Mobile
Marketing:
We've become a mobile society, worldwide. People
around the world are on the go, and nearly everyone has a mobile phone or a
mobile device of some kind to help them connect with people, information, and businesses
from anywhere. Sure, people are still making and receiving phone calls with
their mobile phones, but increasingly, they’re also texting, searching the Web,
downloading applications, consuming content, responding to ads, spending money,
and generating value for themselves and marketers, not just with phones but a
wide range of devices as explained below.
The mobile device is increasingly becoming a
cornerstone of our mobilized society. In fact, for many people around the
globe, a mobile device has become their primary communication and commerce
tool. Whenever our world changes, so must the practice of marketing. This book
is all about showing you how to embrace this change. We show you how to embrace
the emerging practice of mobile marketing and engage your customers through and
with the mobile devices they use.
Mobile marketers are subject to many legal
requirements and industry guidelines, and many mobile marketing campaigns
require carrier approval. Mobile
marketing has the ability to provide you with all kinds of great data
on your customers and prospects, including their location data, so we include
tips and ideas for using mobile tracking reports and analytics to improve your
strategy and increase your sales.
Email Marketing:
E-mail marketers are also subject to legal
requirements, consumer mistrust, and Internet service providers (ISPs) blocking
and filtering unwanted e-mails by the billions. This book shows you how to
adhere to professional standards, improve your deliverability, and execute your
e-mail marketing strategy with current laws in mind.
Because your prospects and customers have to share
their e-mail address in order for you to deliver valuable e-mails, this book
explains how to build a quality e-mail list of subscribers who reward your
e-mail marketing efforts with immediate action and outstanding return on
investment (ROI). I include tactics that you can use immediately to start
building your list as well as tips for obtaining permission and getting your
list subscribers to take action on your e-mails.
E-mail marketing doesn’t conclude with the
successful delivery of an e-mail, so I also explain how you can find out who is
opening and clicking your e-mails. I include tips for using e-mail tracking
reports and Web analytics to increase the number of your e-mail list
subscribers who regularly make purchases and refer your business to their
friends and colleagues. I also explain how you can use e-mail to improve search
engine optimization, blogs, surveys, and other new technologies to deepen your
customer relationships and extend your online presence.
E-mail Marketing mix isn’t as simple as transferring
more traditional message formats into electronic formats or abandoning more
expensive mediums in favor of e-mail delivery. Maximizing your business’ e-mail
marketing potential involves two ongoing tasks:
Analyzing the strengths and limitations of each
medium in your marketing mix
Developing messages that work harmoniously across
multiple mediums to achieve your objectives