Mobile Advertising
and over one million other books are available for Amazon Kindle .
Learn more
| |||||||||||||||
 Trade In this Item for up to £0.50
Get an extra £5 when you trade in books worth £10 or more until June 30, 2012. Trade in Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market for an Amazon.co.uk gift card of up to £0.50, which you can then spend on millions of items across the site. Trade-in values may vary (terms apply). Find more products eligible for trade-in.
|
Frequently Bought Together
Product details
|
More About the Author
Product Description
Review
"This is a remarkably insightful book, and I strongly recommend it to anyone who needs to really understand the role of the mobile platform in advertising."
—Ron Elgin, Chairman and CEO, DDB Worldwide Communications Group
—Ron Elgin, Chairman and CEO, DDB Worldwide Communications Group
"The authors of this book have prepared a blueprint to exploit the global opportunity of mobile advertising. The book is practical, clearly written, and very detailed."
—Dr. Young–Chu Cho, President and CEO, KTF, and board member, GSM Association
"Very rarely do books like this offer equal value to both advertising buyers and sellers, but Mobile Advertising is a wonderful primer on the mobile landscape and advertising opportunity from both perspectives. Its completeness and clarity makes it an essential resource for any company or person looking to help pioneer or participate in this emerging category."
—Chamath Palihapitiya, Vice President, Facebook
"As mobile emerges as the last true individual ′channel,′ understanding where the marketer fits will be critical... Mobile Advertising gives us a map of this powerful emerging platform."
—Larry Weber, Chairman, W2 Group, and author of Marketing to the Social Web
"If you believe the future is wireless, then this book is a guide to that future. Simple, fact–filled, and astute."
—Om Malik, founder, GigaOM
"Today′s youth spends more than fifteen hours per day with their phones. One can imagine what a tremendous business opportunity mobile advertising is. The authors of this book explore the critical aspects of this opportunity with analytic rigor, in–depth analysis, and practical insights. I strongly recommend it for anyone involved in the mobile and advertising industries."
—Dr. Yasuhisa Nakamura, Executive Director, NTT DoCoMo, and coauthor of Wireless Data Services
Product Description
A practical guide to the emerging mobile advertising market, Mobile Advertising covers all the major topics in this emerging multibillion–dollar industry. This is a complete how–to guide for anyone who wants to understand and take advantage of this hot new advertising medium. Drawing on the experience of three industry veterans, insights from key influencers and decision makers, and detailed case studies, the book gives you practical guidance for getting the most out of mobile advertising.
Inside This Book
(Learn More)
Tag this product(What's this?)Think of a tag as a keyword or label you consider is strongly related to this product.
Tags will help all customers organise and find favourite items. |
What Other Items Do Customers Buy After Viewing This Item?
Customer Reviews
Most Helpful Customer Reviews
Format:Hardcover
This book is exceptionally well researched and written, covering comprehensively the full spectrum of mobile advertising, from the pioneer markets such as Finland and Sweden, to the backwards markets of mobile telecoms such as the USA to the cutting edge markets such as South Korea and Japan, to markets in developing countries such as India. The content is totally up-to-date, including the brand new mobile ads based UK operator Blyk. The authors have interviewed numerous industry thought-leaders for the book, include 16 case studies and even short essays by 13 executives from major players. The book is very well balanced covering the advertising and media angles as well as the mobile telecoms side. It is also a robust and realistic treatment of the current state of the industry, not pulling punches, and admitting to lots of issues that need to be resolved. A thoroughly useful, practical and insightful book that I can recommend to anyone interested in mobile advertising.
Tomi T Ahonen
Author of 5 books in mobile
Lecturing at Oxford University short courses on mobile
Hong Kong
Tomi T Ahonen
Author of 5 books in mobile
Lecturing at Oxford University short courses on mobile
Hong Kong
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
8 reviews
5 of 6 people found the following review helpful
Read the Book Before It's Too Late :)
11 Mar 2008
Format:Hardcover
It's today's freshest (March 2008) book on Mobile Marketing. I am half through the book and I want to share my immediate impressions.
