Jeanne Hopkins - Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business

Contents

Mobile Commerce Apps

Praise for Go Mobile

A thorough introduction to the next frontier for permission marketing: mobile.

Seth Godin , author of We Are All Weird and Permission Marketing

Mobile marketing is a huge challenge for companies to consider. Learn all you can through books like this, and through diving in yourself.

Chris Brogan , president of Human Business Works and coauthor of Trust Agents

Go Mobile is your must-read road map to the widely traveled road of mobile users. If you want to excel past a basic understanding of mobile marketing and truly connect with on-the-go consumers, study this book!

Michael Stelzner , founder of Social Media Examiner and author of Launch

Mobile is leading the post-PC era of consumer engagement. Without defining a mobile experience, youre missing an opportunity to connect your business to the future of consumerism.

Brian Solis , author of The End of Business as Usual and Engage!

Go Mobile is an excellent resource to arm advertisers with information about mobile consumer behavior, how companies are tackling the new mobile environment, and ways to jump start their mobile marketing initiatives.

Michelle Scruggs , senior account manager, Google

This book gets to the core of mobile marketing and will be a valuable, go-to reference whether you are just taking the first steps in mobile marketing, or need to further develop your current mobile marketing strategy.

Nancy Costopulos , chief marketing officer, American Marketing Association

Mobile marketing is the next big thing. Go Mobile gives you the tools you need to dive right in!

Erik Qualman , digital leader and best-selling author of Socialnomics

Must-review material for everyone to keep in control of the mobile revolution before it sweeps you off your feet.

Anne Holland , publisher, WhichTestWon.com

Jeanne and Jamie are masters at demystifying the world of mobile marketing and putting thoughts into action. From the very first page you get the idea that anyone can learn to activate this channelif they know what questions to ask. Fortunately, this book helps them brilliantly with both the questions, and the answers.

Andy Goldsmith , VP, Creative and Brand Strategy, American Cancer Society

With so many consumers depending on mobile technologies but so few businesses taking advantage of what it has to offer, read Go Mobile today to be well ahead of the competitionguaranteed!

Tamar Weinberg , Techipedia.com

Not having a mobile marketing strategy today is like not having a website strategy a decade ago. Read this book.

Dharmesh Shah , Cofounder, HubSpot

Every marketer who is charged with taking their brand mobile needs to read Go Mobile , Hopkins and Turner take the fear out of mobile marketing by supplying simple, actionable items that can be implemented quickly to help take your brand to the next level.

Drew James , associate publisher, Target Marketing and Fundraising Success

Dont think of mobile devices as smaller, mobile PCs, theyre something completely different. Go Mobile gives you all the tools you need to leverage this new and emerging channel. Better still, Jeanne and Jamie give their advice in an engaging, readable style.

Malcolm McRoberts , senior vice president, Deluxe Corporation

Copyright 2012 by Jeanne Hopkins and Jamie Turner. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the Web at www.copyright.com . Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions .

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Library of Congress Cataloging-in-Publication Data:

Hopkins, Jeanne, 1957

Go mobile : location-based marketing, apps, mobile optimized ad campaigns, 2D codes, and other mobile strategies to grow your business / Jeanne Hopkins, Jamie Turner.

p. cm.

Includes index.

ISBN 978-1-118-16778-6 (cloth); ISBN 978-1-118-22640-7 (ebk); ISBN 978-1-118-26428-7 (ebk); ISBN 978-1-118-23954-4 (ebk)

1. Internet marketing. 2. Mobile commerce. 3. Mobile communication systems. I. Turner, Jamie, 1961- II. Title.

HF5415.1265.H665 2012

658.872dc23

2011042400

To my parents, Joe and Sarah, who gave me my first library card and instilled in me a love of books, and to my husband, John, and daughters, Julianna and Isabella, who give me the strength and stability to live in this mobile world.

Jeanne Hopkins

To my wife, Dayna, and my three girls, McKensie, Grace, and Lily. You are all the light of my life. Also dedicated to my sister, Nanci Turner Steveson, an author in her own right, who once said to me, Get off your arse and write your next book proposal!

Jamie Turner

Foreword

Reaching Your Buyers in Real TimeWherever They Are

In Tokyos Roppongi entertainment district, you find several hundred bars within walking distance of the subway station. Yet only a few are visible from the main street; the vast majority are tucked away on the upper floors of back-street buildings. To differentiate, many cater to highly refined customer preferences. So if you want to listen to classic reggae while sipping a Red Stripe, there is a bar for you in Roppongi. But how do you find these establishments when youre thirsty and confused in an unfamiliar city?

Your mobile device of course!

Because buyers use their mobiles to search for products and services in the time of need (as I do when Im in some faraway city), youve got an opportunity to reach them when they are ready to buy. The elapsed time from firing up a mobile app like foursquare or Google Mobile to a customer walking in the door is now measured in minutes (or even seconds).