List of figures Foreword Acknowledgements Introduction Part One Mobile marketing in perspective 01 Introduction 02 Understanding the mobile consumer Technology for the sake of technology User journey and context Mobile and multi-channel marketing User journey examples Local intent Content marketing The stages of the user journey Value proposition and user journey 03 Technology change and adoption Forty years of radical change Integrated devices Smartphone adoption Global variations Benchmarking marketing activity 04 Disruption and integration The death of in-store retail Convenience, choice and transparency Business culture Single customer view Next step: marketing automation Mobile as a change enabler 05 Devices, platforms and technology: why it doesn''t matter Mobile-compatible is not mobile-optimized Technology challenges Audience segmentation Frictionless technology 06 Mobile statistics summary Breakdown of regions Smartphone adoption levels Mobile broadband subscriptions Breakdown of mobile operating systems worldwide QR codes, NFC and other technologies Mobile social media usage by region 07 The future of mobile marketing Exponential development Technology as an enabler The near future Frictionless technology The distant future A guaranteed future prediction Part Two The tactical toolkit 08 Introduction 09 Mobile sites and responsive design Start with the fundamentals Mobile site options Mobile design principles: mobile sites vs desktop sites Technology and jargon in perspective What responsive design really means The 3-step quick and dirty guide to a responsive website A user-centred approach to mobile Mobile sites: conclusions 10 How to build an app Bolstering value proposition The app-building process Specification and wireframing Interaction and visual design Technical development and testing App store submission App marketing App maintenance Customer support Freelancers vs agencies Native apps vs web apps Platform wars Building an app: conclusions 11 Social media and mobile User journey and value proposition Mobile social media experience Informing your social media approach Real-world integration Policy and planning Outreach, engagement and ego Social measurement Social media advertising Mobile social media: conclusions 12 Mobile search Defining mobile search Desktop vs mobile results Search engine optimization (SEO) Link building Mobile SEO: conclusions Paid search PPC fundamentals PPC considerations Working with PPC agencies Mobile SEO and PPC working together Mobile search: conclusions 13 Mobile advertising Mobile advertising objectives App advertising Ad networks vs media owners Targeting options Creative options Mobile ad features Ad reporting and analytics Mobile advertising: conclusions 14 Augmented reality (AR) and real-world integration Adoption levels Location-based services Location check-ins 15 Quick Response (QR) codes QR codes in perspective Practical applications QR code adoption The most important thing to understand about QR codes Making your QR code beautiful Practical guide to using QR codes in the real world The future of QR codes QR codes: conclusions 16 Near field communication (NFC) The early NFC elephant in the room NFC adoption Mobile payments The internet of things 17 Short messaging service (SMS) SMS is personal Types of SMS communications SMS short codes SMS app links SMS: conclusions 18 Mobile analytics The marvels of Google Analytics Setting up analytics Core reports Multi-Channel Funnels App-specific reports Tracking code Part Three Mobile marketing checklists 19 Introduction 20 Checklists Mobile marketing strategy Mobile site development Building your app Social media and mobile Mobile search 21 Conclusions References Index.