I like how the book is organized. The way the presentation unfolds enhances my reading experience - I am interested to be reminded about all existing marketing channels. Even if you are a teacher of marketing or an experienced marketing professional, it is still good to review - even if one has to battle the temptation to exclaim "I know this!" - the history of marketing. And what this history is teaching us, or at least is making clearer for me, is this: it is hard (the change is usually revolutionary!) but possible (it is just growing a lot!) to predict the next turn in development of marketing.
March 1, 2008 article at http://www.alleyinsider.com/ by Henry Blodget cites a poll of 1,979 adults surveyed online by http://www.zogby.com/. In this, claimed representative, sample of the US population:
* 48% said their primary source of news is the Internet (up 20% from only a year ago)
* 29% of Americans say their primary news source is TV
* 11% say it's radio
* 10% say it's newspapers
Whatever the statistics, here is a general trend: people, on average, spend more time on the Internet than with any other single media. Obviously, the ad budgets follow eyeballs of people (in 2007, the online portion of the total ad spend was estimated at 30%).
The shift of marketing to the Internet is truly revolutionary. Growth of the channel and its effectiveness are amazing. The speed is "7 percentage points of market share in a single year". Effectiveness is truly redefined - to paraphrase the famous quote of John Wanamaker, we now know which half of the advertising dollars is wasted. It became possible with the invention of online search advertising model that was introduced by Google. Ads became relevant and contextual; campaign planning became easier; campaign results fairer. What is even more important, in my view, is that marketing campaigns become measurable. Also note that the Internet combines all the features of the old media, to wit: video, audio, pictures, text. At the same time, there is something very new about this channel. It's also interactive.
Now think about this: in 2008 the Internet will be more frequently accessed on mobile phones than on PCs. In Japan and Korea, browsing is used by 90 percent of all cell phone users. There are 3 billion cell phone subscribers worldwide, three times the number of PC users, who stare on their phones at least daily. There are two times more people using SMS (TXT) than email.
What does it mean? It means that the potential is huge and that it has been building up for the last ten years, now reaching its tipping point. So what is awaiting us soon and how to capitalize on the opportunity?
Read! (I also have to finish the book!)
I like how the book is organized. The way the presentation unfolds enhances my reading experience - I am interested to be reminded about all existing marketing channels. Even if you are a teacher of marketing or an experienced marketing professional, it is still good to review - even if one has to battle the temptation to exclaim "I know this!" - the history of marketing. And what this history is teaching us, or at least is making clearer for me, is this: it is hard (the change is usually revolutionary!) but possible (it is just growing a lot!) to predict the next turn in development of marketing.
March 1, 2008 article at http://www.alleyinsider.com/ by Henry Blodget cites a poll of 1,979 adults surveyed online by http://www.zogby.com/. In this, claimed representative, sample of the US population:
* 48% said their primary source of news is the Internet (up 20% from only a year ago)
* 29% of Americans say their primary news source is TV
* 11% say it's radio
* 10% say it's newspapers
Whatever the statistics, here is a general trend: people, on average, spend more time on the Internet than with any other single media. Obviously, the ad budgets follow eyeballs of people (in 2007, the online portion of the total ad spend was estimated at 30%).
The shift of marketing to the Internet is truly revolutionary. Growth of the channel and its effectiveness are amazing. The speed is "7 percentage points of market share in a single year". Effectiveness is truly redefined - to paraphrase the famous quote of John Wanamaker, we now know which half of the advertising dollars is wasted. It became possible with the invention of online search advertising model that was introduced by Google. Ads became relevant and contextual; campaign planning became easier; campaign results fairer. What is even more important, in my view, is that marketing campaigns become measurable. Also note that the Internet combines all the features of the old media, to wit: video, audio, pictures, text. At the same time, there is something very new about this channel. It's also interactive.
Now think about this: in 2008 the Internet will be more frequently accessed on mobile phones than on PCs. In Japan and Korea, browsing is used by 90 percent of all cell phone users. There are 3 billion cell phone subscribers worldwide, three times the number of PC users, who stare on their phones at least daily. There are two times more people using SMS (TXT) than email.
What does it mean? It means that the potential is huge and that it has been building up for the last ten years, now reaching its tipping point. So what is awaiting us soon and how to capitalize on the opportunity?
Read! (I also have to finish the book!)
