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spine .768”Internet Marketing Marvelous mobile — perhaps the most personal andtargeted marketing channel ever! You want to be sure yourbusiness is promoted on mobile devices, and this book getsyou going in more ways than one. Discover the opportunities,learn the strategies, and find out how to deliver yourmessage to your prospects, wherever they may be!Open the book and find: Five elements of mobilemarketing Valuable tips on how to engageyour customers How to map out your mobilemarketing strategy This thing called mobile — find out where mobile fits into yourmarketing plan and how to comply with the laws and regulations What a short code is and whenyou need one Strategically speaking — develop a strategy and select partnersto help you carry it out Marketing advantages of mobileapps In a word — build a solid foundation for sending text andmultimedia messages and learn to design e-mails for mobilescreens How to take advantage of mobilesocial media What a site — get the scoop on building effective Web sites formobile devices Mobile moneymaker — generate income with mobile apps andadvertising What you need to know toevaluate ROI Ten mobile marketing resourcecentersMobile MarketingWith mobile, you can putyour marketing messageright into your prospect’s handsg Easier!Making Everythin Talk to them — enable marketing campaigns that takeadvantage of the mobile phone’s most used yet most overlookedfeature: voice Buy and buy — learn to enable monetary transactions via mobiledevices Track your success — use mobile marketing analytics to see ifyour strategy is workinggnitekraMobile MLearn to: Understand the mobile world and mobilemarketing best practicesGo to for videos, step-by-step examples,how-to articles, or to shop! Plan your mobile marketing strategy Launch a campaign including voice,text, e-mail, and social media Mobile-enable your marketing andestablish direct customer contact 24.99 US / 29.99 CN / 17.99 UKMichael Becker is the North America managing director for the MobileMarketing Association. He is a prolific writer and speaker on mobilemarketing techniques. John Arnold is a marketing expert, author, andspeaker who also writes the Marketing Tools & Technologies column forEntrepreneur Magazine.ISBN 978-0-470-61668-0Michael BeckerJohn ArnoldBeckerArnoldCoauthors of Web Marketing All-in-OneFor

spine .768”Get More and Do More at Start with FREE Cheat SheetsCheat Sheets include Checklists Charts Common Instructions And Other Good Stuff!To access the Cheat Sheet created specifically for this book, go tingGet Smart at makes your life easier with 1,000sof answers on everything from removing wallpaperto using the latest version of Windows.Check out our Videos Illustrated Articles Step-by-Step InstructionsThere’s a Dummies App for This and ThatPlus, each month you can win valuable prizes by enteringour sweepstakes. *Want a weekly dose of Dummies? Sign up for Newsletters on Digital Photography Microsoft Windows & Office Personal Finance & Investing Health & Wellness Computing, iPods & Cell Phones eBay Internet Food, Home & GardenFind out “HOW” at*Sweepstakes not currently available in all countries; visit for official more than 200 million books in print and over 1,600 uniquetitles, Dummies is a global leader in how-to information. Nowyou can get the same great Dummies information in an App. Withtopics such as Wine, Spanish, Digital Photography, Certification,and more, you’ll have instant access to the topics you need toknow in a format you can trust.To get information on all our Dummies apps, visit the from your from your phone.

Mobile MarketingFORDUMmIES‰by Michael Becker and John 616680-ffirs.indd i01 616680-ffirs.indd i9/1/10 2:31 PM9/1/10 2:31 PM

