| Description |
xiv, 226 pages : illustrations ; 24 cm |
| Contents |
Foreword / Steve Wunker -- 1. The text phenomenon. SMS: the quiet revolution. Text benefits. Marketing benefits. Everything you ever wanted to know about text (but were afraid to ask). Balearic beginnings. SMS pioneers. SME SMS. A limited canvas. Types of campaign. Beyond the youth market. Text versus Web -- 2. The mobile mindset. Permission marketing. Think narrow. Mobile branding. Building an infobrand. Adding real value. Pull and push. Push marketing problems. Pull marketing problems. Viral marketing. New York Celebrity Sightings: Learn from a viral phenomenon -- 3. The mobile marketing menu. Premium services. Case study: Bridget Jones' Diary. Paid content PC problems. Paid content: mobile success. Competitions. Coupons. Tickets. Location, location, location. Case study: location-based shopping. Alerts. Sponsorships. Mobile payment services. Mobile channels. The best text you've ever had -- 4. Two-way marketing. A two-way medium. Connected markets. Getting personal. Market research. Text chat. Case study: Ministry of Sound's two-way approach -- 5. Responsible marketing. The need for responsible marketing. The spam problem. Spam-free services. Mobile marketing regulations. Case study: spam stuck on the menu for South African mobile users. Spam: industry perspectives. Avoiding message fatigue. Case study: Carlsberg's World Cup campaign. Pull marketing. Marketing to children. Text overload. Legal implications -- 6. Generation text. The new power generation. Teen text. Explaining the teen text phenomenon. Mobile culture. Pay-as-you-go. Customizable mobiles. Case study: Cadbury 'goes large'. Ringtones. Mobile gaming. The text epidemic. Ten teen commandments. Case study: East West Records wireless marketing campaign for Oxide & Neutrino by Aerodean -- 7. The language of text. A new language. The right balance. Text misconceptions. Case study: the Guardian SMS Poetry Competition -- 8. Integrating mobile campaigns. Text messaging and television. Case study: television takes a break for SMS link-up. Print media. Case study: Top of the Pops magazine text club. SMS, MMS and the Internet. SMS and outdoor advertising. The reason for text. SMS and radio. SMS: the perfect back channel. Exploiting the full media potential. Product promotion -- 9. The global message. Text messaging: a global phenomenon. The operator's perspective. The view from Europe. Case study: E-Taxi, Irish innovation. Texting the United States -- 10. Implementing a campaign. The technological requirements. Software solutions. Case study: the Cellar Society use Brand2Hand. Marketing agencies -- 11. The mobile Internet. A rough ride. WAP problems. The WAP Forum. The WAP brand. Say WAP? Big in Japan. GPRS and 3G. Mobile Internet marketing principles. Case study: Yell.com's WAP service. Case study: location-based WAP marketing. Reasons to be cheerful. RIP SMS? -- 12. Future technologies. 3G. Case study: Nokia's 3G survey. MMS: 'SMS on steroids'. Interactive voice response. Bluetooth |
| Notes |
Includes index |
| Bibliography |
Includes index |
| Subject |
Cell phone systems -- Business applications
|
|
Electronic mail messages.
|
|
Marketing -- Technological innovations.
|
|
Electronic commerce -- Technological innovations.
|
|
Communication in marketing.
|
|
Target marketing.
|
|
Telemarketing.
|
| LC no. |
2003274071 |
| ISBN |
0749437987 paperback |
|
