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Cindy Krum is the CEO and Founder of Rank-Mobile, LLC, based in Denver, CO. She brings fresh and creative ideas to her clients, speaking at national and international trade events about mobile web marketing, social network marketing and international SEO. Cindy is the author of Mobile Marketing: Finding Your Customers No Matter Where They Are, published by Que Publishing, and hosts a weekly radio show about mobile marketing called Mobile Presence. She writes for industry publications, and has been published in Website Magazine, Advertising & Marketing Review, Search Engine Land, ODG Intelligence, and quoted by many respected publications including PC World, Internet Retailer, TechWorld, Direct Magazine and Search Marketing Standard.
Cindy also served as the co-chair of the SEMPO Emerging Technologies Mobile Web Task Force, and is an active member of the search community. She is passionate about bringing creative online marketing solutions to clients, and working with clients to develop high level, integrated mobile marketing strategies.
Introduction 1
1 Getting Started with Mobile Marketing 5
The Potential of Mobile Marketing 6
Mobile Marketing Is the Most Personal Form of Web Marketing 6
Mobile Marketing Is the Most Targeted Form of Web Marketing 7
Mobile Marketing is a More Immediate Form of Web Marketing 8
Mobile Marketing Is More Actionable Than Other Forms of Web Marketing 8
Mobile as a Direct Marketing Channel 9
Direct Marketing That Is Personal 10
Direct Marketing That Is Portable 11
Direct Marketing That Is Persistent 11
Direct Marketing That Is Intelligent 12
Is Mobile Marketing Right for You? 12
Brands 13
Brick-and-Mortar Establishments 14
Events 15
Who Is Mobile Marketing Wrong For? 17
2 Understanding the Challenges in Mobile Marketing 19
The Changing Face of Telecom 20
The History of Mobile Network Technologies 21
1G 21
2G 22
2.5G 23
3G 24
4G 24
WLAN and WiFi 26
Bluetooth 26
VoIP 26
FemtoCell 26
UMA 27
The Evolution of Mobile Devices, Handsets, and Operating Systems 27
The History of Mobile Browsers 33
3 Mobile Targeting and Tracking 37
Targeting Your Mobile Customers 38
Age and Gender 39
Income 41
Psychographic Mobile Targeting 42
Geographic Mobile Targeting 44
Device and Carrier Targeting 44
Tracking Your Mobile Performance 46
Text and Picture Message Tracking 47
Mobile Web Tracking 50
Mobile-Only Web Analytics 51
Traditional Web Analytics That Include or Can Be Adapted for Mobile 55
Google Analytics 55
Omniture 59
WebTrends 60
comScore 61
Mobile Email Tracking 61
Application Tracking 63
Flurry 63
Google Analytics 64
Omniture 64
WebTrends 64
Offline Tracking, Text Message Tracking, and Phone Call Tracking 65
Loyalty Tracking 66
Unica 66
mobileStorm 67
Responsys 67
4 Everything You Need to Know About the iPhone 69
iPhone User Demographics 71
iPhone User Psychographics 72
The First Wave of iPhone Adoption 72
The Second Wave of iPhone Adoption 73
The Third Wave of iPhone Adoption 74
How Are iPhones Used? 74
Tips for iPhone-Specific Marketing 76
SMS Messaging 76
Accelerometers 77
Touchscreen 77
GPS 77
WiFi 78
Voice Recognition 78
Bluetooth 78
QR Codes 79
iPhone Meta Tag for Page Width and Zoom 79
iPhone Meta Tag for Double Tap and Pinch 80
iPhone Meta Tag for Launching Your Site as a Standalone Application 80
Limitations of the iPhone 80
Slow Connection Speeds and Jailbroken Phones 80
Buttonless Design 81
Limited Battery Life 81
Inability to Forward Text Messages and Contacts 81
No Custom Ringtones 82
GPS Battery Drain 82
Case Studies 82
Nationwide Insurance 82
Reebok Shoes 83
Dockers 84
WebMD 85
5 Mobile Advertising 87
A Glossary of Mobile Advertising Lingo 88
Different Types of Mobile Advertising 89
On-Deck Versus Off-Deck Web Advertising 92
Combined On- and Off-Deck Solutions 96
Creating Effective Mobile Advertising Campaigns 97
Authoring Effective Mobile Ads 97
Constructing Effective Mobile Landing Pages 98
Effectively Targeting Your Mobile Advertising Campaigns 99
Evaluating Success 101
Case Studies 102
Land Rover 102
AirAsia 102
Adidas 102
Visa 103
Mobile Advertising Networks 104
6 Mobile Promotions and Location-Based Marketing 105
Introduction to Mobile Promotions 106
What Products Are Right for Mobile Couponing? 107
Mobile Coupon Messaging 107
Mobile Coupon Targeting 108
Mobile Coupon Delivery 110
Location-Based Couponing 113
Mobile Coupon Redemption 113
Digital Proximity and Location-Based Marketing 115
Proximity and Location-Based Marketing Technology 116
Creating Mobile Loyalty Programs 120
Case Studies 120
PSC “Sí” Political Initiative in Catalan, Spain 120
Whistler Ski Resort 121
Corona Beer 121
CNN 122
Nike 122
Northwest Airlines 122
7 Micro-Sites, Mobile Affiliate Marketing, and Web Directories 123
Mobile Micro-Sites 124
Mobile Affiliate Marketing 125
Mobile Web Portals 129
Mobile Directories 131
8 Mobile Applications 133
Mobile Game Applications 134
Branded Game Development 134
Product Placement 137
Game Sponsorship 138
Mobile Utility Applications 139
Where Do You Get Apps? 139
Do I Need My Own App? 141
Developing an App 141
Promoting Your App 143