2 of 2 people found the following review helpful
Seminal Handbook for Mobile Marketing
7 Dec 2008
Format:Hardcover
Chetan Sharma, Joe Herzog and Victor Melfi have provided a comprehensive analysis of the growing field of mobile marketing and advertising--deftly illuminating the refinement of advertising arts from persuading the customer to now engaging the customer wherever, whenever, and whatever they may be doing via their mobile or wireless phone.
As an executive and consultant in the mobile marketing business, I especially liked their engaging tone and educational style which truly separates them from other books which spend too much time on the bits and bytes of mobile technology and fail to take on its complex commercial methods.
Mobile Advertising's extensive review of this developing and lucrative field will supercharge beginners understanding and even polish a professional's perspective.
Setting the stage with an evolution of the advertising business and how its convergence with mobile technology will transform marketing, they take the reader from baby steps to the most current uses and applications of mobile marketing including an entire chapter covering 20 case studies drawn from in-market company experiences around the world--well beyond the now 5 year old scenario of mobile coupon delivery as you walk past a Starbucks. That chapter is worth the cost of the book on its own if you want to learn about this business.
They demonstrate a full command of the complex ecosystem as reflected by their technical diagrams illuminating the magic of mobile, their illuminating business model analyses as well as comparative pricing methods and current levels for mobile advertising. These guys know all the buzz around mobile advertising and show the reader where the biz is. Very valuable for anyone interested in this new medium for mass advertising.
As an executive and consultant in the mobile marketing business, I especially liked their engaging tone and educational style which truly separates them from other books which spend too much time on the bits and bytes of mobile technology and fail to take on its complex commercial methods.
Mobile Advertising's extensive review of this developing and lucrative field will supercharge beginners understanding and even polish a professional's perspective.
Setting the stage with an evolution of the advertising business and how its convergence with mobile technology will transform marketing, they take the reader from baby steps to the most current uses and applications of mobile marketing including an entire chapter covering 20 case studies drawn from in-market company experiences around the world--well beyond the now 5 year old scenario of mobile coupon delivery as you walk past a Starbucks. That chapter is worth the cost of the book on its own if you want to learn about this business.
They demonstrate a full command of the complex ecosystem as reflected by their technical diagrams illuminating the magic of mobile, their illuminating business model analyses as well as comparative pricing methods and current levels for mobile advertising. These guys know all the buzz around mobile advertising and show the reader where the biz is. Very valuable for anyone interested in this new medium for mass advertising.
2 of 2 people found the following review helpful
Excellent, thorough, comprehensive about advertising on cellphones
13 May 2008
Format:Hardcover
This book is exceptionally well researched and written, covering comprehensively the full spectrum of cellphone advertising, from the pioneer markets such as Finland and Sweden, to the backwards markets of mobile telecoms such as the USA to the cutting edge markets such as South Korea and Japan, to markets in developing countries such as India. The content is totally up-to-date, including the brand new mobile ads based UK wireless carrier Blyk. The authors have interviewed numerous industry thought-leaders for the book, include 16 case studies and even short essays by 13 executives from major players. The book is very well balanced covering the advertising and media angles as well as the cellphone side. It is also a robust and realistic treatment of the current state of the industry, not pulling punches, and admitting to lots of issues that need to be resolved. A thoroughly useful, practical and insightful book that I can recommend to anyone interested in advertising on cellphones.
Tomi T Ahonen
Author of 5 books on cellphones and convergence
Lecturing at Oxford University short courses on cellphones
Hong Kong
Tomi T Ahonen
Author of 5 books on cellphones and convergence
Lecturing at Oxford University short courses on cellphones
Hong Kong
Were these reviews helpful?
Let us know
Listmania!
Look for similar items by category
- Books > Business, Finance & Law > E-Commerce > E-business
- Books > Business, Finance & Law > Management
- Books > Business, Finance & Law > Sales & Marketing > Advertising
- Books > Business, Finance & Law > Sales & Marketing > Brands & Corporate Identity
- Books > Computing & Internet > Digital Lifestyle > Online Shopping > Amazon
Look for similar items by subject
Feedback
- Would you like to update product info or give feedback on images?
- I am the Author, and I want to comment on my book.
- I am the Publisher, and I want to comment on this book.
|
