Mobile Marketing For Dummies E-Book

Michael Becker

• Herausgeber: John Wiley & Sons
• Kategorie: Wissenschaft und neue Technologien
• Sprache: Englisch
• Veröffentlichungsjahr: 2010

Seitenzahl: 530

Beschreibung

Straightforward advice on building and launching a mobile marketing plan Mobile communication is hot, and so is marketing on mobile devices. Mobile Marketing For Dummies provides a clear and easy path for creating, launching, and making the most of a mobile marketing program. Designed for marketing professionals and other business people who may have little experience with the medium, it explains mobile marketing and how to convert a traditional marketing plan to mobile. Topics include assembling resources and budget, creating a plan, following best practices, building mobile sites, and much more. * Explains what mobile marketing is, how you can adapt a traditional marketing plan for mobile, and how to create and launch a mobile marketing plan from scratch * Covers activating a plan using voice, text, e-mail, and social media campaigns * Explores the nuts and bolts of building mobile sites, apps, monetizing mobile, and advertising on other mobile properties Mobile Marketing For Dummies gives you the tools to succeed in this exciting environment.

Leseprobe

Mobile Marketing For Dummies®

Table of Contents

Introduction

About This Book

Conventions Used in This Book

Foolish Assumptions

How This Book Is Organized

Part I: Getting Up to Speed on Mobile Marketing

Part II: Executing Direct Mobile Marketing Campaigns

Part III: Mobile Media, Publishing, and Advertising

Part IV: Mobile Commerce and Analytics

Part V: The Part of Tens

Icons Used in This Book

Where to Go from Here

Part I: Getting Up to Speed on Mobile Marketing

Chapter 1: Unveiling the Possibilities of Mobile Marketing

Defining Mobile Marketing

Examining the five elements of mobile marketing

Identifying mobile consumers

Exploring the types of mobile devices

Getting to know mobile networks: The basics

Getting Your Bearings on the Three Forms of Mobile Marketing

Direct mobile marketing

Mobile-enabled traditional and digital media marketing

Mobile-enabled products and services

Getting the Most Out of Mobile Devices

Dialing and pressing

Texting

Snapping and scanning

Submitting

Using star and pound

Finding the way with location

Ticketing and identification with NFC and RFID

Discovering Available Mobile Paths and Capabilities

Defining text messaging (SMS)

Making it rich with multimedia messaging (MMS)

