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详细说明：How mobile technology is revolutionizing marketing, communications and advertsingThis book is dedicated to my ever patient, beautiful and
straight-talking wife Susana, without whom it would still be
on a to-do list somewhere
This is also a great opportunity to get my kids' names in
print, so they can show all their friends and I can score
many, many 'awesome dad points. I love you both dearly,
eresa and charlie
THIS PAGE IS INTENTIONALLY LEFT BLANK
CONTENTS
List of figi
Foreword xiii
Acknowledgements xiv
Introduction 1
PART ONE Mobile marketing in perspective 5
01 Introduction 7
02 Understanding the mobile consumer 9
Technology for the sake of technology 10
User journey and context 11
Mobile and multi-channel marketing 12
User journey examples 13
Local intent 17
Content marketing 17
The stages of the user journey 19
Value proposition and user journey 22
03 Technology change and adoption 25
Forty years of radical change 25
Integrated devices 26
Smartphone adoption 27
Global variations 29
Benchmarking marketing activity 30
04 Disruption and integration 34
The death of in-store retail 35
Convenience, choice and transparency 36
Contents
Business culture 36
Single customer view 37
Next step: marketing automation 39
Mobile as a change enabler 39
05 Devices, platforms and technology
why it doesn't matter 42
Mobile-compatible is not mobile-optimized 43
Technology challenges 43
Audience segmentation 45
Frictionless technology 45
06 Mobile statistics summary 48
Breakdown of regions 48
Smartphone adoption levels 49
Mobile broadband subscriptions 49
Breakdown of mobile operating systems worldwide 49
QR codes, nfc and other technologies 58
Mobile social media usage by region 59
07 The future of mobile marketing 62
Exponential development 62
Technology as an enabler 64
The near future 65
Frictionless technology 67
The distant future 69
A guaranteed future prediction 69
PART TWo The tactical toolkit 71
08 Introduction 73
09 Mobile sites and responsive design 74
Start with the fundamentals 74
Mobile site options 76
Contents
Mobile design principles: mobile sites vs desktop sites 80
Technology and jargon in perspective 82
What responsive design really means 84
The 3-step quick and dirty guide to a responsive website 84
A user-centred approach to mobile sites 92
Mobile sites: conclusions 101
10 How to build an app 102
Bolstering value proposition 103
The app-building process 105
Specification and wireframing 106
Interaction and visual design 108
Technical development and testing 109
A
pp store submission 110
App marketing 110
App maintenance 112
Customer support 113
Freelancers vs agencies 113
Native apps vs web apps 117
Platform wars 119
Building an app: conclusions 121
11 Social media and mobile 122
User journey and value proposition 122
Mobile social media experience 123
Informing your social media approach 125
Real-world integration 131
Policy and planning 131
Outreach, engagement and ego 133
Social measurement 136
Social media advertising 140
Mobile social media: conclusions 142
12 Mobile search 145
Defining mobile search145
Desktop vs mobile results 146
Contents
Search engine optimization(SEO) 149
Link building 163
Mobile seo: conclusions 169
Paid
h170
PPC fundamentals 171
PPC considerations 177
Working with PPC agencies 178
Mobile seo and pPc working together 179
Mobile search: conclusions 180
13 Mobile advertising 181
Mobile advertising objectives 182
App advertising 182
Ad networks vs media owners 183
Targeting options 184
Creative options 186
Mobile ad features 188
Ad reporting and analytics 188
Mobile advertising: conclusions 190
14 Augmented reality(ar)and real-world integration 191
Adoption levels 192
Location-based services 194
Location check-ins 195
15 Quick Response(QR) codes 201
QR codes in perspective 202
Practical applications 204
OR code adoption 204
The most important thing to understand about qr
codes 205
Making your qr code beautiful 206
Practical guide to using qr codes in the real world 208
The future of or codes 209
QR codes: conclusions 210
Contents
16 Near field communication(NFC)212
The early nfc elephant in the room 214
NFC adoption 214
Mobile payments 215
The internet of things 216
17 Short messaging service(SMS)219
SMS is personal 219
ypes of sms communications 220
SMS Short codes 221
SMS app links 222
SMS: conclusions 223
18 Mobile analytics 225
The marvels of Google analytics 225
Setting up analytics 227
Core reports 227
Multi-Channel Funnels 236
App-specific reports 239
Tracking code 239
PART THREE Mobile marketing checklists 243
19 Introduction 245
20 Checklists 247
Mobile marketing strategy 247
Mobile site development 248
Building your app 249
Social media and mobile 251
Mobile search 252
21 Conclusions 253
References 255
Ⅰndex263
X
LIST OF FIGURES
FIGURE 2.1
Google's Zero Moment of Truth(ZMOT
handbook 21
FIGURE 3.1
The Dyna Tax 8000x: a snip at $3, 995 in 1983! 26
FIGURE 3.2
Smartphone adoption as a percentage o
population 28
FIGURE 3.3
Smartphone penetration variations 29
FIGURE 3, 4
Baidu: growth in mobile search 2010-2013 31
FIGURE 3.5
Our mobile planet tool 32
FIGURE 3. 6
Consumer barometer tool 33
FIGURE 4.1
achieving a single customer view 3 8
FIGURE 6.1
Mobile broadband subscription as a percentage of
smartphone/tablet users 50
FIGURE 6.2
Mobile operating systems adoption worldwide 51
FIGURES 6.3-6.15 Mobile operating systems adoption by world region
FIGURE 6.3
Africa 52
FIGURE 6.4
Asia 52
FIGURE 6.5
United States of america 53
FIGURE 6.6
North America 53
FIGURE 6.7
South america 54
FIGURE 6.8
Europe 54
FIGURE 6.9
Eastern Europe 55
FIGURE 6.10
European Union 55
FIGURE 6.11
Commonwealth of Independent States(CIS)56
FIGURE 6.12
Australia 56
FIGURE 6.13
Oceania 57
FIGURE 6. 14
Japan 57
FIGURE 6.15
China 58
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