TY  - GEN
N2  - This book is for marketers (from newbies to CMO level) who want to learn why and how to use mobile marketing to engage and convert consumers. Whether you work with a brand, retail storefront or are studying to do just that, we wrote A Beginner's Guide to Mobile Marketing to help you learn about the exploding opportunities that mobile marketing offers and why it is so important to embrace it in your integrated marketing strategy. As you are well aware, cell phones are no longer just for calling people. Based on the latest trends in consumer behavior on mobiles, we introduce ways that marketers can use Smartphone popularity to reach people with tactics like mobile apps, mobile web, social media, search, text messaging (SMS/MMS/RMM), mobile advertising, location-based services, retail programs and more. NFC, QR codes and texting are a few pull tactics introduced, alongside push tactics like beacons, ads and in-app push notifications. Tablets require a different strategy but this book touches on that to offer background on mobile vs. tablet marketing. Citing the latest and greatest third-party research, learn from an expert about mobile marketing, starting with the basics and ending with a roadmap to develop and measure strategic mobile marketing campaigns. Along the way, participate in exercises to ensure that you understand the material and how to apply it to the real world. Whether you are an educator, student, professional, or mobile maven, we hope that you enjoy the content and case studies we bring to life in this book.
AB  - This book is for marketers (from newbies to CMO level) who want to learn why and how to use mobile marketing to engage and convert consumers. Whether you work with a brand, retail storefront or are studying to do just that, we wrote A Beginner's Guide to Mobile Marketing to help you learn about the exploding opportunities that mobile marketing offers and why it is so important to embrace it in your integrated marketing strategy. As you are well aware, cell phones are no longer just for calling people. Based on the latest trends in consumer behavior on mobiles, we introduce ways that marketers can use Smartphone popularity to reach people with tactics like mobile apps, mobile web, social media, search, text messaging (SMS/MMS/RMM), mobile advertising, location-based services, retail programs and more. NFC, QR codes and texting are a few pull tactics introduced, alongside push tactics like beacons, ads and in-app push notifications. Tablets require a different strategy but this book touches on that to offer background on mobile vs. tablet marketing. Citing the latest and greatest third-party research, learn from an expert about mobile marketing, starting with the basics and ending with a roadmap to develop and measure strategic mobile marketing campaigns. Along the way, participate in exercises to ensure that you understand the material and how to apply it to the real world. Whether you are an educator, student, professional, or mobile maven, we hope that you enjoy the content and case studies we bring to life in this book.
T1  - A beginner's guide to mobile marketing /
AU  - Garris, Molly.,
AU  - Mishra, Karen E.,
ET  - First edition.
CN  - HF5415.1265
ID  - 841655
KW  - Cell phone advertising.
KW  - Internet marketing.
KW  - analytics
KW  - apps
KW  - banners
KW  - beacons
KW  - brand
KW  - case studies
KW  - display
KW  - iBeacon
KW  - integrated strategy
KW  - location-based services
KW  - MMS
KW  - mobile ads
KW  - mobile advertising
KW  - mobile at retail
KW  - mobile marketing
KW  - mobile search
KW  - mobile site
KW  - mobile web
KW  - mobile website
KW  - multi-media messaging
KW  - NFC
KW  - nonprofit
KW  - omni-channel experience
KW  - push notifications
KW  - QR code
KW  - retailer
KW  - RMM
KW  - ROI
KW  - search
KW  - SMS
KW  - social
KW  - SOLOMO
KW  - sports marketing
KW  - success measurement
KW  - tablets
KW  - text messaging
SN  - 9781606498415
TI  - A beginner's guide to mobile marketing /
LK  - https://univsouthin.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=1911679
UR  - https://univsouthin.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=1911679
ER  -