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Jingdong book

移动营销从入门到精通实战指南

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Jingdong book

移动营销从入门到精通实战指南

Name: 移动营销从入门到精通实战指南
Brand: Jingdong book
SKU: 3102019231
Price: 44.75 USD
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随着移动技术的不断发展，营销手段也随之更新。通过本书，你将学会：
如何利用今天的移动技术进行营销；
如何有效到达移动端的消费者、吸引他们参与互动；
如何通过手机短信、彩信、电子邮件进行营销；
如何获取客户的许可，向（潜在）客户发送移动信息；
如何打造适合移动设备的网站、APP、广告以及社交媒体；
如何进行语音营销；
如何让消费者通过手机在移动商务平台和销售终端完成购买；
如何保证不违反职业准则，轻松打通营销活动中的各个环节；
如何获取消费者位置信息在内的各种宝贵数据；
如何利用移动营销监测报告和分析来改善你的营销策略、提高销量；
……
阅读本书，你会发现移动营销机遇、学习移动营销策略策略，不管你的目标客户在哪里，你都能将信息传递给他！

Content Description

移动互联网时代，如果你还在传统营销的道路上缓步前行，那么你很快就会被甩在后面。为了步入新营销时代的快车道，你需要整合线上资源，实现精准营销。《移动营销从入门到精通实战指南》由美国移动营销行业的领军人物撰写，深入剖析了移动互联网时代的特征，告诉你如何利用今天的移动技术“淘金”，以及有哪些机会和策略可以快速、有效地到达移动端的消费者，吸引他们参与互动。《移动营销从入门到精通实战指南》系统介绍了短信、彩信、移动电子邮件、移动APP、移动网站、互动式语音应答、移动社交媒体、移动广告以及定位互动等主要移动营销方式，并重点介绍了每一种方式的技术特点、营销方法和基于企业需求的应用特点。在每种方式的介绍中，均包含了作者丰富的经验与认知，可以说《移动营销从入门到精通实战指南》是一本系统、全面、实用性强的移动营销指南性图书。《移动营销从入门到精通实战指南》适合所有企业的营销人员、品牌经理、广告策划人员、产品经理、移动营销开发部门经理，以及企业的决策者阅读。翻开《移动营销从入门到精通实战指南》，你会看到很多新颖的例证、移动营销技巧和专家建议。这本书将会为你提供绝佳的移动营销指导，带你挖掘出互联网时代潜在的巨大市场与商机。

Author Description

迈克尔·贝克，美国移动营销协会北美地区负责人，同时也是移动营销行业的领袖人物，扮演着企业家、志愿者和学者的多重角色。他还是顶尖移动营销服务公司iLoop Mobile的创始人和战略副总裁。贝克先生曾出版了60多本关于移动营销的著作，同时也是有关该话题的知名演说家。凭借对移动营销和直接营销行业作出的杰出贡献，贝克先生于2007年获得了美国移动营销协会颁发的个人成就奖，并于2009年获得了直销协会教育基金会新星奖。

约翰·阿诺德，营销领域的顶尖专家、作家、演说家，尤其擅长为小公司、经销商、行业协会和组织提供营销建议。他为《企业家杂志》的“营销工具与技术”专栏供稿，同时出版了多本营销类图书，包括《网络营销入门》《电子邮件营销入门》等。
阿诺德先生还是一位享有盛誉的营销技术培训人员，他提供的实用技术能立刻被公司和组织利用。他能用朴实华的语言将最实用的营销策略和技术解释清楚。

Catalogue

第1部分移动营销快速入门
第1章移动营销的潜力
移动营销的定义
掌握移动营销的三种基本形式
最大限度利用移动设备
发现移动路径和潜能
第2章制定移动营销战略
将移动营销融入整体营销战略
移动营销服务方
移动营销的成本
基于移动到达率制定战略
消费者分析
第3章行业规范
制定移动营销政策
遵守行业协会规范
服从政府管理
遵守外国法规

第2部分直接移动营销活动
第4章短信营销项目的准备
短信营销基础
获取短信营销项目批准
公关短码
选择短信程序平台
第5章短信营销项目的执行
获取许可：选择加入
优雅地说再见：选择退出
信息和提醒服务
手机优惠项目
竞猜和答题
投票和调查
短信墙
第6章彩信营销
对比彩信和短信
彩信营销项目的准备
彩信营销项目的执行
第7章移动电子邮件营销
了解移动电子邮件营销
通过移动设备收集邮箱地址
执行移动电子邮件营销项目

第3部分移动媒体与广告
第8章设计和开发移动网站
了解移动互联网
移动网站的用途
选择移动网站域名的策略
设计和搭建移动网站
移动网站的内容
第9章开发移动应用程序
移动APP战略
移动APP的开发方案
移动APP的设计
移动APP的发布
手机素材
第10章移动广告
移动广告的优势
移动广告的类型
购买和销售移动广告
栘动广告的投资回报
在自己的移动媒体上投放广告
第11章移动语音营销
选择移动语音营销方案
筹备互动式语音应答项目
录制语音提示
执行语音营销项目
第12章移动社交媒体营销
在社交媒体战略中加入移动元素
与移动社交媒体用户互动

第4部分移动商务与营销分析
第13章移动商务
选择销售平台
搭建移动收费渠道
让移动支付更便捷
通过运营商门户销售内容
通过运营商收费：增值短信和移动网站
利用手机钱包
第14章移动营销的投资回报率
监测和分析对象
建立数据库
填充数据库
监测互动：点击、通话、投票等
计算移动营销投资回报率
第5部分总结
第15章到达移动端用户的十种方式
短信（SMS）
彩信（MMS）
移动电子邮件
移动网站
移动APP
互动式语音应答（IVR）
移动社交媒体
移动广告
移动商务和基于位置的互动
移动化的传统媒体
词汇表

Book Abstract

《移动营销从入门到精通实战指南》：
自动语音服务
有关自动语音服务的规定十分繁复也十分重要。美国联邦贸易委员会（FTC）和联邦通信委员会（FCC）各自出台了一系列相关规定，美国一半以上的州有自己的规定，在有些情况下联邦法律和州法律的规定存在冲突。当联邦法律和州法律发生冲突，你应该何去何从呢？对此，你需要做出最佳抉择。
美国有些州的法律规定很有意思。例如，路易斯安那州规定在州定节假日不能进行电话营销，哪怕是在克里奥尔节（CreoleHoliday）这种其他49个州可能都没听说过的节假日。这些法律法规变化得也很频繁，因此在开始营销前你需要向电话营销和自动语音服务方面的专业律师咨询。任何试图销售或增销的行为都是营销行为，甚至“打折提醒”和销售消费者新购产品的质保产品都包含在内，邀请客户购买额外产品和服务的增销行为也包含在内。接下来的部分，我们将向你介绍在开展语音服务前应该了解的重要法规。
……

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