................................106 Collecting mobile-originated opt-ins...............................................107 Collecting opt-in through the Internet and applications..............109 Collecting opt-ins through snapping and scanning.......................109 Collecting opt-ins through dialing and pressing............................111 Gracefully Saying Goodbye: The Opt-Out.................................................112 XI(/ Mobile Marketing For Dummies Sending Information and Alerts via SMS...................................................113 Scheduling and sending SMS information......................................113 Sending filtered and automated SMS alerts....................................114 Following best practices for SMS timing and content...................116 Engaging with Mobile Coupons.................................................................116 Setting up your couponing program...............................................117 Setting up coupon redemption at a point of sale..........................118 Setting up Internet and application coupon redemption.............122 Offering incentives: Gifts, freebies, and samples...........................123 Managing prize promos, contests, and giveaways........................124 Offering Quizzes and Trivia........................................................................125 Setting up quiz options.....................................................................126 Setting up quiz response options....................................................127 Capturing Sentiment with Polling and Surveys.......................................130 Planning the survey...........................................................................131 Using open-ended questions............................................................131 Setting survey options......................................................................132 Choosing a poll type..........................................................................132 Setting poll options............................................................................133 Discovering Text-to-Screen and Experiential SMS Campaigns..............133 Chapter 6: Sending Multimedia Messages......................135 Comparing MMS to SMS..............................................................................135 Discovering the content capabilities of MMS.................................136 Examining MMS compatibility and reach.......................................137 Preparing Your MMS Campaign.................................................................138 Putting your MMS storyboard together..........................................139 Collecting and formatting your media............................................140 Delivering your MMS content...........................................................141 Sending Common MMS Campaigns...........................................................144 Sending MMS greeting cards............................................................144 Running picture-to-screen campaigns.............................................145 Creating MMS coupon promotions..................................................147 Chapter 7: Mobile E-Mail Marketing...........................149 Getting a Grip on Mobile E-Mail.................................................................150 Dealing with devices and browsers.................................................153 Choosing an e-mail marketing provider (EMP)..............................157 Collecting E-Mail Addresses through Mobile Devices............................160 Texting in an e-mail address.............................................................160 Providing forms on mobile Web sites.............................................161 Capturing addresses through mobile e-mail..................................162 Using mobile applications to collect e-mail addresses.................162 k Table of Contents %l) Building and Sending a Mobile E-Mail Campaign....................................164 Choosing a mobile e-mail design approach....................................165 Creating a mobile-friendly e-mail design........................................166 Adding navigation links to mobile e-mails......................................168 Writing mobile e-mail content..........................................................172 Including mobile calls to action in your e-mails............................176 Part 111: Mobile Media, Publishing, and Advertising.... 179 Chapter 8: Designing and Developing Mobile Internet Sites.......181 Understanding the Mobile Web.................................................................182 Putting your mobile site in the right context.................................182 Keeping your focus on the experience............................................183 Designing for multiple devices.........................................................186 Considering the Purpose of Your Mobile Site..........................................188 Identifying the needs of your mobile audience..............................188 Choosing from three types of mobile Internet sites......................189 Choosing a Mobile Internet Domain Strategy..........................................190 Designing and Building Your Mobile Site.................................................193 Default site..........................................................................................194 Medium site........................................................................................194 High-end site.......................................................................................194 Choosing tools to build your mobile site.......................................195 Using Web-standard code for your mobile site.............................196 Giving your mobile site good design features................................197 Creating Mobile Site Content.....................................................................199 Testing your mobile site content.....................................................201 Updating your mobile site content..................................................201 Chapter 9: Developing Mobile Applications and Content.........203 Choosing a Mobile Application Strategy..................................................204 Deciding whether a mobile app is the best choice.......................204 Choosing which devices to design for............................................206 Choosing a Method for Developing Your Application............................207 Going with in-house development...................................................208 Leveraging outside consultants, agencies and partners..............210 Following Best Practices for Designing Applications.............................211 Employing the utility of the touchscreen.......................................211 Designing for a platform and hardware..........................................212 Distributing Mobile Applications..............................................................212 Publishing to device app stores.......................................................212 Going on-deck with carrier catalogs................................................214 Marketing via direct download........................................................215 Xijl Mobile Marketing For Dummies Creating and Distributing Mobile Content...............................................215 Providing branded wallpapers and screen savers........................216 Delivering ringtones and other system sounds.............................218 Chapter 10: Displaying Your Advertising on Mobile Devices......221 Squeezing the Advantages Out of Mobile Advertising............................222 Leveraging Different Types of Mobile Advertising..................................223 Using multiple ad units and placements.........................................224 Placing ads in mobile search............................................................225 Grasping the Basics of Buying and Selling Mobile Advertisements......227 Partnering with media agencies.......................................................228 Working with mobile advertising networks...................................230 Buying ads directly from publishers...............................................233 Advertising with mobile carriers.....................................................235 Paying publishers and billing buyers for mobile ads....................235 Getting a Return on Your Mobile Ad Buying............................................236 