Michael Becker & John Arnold 
Mobile Marketing For Dummies 

Straightforward advice on building and launching a mobile
marketing plan

Mobile communication is hot, and so is marketing on mobile
devices. Mobile Marketing For Dummies provides a clear and
easy path for creating, launching, and making the most of a mobile
marketing program. Designed for marketing professionals and other
business people who may have little experience with the medium, it
explains mobile marketing and how to convert a traditional
marketing plan to mobile. Topics include assembling resources and
budget, creating a plan, following best practices, building mobile
sites, and much more.

* Explains what mobile marketing is, how you can adapt a
traditional marketing plan for mobile, and how to create and launch
a mobile marketing plan from scratch

* Covers activating a plan using voice, text, e-mail, and social
media campaigns

* Explores the nuts and bolts of building mobile sites, apps,
monetizing mobile, and advertising on other mobile properties

Mobile Marketing For Dummies gives you the tools to
succeed in this exciting environment.

Table of Content

Introduction.

Part I: Getting Up to Speed on Mobile Marketing.

Chapter 1: Unveiling the Possibilities of Mobile Marketing.

Chapter 2: Mapping Out Your Mobile Marketing Strategy.

Chapter 3: Complying with Industry Regulations and Best
Practices.

Part II: Executing Direct Mobile Marketing Campaigns.

Chapter 4: Getting Ready for a Text Messaging Campaign.

Chapter 5: Executing Common Text Messaging Campaigns.

Chapter 6: Sending Multimedia Messages.

Chapter 7: Mobile E-Mail Marketing.

Part III: Mobile Media, Publishing, and Advertising.

Chapter 8: Designing and Developing Mobile Internet Sites.

Chapter 9: Developing Mobile Applications and Content.

Chapter 10: Displaying Your Advertising on Mobile Devices.

Chapter 11: Executing Voice-Enabled Mobile Campaigns.

Chapter 12: Mobile Social Media Marketing.

Part IV: Mobile Commerce and Analytics.

Chapter 13: Engaging in Mobile Commerce.

Chapter 14: Evaluating the ROI on Mobile Marketing.

Part V: The Part of Tens.

Chapter 15: Ten Ways to Reach Your Customers on Their Mobile
Devices.

Chapter 16: Ten Mobile Marketing Resources.

Glossary.

Index.

About the author

Michael Becker (Sunnyvale, CA) is a leading voice in the mobile world. He heads up the business development arm for i Loop Mobile, an industry-leading mobile marketing solutions provider. He is also on the board of directors for the Mobile Marketing Association.

John Arnold (Belmont, MA) is an online marketing professional who heads up user education efforts for Constant Contact, a leading e-mail marketing provider.