Mobilizing your e-mail

Humanizing your message with voice

Reaching people on the mobile Internet

Engaging consumers with applications and downloads

Making connections through proximity paths: Bluetooth and Wi-Fi

All hands on deck: Manning your portals

Advertising on the small screen

Cashing in on mobile commerce

Chapter 2: Mapping Out Your Mobile Marketing Strategy

Adding a Mobile Strategy to Your Marketing Plan

Harnessing information and experience

Identifying seven key components of a mobile marketing plan

Managing the customer journey

Designing your mobile tools based on a variety of device features

Choosing an approach for getting it done

Including Mobile Service Providers in Your Strategy

Understanding the Costs of Mobile Marketing

Calculating upfront mobile marketing costs

Variable mobile marketing costs

Basing Your Strategy on Your Mobile Reach

Dealing with interoperability

Standing up to standards

Adapting to mobile phone adoption

Figuring on feature adoption

Evaluating ecosystem efficiencies

Profiling your customer

Reaching for geography

Determining the applicability of your strategy

Including Customer Analysis in Your Strategy

Demographic factors that affect your strategy

Psychographic factors that affect your strategy

Aligning your strategy to preferences

Planning for situational context

Chapter 3: Complying with Industry Regulations and Best Practices

Creating Your Company’s Mobile Marketing Policy

Adopting a code of conduct

Publishing your privacy policy

Stating your permission practices

Securing and managing consumer data

Creating policies for special programs

Complying with Trade Association Guidelines

Getting to know the influencers

Embracing industry self-regulation

Complying with U.S. Government Regulations

Steering clear of mobile spam

Regulations governing automated voice campaigns

Safeguarding the privacy of children

Complying with sweepstakes rules

Complying with Non-U.S. Government Regulations

Part II: Executing Direct Mobile Marketing Campaigns

Chapter 4: Getting Ready for a Text Messaging Campaign

Understanding SMS Basics

Understanding the flow of text messaging

Creating user-flow diagrams

Getting Approval for Your Text Messaging Campaigns

First-time CSC and campaign certification

Re-certifying and getting updates

Auditing programs and maintaining compliance

Understanding Common Short Codes

Acquiring a common short code

Deciding what type of CSC to use

Going dedicated or shared

Choosing an SMS Application Platform

Understanding SMS application platform capabilities

Selecting your SMS provider

Setting Up Your SMS Database

Creating consumer profiles

Collecting data automatically through SMS

Collecting data manually through SMS

Accessing your mobile marketing data

Integrating SMS data with your CRM

Chapter 5: Executing Common Text Messaging Campaigns

Getting Permission: The Opt-In

Placing an opt-in call to action in media

Collecting mobile-originated opt-ins

Collecting opt-in through the Internet and applications

Collecting opt-ins through snapping and scanning

Collecting opt-ins through dialing and pressing

Gracefully Saying Goodbye: The Opt-Out

Sending Information and Alerts via SMS

Scheduling and sending SMS information

Sending filtered and automated SMS alerts

Following best practices for SMS timing and content

Engaging with Mobile Coupons

Setting up your couponing program

Setting up coupon redemption at a point of sale

Setting up Internet and application coupon redemption

Offering incentives: Gifts, freebies, and samples

Managing prize promos, contests, and giveaways

Offering Quizzes and Trivia

Setting up quiz options

Setting up quiz response options

Capturing Sentiment with Polling and Surveys

Planning the survey

Using open-ended questions

Setting survey options

Choosing a poll type

Setting poll options

Discovering Text-to-Screen and Experiential SMS Campaigns

Chapter 6: Sending Multimedia Messages

Comparing MMS to SMS

Discovering the content capabilities of MMS

Examining MMS compatibility and reach

Preparing Your MMS Campaign

Putting your MMS storyboard together

Collecting and formatting your media

Delivering your MMS content

Sending Common MMS Campaigns

Sending MMS greeting cards

Running picture-to-screen campaigns

Creating MMS coupon promotions

Chapter 7: Mobile E-Mail Marketing

Getting a Grip on Mobile E-Mail

Dealing with devices and browsers

Choosing an e-mail marketing provider (EMP)

