Mobile Advertising – Supercharge Your Brand in the Exploding Wireless MarketChetan Sharma, Joe Herzog, and Victor MelfiJohn Wiley & Sons432 pages, Feb 2008
Mobile advertising is the stuff of which great cocktail party conversations are made. Some research houses are telling us to expect a $12 billion market by 2011. There’s plenty of buzz surrounding mobile advertising. The next step is transforming that buzz into real business.
Mobile Advertising—Supercharge Your Brand in the Exploding Wireless Market is about assessing the market opportunity and understanding its challenges and issues so as to make money and create long- term value with mobile advertising. We’re convinced there’s a market here but developing it to its full potential won’t be easy. It never is.
The first comprehensive guide to this nascent industry, Mobile Advertising is perfect for anyone on the technical or marketing side of the mobile advertising equation. Drawing on years of experience from three industry veterans, key insights from top movers and shakers, and detailed case studies from around the world, this is an ideal resource for getting the most out of mobile advertising.
Topics covered in the book are:
· Development and history of mobile advertising
· Effects of the Internet and consumer control
· Metrics and measurements for advertising success
· Complexities, structural deficiencies, and barriers
· Business models for successful implementation
· Case studies covering current practice around the world
· Technology problems and practical solutions
· The consumer experience and the future of mobile advertising
The book also has 13 thought-provoking opinion pieces from executives at Ogilvy, Microsoft, Nokia, Qualcomm, Rhythm New Media, Reliance Infocomm, Yahoo!, Nielsen Mobile, Diageo, Vodafone, Mobile Marketing Association )MMA), Disney, and MTV Networks.
Chetan Sharma is President of Chetan Sharma Consulting and a leading strategist and advisor to influential technology brands worldwide. Joe Herzog is Senior Director of Local Search Products at Infospace, Inc., a leading mobile search, media, and technology company. Victor Melfi is Chief Strategy Officer at Voicebox Technologies and an expert in technology strategy, direct marketing, and advertising.
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