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Innovation and Best Practice
for Business Success

Established 1967

Mobile Marketing

Mobile Marketing

How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

Daniel Rowles


Design and implement an effective, measurable digital strategy which harnesses the power of the mobile device.

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About the book

Mobile Marketing provides an in-depth hardware and software review of mobile technology - including mobile platforms, app development, social media and location-based services - and information on how to exploit the software to boost marketing, communications and advertising strategies. It explains the dynamics between the key players and how these forces are shaping future developments in terms of service provision, media integration and content strategy.
Supported by in-depth case studies such as Sony, L'Oreal and Ernst & Young which illustrate the potential pitfalls and rewards of mobile marketing initiatives, Mobile Marketing shows how our new mobile lifestyle can be a rewarding environment for those businesses willing to embrace new technology and, with imagination and creativity, develop mobile marketing strategies that can win customers, boost brand awareness, raise profile and increase profits.

Table Of Contents

    • Chapter - 00: Introduction;
  • Section - ONE: Mobile marketing in perspective;
    • Chapter - 01: Introduction;
    • Chapter - 02: Understanding the mobile consumer;
    • Chapter - 03: Technology change and adoption;
    • Chapter - 04: Disruption and integration;
    • Chapter - 05: Devices, platforms and technology: why it doesn’t matter;
    • Chapter - 06: Mobile statistics summary;
    • Chapter - 07: The future of mobile marketing;
  • Section - TWO: The tactical toolkit;
    • Chapter - 08: Introduction;
    • Chapter - 09: 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;
  • Section - THREE: Mobile marketing checklists;
    • Chapter - 19: Introduction;
    • Chapter - 20: Checklists;
    • Chapter - 21: Conclusions


For 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.
John Gibbs, Leading Business Books

Rowles has definitely nailed the steps that it takes for a business to get with the modern century and learn everything about the mobile side of doing business with today's customer. Mobile Marketing is one of those books that every business owner should read.
Samantha Rivera, Readers' Favorite

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. 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.
Andy Favell, Editor, mobiThinking

Mobile Marketing gets to the heart of effective marketing consideration of mobile device usage among consumers. A packed guide that businesses large and small will appreciate and can use. Insights are explained so that any professional, from the director in the corporate corner office to the owner of a bed and breakfast, can learn what a customer can experience from a campaign.
Pierre DeBois, Small Biz Trends

Book Details

  • EAN: 9780749469382
  • Edition: 1
  • Published: 3rd November 2013
  • Paperback
  • Dimensions: 234x156
  • 280 pages

About the Author

Daniel Rowles has worked in digital marketing for almost 15 years on both the client and agency sides. He is a Course Director for the Chartered Institute of Marketing, trains on behalf of Econsultancy and Utalk Marketing and has been a judge for the CIM Marketing Excellence Awards since 2010. He is also the co-host of the popular Digital Marketing Podcast. His company TargetInternet.com has helped clients of all types to use digital marketing more effectively, including the BBC, Vodafone, Mastercard, Aviva and Warner Brothers.

Daniel Rowles

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