Mobile Marketing For Dummies Published byWiley Publishing, Inc.111 River StreetHoboken, NJ 07030-5774www.wiley.comCopyright 2010 by Wiley Publishing, Inc., Indianapolis, IndianaPublished by Wiley Publishing, Inc., Indianapolis, IndianaPublished simultaneously in CanadaNo part of this publication may be reproduced, stored in a retrieval system or transmitted in any form orby any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior writtenpermission of the Publisher, or authorization through payment of the appropriate per-copy fee to theCopyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600.Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley& Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for theRest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way,, Making EverythingEasier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United States and other countries, and may not be used without written permission.All other trademarks are the property of their respective owners. Wiley Publishing, Inc., is not associatedwith any product or vendor mentioned in this book.LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NOREPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OFTHE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BECREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIESCONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THEUNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OROTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OFA COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THEAUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCEOF FURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSESTHE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS ITMAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THISWORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN ANDWHEN IT IS READ.For general information on our other products and services, please contact our Customer CareDepartment within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002.For technical support, please visit also publishes its books in a variety of electronic formats. Some content that appears in print maynot be available in electronic books.Library of Congress Control Number: 2010935570ISBN: 978-0-470-61668-0Manufactured in the United States of America10 9 8 7 6 5 4 3 2 616680-ffirs.indd ii01 616680-ffirs.indd ii9/1/10 2:31 PM9/1/10 2:31 PM

About the AuthorsMichael Becker is the North American managing director for the MobileMarketing Association and a leader in the mobile marketing industry, assuming the roles of industry entrepreneur, volunteer, and academic. He is alsothe founder and vice president of strategy at iLoop Mobile, an industry-leadingmobile marketing solutions provider.Michael served on the MMA Global Board of Directors (2008, director atlarge; 2009, global board vice chair) and served on the MMA North Americanboard of directors (2004, 2005, 2007, 2008, and 2009). He founded and cochaired both the award-winning MMA Academic Outreach Committee andthe MMA International Journal of Mobile Marketing. He is also a member ofthe Direct Marketing Association’s annual programming advisory and mobilecouncils.In addition to his industry and volunteer roles, Michael is a contributingauthor to Mobile Internet For Dummies, Social Media Marketing For Dummies,Reinventing Interactive and Direct Marketing, is a co-author of Web MarketingAll-in-One Desk Reference For Dummies, and this book, Mobile Marketing ForDummies. He has authored more than 60 articles on mobile marketing and isan accomplished public speaker on the topic.In his spare time, Michael is pursuing his doctorate on the topic of mobileenhanced customer managed interactions and vendor relationship management at Golden Gate University. Michael was awarded the MMA IndividualAchievement Award in 2007 and the Direct Marketing Educational FoundationRising Stars Award in 2009 for contributions to the mobile and direct marketing industries.John Arnold is a leading marketing expert, author, and speaker specializing in marketing advice for small businesses, franchises, associations, andorganizations. John writes the “Marketing Tools & Technologies” columnfor Entrepreneur Magazine and he is the author of several marketing books,including Web Marketing All-in-One Desk Reference For Dummies, E-MailMarketing For Dummies, and this book, Mobile Marketing For Dummies.John is also a highly regarded marketing technology trainer who knows how todeliver solid takeaways that people can implement in their business or organization right away. His no-hype and highly practical approach cuts through theclutter as he explains the most useful marketing strategies, technologies, andtactics with clarity, artful simplicity, and meaningful application.To inquire about John being a marketing speaker, trainer, or consultantfor your small business, franchise, association, or organization, visit 616680-ffirs.indd iii01 616680-ffirs.indd iii9/1/10 2:31 PM9/1/10 2:31 PM