Choosing targets and formats for your mobile ads.......................237 Creating ads for mobile properties.................................................238 Inviting action on your mobile ads..................................................238 Placing Ads in Your Own Mobile Properties............................................242 Placing ads on your own mobile site...............................................243 Advertising in applications and downloadable content...............245 Chapter 11: Executing Voice-Enabled Mobile Campaigns.........247 Choosing an Approach to Mobile Marketing with Voice........................248 Choosing a live agent approach.......................................................248 Choosing an interactive voice response (TVR) approach.............250 Finding a voice services provider....................................................251 Setting Up IVR Programs............................................................................252 Planning your campaign...................................................................252 Scripting the interaction...................................................................253 Recording IVR audio prompts..........................................................256 Configuring and preparing program responses.............................256 Executing Different Kinds of Voice Campaigns........................................258 Plain old dialing..................................................................................259 Click-to-call.........................................................................................259 Text-to-voice.......................................................................................260 Callback and live chat.......................................................................262 Voice broadcast.................................................................................262 Chapter 12: Mobile Social Media Marketing....................263 Integrating Mobile with Your Social Media Strategy...............................263 Identifying mobile communities and social networks..................264 Creating your own mobile communities.........................................268 Table of Contents ^(/// Engaging with Mobile Social Media Users................................................270 Encouraging people to join your community via mobile..............271 Enabling mobile social media interactions.....................................273 Listening and responding to social sharing...................................274 Engaging with pictures, videos, and other media.........................277 Part IV: Mobile Commerce and Analytics...................279 Chapter 13: Engaging in Mobile Commerce.....................281 Deciding Where to Sell Your Stuff.............................................................281 Setting Up Your Mobile Billing Infrastructure.........................................282 Setting up a merchant account........................................................283 Setting up mobile billing systems and accounts...........................283 Making It Easy for Customers to Pay by Mobile......................................286 Selling Content through Carrier Portals...................................................288 Developing a direct relationship with carriers..............................288 Entering into a channel relationship...............................................289 Contracting with an intermediary company..................................290 Collecting Payment through Carrier Billing: PSMS and the Mobile Web......................................................................290 Billing with premium SMS (PSMS)...................................................291 Understanding premium messaging payout..................................294 Reconciling PSMS reports.................................................................294 Carrier billing via the mobile Web...................................................296 Leveraging the Mobile Wallet....................................................................297 Accepting mobile integrated payments..........................................298 Offering mobile loyalty programs....................................................299 Selling mobile gift cards....................................................................300 Chapter 14: Evaluating the R0I on Mobile Marketing.............301 Determining What to Track and Analyze..................................................302 Preparing Your Database to Collect Information....................................304 Outlining demographic data.............................................................306 Organizing psychographic data.......................................................306 Planning for preferences data..........................................................307 Planning for behavioral data............................................................307 Looking out for location data...........................................................308 Mining syndicated data.....................................................................308 Populating a Mobile Database...................................................................309 Collecting data through SMS............................................................309 Collecting through the mobile Internet and installed applications.............................................................310 Integrating CRM with mobile campaigns........................................311 Xl/lll Mobile Marketing For Dummies Tracking Interactions: Clicks, Calls, Votes, and More............................312 Using third-party tracking tools.......................................................312 Obtaining metrics from partners and service providers..............314 Understanding analytics reports.....................................................315 Calculating Your Return on Mobile Marketing Investment....................318 Calculating expected ROMMI for direct revenue programs.........319 Calculating expected ROMMI for indirect revenue programs.....321 Part V: The Part of Tens............................................323 Chapter 15: Ten Ways to Reach Your Customers on Their Mobile Devices......................................325 Text Messaging (SMS).................................................................................325 Multimedia Messaging Service (MMS)......................................................326 Mobile E-Mail................................................................................................326 Mobile Internet Sites...................................................................................326 Mobile Applications....................................................................................326 Interactive Voice Response (IVR)..............................................................327 Mobile Social Media....................................................................................327 Mobile Advertising......................................................................................327 Mobile Commerce and Location-Based Enabled Engagements.............328 Mobile-Enabled Traditional Media............................................................328 Chapter 16: Ten Mobile Marketing Resources...................329 The Mobile Marketing Association (MMA)..............................................329 dotMobi.........................................................................................................330 The Common Short Code Administration (CSCA)..................................330 Mobile Testing Services..............................................................................331 The Wireless Telecommunications Bureau (WTB).................................331 Mobile Marketer and Other Reference Sites............................................332 The Direct Marketing Association (DMA)................................................333 CTIA: The Wireless Association.................................................................333 MyWireless.org............................................................................................334 The Netsize Guide........................................................................................334 Glossary..................................................................335 Index.......................................................................347
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