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Get the low-down on Mobile Marketing

Ready or not, here comes mobile – and sooner or later every business’ online presence will have to adjust radically for this new audience.

Until now, getting a comprehensive understanding of the mobile space hasn’t been easy, but Cindy Krum’s new book Mobile Marketing: Finding Your Customers No Matter Where They Are now offers the best single source for getting up to speed.

Aside from the general introduction and history of mobile development, there’s considerable information on demographic targeting, limitations of the current smart phone devices, how to use location-specific factors in your messages, internationalization, and integration with e-commerce platforms available on mobile.

There’s also important information about growing privacy issues and creating suitable ads for teens and children, which are two of the most active demographics on these phones.

I particularly enjoyed the chapter on integration with existing online and offline marketing, and I thought the case studies were well thought-out and illustrated the points made throughout the book. There’s also a helpful glossary of text terms (anyone over 15 years old will likely not know most of these).

Overall, I think the author has managed to cover every major issue on the topic, and anyone with experience in search engine or online marketing should find they can transition their knowledge to mobile by reading this. Of course, who knows how long the information will remain current given the speed of the industry, but for now this should be required reading for anyone developing a mobile strategy.

Tags: marketing, mobile