DedicationMichael Becker: I dedicate this book to my family. They keep me focused onwhat is important. I also dedicate it to all those looking to establish and nurture a flourishing, intimate, and integrative relationship through and with thenew and exciting medium of mobile.John Arnold: I dedicate this book to the individual entrepreneurs who lovethe spirit of free enterprise and who live to share their personal passionswith their customers and their communities, and to the One who causes allthings to work together for good.Authors’ AcknowledgmentsMichael Becker: I would first like to thank my family. Their encouragementand support as I pursue my dreams is invaluable to me.I would also like to thank John Arnold. Without John‘s encouragement, focus,expertise, direct contributions, time management and editing skills, this bookwould have never seen the light of day. John is simply amazing.Thanks to the outstanding team at Wiley Publishing, including Steve Hayes,Leah Cameron, and Linda Morris, and to Jennifer Hatherley for filling the roleof technical editor for the manuscript.Finally, I send thanks to everyone at iLoop Mobile, the Mobile MarketingAssociation, the Direct Marketing Association, the Internet Advertising Bureau,my partners and competitors, and all my colleagues within the mobile marketing industry. Your encouragement, support, and fellowship contributes to theadvancement of this wonderful industry — mobile marketing.John Arnold would first like to thank my wife and kids for encouraging mewhile working on multiple projects at a time. You guys are the best familyanyone could hope for.Next, I would like to thank Michael Becker for his passion for mobile marketing and for sharing his knowledge not only in this book, but in the hundredsof speaking engagements, consultations, meetings, articles, whitepapers, textbooks, and conversations he contributes to annually.Thanks to Matt Wagner for running an ideal literary agency. None of mybooks would have been possible without his experience and guidance.Special thanks to the super team of professionals at Wiley Publishing. I’d liketo thank Steve Hayes for his patience in dealing with contracts. I would alsolike to thank Leah Cameron and Linda Morris for editing the manuscript,asking tough questions, and for patiently understanding our definition of theword deadline. Thanks also to our technical editor, Jennifer 616680-ffirs.indd iv01 616680-ffirs.indd iv9/1/10 2:31 PM9/1/10 2:31 PM

Contributing AuthorsWhen we started this project, we decided early on that no book about mobilemarketing should be written by a single author because too many things arerapidly changing and emerging for one person to know everything.To complete this book, we relied on the contributions of numerous leadersin the marketing industry. Each of them has shared their unique prospectiveand personal mobile marketing expertise.The following contributors were instrumental in the development and authority of the material in this book. Our thanks and admiration goes out to eachof them because they added a great deal of experience and value to the pagesby writing and submitting many ideas, examples, and details that we mayhave otherwise overlooked. They are listed in alphabetical order.Douglas Busk, executive vice president, mobile strategy and businessdevelopment, Whoop: Doug holds more than a decade of mobile marketing and product development expertise. From leading text messaging atVerizon Wireless to advising the 2008 Barack Obama presidential campaignon its landmark mobile marketing efforts, if it can be done in wireless, Doughas done it. A dedicated proponent of not only the industry’s powerfulmarketing capabilities, but its charitable possibilities as well, Doug helpedlead the industry in the creation of non-profit giving via text messaging tobenefit those impacted by Hurricane Katrina. In his “free” time, Doug hasbeen an active participant in multiple industry groups, including the MobileMarketing Association, dotMOBI, CTIA, and others. He is currently basedin Atlanta, where he leads business development and mobile strategy forWhoop (, which supplies a design platform for the creationof smartphone applications.James Citron, president and CEO of Mogreet: James is the visionary behindthe mobile industry’s leading platform for the delivery of mobile video. Whenhe isn’t waxing poetic about mobile video, MMS, or the iPad, James is runningone of the leading mobile marketing companies in the country. James hasspent the last 10 years in the mobile industry, as both an analyst advising ontelecommunications mergers and acquisitions and as an operator launchingmobile products and businesses in more than twenty countries. Mr. Citron isa graduate of Princeton University. His Twitter name is @jamescitron.Ben Gaddis, director, mobile and emerging media, T3: Ben Gaddis is director of mobile and emerging media strategy at T3, where he leads the agency’smobile offering and develops emerging applications and media strategies forT3’s clients. With almost ten years of experience focused on technology inadvertising, Ben has developed mobile strategies and programs for AT&T,Frito-Lay, Nokia, and American 616680-ffirs.indd v01 616680-ffirs.indd v9/1/10 2:31 PM9/1/10 2:31 PM

