Mobile marketing : how mobile technology is revolutionizing marketing, communications, and advertising

By:

Rowles, Daniel

Material type: Text

TextPublication details: Great Britain Kogan page 2017Edition: 2nd EdDescription: xiii,256p. PbkISBN:

978-0749479794

Subject(s):

Mobile commerce Mobile communication systems Telemarketing Internet advertising & Marketing

DDC classification:

658.872 ROW

Contents:

Part 1. Mobile marketing in perspective. Understanding the user journey -- Technology change and adoption -- Disruption and integration -- Devices, platforms and technology : why it doesn't matter -- The future of mobile marketing -- Part 2. The tactical toolkit. Mobile sites and responsive design -- Mobile and e-mail -- How to build app -- Social media and mobile -- Mobile search -- Mobile advertising -- Augmented reality (AR) and virtual reality (VR) -- Quick response (QR) codes -- Location-based devices and beacons -- Near field communication (NFC) and mobile payments -- Instant messengers (IM) apps and short messaging service (SMS) -- Mobile analytics -- Part 3. Mobile marketing checklists. Checklists.

Summary: 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."--Provided by publisher.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	H.T. Parekh Library	GSB Collection	658.872 ROW (Browse shelf(Opens below))	Available		B2587

Recommend by Prof. Sathya Saminadhan/ Book well - 1503-19-Feb-18/Rs.1895.05 Pd.1421.00/-

Part 1. Mobile marketing in perspective. Understanding the user journey --
Technology change and adoption --
Disruption and integration --
Devices, platforms and technology : why it doesn't matter --
The future of mobile marketing --
Part 2. The tactical toolkit. Mobile sites and responsive design --
Mobile and e-mail --
How to build app --
Social media and mobile --
Mobile search --
Mobile advertising --
Augmented reality (AR) and virtual reality (VR) --
Quick response (QR) codes --
Location-based devices and beacons --
Near field communication (NFC) and mobile payments --
Instant messengers (IM) apps and short messaging service (SMS) --
Mobile analytics --
Part 3. Mobile marketing checklists. Checklists.

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."--Provided by publisher.

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