Collecting E-Mail Addresses through Mobile Devices

Texting in an e-mail address

Providing forms on mobile Web sites

Capturing addresses through mobile e-mail

Using mobile applications to collect e-mail addresses

Building and Sending a Mobile E-Mail Campaign

Choosing a mobile e-mail design approach

Creating a mobile-friendly e-mail design

Adding navigation links to mobile e-mails

Writing mobile e-mail content

Including mobile calls to action in your e-mails

Part III: Mobile Media, Publishing, and Advertising

Chapter 8: Designing and Developing Mobile Internet Sites

Understanding the Mobile Web

Putting your mobile site in the right context

Keeping your focus on the experience

Designing for multiple devices

Considering the Purpose of Your Mobile Site

Identifying the needs of your mobile audience

Choosing from three types of mobile Internet sites

Choosing a Mobile Internet Domain Strategy

Designing and Building Your Mobile Site

Default site

Medium site

High-end site

Choosing tools to build your mobile site

Using Web-standard code for your mobile site

Giving your mobile site good design features

Creating Mobile Site Content

Testing your mobile site content

Updating your mobile site content

Chapter 9: Developing Mobile Applications and Content

Choosing a Mobile Application Strategy

Deciding whether a mobile app is the best choice

Choosing which devices to design for

Choosing a Method for Developing Your Application

Going with in-house development

Leveraging outside consultants, agencies and partners

Following Best Practices for Designing Applications

Employing the utility of the touchscreen

Designing for a platform and hardware

Distributing Mobile Applications

Publishing to device app stores

Going on-deck with carrier catalogs

Marketing via direct download

Creating and Distributing Mobile Content

Providing branded wallpapers and screen savers

Delivering ringtones and other system sounds

Chapter 10: Displaying Your Advertising on Mobile Devices

Squeezing the Advantages Out of Mobile Advertising

Leveraging Different Types of Mobile Advertising

Using multiple ad units and placements

Placing ads in mobile search

Grasping the Basics of Buying and Selling Mobile Advertisements

Partnering with media agencies

Working with mobile advertising networks

Buying ads directly from publishers

Advertising with mobile carriers

Paying publishers and billing buyers for mobile ads

Getting a Return on Your Mobile Ad Buying

Choosing targets and formats for your mobile ads

Creating ads for mobile properties

Inviting action on your mobile ads

Placing Ads in Your Own Mobile Properties

Placing ads on your own mobile site

Advertising in applications and downloadable content

Chapter 11: Executing Voice-Enabled Mobile Campaigns

Choosing an Approach to Mobile Marketing with Voice

Choosing a live agent approach

Choosing an interactive voice response (IVR) approach

Finding a voice services provider

Setting Up IVR Programs

Planning your campaign

Scripting the interaction

Recording IVR audio prompts

Configuring and preparing program responses

Executing Different Kinds of Voice Campaigns

Plain old dialing

Click-to-call

Text-to-voice

Callback and live chat

Voice broadcast

Chapter 12: Mobile Social Media Marketing

Integrating Mobile with Your Social Media Strategy

Identifying mobile communities and social networks

Creating your own mobile communities

Engaging with Mobile Social Media Users

Encouraging people to join your community via mobile

Enabling mobile social media interactions

Listening and responding to social sharing

Engaging with pictures, videos, and other media

Part IV: Mobile Commerce and Analytics

Chapter 13: Engaging in Mobile Commerce

Deciding Where to Sell Your Stuff

Setting Up Your Mobile Billing Infrastructure

Setting up a merchant account

Setting up mobile billing systems and accounts

Making It Easy for Customers to Pay by Mobile

Selling Content through Carrier Portals

Developing a direct relationship with carriers

Entering into a channel relationship

Contracting with an intermediary company

Collecting Payment through Carrier Billing: PSMS and the Mobile Web

Billing with premium SMS (PSMS)

Understanding premium messaging payout

Reconciling PSMS reports

Carrier billing via the mobile Web

Leveraging the Mobile Wallet

Accepting mobile integrated payments

Offering mobile loyalty programs

Selling mobile gift cards

Chapter 14: Evaluating the ROI on Mobile Marketing

Determining What to Track and Analyze

Preparing Your Database to Collect Information

Outlining demographic data

Organizing psychographic data

Planning for preferences data

Planning for behavioral data

Looking out for location data

Mining syndicated data

Populating a Mobile Database

Collecting data through SMS

Collecting through the mobile Internet and installed applications

Integrating CRM with mobile campaigns

Tracking Interactions: Clicks, Calls, Votes, and More

Using third-party tracking tools

Obtaining metrics from partners and service providers

Understanding analytics reports

Calculating Your Return on Mobile Marketing Investment

Calculating expected ROMMI for direct revenue programs

Calculating expected ROMMI for indirect revenue programs

Part V: The Part of Tens

Chapter 15: Ten Ways to Reach Your Customers on Their Mobile Devices

Text Messaging (SMS)

Multimedia Messaging Service (MMS)

Mobile E-Mail

Mobile Internet Sites

Mobile Applications

Interactive Voice Response (IVR)

Mobile Social Media

Mobile Advertising

Mobile Commerce and Location-Based Enabled Engagements

Mobile-Enabled Traditional Media

Chapter 16: Ten Mobile Marketing Resources

The Mobile Marketing Association (MMA)

dotMobi

The Common Short Code Administration (CSCA)

Mobile Testing Services

The Wireless Telecommunications Bureau (WTB)

Mobile Marketer and Other Reference Sites

The Direct Marketing Association (DMA)

CTIA: The Wireless Association

MyWireless.org

The Netsize Guide

Glossary

Mobile Marketing For Dummies®

by Michael Becker and John Arnold

Mobile Marketing For Dummies®

Published byWiley Publishing, Inc.111 River St.Hoboken, NJ 07030-5774www.wiley.com

Copyright © 2010 by Wiley Publishing, Inc., Indianapolis, Indiana

Published simultaneously in Canada

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About the Author

Michael Becker is the North American managing director for the Mobile Marketing Association and a leader in the mobile marketing industry, assuming the roles of industry entrepreneur, volunteer, and academic. He is also the founder and vice president of strategy at iLoop Mobile, an industry-leading mobile marketing solutions provider.

