Daily time spent on mobile devices is now overtaking daily time spent in front of a TV, as revealed in a recent study by Millward Brown. To help determine what marketers can and should be doing with the exponential growth in mobile device usage, Daniel Rowles offers a practical and hands-on guide to designing, implementing and measuring an effective mobile strategy.
Mobile Marketing starts with an in-depth review of the mobile environment, the technology itself – both hardware and software – and goes further to emphasize the importance of understanding the user journey rather than specific devices. Rowles offers an understanding of what the mobile consumer actually wants to achieve; of technology change and adoption, devices and platforms; of mobile usage statistics and, finally, presents his thoughts on the future of mobile marketing. He then provides a tactical toolkit that includes discussion of mobile sites and responsive design; how to build, market and maintain apps; uses of social media in a mobile context; mobile search and search engine optimization [SEO]; mobile advertising; augmented reality; QR codes; near field communication [NFC];Short Messaging Services [SMS] and mobile analytics. Along with helpful graphs and tips for further reading, the book includes several international case studies that illustrate the potential pitfalls and rewards of mobile marketing initiatives.
The book is a useful and compelling read, designed both for those new to mobile marketing and those looking for advice on how to better incorporate mobile into other marketing activities. Combining theoretical understanding of mobile's role in the marketing arena and practical exercises, Rowles shows how to build a top-down strategy, encompassing all consumer touch points, to future-proof businesses against customers' ever-changing mobile interaction with brands.

Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

Business & Money

Rowles, Daniel

Industries

Kogan Page.

Mobile Marketing: How Mobile Technology is Revolutionising Marketing, Communications and Advertising

In a fast changing environment where social media has a heavy impact on marketing and branding efforts, Digital Branding provides guidance on creating, implementing and measuring digital campaign strategies. Daniel Rowles presents a step-by-step, practical framework for brand planning, channel selection and measuring the effectiveness of brand campaigns. 
Exploring topics like content marketing, social media, search optimization and web analytics, Digital Branding contains real world case studies, a guide to free and paid tools to help measure the ROI from various online channels, and examples of social guidelines, process and policy.

Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics and Measurement

Marketing & Sales

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 &amp; 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.

In a fast changing environment where social media has a heavy impact on marketing and branding efforts, Digital Branding provides guidance on creating, implementing and measuring digital campaign strategies. Daniel Rowles presents a step-by-step, practical framework for brand planning, channel selection and measuring the effectiveness of brand campaigns.  Exploring topics like content marketing, social media, search optimization and web analytics, Digital Branding contains real world case studies, a guide to free and paid tools to help measure the ROI from various online channels, and examples of social guidelines, process and policy.

WINNER: 2018 Chartered Management Institute Management Book of the Year - Management Futures Category Building Digital Culture aims to answer a simple question: How can organisations succeed when the environment they operate in is changing so quickly? The last thing businesses need today is a digital strategy. Instead, their strategy needs to be fit for our fast-changing digital world, where businesses have more data than they know what to do with, a media landscape that's exploded in size and complexity, the risk of a new disruption around every corner, and only one certainty: that this change won't let up.
Building Digital Culture doesn't address whether or not you should advertise on Facebook or invest in virtual reality. It doesn't seek to unearth a silver bullet to make digital investments a sure-thing. It steps back from the hype, and argues that whatever digital might mean for your business, if you don't create a digital culture you'll most likely fail, or at least fall short of what you want to achieve.
Daniel Rowles and Thomas Brown combine more than 30 years of experience at the forefront of marketing and digital developments to help you to navigate from being a business that tolerates or acts digital, to one that truly is digital.
Building Digital Culture is based on more than 200 hours of research, candid interviews and contributions from senior leaders at a diverse range of brands including Twitter, Made.com, Deloitte, HSBC, Ladbrokes, Direct Line Group, Barclays, The Metropolitan Police, RSA Insurance and many more.

Building Digital Culture: A Practical Guide to Successful Digital Transformation

Brown, Thomas

Management & Leadership

Mobile Marketing is a clear, practical guide to harnessing the mobile consumer and tackling the rising challenges of divided user attention across multiple screens at the same time. It demystifies the vast spectrum of tools and techniques now available and explains how to optimize these dynamics into an innovative and effective mobile marketing strategy. Now that website search rankings take into account mobile optimization, no serious marketer can do without a thorough understanding of mobile.
The first edition of Mobile Marketing won the Judge's Choice Award in Social Media at the Small Business Trend's 2014 Book Awards. This fully revised 2nd edition includes straightforward explanations on mobile optimized content, app development, social media and proximity based marketing. It has also expanded to include two brand new chapters on mobile and email and on location-based devices, plus cutting-edge updates on advances in wearable technology, mobile payments, virtual reality and strategies for the changing user journey. Integrated with tactical checklists, easy application frameworks and powerful case study insights such as Heineken, WordPress, MailChimp, Nike Training Club (NTC), Google Play and Moz, if provides a full overview from service provision and technology integration to content strategy, ready to capture fast-moving consumers on the go. Online resources include a digital marketing instructors manual, supporting lecture slides, example exam and self-test questions, and a content calendar template.

Digital Branding second edition, provides step-by-step, practical guidance on how to build a brand online and quantify it through tangible results. It draws together each of the core marketing avenues such as content marketing, social media, search engine optimization and web analytics, to deliver a robust framework for brand planning, identity, channel selection and measuring the effectiveness of campaigns. 
The second edition of Digital Branding contains a complete overhaul of tools and techniques for straightforward application, plus new high profile case studies including Accenture, Tesco and Imperial College London. Important updates are made on social media guidelines and policy, how to tackle advancements in mobile marketing and mobile payments, as well as augmented and virtual reality. The book features a toolkit of free and paid tools, including a valuable checklist, outlining the digital branding process from start to finish, and measurement devices for multiple channels and purposes. Written by a respected CIM fellow and course leader, this succinct handbook is ideal for any marketer or brand strategist to enhance their online brand identity.

Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement

Podcasting Marketing Strategy: A Complete Guide to Creating, Publishing and Monetizing a Successful Podcast

Podcasting is a hugely persuasive yet under-utilized channel accessed by an affluent and influential demographic. In a crowded and noisy digital environment, it gives organizations, brand builders and marketers the unique opportunity to stand out and drive engagement with target audiences. It offers accurate and measurable levels of allegiance that can only be dreamed of on other digital channels.
 Podcasting Marketing Strategy is a complete guide to the podcast environment. It describes the importance of podcasting for businesses and explains why, uniquely, it has the highest level of consumer commitment than any other social media. Written by an award-winning author and his co-host of the global top ten iTunes podcast, The Digital Marketing Podcast, this book explains how podcasting can drive business results, advises on how to record, edit and advertise your content and provides a unique digital marketing toolkit. Supported by case studies from influential organizations around the globe, Podcasting Marketing Strategy is the definitive authority to making and publishing podcasts that deliver quantifiable results.

Rogers, Ciaran

See the best price to sell, buy, or rent books by Rowles, Daniel. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Rowles, Daniel

See the best price to sell, buy, or rent books by Rowles, Daniel. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

Mobile Marketing: How Mobile Technology is Revolutionising Marketing, Communications and Advertising

Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics and Measurement

Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics and Measurement

Building Digital Culture: A Practical Guide to Successful Digital Transformation

Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement

Podcasting Marketing Strategy: A Complete Guide to Creating, Publishing and Monetizing a Successful Podcast

Podcasting Marketing Strategy: A Complete Guide to Creating, Publishing and Monetizing a Successful Podcast