Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising Paperback – November 28, 2013

Just finished reading Daniel Rowles book, "Mobile marketing," and found just about every page with information and insights worth keeping. So, I have about two full pages of single-spaced, typed notes of his content to review from time-to-time. May even read it a second time! Highly recommended.

an excellent introduction to the topic--provides a very readable overview of the this industry A great value for anyone interested in this area

He takes to long to get to the point & doesn't even get to the meat & potatos of mobile marketing.

If the term native app brings shivers to your spine and a tingling in the hairs on your arm, Mobile Marketing is for you. It's a very high level overview of the options and alternatives in the smorgasbord of mobile marketing options. It demystifies terms, shows how the concepts compare, and basically prepares you for a conversation you might not be able to have otherwise.I particularly liked the emphasis at the beginning, that mobile marketing is not going to work for you unless you have a strategy. Just doing it because - you should and everyone else is - is going to end in miserable failure. The boss says we need an app is not sufficient information to proceed. But then, it never has been.The book is a breeze to read, is organized by someone who says these things every day of his life in seminars, and covers the bases. It's not as detailed as a "Dummies" book, but it allows you to come away with the impression that you now get it. That's worth something.David Wineberg

Mobile marketing is all about understanding the user journey, according to Daniel Rowles in this book. It is not about focusing on the device itself; it is about understanding what individuals want to achieve, and we need to understand how the technologies that make up mobile marketing can be used to help achieve the goals of an individual.Users of mobile devices tend to want more specific information in a shorter amount of time, so broadcast generic messages are unlikely to work. Instead, the marketer needs to go back to the basics and select appropriate tools, channels and content to reach a clearly defined and well-understood target audience. It is very easy to be seduced by the creative possibilities of new technologies, but marketing success requires a well-defined strategy and clear measurement framework.Part One of the book describes the mobile consumer, technology change, devices and platforms, mobile usage statistics, and the future of mobile marketing. Part Two provides a tactical toolkit which includes discussion of:• Mobile sites and responsive design• Ways of building, marketing and maintaining apps• The uses of social media in a mobile context• Mobile search and search engine optimisation• Mobile advertising• Augmented reality• QR codes• Near field communication• Short messaging services; and• Mobile analyticsFor most businesses, mobile marketing will be only a part of an Internet marketing strategy. This book clarifies why mobile marketing needs to be considered separately, and why mobile marketing is becoming increasingly important. I personally found this one of the most helpful books I have read this year, and I highly recommend it.

I would never claim to be a "digital native", in fact, I'm not entirely sure I know what one is. However I have been running a popular website about mobile marketing and mobile Web for five years, so I've got a broad understanding of most aspects of mobile.I found this book very useful and a surprisingly compelling read. It articulates the theories and terminology of mobile marketing succinctly, with interesting graphs and case studies from around the world. All references and statistics are sourced, so you can find out more. I particularly liked the tools section covering mobile/responsive sites, apps (including questions to ask a potential mobile agency), social media (made loads of notes here), mobile search, both SEO and paid, mobile ads, messaging, analytics and so on.You know, I may actually read it twice.I highly recommend this book to anyone who wants to know more about mobile marketing, mobile Web etc. Buy it. You aren't going to agree with all of it, you may already know some of it, but you will learn a lot from it. It's not a blueprint for your mobile strategy, but should stop you wasting your money on a whimsical vanity project. It gives you the big picture.The most unusual thing about this, for a work-related book, is that it is really readable, which makes it the ideal present for the marketer, webby, techie in your life... or for that person in every office who reckons they are a mobile expert because they know how to work a smartphone.Andy Favell, Editor, mobiThinking.

As with most of Daniel Rowles work, this book is pitched at just the right level so there's something for everyone. There's tips and advice for those new to mobile marketing and are looking to understand more about what it can do for them, and then there is a lot of top level support around mobile strategy and linking this with other marketing activities. I've been working in marketing and digital for over 10 years and mobile is often something i'm asked about but only have a fairly basic understanding of, this book has really helped me to get to grips with the mobile offering and how it fits into the wider marketing mix.I really liked the helpful tools section, it gave me a starting place to work from and cut through the plethora of companies all claiming to deliver mobile and I now feel a lot more confident in holding my own with specialists. There's also plenty of further reading as my understanding develops and I want to know more.This book is now a permanent fixture on my desk and is already a little dogeared with the amount i've been referring to it.

He likes to use Balsamiq for wireframing when he is building a new site, and WordPress to build it in. He likes up-to-date statistics and wants us all to use them when we plan our marketing. He likes it when people use all the analytics data that they collect.How do I know this? I have just read Rowles’ book, Mobile Marketing, and what made it so readable was the strong sense of his personality that came across, as well as his practical experience of working with all kinds of organisations. When a book is easy to read, it makes it more comprehensible, you can remember the points made. When the advice is based on practical experience, it makes you more inclined to follow it.So if you feel you ought to get a better understanding of mobile marketing (and I have read the book and the rather scary stats, and believe me, you do need to get a grip on it), then this would be a good place to start.What is Rowles’ advice?His main point is that you should approach mobile marketing in a planned and co-ordinated way, and you should see mobile as an integral part of your digital marketing, not an add-on. This is not a unique point but Rowles’ approach is to set out what you need to do to be an effective mobile marketer and then demonstrate why it is impossible to separate that mobile activity from the rest of your digital marketing. You convince yourself that the two are integrated really.Highights of the book are:• Bringing together all the aspects of mobile marketing; not just the mobile sites and apps and social media on mobile, but augmented reality, the much overlooked topic of mobile search and mobile advertising.• Great sets of statistics he has gathered, with considerable thought put into providing them from sources that are regularly updated, so you can keep yourself up-to-date in the future.• Repetition of key pieces of advice so that if you dip in and out and only read specific sections, you don’t miss out on important basic steps.• Practical checklists to guide you through, for instance, producing a mobile marketing strategy, or approaching the development of an app.• The discussion of responsive and adaptive designs, what they are, how they differ, how to decide what to use and how all that relates to decisions on whether or not to have a mobile only site.I would recommend this book to anyone who is starting out with marketing or digital marketing. If you are joining our wonderful profession now, then you need to embrace it as a very-mobile and becoming-more-mobile-by-the-minute profession, and this book will help you with that. If you have been working in digital marketing for a while I think this brings together some sensible advice on the practicalities of mobile marketing, along with a good view of where mobile is heading. You might not learn a great deal that you didn't know or assume, but it will put it into context and provide some great stats and quotes for convincing any unbelievers in your organisation.My personal favourite is the section on apps, in particular “Many organizations rushed out and built apps just because they could. I witnessed dozens of conversations that started with “We need an app” and ended in protracted discussion about what it could do, and how much it would cost. Just as we’ve discussed in the social media section of this book though: just because you can do something doesn’t mean you should.”I have had those conversations with my clients and I find it very satisfying when experts, like Daniel, agree with me.Happy reading!

Excelent book! Exactly what I needed.

Estoy haciendo una investigación en comunicación móvil y necesitaba un libro que me llevara de la mano en las técnicas y ejemplos que existen actualmente, este libro logra ser una buena combinación entre un texto académico y uno práctico. Todo un capítulo para quien le interesa "hacerlo por si mismo" y muchos ejemplos que ayudan a entender cada tema. Daniel fue mi profesor en la maestría y es como siempre un placer leerlo.