Michael served on the MMA Global Board of Directors (2008, director at large; 2009, global board vice chair) and served on the MMA North American board of directors (2004, 2005, 2007, 2008, and 2009). He founded and co-chaired both the award-winning MMA Academic Outreach Committee and the MMA International Journal of Mobile Marketing. He is also a member of the Direct Marketing Association’s annual programming advisory and mobile councils.

In addition to his industry and volunteer roles, Michael is a contributing author to Mobile Internet For Dummies, Social Media Marketing For Dummies, Reinventing Interactive and Direct Marketing, is a co-author of Web Marketing All-in-One Desk Reference For Dummies, and this book, Mobile Marketing For Dummies. He has authored more than 60 articles on mobile marketing and is an accomplished public speaker on the topic.

In his spare time, Michael is pursuing his doctorate on the topic of mobile-enhanced customer managed interactions and vendor relationship management at Golden Gate University. Michael was awarded the MMA Individual Achievement Award in 2007 and the Direct Marketing Educational Foundation Rising Stars Award in 2009 for contributions to the mobile and direct marketing industries.

John Arnold is a leading marketing expert, author, and speaker specializing in marketing advice for small businesses, franchises, associations, and organizations. John writes the “Marketing Tools & Technologies” column for Entrepreneur Magazine and he is the author of several marketing books, including Web Marketing All-in-One Desk Reference For Dummies, E-Mail Marketing For Dummies, and this book, Mobile Marketing For Dummies.

John is also a highly regarded marketing technology trainer who knows how to deliver solid takeaways that people can implement in their business or organization right away. His no-hype and highly practical approach cuts through the clutter as he explains the most useful marketing strategies, technologies, and tactics with clarity, artful simplicity, and meaningful application.

To inquire about John being a marketing speaker, trainer, or consultant for your small business, franchise, association, or organization, visit www.johnarnold.com.

Dedication

Michael Becker: I dedicate this book to my family. They keep me focused on what is important. I also dedicate it to all those looking to establish and nurture a flourishing, intimate, and integrative relationship through and with the new and exciting medium of mobile.

John Arnold: I dedicate this book to the individual entrepreneurs who love the spirit of free enterprise and who live to share their personal passions with their customers and their communities, and to the One who causes all things to work together for good.

Author’s Acknowledgments

Michael Becker: I would first like to thank my family. Their encouragement and support as I pursue my dreams is invaluable to me.

I would also like to thank John Arnold. Without John‘s encouragement, focus, expertise, direct contributions, time management and editing skills, this book would have never seen the light of day. John is simply amazing.

Thanks to the outstanding team at Wiley Publishing, including Steve Hayes, Leah Cameron, and Linda Morris, and to Jennifer Hatherley for filling the role of technical editor for the manuscript.

Finally, I send thanks to everyone at iLoop Mobile, the Mobile Marketing Association, the Direct Marketing Association, the Internet Advertising Bureau, my partners and competitors, and all my colleagues within the mobile marketing industry. Your encouragement, support, and fellowship contributes to the advancement of this wonderful industry — mobile marketing.

John Arnold would first like to thank my wife and kids for encouraging me while working on multiple projects at a time. You guys are the best family anyone could hope for.

Next, I would like to thank Michael Becker for his passion for mobile marketing and for sharing his knowledge not only in this book, but in the hundreds of speaking engagements, consultations, meetings, articles, whitepapers, text books, and conversations he contributes to annually.

Thanks to Matt Wagner for running an ideal literary agency. None of my books would have been possible without his experience and guidance. Special thanks to the super team of professionals at Wiley Publishing. I’d like to thank Steve Hayes for his patience in dealing with contracts. I would also like to thank Leah Cameron and Linda Morris for editing the manuscript, asking tough questions, and for patiently understanding our definition of the word deadline. Thanks also to our technical editor, Jennifer Hatherley.

