Marketing without Wires: Targeting Promotions and Advertising to Mobile Device Users

Practical advice and guidance on how to effectively target the mobile consumer market
With the explosive growth of the Internet, marketers were forced to rewrite the book on traditional marketing and develop innovative strategies to reach their audience. Now, with the dramatic increase in wireless communications, they must once again come up with a whole new set of rules to address the mobile consumer market. This field is expected to generate over $100 billion in revenues by the end of 2003 according to the Boston Consulting Group.
Written by digital marketing expert Kim Bayne, this book offers practical advice and lighthearted observations about creating a well–executed wireless marketing program. Bayne clearly explains the major differences and similarities between wired and wireless marketing tools and demonstrates how to leverage them for optimum advantage. Throughout the book, she also includes cutting–edge case studies detailing how companies are setting the trends for mobile advertising and she helps marketers determine how to choose and implement the best options and services to meet their needs.
Complete with leading tactics and tips, this book also shows you how to:
∗ Develop strategies for delivering wireless content that will appeal to mobile customers
∗ Research and create a surefire wireless marketing program
∗ Link offline and online programs to create a comprehensive integrated marketing presence
∗ Uncover new advancements and strategic initiatives to attract tech–savvy consumers
The companion Web site features helpful resources, articles, and case study updates on new developments in wireless marketing. A companion newsletter, Marketing Wirelessly, is available by e–mail subscription.
Wiley Computer Publishing.
Timely. Practical. Reliable.
Visit our Web site at www.wiley.com/compbooks/

Spis treści:
Dedication.
Acknowledgments.
Introduction.
About the Author.
The Wireless Revolution.
Understanding the Wireless World.
Unplugging Marketing Communications Strategies.
Chartering Your Wireless Marketing Team.
Building the Wireless Brand.
Advertising Without Wires.
Delivering Content to Wireless Devices.
Untethering Public Relations and Publicity.
Enabling Mobile Commerce and Sales Functions.
Mobilizing Customer Service.
Measuring Wireless Marketing Results.
Budgeting for a Wireless Future.
Appendix A: Glossary.
Appendix B: Mobile Handheld Devices.
Appendix C: Wireless Carriers, Network Operators and Related Service Providers.
Appendix D: Solution Providers.
Index.

Nota biograficzna:
KIM M. BAYNE is a frequent speaker and writer on Internet and wireless marketing. She was formerly a technology marketing executive. From 1997 to 2000, she hosted the internationally syndicated public radio talk show The Cyber Media Show with Kim Bayne. The hour–long show, which aired on NPR stations and in streaming audio on the Web, examined such topics as Internet use, marketing strategies, and tactics.

Okładka tylna:
Practical advice and guidance on how to effectively target the mobile consumer market
With the explosive growth of the Internet, marketers were forced to rewrite the book on traditional marketing and develop innovative strategies to reach their audience. Now, with the dramatic increase in wireless communications, they must once again come up with a whole new set of rules to address the mobile consumer market. This field is expected to generate over $100 billion in revenues by the end of 2003 according to the Boston Consulting Group.
Written by digital marketing expert Kim Bayne, this book offers practical advice and lighthearted observations about creating a well–executed wireless marketing program. Bayne clearly explains the major differences and similarities between wired and wireless marketing tools and demonstrates how to leverage them for optimum advantage. Throughout the book, she also includes cutting–edge case studies detailing how companies are setting the trends for mobile advertising and she helps marketers determine how to choose and implement the best options and services to meet their needs.
Complete with leading tactics and tips, this book also shows you how to:
∗ Develop strategies for delivering wireless content that will appeal to mobile customers
∗ Research and create a surefire wireless marketing program
∗ Link offline and online programs to create a comprehensive integrated marketing presence
∗ Uncover new advancements and strategic initiatives to attract tech–savvy consumers
The companion Web site features helpful resources, articles, and case study updates on new developments in wireless marketing. A companion newsletter, Marketing Wirelessly, is available by e–mail subscription.
Wiley Computer Publishing.
Timely. Practical. Reliable.
Visit our Web site at www.wiley.com/compbooks/