Mobilized marketing: how to drive sales, engagement, and loyalty through mobile devices

Integrate your mobile marketing program and take your brand to the next levelMobile 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 boldindustry 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 itExplains how to make your existing marketing spends work harderDelivers step-by-step instructions on how to optimize campaigns in real-timeShows how to determine which mobile tactics are keepers and which are notIt's time to mobilize your marketing programs and drive your profits to new heights. INDICE: ForewordPrefaceAcknowledgmentsAuthor BioSection 1: The Early YearsChapter 1: Radio's Days of GloryChapter 2: Hipcricket's Beginnings In A StarbucksChapter 3: Mobile At The Start of The MillenniumChapter 4: American Idol Engages A NationChapter 5: RAZR Sharpens Mobile's FocusChapter 6: Hipcricket's First CustomersChapter 7: Listening To The ConsumerChapter 8: The Brands Show Some InterestChapter 9: Mobile As A Natural ProgressionChapter 10: Mobile In The Fight Against CancerChapter 11: Stops and StartsChapter 12: Build Me An iPhone AppChapter 13: Hipcricket Matures, RebrandsChapter 14: It's Not Spam On ThePhoneChapter 15: Texting With The Phone To The Ear?Chapter 16: Mobile Award “For Dummies”Section 2: The PresentChapter 17: The Recession's Effect On Mobile's GrowthBusinesses, Especially Retail, Feel The PinchSimon Shops For VisitorsChapter 18: Behavior Changes Seen In All Age GroupsChapter 19: Mobile GetsBusyThe Rise Of The Call To Action34 Cars Sold After None Moved In MonthChapter 20: Radio Regains Its MagicChapter 21: Hipcricket Weathers The RecessionMore Radio SuccessChapter 22: The Brands Rebound From The RecessionSelling On TheFear FactorEngaging The BrandsChapter 23: The Rise of Loyalty ClubsArby's Goes Mobile Late-NightChapter 24: MillerCoors Drinks From Android CupChapter 25: Belle Tire Rolls With MobileChapter 26: Other Brands Produce Notable CampaignsMacy's: Mobile As The Ticket To BackstagePerrier: Hot, Hot, HotFord Has A Better IdeaChapter 27: TrendsThe Convergence of Mobile and SocialResponding At ThePoint of Impression2011 As Year of Mobile CommercePrivacy Concerns Or “Win-Win” Customer Relationship Management?Chapter 28: InnovationEmergence of Multi-Screen MarketingThe Introduction of TabletsCNN Reaches The World's Audiences In New WaysESPN: Mobile Hits and MissesThe “Remote Control For Life”Chapter 29: Looking Internationally For GuidanceRestrictions for U.S. MarketersLearning By ObservingWhen Thinking Global, Think LocalCanada Plays Catch-UpThe Contrasts Between Europe and AmericaLatin America - One Size Does Not Fit AllHowMicrosoft Handles Disparate MarketsChapter 30: Hipcricket Builds For The FutureSection 3: The FutureChapter 31: Determining Whether Mobile Has ArrivedChapter 32: The Ever-Changing ConsumerChapter 33: The Tools You Can UseConsidering Mobile Product And Services IndividuallyChapter 34; The Real Questions Marketers Should AskHow Fast Should I Go?How Much Time and Dollars Should I Devote?Have We Crossed the Chasm?Do We Have Enough Metrics To Make Wise Decisions?Will Consumers Continue To Seek Out Offers?What's The Future of Mobile and Social?Does My Vendor Protect Me?Will Transparency Move My Business?How Will Mobile Change With The Passing of Steve Jobs?Should We Be Looking For Innovation or TheMaturing of Existing Technology?How Do I Find A Job In Mobile?How Do I SelectA Mobile Marketing Provider?Twitter vs. Mobile: How To Decide?Can I Capitalize On The Hyperlocal Opportunity?Chapter 35: Advice From The Smartest MarketersGet Mobile To Go MobileAlter Course or Have Thick SkinBe On The Lookout For the WaveDon't Offer ExcusesWatch For Small and Large ChangesLook Beyond The ObviousThink Beyond The FunnelRemember Mobile Is Not The Same As OnlineFind Multiple Ways To EngageThink One To One, Not One To ManyReconsider Traditional MediaConclusion: So Where Are We With Mobile Marketing?EPILOGUEEasy PeasyThe Need To Say PleaseWith Mobile Comes ResponsibilityiDontThinkSoMy Beef With Taco Bell's Crisis ManagementJust How Important Are We As Individuals?How Big?

• ISBN: 978-1-118-24326-8
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 224
• Fecha Publicación: 16/05/2012
• Nº Volúmenes: 1
• Idioma: Inglés