Contributing Authors

When we started this project, we decided early on that no book about mobile marketing should be written by a single author because too many things are rapidly changing and emerging for one person to know everything.

To complete this book, we relied on the contributions of numerous leaders in the marketing industry. Each of them has shared their unique prospective and personal mobile marketing expertise.

The following contributors were instrumental in the development and authority of the material in this book. Our thanks and admiration goes out to each of them because they added a great deal of experience and value to the pages by writing and submitting many ideas, examples, and details that we may have otherwise overlooked. They are listed in alphabetical order.

Douglas Busk, executive vice president, mobile strategy and business development, Whoop: Doug holds more than a decade of mobile marketing and product development expertise. From leading text messaging at Verizon Wireless to advising the 2008 Barack Obama presidential campaign on its landmark mobile marketing efforts, if it can be done in wireless, Doug has done it. A dedicated proponent of not only the industry’s powerful marketing capabilities, but its charitable possibilities as well, Doug helped lead the industry in the creation of non-profit giving via text messaging to benefit those impacted by Hurricane Katrina. In his “free” time, Doug has been an active participant in multiple industry groups, including the Mobile Marketing Association, dotMOBI, CTIA, and others. He is currently based in Atlanta, where he leads business development and mobile strategy for Whoop (www.whoop.com), which supplies a design platform for the creation of smartphone applications.

James Citron, president and CEO of Mogreet: James is the visionary behind the mobile industry’s leading platform for the delivery of mobile video. When he isn’t waxing poetic about mobile video, MMS, or the iPad, James is running one of the leading mobile marketing companies in the country. James has spent the last 10 years in the mobile industry, as both an analyst advising on telecommunications mergers and acquisitions and as an operator launching mobile products and businesses in more than twenty countries. Mr. Citron is a graduate of Princeton University. His Twitter name is @jamescitron.

Ben Gaddis, director, mobile and emerging media, T3: Ben Gaddis is director of mobile and emerging media strategy at T3, where he leads the agency’s mobile offering and develops emerging applications and media strategies for T3’s clients. With almost ten years of experience focused on technology in advertising, Ben has developed mobile strategies and programs for ATT, Frito-Lay, Nokia, and American Airlines.

Eric Holmen, senior vice president, business development and marketing, The Marketing Arm, Wireless Practice: Eric lost, destroyed, or wore out more mobile phones last year than most of us will ever own. While president of the mobile marketing company SmartReply, he acquired a mobile ad network and launched a mobile payment system for retail, while building one of the largest mobile marketing companies in North America. At The Marketing Arm, Eric brings a big vision of mobile as the new reality of multi-channel marketing and advertising for the Fortune 100 set. “This kind of job means you gotta know your devices, carriers, benefits, and potential, which means carrying around a lot of mobile devices.” His pedigree includes Catalina Marketing and Sears, and is a grad of M.I.T. and the University of Redlands. He has three unwired kids and an Ironman wife. On weekends, you’ll find him busily dropping phones over the side of his sailboat into the Pacific waters off southern California (where he peacefully gets zero bars).

Gabe Karp, executive vice president and general counsel of ePrize, LLC: Gabe oversees the legal services, fulfillment, and human resources teams at ePrize. He has overseen more than 5,000 interactive promotional campaigns in 36 countries with no legal challenges. These campaigns include online and mobile-based loyalty programs, prize drawings, instant win games, skill based contests, and so on. Gabe is a respected authority and frequent speaker and writer on legal issues surrounding interactive promotions, including mobile marketing, user-generated content, social networking, and emerging technologies. He assisted in revising Puerto Rico’s sweepstakes regulations adopted in 2009, has consulted the Federal Trade Commission regarding CAN-SPAM regulations, and helped legislators and regulators from several states draft and enforce legislation in those jurisdictions applicable to the interactive promotion industry.

