TAILIEUCHUNG - Mobile Marketing Playbook Published by 360i Smashwords Edition Copyright 2010 360i Thank you for

The Future of Mobile Content & Commerce By Noah Elkin, Senior Analyst, eMarketer The Nail for Social Media’s Hammer Interview with Mickey Alam Khan, Editor in Chief, Mobile Marketer How Mobile Marketing Can Fuel Buzz and Engagement for Entertainment Brands Interview with Valerie Brown, Director of Consumer Marketing, Bravo Mobile Innovation: What the . Can Learn from Japan by Naoki Muramatsu, VP, Digital Business Development, Dentsu Holdings | Mobile Marketing Playbook Published by 360i Smashwords Edition Copyright 2010 360i Thank you for downloading this ebook. As always we welcome comments critique debate and discussion - you can find us on Twitter @360i or @bwiener Facebook or on our blog . Table of Contents Foreword Acknowledgements 1. Overview 2. Planning in Mobile Marketing 3. Search 4. SMS Marketing 5. Advertising 6. Social Marketing 7. Applications 8. Commerce Shopping 9. Parting Thoughts Glossary Contributor Articles The Future of Mobile Content Commerce By Noah Elkin Senior Analyst eMarketer The Nail for Social Media s Hammer Interview with Mickey Alam Khan Editor in Chief Mobile Marketer How Mobile Marketing Can Fuel Buzz and Engagement for Entertainment Brands Interview with Valerie Brown Director of Consumer Marketing Bravo Mobile Innovation What the . Can Learn from Japan by Naoki Muramatsu VP Digital Business Development Dentsu Holdings USA FOREWORD By Bryan Wiener CEO 360i Is this the Year of Mobile For over a decade this proclamation has turned out to be premature giving marketers ample reason to be skeptical. The difference looking forward to 2011 is that this is the first time that consumer behavior and mobile platforms have reached sufficient scale for mobile to move beyond an emerging media tactic for mainstream marketers. Mobile is finally experiencing its tipping point as one of the critical components of the digital marketing landscape much like search marketing experienced in the early 2000s and social marketing during the past few years. Nielsen reports that within a year smartphone adoption will exceed the adoption of simpler feature phones. We re coming to a point where the majority of phones - and consumers - will have Internet connectivity wherever they go. Mobile is perhaps one of the most exciting and revolutionary forms of media to flourish over the last decade as it builds exponentially on the groundbreaking changes brought on by search

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