In this part...

Almost everything you can do with traditional marketing can be adapted to work on mobile devices. However, marketing through mobile channels isn't always simple. Mobile device standards and best practices are still emerging and consumer behavior and laws are rapidly shifting. Adapting your marketing for mobile is an ongoing task.

Chapter 1 gives you an overview of mobile marketing so that you see the big picture and can identify the possibilities of mobile marketing. This chapter also allows you to easily skip to the other parts of this book that deal with topics in more detail.

Chapter 2 helps you come up with your mobile marketing strategy and shows you how to estimate your mobile marketing reach so you can approach mobile marketing with goal achievement in mind.

Chapter 3 covers the laws, industry regulations, and best practices you need to know in order to keep your mobile marketing campaigns compliant and consumer-friendly.