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Marketing Without Wires

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Marketing Without Wires

Marketing Without Wires

Targeting Promotions and Advertising to Mobile Device Users

Kim M. Bayne

288 pages, parution le 14/05/2002

Résumé

Practical advice and guidance on how to effectively target the mobile consumer market

With the explosive growth of the Internet, marketers were forced to rewrite the book on traditional marketing and develop innovative strategies to reach their audience. Now, with the dramatic increase in wireless communications, they must once again come up with a whole new set of rules to address the mobile consumer market. This field is expected to generate over $100 billion in revenues by the end of 2003 according to the Boston Consulting Group.

Written by digital marketing expert Kim Bayne, this book offers practical advice and lighthearted observations about creating a well-executed wireless marketing program. Bayne clearly explains the major differences and similarities between wired and wireless marketing tools and demonstrates how to leverage them for optimum advantage. Throughout the book, she also includes cutting-edge case studies detailing how companies are setting the trends for mobile advertising and she helps marketers determine how to choose and implement the best options and services to meet their needs.

Complete with leading tactics and tips, this book also shows you how to:
  • Develop strategies for delivering wireless content that will appeal to mobile customers
  • Research and create a surefire wireless marketing program
  • Link offline and online programs to create a comprehensive integrated marketing presence
  • Uncover new advancements and strategic initiatives to attract tech-savvy consumers
The companion Web site features helpful resources, articles, and case study updates on new developments in wireless marketing. A companion newsletter, Marketing Wirelessly, is available by e-mail subscription.

Contents

  • The Wireless Revolution.
  • Understanding the Wireless World.
  • Unplugging Marketing Communications Strategies.
  • Chartering Your Wireless Marketing Team.
  • Building the Wireless Brand.
  • Advertising Without Wires.
  • Delivering Content to Wireless Devices.
  • Unfethering Public Relations and Publicity.
  • Enabling Mobile Commerce and Sales Functions.
  • Mobilizing Customer Service.
  • Measuring Wireless Marketing Results.
  • Budgeting for a Wireless Future.
  • Appendix A: Glossary.
  • Appendix B: Mobile Handheld Devices.
  • Appendix C: Wireless Carriers, Network Operators and Related Service Providers.
  • Appendix D: Solution Providers.

L'auteur - Kim M. Bayne

Kim M. Bayne

is the co-creator, head writer, and host of the syndicated radio talk show "The Cyber Media Show with Kim Bayne," heard weekly on traditional public radio and on the Web. She is a former high tech marketing communications executive, a frequent speaker at industry conferences, and a writer on Internet marketing for a variety of trade publications. As moderator of the first email discussion group for technology marketers and a pioneer in online promotion, she was among Jim Sterne's first expert guests at his groundbreaking Internet marketing seminars in 1994.

Caractéristiques techniques

  PAPIER
Éditeur(s) Wiley
Auteur(s) Kim M. Bayne
Parution 14/05/2002
Nb. de pages 288
Format 19 x 23,5
Couverture Broché
Poids 533g
Intérieur Noir et Blanc
EAN13 9780471129608

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