Mobile Marketing Handbook

What’s With the Fish?

Acknowledgments/Gratitude
Foreword
Laura Marriott, President of the Mobile Marketing Association
About the Bonus Online Resource Guide
Introduction
My View of Mobile Marketing
Who Will Benefit From the Book and How
How the Handbook Is Organized

PART 1:
Mobile Marketing Strategy and Implementation

Chapter 1: The Basics and The Big Picture
What Is Mobile Marketing Anyway?
Opportunities in Mobile Marketing
How Mobile-Savvy Is Your Audience?
The Big Picture
Chapter Updates/Online Resources/Resources

Chapter 2: Five Steps to Creating a Dynamic Mobile Marketing Campaign
The Secret of Being Dynamic
Step One: Figure out what your target market wants and provide it to them.
Step Two: Align what your target market wants with your desired outcome.
Step Three: Choose the right mobile marketing tool for this campaign.
Step Four: Launch your mobile marketing campaign and market it.
Step Five: Track what is working and make any necessary adjustments.
Chapter Updates/Online Resources/Resources

Chapter 3: Legal Issues and Implications
Why Legal Issues Are Strategic Issues
Best Practices Are Not Optional
Mobile Messaging Meets the Law
And the Lucky Winner Is ….
What Your Users Generate and How it Affects You
The Under-13 Crowd
May I See Your ID Please?
Privacy, Sweet Privacy
Location-Based Legal Requirements
Consequences of Ignoring these Legal Implications
Tips for Getting Your Mobile Campaign through Your Legal Department
Chapter Updates/Online Resources/Resources

Chapter 4: Launching Your Campaign
Three Paths to Your Mobile Launch
Working With an Agency
How to Know If Your Current Agency Can Handle Mobile
How to Choose a Mobile Agency, Vendor, or Consultant
What You Need to Know About Working With an Agency
Budgets for an Agency
Working Directly With Vendors
Budget Guidelines: Vendors
Do-It-Yourself Guerilla Tactics
What You Need to Know About Guerrilla Tactics
Budget Guidelines: Guerilla Tactics
In Conclusion
Chapter Updates/Online Resources/Resources

Chapter 5: Marketing Your Mobile Campaign
80/20 Rule and Creating Synergy
Integrating Mobile into All Other Marketing
Get Publicity for Your Mobile Campaign
College Marketing
Mobile Marketing for Your Mobile Marketing
Educating Your Customers on Using Mobile
Mobile Industry Logo Use
Chapter Updates/Online Resources/Resources

Chapter 6: Tracking Your Results
What to Track and How to Do It
How to Track Your Campaign
Chapter Updates/Online Resources/Resources

PART 2:
Mobile Marketing Toolbox: Tactics, Campaign Ideas, and Resources

Chapter 7: Voice
What Is Voice?
When to Use Voice as a Marketing Tool
How to Use It/Best Practices/Tips and Techniques
Chapter Updates/Online Resources/Resources

Chapter 8: Text Message Campaigns
What Is Text Messaging?
When to Use Text Messaging as a Marketing Tool
How to Use It/Best Practices/Tips and Techniques
Types of Text Message Campaigns
Text Message Campaign Tools
Chapter Updates/Online Resources/Resources

Chapter 9: Creating a Mobile Web Presence
What Is the Mobile Web?
When to Use the Mobile Web as a Marketing Tool
How to Use It/Best Practices/Tips and Techniques
Building a Mobile Website
How to Drive Traffic to Your Mobile Website
Chapter Updates/Online Resources/Resources

Chapter 10: Mobile Web Promotion Strategies
What Is Mobile Search?
When to Use Mobile Search as a Marketing Tool
How to Use It/Best Practices/Tips and Techniques
What Is Mobile Advertising?
When to Use Mobile Advertising as a Marketing Tool
How to Use It/Best Practices/Tips and Techniques
What Is Mobile Publicity?
When to Use Mobile Publicity as a Marketing Tool
How to Use It/Best Practices/Tips and Techniques
Chapter Updates/Online Resources/Resources

Chapter 11: Social Networking and Mobile Campaigns
What Is Social Networking?
When to Use Social Networking as a Marketing Tool
How to Use It/Best Practices/Tips and Techniques
Campaign Ideas
Chapter Updates/Online Resources/Resources

Chapter 12: Proximity Marketing
What Is Proximity Marketing?
When to Use Proximity Marketing as a Marketing Tool
How to Use It/Best Practices/Tips and Techniques
Chapter Updates/Online Resources/Resources

Chapter 13: More Mobile Methods
Mobile Email
Mobile Billing and Payment Options
Mobile Widgets
iPhone Application Development
Video and Audio
Mobile TV Advertising
Mobile Marketing Awards
Chapter Updates/Online Resources/Resources
Afterword: Moving Ahead in Mobile
Appendix