Eric Holmen, senior vice president, business development and marketing,The Marketing Arm, Wireless Practice: Eric lost, destroyed, or wore outmore mobile phones last year than most of us will ever own. While presidentof the mobile marketing company SmartReply, he acquired a mobile ad network and launched a mobile payment system for retail, while building one ofthe largest mobile marketing companies in North America. At The MarketingArm, Eric brings a big vision of mobile as the new reality of multi-channelmarketing and advertising for the Fortune 100 set. “This kind of job meansyou gotta know your devices, carriers, benefits, and potential, which meanscarrying around a lot of mobile devices.” His pedigree includes CatalinaMarketing and Sears, and is a grad of M.I.T. and the University of Redlands.He has three unwired kids and an Ironman wife. On weekends, you’ll find himbusily dropping phones over the side of his sailboat into the Pacific watersoff southern California (where he peacefully gets zero bars).Gabe Karp, executive vice president and general counsel of ePrize, LLC:Gabe oversees the legal services, fulfillment, and human resources teams atePrize. He has overseen more than 5,000 interactive promotional campaignsin 36 countries with no legal challenges. These campaigns include onlineand mobile-based loyalty programs, prize drawings, instant win games,skill based contests, and so on. Gabe is a respected authority and frequentspeaker and writer on legal issues surrounding interactive promotions,including mobile marketing, user-generated content, social networking, andemerging technologies. He assisted in revising Puerto Rico’s sweepstakesregulations adopted in 2009, has consulted the Federal Trade Commissionregarding CAN-SPAM regulations, and helped legislators and regulators fromseveral states draft and enforce legislation in those jurisdictions applicableto the interactive promotion industry.Jeannette Kocsis, senior vice president of digital marketing for HarteHanks, Inc.: Jeannette is a digital marketing expert, having started withsearch engine optimization in 1997, owned and operated an e-commerce site,and, in 1999, owned a community Web site with more than 100,000 regularmonthly visitors. Today, Jeannette is senior vice president of digital marketing for Harte-Hanks, Inc. Working at the Agency Inside Harte-Hanks, sheoversees strategy and media across all vertical markets and is responsiblefor bringing new trends like mobile and social into client strategies. Jeannetteis a frequent speaker on mobile and social media, and she is published on aregular basis. Jeannette was named to the Mobile Women to Watch for 2010list by Mobile Marketer. At the time of this writing, Jeannette has a variety ofmobile devices, including an iPhone, an iTouch, and a Blackberry (for work).Jeannette lives in the Hudson Valley of New York State, with her family andtheir Great Dane.Christian Loredo, mobile guru: Christian eats, sleeps, and breathes mobile!He has had experience with both large companies and small, wireless carriers and startups. Christian enjoys watching the mobile world develop andadvance, helping companies mobilize their mission statements, and 616680-ffirs.indd vi01 616680-ffirs.indd vi9/1/10 2:31 PM9/1/10 2:31 PM

to stay a couple steps ahead of consumer experiences for enhancing theirinteractions with mobile devices, applications, and brands. Christian also ispassionate about extreme sports and is an expert snowboarder, mountainbiker, and is amped about his latest sport, kite-surfing! His dream is to goheli-skiing, and show all his friends (especially those who couldn’t make it!)how incredible it is . . . as they’re all dialed in via mobile! Text CML to 44265for his personal contact info.Erin (Mack) McKelvey, senior vice president of marketing, MillennialMedia: Erin (Mack) McKelvey leads all areas of Millennial Media’s corporateand product marketing, external communications, and industry relations.She also serves as the company spokesperson. Mack has more than thirteenyears of business-to-business and consumer marketing and communications experience in the entertainment and mobile industries. She is an activemember of the Mobile Advertising and the Women in Wireless Committeeswithin the Mobile Marketing Association (MMA), and is an active member ofthe Mobile Advertising and the Networks and Exchanges Committees withinthe Interactive Advertising Bureau (IAB). Mack is a frequent industry speaker,and she was

author to Mobile Internet For Dummies, Social Media Marketing For Dummies, Reinventing Interactive and Direct Marketing, is a co-author of Web Marketing All-in-One Desk Reference For Dummies, and this book, Mobile Marketing For Dummies. He has authored more than 60 articles on mobile marketing

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