Cde
Cache-Control header, 161 CAN-SPAM, 269, 291 Canada, 289 "candy bar" phone, 30 carrier decks, 93
United States, 290 carrier groups, mobile advertising campaigns, 100
carriers, 94, 295
by geographic region, 295 report card, 95 stopping spam, 259-260 targeting, 44-45 U.S. carriers, 96 case studies Audi, 236 David's Bridal, 235 iPhone
Dockers, 84-85 Nationwide Insurance,
82-83 Reebok, 83-84 WebMD, 85-86 mobile advertising Adidas, 102 AirAsia, 102 Land Rover, 102 Visa, 103 mobile promotions CNN, 122 Corona, 121 Nike, 122
Northwest Airlines, 122 PSC (Political Initiative in
Catalan, Spain), 120 Whistler Ski Resort, 121 Tahato, 236 CDMA (code division multiple access), 22 CellFire, 107
Cellular Operators Association of
India (COAI), 285 Central America, mobile marketing, 287-288 CEPT (Confederation of European Posts and Telecommunications), 272 changing face of telecom, 20-21 children, privacy, 264-265 Children's Online Protection Act
(COPA), 270 China mobile music, 282 prepaid mobile service, 280 "chip and PIN," 247 choosing mobile marketing brands, 13-14
brick-and-mortar establishments, 14-15 events, 15-17 citation, 211 City.Mobi, 124 Clearwire, 25 click, 88
click-through, mobile advertising, 88
click-through rate (CTR), 88 clubs, choosing mobile marketing, 16 CNet, 152
CNN, mobile promotions, 122 COAI (Cellular Operators
Association of India), 285 code, 165-166 AJAX, 168 forms, 168-172 frames, 174 JavaScript, 166-167 code division multiple access
(CDMA), 22 commission, mobile affiliate marketing, 127 communities, mobile applications, 151 companies
QR codes, 236
that should avoid mobile marketing, 17-18 Computer Misuse Act (United
Kingdom), 272 comScore, 61, 71
concerts, choosing mobile marketing, 16
Confederation of European Posts and Telecommunications (CEPT), 272 conferences, choosing mobile marketing, 16 constructing effective mobile landing pages, 98 content syndication agreements, 94 Content-Disposition, HTTP headers, 165
Content-Type header, 162-165
MIME types, 162 contests, 263
contextual mobile ads, 90 conventions, choosing mobile marketing, 16 conversion, 89 cookies, 128
on-site privacy and, 265-266 COPA (Children's Online
Protection Act), 270 Corona, mobile promotions, 121 cost per acquisition (CPA), 89 cost per conversion (CPC), 89 cost per pair of feet
(CPPoF), 115 cost per thousand (CPM), 88
coupons. See mCoupons CPA (cost per acquisition), 89 CPC (cost per conversion), 89 CPM (cost per million), 88
social marketing, 231 CPPoF (cost per pair of feet), 115 credit card companies, mobile phone payments, 245 Cricket Wireless, 242 CRM (customer relationship management), 12 crowdsourcing, 45 CSS (Cascading Style Sheets), mobile sites, 159-160 CTR (click-through rate), 88 custom segments
Google Analytics, 57 mobile phone specifications, 57 customer relationship management (CRM), 12 customers, targeting, 38 by age and gender, 39-41 devices and carriers, 44-45 geographic mobile targeting, 44 income, 41-42 psychographic mobile targeting, 42-43
data mining, 50
Data Protection Act (DPA), 271 David's Bridal, 235 day parting, 99 de pre Gauntt, John, 293 dedicated short codes, 112 delivering mobile coupons,
110-113 demographic segmentation, mobile advertising campaigns, 99 demographics, users of iPhones, 71-72
DenverHolidayInn.com, 124 description metatags, on-site
SEO, 190 descriptions, writing for mobile applications, 146 device independence, 156 devices, targeting, 44-45 Dichter, Joel, 261 digital proximity, 115-116 technology, 116
Bluetooth, 116-117 IR (InfraRed), 119
Near Field Communication
(NFC), 118-119 RFID (radio frequency identification), 118 ultra-wide band
(UWB), 119 WiFi, 117-118 Digital Video Recorders (DVRs),
137, 221 direct marketing intelligence, 12 persistent, 11-12 personal direct marketing, 10-11 portability, 11 Direct Marketing Association
(DMA), 257, 271, 274 direct marketing channels, mobile marketing as, 9 direct to carrier billing, 241 directing traffic with user agent detection, 177-178 directories mobile applications, 152 mobile directories, 131 display mobile advertising, 89 promoting mobile applications, 149 DMA (Direct Marketing
Association), 257, 271, 274 DMA-UK Guidelines for
Bluetooth Marketing, 275 DNC (Do Not Call Registry), 269 Dockers, iPhone, 84-85 DoCOMo, 3G, 24 domains, dotMobi, 155-156 dotMobi, 155-156 domains, 280 DPA (Data Protection Act), 271 DVRs (Digital Video Recorders), 137, 221
early adopters, iPhone, 72-73 East Asia, mobile marketing,
279-283 eCPM (effective cost per thousand), 88 EDGE (Enhanced Data Rates for
GSM Evolution), 24 Electronic Arts, 152 Elisa (Radiolinja), 110 email, 233-235
tracking, 61-63 email opt-in, mobile coupons, 109 eMarketer, 238-239
empowerment, 2 Endeavour, 151
Enhanced Data Rates for GSM
Evolution (EDGE), 24 Enquisite Optimizer, 203 entertianment venues, choosing mobile marketing, 14-15 Erickson, Africa, 287 Europe mobile marketing, 291-294 mobile music, 293 European Framework for Safer Mobile Use by Younger Teenagers and Children, 265, 274 evaluating success of mobile advertising campaigns, 101 Event Marketing Summit (Chicago
2009), 16 events, choosing mobile market-
ing,15-17 EverNote, 214
evolution of mobile devices, 27-32 evolution of mobile search, 299 intelligent results, 301 personal results, 300-301 portable results, 300 ExactTarget, 62 ExMoBo, 232
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