Contents -- List of Figures -- Foreword -- Acknowledgements -- Introduction -- Looking in the wrong direction -- Focus on the user journey -- The human element -- Disruption -- Back to basics -- PART ONE Mobile marketing in perspective -- 01 Introduction -- 02 Understanding the mobile consumer -- Technology for the sake of technology -- User journey and context -- Mobile and multi-channel marketing -- User journey examples -- Local intent -- Content marketing -- The stages of the user journey -- Value proposition and user journey -- 03 Technology change and adoption -- Forty years of radical change -- Integrated devices -- Smartphone adoption -- Global variations -- Benchmarking marketing activity -- 04 Disruption and integration -- The death of in-store retail -- Convenience, choice and transparency -- Business culture -- Single customer view -- Next step: marketing automation -- Mobile as a change enabler -- 05 Devices, platforms and technology: why it doesn't matter -- Mobile-compatible is not mobile-optimized -- Technology challenges -- Audience segmentation -- Frictionless technology -- 06 Mobile statistics summary -- Breakdown of regions -- Smartphone adoption levels -- Mobile broadband subscriptions -- QR codes, NFC and other technologies -- Mobile social media usage by region -- 07 The future of mobile marketing -- Exponential development -- Technology as an enabler -- The near future -- Frictionless technology -- The distant future -- A guaranteed future prediction -- PART TWO The tactical toolkit -- 08 Introduction -- 09 Mobile sites and responsive design -- Start with the fundamentals -- Mobile site options -- Mobile design principles: mobile sites vs desktop sites -- Technology and jargon in perspective -- What responsive design really means -- The 3-step quick and dirty guide to a responsive website.

A user-centred approach to mobile sites -- Mobile sites: conclusions -- 10 How to build an app -- Bolstering value proposition -- The app-building process -- Specification and wireframing -- Interaction and visual design -- Technical development and testing -- App store submission -- App marketing -- App maintenance -- Customer support -- Freelancers vs agencies -- Native apps vs web apps -- Platform wars -- Building an app: conclusions -- 11 Social media and mobile -- User journey and value proposition -- Mobile social media experience -- Informing your social media approach -- Real-world integration -- Policy and planning -- Outreach, engagement and ego -- Social measurement -- Social media advertising -- Mobile social media: conclusions -- 12 Mobile search -- Defining mobile search -- Desktop vs mobile results -- Search engine optimization (SEO) -- Link building -- Mobile SEO: conclusions -- Paid search -- PPC fundamentals -- PPC considerations -- Working with PPC agencies -- Mobile SEO and PPC working together -- Mobile search: conclusions -- 13 Mobile advertising -- Mobile advertising objectives -- App advertising -- Ad networks vs media owners -- Targeting options -- Creative options -- Mobile ad features -- Ad reporting and analytics -- Mobile advertising: conclusions -- 14 Augmented reality (AR) and real-world integration -- Adoption levels -- Location-based services -- Location check-ins -- 15 Quick Response (QR) codes -- QR codes in perspective -- Practical applications -- QR code adoption -- The most important thing to understand about QR codes -- Making your QR code beautiful -- Practical guide to using QR codes in the real world -- The future of QR codes -- QR codes: conclusions -- 16 Near field communication (NFC) -- The early NFC elephant in the room -- NFC adoption -- Mobile payments -- The internet of things.

17 Short messaging service (SMS) -- SMS is personal -- Types of SMS communications -- SMS short codes -- SMS app links -- SMS: conclusions -- 18 Mobile analytics -- The marvels of Google Analytics -- Setting up analytics -- Core reports -- Multi-Channel Funnels -- App-specific reports -- Tracking code -- PART THREE Mobile marketing checklists -- 19 Introduction -- 20 Checklists -- Conclusions -- References -- Chapter 2: Understanding the mobile consumer -- Chapter 3: Technology change and adoption -- Chapter 4: Disruption and integration -- Chapter 5: Devices, platforms and technology -- Chapter 6: Mobile statistics -- Chapter 7: The future of mobile -- Chapter 9: Mobile sites and responsive design -- Chapter 10: How to build an app -- Chapter 11: Social media and mobile -- Chapter 12: Mobile search -- Chapter 13: Mobile advertising -- Chapter 14: Augmented reality (AR) and real-world integration -- Chapter 15: Quick response (QR) codes -- Chapter 16: Near field communication (NFC) -- Chapter 17: Short messaging service (SMS) -- Chapter 18: Mobile analytics -- Index.