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Mobile Marketing: The Message Revolution: Lessons from Global Brand Leaders on How to Make a Success of the Mobile Channel - Softcover
Inhaltsangabe
Mobile phones offer a unique opportunity for businesses to market their product on a one-to-one basis. In Mobile Marketing, Matt Haig looks into this medium: how to maximise it's use, how to avoid abuse (it is very instrusive) and how to ensure that campaigns pay off.
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Über die Autorin bzw. den Autor
Matt Haig is an independent consultant advising organisations of all types and sizes on creating integrated marketing and branding solutions. As one of the very first writers on e-business, Matt has always been at the forefront of developing leading edge marketing solutions. More recently he has carried out mobile marketing consultancy for several companies and has researched and written extensively on the subject.
Its rapidly growing popularity inspired Matt Haig to write his popular book Mobile Marketing: The Message Revolution. Acclaimed for his no-nonsense pragmatic style, Matt is a popular speaker and writes regularly for the national and business press. He is also the author of several other best-selling guides including E-PR: The Essential Guide to Public Relations on the Internet, E-Business Essentials, E-Mail Essentials, The E-Marketing Handbook, The B2B E-Commerce Handbook and How Come You Don't Have an E-business Strategy? (all published by Kogan Page).
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List of figures
Foreword by Steve Wunker
Introduction
Reaping the rewards
About this book
Mobile mentors
The text focus
1.The text phenomenon
SMS: the quiet revolution
Text benefits
Marketing benefits
Everything you ever wanted to know about text (but were afraid to ask)
Balearic beginnings
SMS pioneers
SME SMS
A limited canvas
Types of campaign
Beyond the youth market
Text versus Web
Last word
2.The mobile mindset
Permission marketing
Think narrow
Mobile branding
Building an infobrand
Adding real value
Pull and push
Push marketing problems
Pull marketing problems
Viral marketing
New York Celebrity Sightings: Learn from a viral phenomenon
Last word
3.The mobile marketing menu
Premium services
Case study: Bridget Jones' Diary
Paid content PC problems
Paid content: mobile success
Competitions
Coupons
Tickets
Location, location, location
Case study: location-based shopping
Alerts
Sponsorships
Mobile payment services
Mobile channels
The best text you've ever had
Last word
4.Two-way marketing
A two-way medium
Connected markets
Getting personal
Market research
Text chat
Case study: Ministry of Sound's two-way approach
Last word
5.Responsible marketing
The need for responsible marketing
The spam problem
Spam-free services
Mobile marketing regulations
Case study: spam stuck on the menu for South African mobile users
Spam: industry perspectives
Avoiding message fatigue
Case study: Carlsberg's World Cup campaign
Pull marketing
Marketing to children
Text overload
Legal implications
Last word
6.Generation text
The new power generation
Teen text
Explaining the teen text phenomenon
Mobile culture
Pay-as-you-go
Customizable mobiles
Case study: Cadbury 'goes large'
Ringtones
Mobile gaming
The text epidemic
Ten teen commandments
Case study: East West Records wireless marketing campaign for Oxide & Neutrino
Last word
7.The language of text
A new language
The right balance
Text misconceptions
Case study: the Guardian SMS Poetry Competition
Last word
8.Integrating mobile campaigns
Text messaging and television
Case study: television takes a break for SMS link-up
Print media
Case study: Top of the Pops magazine text club
SMS, MMS and the Internet
SMS and outdoor advertising
The reason for text
SMS and radio
SMS: the perfect back channel
Exploiting the full media potential
Product promotion
Last word
9.The global message
Text messaging: a global phenomenon
The operator's perspective
The view from Europe
Case study: E-Taxi, Irish innovation
Texting USA
Last word
10.Implementing a campaign
The technological requirements
Software solutions
Case study: the Cellar Society use Brand2Hand
Marketing agencies
Last word
11.The mobile Internet
A rough ride
WAP problems
The WAP Forum
The WAP brand
Say WAP?
Big in Japan
GPRS and 3G
Mobile Internet marketing principles
Case study: Yell.com's WAP service
Case study: location-based WAP marketing
Reasons to be cheerful
RIP SMS?
Last word
12.Future technologies
3G
Case study: Nokia's 3G survey
MMS: 'SMS on steroids'
Interactive voice response
Bluetooth
XHTML
GPRS: giving the mobile Internet a face lift
The SMS 'training ground'
Future phones
Last word
Postscript: the mobile marketer's survival guide
Key organizations
Useful Web sites
Glossary
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Mobile Marketing : The Message Revolution- Lessons from Global Brand Leaders on How to Make a Success of the Mobile Channel
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Mobile Marketing : The Message Revolution- Lessons from Global Brand Leaders on How to Make a Success of the Mobile Channel
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Mobile Marketing: The Message Revolution
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Kogan Page Business Books, 2002
ISBN 10: 0749437987
ISBN 13: 9780749437985
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Zustand: Como nuevo. : Este libro explora el auge del marketing móvil, utilizando SMS para comunicarse directamente con los clientes. Matt Haig examina el potencial de este medio, ofreciendo lecciones de líderes de marcas globales sobre cómo tener éxito en el canal móvil. Se discuten estrategias para maximizar su uso y evitar abusos, asegurando campañas efectivas. El libro es una guía esencial para empresas que buscan aprovechar las oportunidades únicas que ofrece el marketing móvil. EAN: 9780749437985 Tipo: Libros Categoría: Negocios y Economía Título: Mobile Marketing: The Message Revolution Autor: Matt Haig Editorial: Kogan Page Idioma: en Páginas: 226 Formato: tapa blanda. Artikel-Nr. Happ-2024-11-12-66089cff
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Mobile Marketing: The Message Revolution
Verlag:
Kogan Page Business Books, 2002
ISBN 10: 0749437987
ISBN 13: 9780749437985
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Softcover
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Zustand: Good. Your purchase helps support Sri Lankan Children's Charity 'The Rainbow Centre'. Ex-library, so some stamps and wear, but in good overall condition. Our donations to The Rainbow Centre have helped provide an education and a safe haven to hundreds of children who live in appalling conditions. Artikel-Nr. Z1-R-040-02095
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Mobile Marketing: The Message Revolution
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Zustand: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,500grams, ISBN:9780749437985. Artikel-Nr. 9229652
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Mobile Marketing Lessons from Global Brand Leaders on How to Make a Success of the Mobile Channel
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Paperback. Zustand: Brand New. 256 pages. 9.00x6.00x0.75 inches. In Stock. Artikel-Nr. zk0749437987
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