Mobile Marketing is a clear, practical guide to harnessing the
mobile consumer and tackling the rising challenges of divided user
attention across multiple screens at the same time. It demystifies the
vast spectrum of tools and techniques now available and explains how to
optimize these dynamics into an innovative and effective mobile
marketing strategy. Now that website search rankings take into account
mobile optimization, no serious marketer can do without a thorough
understanding of mobile.
The first edition of Mobile Marketing won the Judge's Choice Award
in Social Media at the Small Business Trend's 2014 Book Awards. This
fully revised 2nd edition includes straightforward explanations on
mobile optimized content, app development, social media and proximity
based marketing. It has also expanded to include two brand new chapters
on mobile and email and on location-based devices, plus cutting-edge
updates on advances in wearable technology, mobile payments, virtual
reality and strategies for the changing user journey. Integrated with
tactical checklists, easy application frameworks and powerful case study
insights such as Heineken, WordPress, MailChimp, Nike Training Club
(NTC), Google Play and Moz, it provides a full overview from service
provision and technology integration to content strategy, ready to
capture fast-moving consumers on the go. Online resources include a
digital marketing instructors manual, supporting lecture slides, example
exam and self-test questions, and a content calendar template.
