Mobile Marketing: The Message Revolution
Matt Haig · 2002
Introduction: Reaping the rewards About this book Mobile mentors The text focus. Part 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 SMSA limited canvas Types of campaign Beyond the youth market Text versus Web Last word. Part 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 Last word. Part 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 Last word. Part 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 Last word. Part 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 Last word. Part 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 Last word. Part 7 The language of text: A new language The right balance Text misconceptions Case study - the Guardian SMS Poetry Competition Last word. Part 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 Last word. Part 9 The global message: Text messaging - a global phenomenon The operator's perspective The view from Europe Case study - E-Taxi, Irish innovation Texting USA Last word. Part 10 Implementing a campaign: The technological requirements Software solutions Case study - the Cellar Society use Brand2Hand Marketing agencies Last word. Part 11 The mobile Internet: A rough ride WAP problems The WAP Forum The WAP brand Say WAP? Big in Japan GPRS and 3GMobile Internet marketing principles Case study - Yell.com's WAP service. (Part contents.)