Book VIII

Mobile Marketing

Contents at a Glance

Chapter 1: Getting Started with Mobile Marketing

Understanding Mobile Marketing

The Two Approaches to Mobile Marketing

Adding Mobile to Your Marketing Strategy

Exploring Mobile Devices

Getting to Know Mobile Networks

Understanding the Many Paths within the Mobile Channel

Creating Your Company’s Mobile Marketing Policy

Complying with Trade Association Guidelines

Complying with U.S. Government Regulations

Chapter 2: Planning a Mobile Marketing Campaign

Understanding the Costs of Mobile Marketing

Working with Common Short Codes

Managing Opt-Ins and Opt-Outs

Chapter 3: Running Mobile Communication Campaigns

Planning Your Communication Flow

Providing Text Promotions

Calling People to Action: Polling

Offering Incentives: Gifts, Freebies, Samples, and Coupons

Applying User-Generated Content

Chapter 4: Displaying Your Advertising on Mobile Devices

Squeezing the Advantages Out of Mobile Advertising

Leveraging Different Types of Mobile Advertising

Grasping the Basics of Buying and Selling Mobile Advertisements

Getting a Return on Your Mobile Ad Buying

Placing Ads in Your Own Mobile Properties

Chapter 5: Delivering Valuable Mobile Content

Sourcing Your Mobile Content

Sending Content via Messaging

Providing Mobile Enhancements and Applications

Making Mobile Games and Applications

Serving Up Mobile Websites

Chapter 6: Getting Paid for Your Mobile Marketing Efforts

Methods of Monetizing the Mobile Channel

Offering Your Content through a Carrier’s Portal

Making Money through Premium Text Messaging

Selling Your Content and Services via Mobile

Chapter 7: Tracking a Mobile Marketing Campaign