Jeannette Kocsis, senior vice president of digital marketing for Harte- Hanks, Inc.: Jeannette is a digital marketing expert, having started with search engine optimization in 1997, owned and operated an e-commerce site, and, in 1999, owned a community Web site with more than 100,000 regular monthly visitors. Today, Jeannette is senior vice president of digital marketing for Harte-Hanks, Inc. Working at the Agency Inside Harte-Hanks, she oversees strategy and media across all vertical markets and is responsible for bringing new trends like mobile and social into client strategies. Jeannette is a frequent speaker on mobile and social media, and she is published on a regular basis. Jeannette was named to the Mobile Women to Watch for 2010 list by Mobile Marketer. At the time of this writing, Jeannette has a variety of mobile devices, including an iPhone, an iTouch, and a Blackberry (for work). Jeannette lives in the Hudson Valley of New York State, with her family and their Great Dane.

Christian Loredo, mobile guru: Christian eats, sleeps, and breathes mobile! He has had experience with both large companies and small, wireless carriers and startups. Christian enjoys watching the mobile world develop and advance, helping companies mobilize their mission statements, and trying to stay a couple steps ahead of consumer experiences for enhancing their interactions with mobile devices, applications, and brands. Christian also is passionate about extreme sports and is an expert snowboarder, mountain biker, and is amped about his latest sport, kite-surfing! His dream is to go heli-skiing, and show all his friends (especially those who couldn’t make it!) how incredible it is . . . as they’re all dialed in via mobile! Text CML to 44265 for his personal contact info.

Erin (Mack) McKelvey, senior vice president of marketing, Millennial Media: Erin (Mack) McKelvey leads all areas of Millennial Media’s corporate and product marketing, external communications, and industry relations. She also serves as the company spokesperson. Mack has more than thirteen years of business-to-business and consumer marketing and communications experience in the entertainment and mobile industries. She is an active member of the Mobile Advertising and the Women in Wireless Committees within the Mobile Marketing Association (MMA), and is an active member of the Mobile Advertising and the Networks and Exchanges Committees within the Interactive Advertising Bureau (IAB). Mack is a frequent industry speaker, and she was recently named one of the 2010 Mobile Women to Watch, by Mobile Marketer. She has also served as an awards judge and as an advisory board member to numerous industry conferences and events.

Kerry Nagle, vice president of campaign operations, Millennial Media: Kerry Nagle joined Millennial Media as one of its founding members. With an extensive background in advertising, including online, remarketing, and performance analysis, she leads the advertiser and publisher-side analytics and process teams. Kerry is responsible for delivering a large number of key company priorities including campaign execution, ROI maximization, and inventory monetization. She has been integral in executing first-to-market products, determining the viability of new products and their relevance to the mobile marketplace and advertisers. Currently, Kerry is an active member of the IAB and MMA. Driving best practices, Kerry is committed to sustaining innovation through Millennial Media and the mobile advertising industry.

Jeffrey J Russell, mobile product manager: Jeff loves to create and deliver mobile products for the U.S. and emerging markets. Many of these products are mature consumer and mobile platform products for large U.S. and international companies such as Microsoft, Apple, VeriSign, Sprint, Verizon Wireless, Vodaphone, and ATT. Some of the more interesting products have been off-beat. Jeff created mobile product that used Japanese-style anime to teach Japanese/urban English. The concept and artwork was put on display at the Visionarium in Santa Maria da Feira, Portugal. In Cebu, Philippines, he created a three-screen social network product tying a commercial Web site, mobile voting, and television programming together. Jeff’s life goal list is still huge and it includes ice diving under the Antarctica ice shelf, traversing the length of the Congo, and climbing some ß at-topped mountains in Venezuela. Jeff continues to pull life and mobile inspiration from his son, Greyson.

