Rowles Daniel: Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising
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Жанр: Kogan Page
Издательство: Kogan Page, 2013
As users drift away from TVs and computer screens, the smartphone has become the ultimate social device, creating radical new challenges for the marketer. Digital Marketing expert, Daniel Rowles, sets out to explain how an effective digital strategy is designed and implemented, as well as what tools can be used to measure marketing effectiveness. Starting with a review of the technology itself — both hardware and software — Mobile Marketing explains the dynamics between the key players and how these forces are shaping future developments in terms of service provision, media integration and content strategy. This book covers mobile marketing in perspective, targeting audiences, mobile platforms, building an app, social media, mobile advertizing and offers strategic advice on integration. Mobile Marketing is supported by in-depth case studies that illustrate successes and failures of mobile marketing initiatives. This book shows how the new mobile lifestyle can be a rewarding environment for those businesses willing to embrace new technology and, with imagination and creativity, develop moble marketing strategies that can win customers, boost brand awareness, raise profile and increase profits.