Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business

Foreword DAVID MEERMAN SCOTT xi Acknowledgments xiv Introduction xvi Is Mobile Marketing Right for You? xvii How We've Organized This Book xix PART I THE MOBILE MARKETING LANDSCAPE 1 Chapter 1 How to Jump-Start Your Mobile Marketing Campaign 3 Chapter 2 How the Fortune 500 Use Mobile Marketing 13 Chapter 3 How Consumers Engage with Mobile 25 Chapter 4 Let's Talk: Terms and Concepts You Should Be Familiar With 35 Chapter 5 Nine Ways Businesses Are Using Mobile Marketing 43 Chapter 6 Classic Mobile Marketing Mistakes You Can Avoid 55 PART II SETTING YOURSELF UP FOR SUCCESS 63 Chapter 7 Laying the Foundation for Successful Mobile Marketing Campaign 65 Chapter 8 Getting More Familiar with the Mobile Marketing Landscape 75 Chapter 9 Thinking Strategically about Your Mobile Marketing Campaign 87 PART III TAKING A DEEPER DIVE INTO MOBILE MARKETING TOOLS POOL 99 Chapter 10 How to Set Up a Mobile Website 101 Chapter 11 Using SMS and MMS to Drive Customers to Your Business 111 Chapter 12 How to Use Mobile Display Ads to Grow Your Sales and Revenue 121 Chapter 13 How to Use Mobile Paid Search to Drive Customers to Your Business 133 Chapter 14 Location-Based Marketing: LBS, NFC, Bluetooth, and LBA Oh My! 147 Chapter 15 Mobile Apps: A Great Way to Keep Them Coming Back for More 157 Chapter 16 How to Use 2D Codes to Connect with Customers 169 Chapter 17 Tablet Computers: Taking the World by Storm 179 PART IV EXPANDING YOUR HORIZONS 185 Chapter 18 Using Mobile E-Commerce to Drive Revenue 187 Chapter 19 Mobile Marketing for B2B Companies 197 Chapter 20 How to Measure the ROI of Your Mobile Marketing Campaign 205 Chapter 21 The 17 Rs of Mobile Marketing and a Step-by-Step Checklist 217 A Few Final Thoughts 226 Index 228