Publisher’s Acknowledgments

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Some of the people who helped bring this book to market include the following:

Acquisitions, Editorial, and Media Development

Project Editor: Linda Morris

Acquisitions Editor: Steven Hayes

Copy Editor: Linda Morris

Technical Editor: Jennifer Hatherley

Editorial Manager: Jodi Jensen

Editorial Assistant: Amanda Graham

Sr. Editorial Assistant: Cherie Case

Cartoons: Rich Tennant (www.the5thwave.com)

Composition Services

Project Coordinator: Katherine Crocker

Layout and Graphics: Kelly Kijovsky, Christine Williams

Proofreaders: Melissa Cossell, Penny Stuart

Indexer: Ty Koontz

Publishing and Editorial for Technology Dummies

Richard Swadley, Vice President and Executive Group Publisher

Andy Cummings, Vice President and Publisher

Mary Bednarek, Executive Acquisitions Director

Mary C. Corder, Editorial Director

Publishing for Consumer Dummies

Diane Graves Steele, Vice President and Publisher

Composition Services

Debbie Stailey, Director of Composition Services

Introduction

Marketers are always looking to make their communications more personal, more targeted, and more relevant. Mobile is arguably the most personal, targeted, and relevant marketing channel available.

Mobile devices provide individuals with almost instant access to friends and family, location-based information, productivity tools, entertainment, and all the benefits of accessing the Internet from almost anywhere. If you’re responsible for marketing a business or organization, making sure your marketing campaigns find their way on to mobile devices is one of the most important jobs you have.

This book shows you how to create and run engaging mobile marketing campaigns using today’s mobile technology. We explain the opportunities and strategies you need to reach mobile consumers and get them to engage. We show you how to deliver mobile messages including SMS, MMS, and mobile e-mail.

Because your prospects and customers have to opt in for you to deliver mobile messages to them, this book explains how to build a quality mobile opt-in list full of subscribers who reward your mobile marketing efforts. We also show you how to create great mobile Internet sites, mobile applications, advertising campaigns, and social media interactions.

This book also shows you how to take advantage of voice by creating voice campaigns and how to enable your customers to make purchases on their phones through mobile commerce and point-of-sale campaigns.

Mobile marketers are subject to many legal requirements and industry guidelines, and many mobile marketing campaigns require carrier approval. This book shows you how to adhere to professional standards, follow the rules, and get through the processes involved in setting up your campaigns.

Mobile marketing has the ability to provide you with all kinds of great data on your customers and prospects, including their location data, so we include tips and ideas for using mobile tracking reports and analytics to improve your strategy and increase your sales.

Mobile technology is emerging and developing all the time, and new ways of marketing are adapting all the time too. The best time to start marketing through the mobile channel is today. Get ready, get set, go for it!

About This Book

Mobile Marketing For Dummies is written to answer your questions about mobile marketing and to give you tips and ideas for executing the various steps involved in a successful mobile marketing campaign.

This book isn’t written to impress technically savvy pocket-protector types. It’s for marketers and business owners who have to make the most of every minute of every day. We include lots of bulleted text with concise descriptions and ideas for implementing each topic immediately.

The content in each chapter stands alone, so you don’t have to read all the chapters in order. You can use this book like an entire series of books on the subject of mobile marketing. You can scan through the Table of Contents and read about a single topic to refresh your memory or to get a few ideas before beginning a task, or you can read an entire chapter or a series of chapters to gain understanding and gather ideas for executing one or more parts of an entire mobile marketing campaign.

Sidebars are included in this book as interesting additional tidbits or to give anecdotal examples of the tips and ideas in the book. You don’t have to read them to benefit from this book.

Conventions Used in This Book

To make this book easier to scan and internalize, we use the following conventions:

Words in italics are used to point out industry terminology or words that have special definitions in the book.

Words in bold represent the keyword or the main idea in bulleted lists.

Web addresses and snippets of programming code appear in a different font, as in www.MobileMarketingForDummies.com.

Placeholder text in code is in italic, as in <ahref=”http://www.yourwebsite.com/page.html#anchorname>, where yourwebsite should be replaced with the actual name of your Web site.

Foolish Assumptions

It’s hard to imagine that anyone has managed to stay completely away from mobile phones. However, to get the most out of this book, we assume that you already

Are familiar with the basic functions of a mobile phone

Are responsible for (or are soon to be responsible for) marketing in a business or an organization

Know how to use a computer and a mouse

Have a Web site or a physical location (or you soon will)

Have a product or service that people need or have an idea for a product or service that people need

How This Book Is Organized

Mobile Marketing For Dummies is divided into five parts according to the different types of mobile marketing campaigns you can create and deploy.

