Go Mobile: Location–Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business

Get your business to Go Mobile

According to the Mobile Marketing Association, more people in the world own a mobile device than own a toothbrush. Morgan Stanley reports that the adoption of the iPhone happened at a rate 11 times faster than the adoption of AOL. And after 2013, the number one way people will access the Internet is via their smartphones.

Given all that, it′s not surprising that corporations around the globe are embracing mobile marketing as a new and revolutionary tool that can help them connect with customers. Go Mobile will prepare you to set up, launch, and run a mobile marketing campaign that generates a positive ROI. Learn how to use QR codes, SMS, mobile apps, mobile websites, and other tools to help you get more customers, generate more referrals,and grow your revenues faster than ever before.

"A thorough introduction to the next frontier for permission marketing: mobile."
Seth Godin, author of We Are All Weird and Permission Marketing

"Mobile marketing is a huge challenge for companies to consider. Learn all you can through books like this, and through diving in yourself."
Chris Brogan, President of Human Business Works andcoauthor of Trust Agents

"Go Mobile is your must–read road map to the widely traveled road of mobile users. If you want to excel past a basic understanding of mobile marketing and truly connect with on–the–go consumers, study this book!"
Michael Stelzner, founder of Social Media Examiner and author of Launch

Foreword DAVID MEERMAN SCOTT xi

Acknowledgments xiv

Introduction xvi

Is Mobile Marketing Right for You? xvii

How We′ve Organized This Book xix

PART I THE MOBILE MARKETING LANDSCAPE 1

Chapter 1 How to Jump–Start Your Mobile Marketing Campaign 3

Chapter 2 How the Fortune 500 Use Mobile Marketing 13

Chapter 3 How Consumers Engage with Mobile 25

Chapter 4 Let′s Talk: Terms and Concepts You Should Be Familiar With 35

Chapter 5 Nine Ways Businesses Are Using Mobile Marketing 43

Chapter 6 Classic Mobile Marketing Mistakes You Can Avoid 55

PART II SETTING YOURSELF UP FOR SUCCESS 63

Chapter 7 Laying the Foundation for Successful Mobile Marketing Campaign 65

Chapter 8 Getting More Familiar with the Mobile Marketing Landscape 75

Chapter 9 Thinking Strategically about Your Mobile Marketing Campaign 87

PART III TAKING A DEEPER DIVE INTO MOBILE MARKETING TOOLS POOL 99

Chapter 10 How to Set Up a Mobile Website 101

Chapter 11 Using SMS and MMS to Drive Customers to Your Business 111

Chapter 12 How to Use Mobile Display Ads to Grow Your Sales and Revenue 121

Chapter 13 How to Use Mobile Paid Search to Drive Customers to Your Business 133

Chapter 14 Location–Based Marketing: LBS, NFC, Bluetooth, and LBA Oh My! 147

Chapter 15 Mobile Apps: A Great Way to Keep Them Coming Back for More 157

Chapter 16 How to Use 2D Codes to Connect with Customers 169

Chapter 17 Tablet Computers: Taking the World by Storm 179

PART IV EXPANDING YOUR HORIZONS 185

Chapter 18 Using Mobile E–Commerce to Drive Revenue 187

Chapter 19 Mobile Marketing for B2B Companies 197

Chapter 20 How to Measure the ROI of Your Mobile Marketing Campaign 205

Chapter 21 The 17 Rs of Mobile Marketing and a Step–by–Step Checklist 217

A Few Final Thoughts 226

Index 228

Jeanne Hopkins is the Vice President of Marketing at HubSpot, generating over 45,000 new leads each month and leading the company in new mobile initiatives. She helped push HubSpot to become mobile–enabled and writes blog posts for HubSpot′s mobile blog, which 11.3 percent of readers now access through their smartphones.

Jamie Turner is an author, speaker, and the founder of BKV′s 60 Second Marketer, an online magazine that provides tools, tips, and tutorials for marketers around the globe. He is also a regular guest on CNN and HLN on the topic of digital media.