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.
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