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Daily time spent on mobile devices is now overtaking daily time spent in front of a TV, as revealed in a recent study by Millward Brown. To help determine what marketers can and should be doing with the exponential growth in mobile device usage, Daniel Rowles offers a practical and hands-on guide to designing, implementing and measuring an effective mobile strategy.

Mobile Marketing starts with an in-depth review of the mobile environment, the technology itself – both hardware and software – and goes further to emphasize the importance of understanding the user journey rather than specific devices. Rowles offers an understanding of what the mobile consumer actually wants to achieve; of technology change and adoption, devices and platforms; of mobile usage statistics and, finally, presents his thoughts on the future of mobile marketing. He then provides a tactical toolkit that includes discussion of mobile sites and responsive design; how to build, market and maintain apps; uses of social media in a mobile context; mobile search and search engine optimization [SEO]; mobile advertising; augmented reality; QR codes; near field communication [NFC];Short Messaging Services [SMS] and mobile analytics. Along with helpful graphs and tips for further reading, the book includes several international case studies that illustrate the potential pitfalls and rewards of mobile marketing initiatives.

The book is a useful and compelling read, designed both for those new to mobile marketing and those looking for advice on how to better incorporate mobile into other marketing activities. Combining theoretical understanding of mobile's role in the marketing arena and practical exercises, Rowles shows how to build a top-down strategy, encompassing all consumer touch points, to future-proof businesses against customers' ever-changing mobile interaction with brands.

Product Details

  • Paperback: 280 pages
  • Publisher: Kogan Page (November 28, 2013)
  • Language: English
  • ISBN-10: 0749469382
  • ISBN-13: 978-0749469382
  • Product Dimensions: 6 x 0.6 x 9 inches
  • Shipping Weight: 14.9 ounces

Customer Reviews

Two pages of notes

 on April 23, 2014
By Donald O Moser
Just finished reading Daniel Rowles book, “Mobile marketing,” and found just about every page with information and insights worth keeping. So, I have about two full pages of single-spaced, typed notes of his content to review from time-to-time. May even read it a second time! Highly recommended.

a great read

 on March 2, 2014
an excellent introduction to the topic–provides a very readable overview of the this industry A great value for anyone interested in this area

How to plan the user journey for mobile marketing

 on November 16, 2013
By John Gibbs
Mobile marketing is all about understanding the user journey, according to Daniel Rowles in this book. It is not about focusing on the device itself; it is about understanding what individuals want to achieve, and we need to understand how the technologies that make up mobile marketing can be used to help achieve the goals of an individual.

Demystifying the mobile beast

 on November 21, 2013
By David Wineberg
If the term native app brings shivers to your spine and a tingling in the hairs on your arm, Mobile Marketing is for you. It’s a very high level overview of the options and alternatives in the smorgasbord of mobile marketing options. It demystifies terms, shows how the concepts compare, and basically prepares you for a conversation you might not be able to have otherwise.

Useful and a surprising compelling read.

 on November 28, 2013
By Andrew R Favell
I would never claim to be a “digital native”, in fact, I’m not entirely sure I know what one is. However I have been running a popular website about mobile marketing and mobile Web for five years, so I’ve got a broad understanding of most aspects of mobile.

Something for everyone, whatever your level.

 on December 10, 2013
By Buttercup
As with most of Daniel Rowles work, this book is pitched at just the right level so there’s something for everyone. There’s tips and advice for those new to mobile marketing and are looking to understand more about what it can do for them, and then there is a lot of top level support around mobile strategy and linking this with other marketing activities. I’ve been working in marketing and digital for over 10 years and mobile is often something i’m asked about but only have a fairly basic understanding of, this book has really helped me to get to grips with the mobile offering and how it fits into the wider marketing mix.

A complex subject made easy

 on July 27, 2014
By BenTrebilcock
This is a fantastic read. Daniel presents a clear picture of mobile marketing with up-to-date statistics and analytical tools that you can try for yourself as you read the book. He explains technical jargon with easy-to-understand explanations and creates structured arguments to illustrate his points.

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