Introduction: Reaping the rewards; About this book; Mobile mentors; The text focus. Part 1 The text phenomenon: SMS - the quiet revolution; Text benefits; Marketing benefits; Everything you ever wanted to know about text (but were afraid to ask); Balearic beginnings; SMS pioneers; SME SMSA limited canvas; Types of campaign; Beyond the youth market; Text versus Web; Last word. Part 2 The mobile mindset; Permission marketing; Think narrow; Mobile branding; Building an infobrand; Adding real value; Pull and push; Push marketing problems; Pull marketing problems; Viral marketing; New York Celebrity Sightings - Learn from a viral phenomenon; Last word. Part 3 The mobile marketing menu: Premium services; Case study - Bridget Jones' Diary; Paid content; PC problems; Paid content - mobile success; Competitions; Coupons; Tickets; Location, location, location; Case study - location-based shopping; Alerts; Sponsorships; Mobile payment services; Mobile channels; The best text you've ever had; Last word. Part 4 Two-way marketing: A two-way medium; Connected markets; Getting personal; Market research; Text chat; Case study - Ministry of Sound's two-way approach; Last word. Part 5 Responsible marketing: The need for responsible marketing; The spam problem; Spam-free services; Mobile marketing regulations; Case study: spam stuck on the menu for South African mobile users; Spam - industry perspectives; Avoiding message fatigue; case study: Carlsberg's World Cup campaign; Pull marketing; Marketing to children; Text overload; Legal implications; Last word. Part 6 Generation text: The new power generation; Teen text; Explaining the teen text phenomenon; Mobile culture; Pay-as-you-go; Customizable mobiles; Case study - Cadbury 'goes large'; Ringtones; Mobile gaming; The text epidemic; Ten teen commandments; Case study - East West Records wireless marketing campaign for Oxide & Neutrino; Last word. Part 7 The language of text: A new language; The right balance; Text misconceptions; Case study - the Guardian SMS Poetry Competition; Last word. Part 8 Integrating mobile campaigns: Text messaging and television; Case study - television takes a break for SMS link-up; Print media; Case study - Top of the Pops magazine text club; SMS, MMS and the Internet; SMS and outdoor advertising; The reason for text; SMS and radio SMS - the perfect back channel; Exploiting the full media potential; Product promotion; Last word. Part 9 The global message: Text messaging - a global phenomenon; The operator's perspective; The view from Europe; Case study - E-Taxi, Irish innovation; Texting USA; Last word. Part 10 Implementing a campaign: The technological requirements; Software solutions; Case study - the Cellar Society use Brand2Hand; Marketing agencies; Last word. Part 11 The mobile Internet: A rough ride; WAP problems; The WAP Forum; The WAP brand; Say WAP?; Big in Japan; GPRS and 3GMobile Internet marketing principles; Case study - Yell.com's WAP service. (Part contents.)
Matt Haig is an independent consultant advising organisations of all types and sizes on creating integrated marketing and branding solutions. As one of the very first writers on e-business, Matt has always been at the forefront of developing leading edge marketing solutions. More recently he has carried out mobile marketing consultancy for several companies and has researched and written extensively on the subject. Its rapidly growing popularity inspired Matt Haig to write his popular book Mobile Marketing: The Message Revolution. Acclaimed for his no-nonsense pragmatic style, Matt is a popular speaker and writes regularly for the national and business press. He is also the author of several other best-selling guides including E-PR: The Essential Guide to Public Relations on the Internet, E-Business Essentials, E-Mail Essentials, The E-Marketing Handbook, The B2B E-Commerce Handbook and How Come You Don't Have an E-business Strategy? (all published by Kogan Page).