Cover

Book title

Imprint

Contents

List of Figures

Foreword

Acknowledgements

Introduction

Looking in the wrong direction

Focus on the user journey

The human element

Disruption

Back to basics

Part One Mobile marketing in perspective

01 Introduction

02 Understanding the user journey

Technology for the sake of technology

User journey and context

Mobile and multi-channel marketing

A multi-screen journey

User journey examples

Local intent

Content marketing

The stages of the user journey

Content mapping

Value proposition and user journey

03 Technology change and adoption

Forty years of radical change

Integrated devices

Smartphone adoption

Global variations

Benchmarking marketing activity

04 Disruption and integration

The death of in-store retail

Convenience, choice and transparency

Business culture

Single-customer view

Next step: marketing automation

Mobile as a change enabler

05 Devices, platforms and technology

Mobile-compatible is not mobile-optimized

Technology challenges

Audience segmentation

Frictionless technology

06 The future of mobile marketing

Exponential development

Technology as an enabler

The near future

Making things easier

The distant future

A guaranteed future prediction

Part Two The tactical toolkit

07 Introduction

08 Mobile sites and responsive design

Start with the fundamentals

Mobile site options

Mobile design principles: mobile sites vs desktop sites

Technology and jargon in perspective

What responsive design really means

The three-step quick and dirty guide to a responsive website

A user-centred approach to mobile sites

Mobile sites: conclusions

09 Mobile and e-mail

Focusing on mobile users

Focusing on relevance

E-mail and the user journey

Selecting an e-mail service provider

Gaining opt-ins and building a list

List segmentation

E-mail templates and design

E-mail marketing: conclusions

10 How to build an app

Bolstering value proposition

The app-building process

Specification and wireframing

Interaction and visual design

Technical development and testing

App store submission

App marketing

App maintenance

Customer support

Freelancers vs agencies

Native apps vs web apps

Platform wars

Building an app: conclusions

11 Social media and mobile

User journey and value proposition

Mobile social media experience

Informing your social media approach

Policy and planning

Outreach, engagement and ego

Social measurement

Social media advertising

Mobile social media: conclusions

12 Mobile search

Defining mobile search

Desktop vs mobile results

Search engine optimization (SEO)

Link building

Mobile SEO: conclusions

Paid search

PPC fundamentals

PPC considerations

Working with PPC agencies

Mobile SEO and PPC working together

Mobile search: conclusions

13 Mobile advertising

Mobile advertising objectives

App advertising

Ad networks vs media owners

Targeting options

Creative options

Mobile ad features

Ad reporting and analytics

Mobile advertising: conclusions

14 Augmented reality (AR) and virtual reality (VR)

Augmented reality in perspective

Adoption levels

Beyond visual AR

Virtual reality in perspective

Virtual reality and mobile

Virtual reality and 360 images

Virtual reality innovation

Augmented and virtual reality: conclusions

15 Quick response (QR) codes

QR codes in perspective

Practical applications

QR code adoption

The most important thing to understand about QR codes

Making your QR code beautiful (well, less ugly anyway)

Practical guide to using QR codes in the real world

QR codes: conclusions

16 Location-based devices and beacons

Location-based services

Location check-ins

Integrated data

The opportunity of beacons

Beacon adoption: conclusions

17 Near field communication (NFC) and mobile payments

Near field communication

Mobile payments

18 Instant messenger (IM) apps and short messaging service (SMS)

IM vs SMS in perspective

SMS is personal

Types of SMS communications

SMS app links

IM bots and live chat

IM and SMS: conclusions

19 Mobile analytics

The marvels of Google Analytics

Setting up Analytics

Core reports

Multi-Channel Funnels

Tracking code

Part Three Mobile marketing checklists

20 Introduction

21 Checklists

22 Conclusions

References

Index