Make It Viral 143
Do Something New 144
Get Rated and Reviewed in the Store 144
Have a Good Name 145
Have a Good Logo or Icon 145
Write a Compelling Description 146
Price It Right 147
Promote the Application on Your Website 148
Promote It with the Bloggers 148
Promote Your App via Mailing Lists and Twitter Followers 149
Promote the Application in Pay-Per-Click and Display Advertising 149
Submit Your Application 149
What If You Don’t Want to Develop an App? 150
Mobile Application Development Companies 151
Mobile Application Bloggers and Communities 151
Mobile Application Aggregators, Directories, and Stores 152
9 Mobile Website Development 153
Mobile Web and WAP 154
dotMobi Domains 155
Effectively Organizing and Architecting a Mobile Site 156
Separate Mobile Site 157
Mobile Subdomain or Subdirectory 157
Mobile/Traditional Hybrid Pages 159
HTTP Header Review 161
User Agent Profiles (UAProf) 161
User-Agent Header 161
Cache-Control 161
Content-Type 162
Content-Disposition 165
Mobile Code Review 165
JavaScript 166
AJAX 168
Forms 168
Flash and Video 172
Silverlight 173
YouTube 173
Frames 174
Everything You Need to Know About Transcoding 175
Hosted Mobile Development Solutions 176
Directing Traffic with User Agent Detection 177
XML and RSS Mobile Websites 178
How to Adjust for Mobile Screen Size 178
Page File Size 180
What to Expect with Your Images 181
Adapting Fonts for Mobile Viewing 182
10 Mobile Search Engine Optimization 185
How Do Mobile Search Engines Work? 187
Basic Mobile SEO Best Practices 188
On-site SEO Factors 189
Offsite SEO Ranking Factors 192
In What Searches Do I Want My Mobile Site to Rank? 193
Targeting Long-Tail Keyword Phrases 194
Mobile Keyword Research 195
Find Out How You Rank on Your Top Keywords 201
Phone Specifications 201
Personalization 201
Localization 202
Tracking Mobile SEO and Keyword Rankings 202
Advanced Mobile SEO Best Practices 204
Mobile Robots.txt 205
Mobile Site Map 206
Mobile Search Engine Submissions 207
Mobile Directory Submission 207
Leveraging Universal and Blended Mobile Search Results 207
Local Results and Business Listings 209
News Results 210
Image Results 211
Video Results 211
Application Search 212
Alternative Input Search 213
11 Integrating Mobile Marketing with On- and Offline Marketing 215
Unified Messaging with Varied Communication 216
Integrating Mobile with Offline Marketing 217
Integrating with Print Media 217
Integrating with Broadcast Media 220
Integrating Mobile with Online Marketing 225
Mobile Websites,Micro-Sites, and Web Directories 226
Mobile SEO 227
Mobile Display and Pay-Per-Click Advertising 227
Mobile Applications 228
Online Images,Videos, and Podcasts 228
Mobile Social Networks 229
U.S. vs. International Mobile Social Networking 230
Social CPM Marketing 231
Branded Profiles on Mobile Social Sites 232
Mobile Social Gaming 232
Mobile Email 233
Case Studies 235
David’s Bridal 235
Tahato 236
Audi 236
QR Code Companies 236
12 Mobile E-Commerce 237
Mobile Payment 240
Micropayments 240
Direct to Carrier Billing 241
Subscriptions 241
User Accounts Tied to Credit Cards 241
Macropayments 241
Prepayment 242
Prompted Mobile Payment 243
Full Web Transactions 243
Full Brick-and-Mortar Transactions with Proximity-Based Mobile Payment 245
Mobile Banking 248
Security and Other Concerns 251
Mobile Commerce and Phone Theft Risks 251
Mobile E-Commerce and Operator Error Risks 252
Mobile E-Commerce and Hacking Risks 253
13 Mobile Marketing Privacy, Spam, and Viruses 255
What Is Mobile Spamming? 257
What the Carriers Can Do to Stop Spam 259
What Mobile Marketers Can Do to Stop Spam 260
Running Mobile Sweepstakes and Contests 263
Location-Based Marketing and Privacy 263
Respecting the Privacy of Children and Teen Mobile Users 264
On-Site Privacy and Mobile Cookies 265
Mobile Malware and Viruses 266
Mobile Privacy and Spam Laws 268
United States and North America 268
United Kingdom 271
Important Mobile Agencies 272
The Groupe Speciale Mobile (GSMA) 272
The Mobile Marketing Association (MMA) 273
The World Wide Web Consortium (W3C) 274
The Direct Marketing Association (DMA) 274
Mobile Marketing Legal and Privacy Resources 274
MMA Mobile Privacy Code of Conduct 275
14 The International Mobile Marketing Landscape 277
Mobile Marketing in East Asia 279
Mobile Marketing in Southeast Asia 283
Mobile Marketing in India 284
Mobile Marketing in the Middle East 286
Mobile Marketing in Africa 287
Mobile Marketing in Central and South America 287
Mobile Marketing in North America 288
Mobile Marketing in Europe 291
Working with Mobile Carriers, Service Providers, and MVNOs 294
15 Looking into the Future for Mobile 297
The Future of the Mobility of Human Connection 298
The Future of the Mobility of Information 299
The Imminent Evolution of Mobile Search 299
More Portable Results 300
More Personal Results 300
More Intelligent Results 301
Mobile Search Is Ubiquitous Search 302
Conclusion 303
A Txtspk Definitions 305
B List of Vendors, Products, and Services 311
Glossary 317
Index 333
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.
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