Part I: Getting Up to Speed on Mobile Marketing

Part I explains where mobile marketing fits into a marketing mix and describes the benefits and limitations of mobile devices as marketing tools. We give you insight into the consumer landscape including tips for understanding laws and industry regulations as well as advice for developing a mobile marketing strategy and choosing partners to help you execute on your plans.

Part II: Executing Direct Mobile Marketing Campaigns

Part II helps you to build a solid foundation for sending text messages, multimedia messages, and mobile e-mails. We show you how to obtain a common short code, gain opt-in subscribers to your messaging campaigns, and promote your business with messages. We explain how to set up a variety of campaigns and tips for designing e-mails for mobile screens.

Part III: Mobile Media, Publishing, and Advertising

Part III explains how to go about building mobile Internet sites, mobile applications, and advertising campaigns. Part III also shows you the power of mobile when applied to social media and voice campaigns. We tell you how to use layout and design elements to make your mobile sites effective on mobile devices and we show you how to develop and distribute mobile applications. We explain how to make money through mobile advertising and the importance of making your social media content accessible on mobile devices. Part III also shows you how to enable marketing campaigns using a mobile phone’s most used and yet often overlooked feature — voice. After all, it’s still a phone, no matter how many other bells and whistles it has!

Part IV: Mobile Commerce and Analytics

Part IV is where your mobile marketing strategy finds an enduring future. We explain how to enable monetary transactions through mobile devices such as mobile Internet purchases, point-of-sale scanners, and mobile wallets. We also show you how to use mobile marketing analytics to track your campaigns and determine whether your strategy is working.

Part V: The Part of Tens

In Part V, we include two chapters that list ten important bite-sized summaries of mobile marketing information. The first list contains ten ways to reach consumers on mobile devices today. The second list covers ten mobile marketing resources you should become familiar with so your mobile marketing can advance and grow, along with new advancements in technology and industry best practices. In addition, we include a Glossary to collect the definitions of mobile marketing terms into one convenient resource.

Icons Used in This Book

When you are scanning through the contents of this book looking for tips, reminders, and ideas, you can look for the following icons in the margin to help you find important information fast:

This icon signifies a tip, idea, shortcut, or strategy that can save you time or trouble.

This icon signifies information that you should remember and file away in your brain for later reference.

This icon signifies important details that might cause your strategy to stumble or come to a halt if left unaddressed.

This icon signifies information that is technical in nature. It’s for geeks only, and you can skip it if you don’t fit that description.

Where to Go from Here

If you aren’t familiar with mobile marketing or if you don’t know a lot about mobile devices, you might want to start with Part I and read each chapter in order. If you are an experienced and tech-savvy marketer with a good idea of which direction you want to take your mobile marketing, you can scan through each part’s Table of Contents and read the chapters or topics in any order.

Either way, it’s time to get started with building your business and deepening your customer interactions with mobile marketing!

Please note that some special symbols used in this ePub may not display properly on all eReader devices. If you have trouble determining any symbol, please call Wiley Product Technical Support at 800-762-2974. Outside of the United States, please call 317-572-3993. You can also contact Wiley Product Technical Support at www.wiley.com/techsupport.

Part I

Getting Up to Speed on Mobile Marketing

In this part . . .

Almost everything you can do with traditional marketing can be adapted to work on mobile devices. However, marketing through mobile channels isn’t always simple. Mobile device standards and best practices are still emerging and consumer behavior and laws are rapidly shifting. Adapting your marketing for mobile is an ongoing task.

Chapter 1 gives you an overview of mobile marketing so that you see the big picture and can identify the possibilities of mobile marketing. This chapter also allows you to easily skip to the other parts of this book that deal with topics in more detail.

Chapter 2 helps you come up with your mobile marketing strategy and shows you how to estimate your mobile marketing reach so you can approach mobile marketing with goal achievement in mind.

Chapter 3 covers the laws, industry regulations, and best practices you need to know in order to keep your mobile marketing campaigns compliant and consumer-friendly.