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Location Based Marketing For Dummies

Vörumerki: Dummies Series
Vörunúmer: 9781118132067
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Location Based Marketing For Dummies

Rafræn bók. Uppl. sendar á netfangið þitt eftir kaup
Rafbók til eignar. Rafbók til eignar þarf að hlaða niður á þau tæki sem þú vilt nota innan eins árs frá því bókin er keypt. Útgáfa: 1
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Efnisyfirlit

  • About the Authors
  • Authors’ Acknowledgments
  • Table of Contents
  • Foreword
  • Introduction
    • About This Book
    • Foolish Assumptions
    • How This Book Is Organized
    • Icons Used in This Book
    • Where to Go from Here
    • Contact Us!
  • Part I: Putting a Little “Location” in Your Marketing Campaign
    • Chapter 1: Understanding Location-Based Services
      • Defining a Check-in: The Ultimate Goal
      • Understanding the Key Factors of LBS
      • Digging into the Differences between Place and Location
      • Dealing with Privacy Concerns
    • Chapter 2: Surveying the Location-Based Services Landscape
      • Categorizing Services
      • Choosing Services
    • Chapter 3: Choosing Platforms for Your Campaigns
      • Defining Your Location-Based Marketing Goals
      • Aligning Your Goals to a Platform
      • Creating Programs Built for Minimum Interaction
      • Choosing a Platform for the Short or Long Term
      • Presenting Timely Deals, Offers, and Content
    • Chapter 4: Checking In and Playing the Game
      • Searching for Your Business
      • Finding and Claiming Your Place
      • Checking Out Appealing Offers
  • Part II: Location-Based Marketing in Action
    • Chapter 5: Building a Location-Based Marketing Campaign
      • Creating Your Venue
      • Editing Your Pages
      • Integrating into Your CRM System
      • Measuring Your Campaign
      • Optimizing Your Campaign
      • Looking at the Budget
      • Defining Where the Responsibilities Lie within the Team
    • Chapter 6: Creating a Relevant Offer
      • Determining Your Target Market and Rewarding the Right Customers
      • Deciding on Offer Types: Paid versus Nonpaid Offers
      • Understanding the Components of Offers
      • Answering “How Big Do I Need to Go?” with a Test-and-Learn Strategy
    • Chapter 7: Using Location-Based Marketing to Enhance a Loyalty Program
      • Transforming Loyalty into Social Loyalty
      • Collecting Customer Information for Your Loyalty Program
      • Looking at Loyalty Program and Structured Data
      • Implementing a Loyalty Program
  • Part III: Integrating Location into Other Channels
    • Chapter 8: Integrating Location-Based Marketing with Other Marketing Campaigns
      • Understanding the Differences between Different Media
      • Paid Media
      • Earned Media
      • Owned Media
      • Integrating Facebook and Twitter
      • Integrating Your Website and Blog
    • Chapter 9: Using Location in Marketing Beyond the Check-in
      • Using Place to Your Advantage
      • Using Google
      • Targeting with Twitter Places
      • Yelp
      • Bing Local
      • GPS-Driven Advertising
  • Part IV: Measuring Your Return on Investment
    • Chapter 10: Setting Up a Monitoring Strategy
      • Defining Your Monitoring Strategy
      • Choosing Monitoring Tools
      • Monitoring Check-ins with Twitter
      • Understanding When to Respond and How
    • Chapter 11: Setting Your Location-Based Key Performance Indicators
      • Determining Your Campaign Key Performance Indicators ( KPIs)
      • Finding the Value of a Check-in
      • Tying Check-ins to Sales
    • Chapter 12: Pulling Data from Your LBS Dashboards
      • Looking at LBS Data Categories
      • Choosing a Third-Party Dashboard
  • Part V: The Part of Tens
    • Chapter 13: Almost Ten Reasons to Start with an LBS
      • Not Worrying about Maintenance and Scale
      • Leveraging Base Functionality
      • Integrating with Your Favorite Social Networks
      • Getting Extra Promotion
      • Alleviating the Technical Headaches
      • Focusing on the Data
      • Focusing on Your Own Business Goals
      • Tapping into Cross-Industry Knowledge
    • Chapter 14: Ten (Or More) Ways Location-Based Services Will Impact the Future of Marketing
      • All Loyalty Becomes Social
      • Knowing a Person’s True Intent
      • Your Facebook Concierge
      • Coupons and Deals Feel like Recommendations and Content
      • The Destruction of Serendipity
      • Checking In Becomes Somewhat Passive
      • Everything Is Semantic
      • Tracking Is Social
      • Building a Game Layer
      • Personal Analytics Everywhere
      • Give to Get
    • Chapter 15: More Than Ten Smaller Location-Based Services
      • Ditto
      • GetGlue
      • Glympse
      • Instagram
      • Foodspotting
      • Localmind
      • Neer
      • Path
      • Zaarly
      • Geoloqi
      • Ten More Location-Based Services
    • Chapter 16: Ten Ways to Promote Your LBS Program Offline
      • In-Store Signage
      • Table Tents and Placards
      • Staff Training
      • Direct Mail
      • Outdoor Advertising
      • Yellow Pages
      • Flyers
      • In-Store Events
      • Print Advertising
      • Word of Mouth
  • Appendix A: Technology Overview: Phones, Operating Systems, and Geofencing
    • Calculating Location
    • Sharing Location Data
    • Developing Applications
    • Geofencing
  • Appendix B: Getting Started with Location-Based Services: A Primer
    • Setting Up Your Profile
    • Choosing a Screen Name
    • Connecting with Friends
    • Connecting Your LBS Account with Twitter and Facebook
    • Uploading a Photo or Avatar
    • Signing Up for Foursquare
    • Earning Badges, Pins, and Virtual Goods
    • Proper Etiquette
    • Beyond the Check-in
  • Index

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Vörumerki: Dummies Series
Vörunúmer: 9781118132067
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