Mobile Marketing: Finding Your Customers No Matter Where They Are

Cindy Krum, Director of New Media Strategies for Blue Moon Works, Inc., speaks at many national and international trade events on mobile web marketing, social network marketing, and international SEO. She also writes for industry publications, including Website Magazine, Advertising and Marketing Review, Search Engine Land, and ODG Intelligence, and has been quoted as an expert by leading publications such as PC World, Internet Retailer, TechWorld, Direct Magazine and Search Marketing Standard. She currently co-chairs the SEMPO Emerging Technologies Mobile Web Task Force, and is an active member of the search community.

(Computer Bookshops Limited)

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  &nbs...

(Computer Bookshops Limited)