All thumbs
Subtitle: mobile marketing that works
By: Michael Dru Kelley
Publisher: Palgrave Macmillan
Published: 2014
Language: eng
Number of pages: 218
ISBN-13: 9781137279279
Subjects: Branding (Marketing); Internet marketing; Marketing; Direct; General; Mobile communication systems; Mobile commerce; BUSINESS & ECONOMICS
Description: "With mobile devices in the hands of nearly half of the world's population virtually 24/7, businesses of all sizes must be prepared for the world of mobile marketing. Marketers need to create a mobile experience that is easily activated with the press of a thumb and that allows consumers to take action directly. Right now 80 percent of mobile marketing is just plain bad. It either doesn't work and has a high abandon rate, or doesn't fit into a brand's overall strategy. Michael Kelley is going to change all that. With his experience running top brand mobile campaigns, this book will show business owners, marketers, and advertising managers how to develop a campaign that gets results. All Thumbs provides a very simple yet practical guide to help companies ranging from small mom and pop shops to multinational corporations to build multi-level campaign-driven, mobile brand experiences designed for maximum effectiveness, while at the same time providing a strategic overview of how mobile marketing fits into an overall brand and media campaign"--
Table of contents: title: All thumbs: the simple rule of thumb for mobile experiences; title: Mobile is the action screen: stop calling it "second screen"; title: Beginning a mobile strategy; title: When your past mobile marketing efforts have failed: don't give up!; title: TV and mobile: skip skipping, cause pausing; title: The new two-fisted TV viewer: remote in ne hand, mobile in the other; title: Read, snap, and enjoy: mobile just might save print; title: Impulse buy! retail shelves come alive; title: Out-of-home becomes relevant again; title: Video will be mobiles's "killer app": get ready now!; title: Date gatherers: the more you give, het more you get; title: The new chief mobile officer.