RELEVANCE RAISES RESPONSE and that is precisely why mobile marketing is the greatest advertising and marketing medium of all-time. Mobile offers the ability to laser target your audience by providing the best offer, at the best time, when the targeted customer is most likely to buy.

THE CHAPTERS

In Relevance Raises Response: How to Engage and Acquire with Mobile Marketing, author Bob Bentz takes you through all of the major elements that contribute to mobile marketing success in nine easy to read chapters that will help your business sell more with mobile.

1. Introduction to Mobile

2. Advantages of Mobile

3. Mobile-Optimized Websites

4. Text Message Marketing

5. Social Media

6. Mobile Advertising

7. Mobile Apps

8. Mobile Commerce

9. The Future of Mobile

WHAT YOU'LL LEARN ABOUT MOBILE MARKETING

This is not a book that will philosophize about mobile and give you theories on why it is so effective. Instead, it is book written by a businessperson who works in the trenches of mobile marketing every day with hundreds of customers, in many different vertical markets. What you'll get when reading this book is actionable insight on what you can do to help your business sell more with mobile.

What you'll learn in these chapters includes:

- The History of the Mobile Phone

- How to Set and Analyze Key Performance Indicators (KPIs)

- Mobile Marketing Definitions and Buzzwords

- Principles of Responsive Design

- How to Use A/B and Multivariate Testing

- Mobile Search Engine Optimization (SEO)

- Legal Requirements for SMS Short Code Marketing

- Analysis of the Major Social Media Networks

- How to Attract Followers with Social Media

- How to Advertise In-Apps

- Mobile Programmatic Buying

- Advertising on Social Media

- How to Develop a Mobile App

- Marketing an App

- App Store Optimization (ASO)

- The Internet of Things

- Virtual Reality

BONUS FEATURES

There are several bonus features, in addition to the chapter content, that makes this book the best single source for mobile marketing information.

- Bob's 60 Top Text Message Marketing Tips

- Top Secret: What Does Facebook Know About You?

- Why Facebook is the Greatest Advertising Medium of All-Time

- With Mobile Advertising, there is No Prime Time Anymore

- Why Mobile is Your Small Business Powerhouse

- How to Craft a Great Text Message

- E-commerce: How Mobile Drives Sales in Retail Stores

But, it doesn't stop there. Mobile marketing is so fluid, and the business is changing so rapidly, that it's difficult for any print book to keep up. There, Relevance Raises Response answers the call as well by providing a website that is continually updated with the latest mobile marketing statistics and information.

RELEVANCE RAISES RESPONSE

Marketing is an ongoing contest for people's attention, and mobile provides the mechanism that, in the history of promotion, is the closest a brand has ever been able to get to its customer. With mobile, customers can act on any message at any time, no matter where they are. They can take immediate action to research, find, or buy something. When a consumer can act in the moment, his expectations are high and his patience is low. That makes the credibility and relevance of the mobile message of the utmost importance. Ultimately, brands that do the best job of engaging consumers with a relevant mobile message will win.

As a modern marketer, every digital strategy made today should be thinking tap first and click second. We are living in the
About the Author: Bob Bentz is the president of Advanced Telecom Services, Inc., established in 1989, with offices in suburban Philadelphia, Toronto, London, and Prague. Bentz helped lead the team from a startup with no outside investment to a multinational company with $62.2 million in annual sales. Today, in addition to operating as the parent company Advanced Telecom Services, the company operates under the name ATS Mobile (its technology provider) and Purplegator (its agency and consulting solutions entity). The author got his start in mobile in 2002. After visiting the company office in London, he learned about a cool new phenomenon going on in the United Kingdom called ringtones. Keep in mind that in 2002, Europe was three or four years ahead of North America in terms of mobile. While the company had missed its opportunity in the UK market for ringtones, it vowed that it would not miss the opportunity in the United States. So the company established two of the first ringtone sites in the United States-RingingPhone and MonsterTones. The ringtone business was ultimately sold to the publicly traded Zim Corporation. After the sale, ATS was left with the knowledge, expertise, and technology to deliver information and entertainment to the mobile phone, so it decided to branch into offering mobile marketing solutions, specifically SMS text message marketing, through its 84444.com and 84444.ca (Canada) sites, which are still operational today. Today, the company provides all things mobile, from the most complex (app development) to the simplest (SMS) and everything in between, such as geotargeted mobile advertising. This is the second book written by Bob Bentz. The first book, Opportunity is Calling: How to Start Your Own 900 Number was written in 1993 and can be found at Amazon.com. Bentz resides in suburban Philadelphia. He is a loyal season ticket holder to the Phillies, Eagles, and West Virginia Mountaineers. He is also a baseball coach who has coached six players who went on to play professionally. He loves backpacking and fostering rescue dogs until they find their fur-ever homes.