ABOUT THE BOOK
You won't find a more timely and informative marketing strategy book than Bob Bentz’s Relevance Raises Response: How to Engage and Acquire with Mobile Marketing. Bentz has been in the mobile business since 2002 when his company developed one of the first ringtone sites in the country. He’s been a thought leader in mobile marketing ever since.
In Relevance Raises Response, Bentz provides strategies and tactics for increased customer engagement via mobile marketing with the ultimate goal of helping your business increase sales. Bentz takes a complex subject and simplifies it with specific marketing ideas that laser target your best audience, at the best time, and with the best message in a way that only mobile can.
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.
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.
- Introduction to Mobile
- Advantages of Mobile
- Mobile-Optimized Websites
- Text Message Marketing
- Social Media
- Mobile Advertising
- Mobile Apps
- Mobile Commerce
- 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
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.
Still not sold? Universities are. Several major universities now use Relevance Raises Response as a graduate level textbook in the Communication Departments.
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. It’s the only way for a brand to live “in the moment.” Today, we are clearly no longer living in the year of mobile.
We are living in the age of mobile.
ABOUT BOB BENTZ
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).
Consumer interactivity has been the common element in the four decades of the company’s existence. Over the years, Bentz has seen the business continue to thrive while serving the same markets—advertisers, agencies, brands, and media. What has changed, however, is the medium in which the interactivity has been delivered. He has seen it evolve from the landline phone, to the Internet, and most recently to the mobile phone.
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 or purchased for $14 (postage included) by contacting Bob at bobb at advancedtele dot 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.
Please follow Bob Bentz at his personal website and on social media:
BOOK THE AUTHOR
In most professions, fifteen years of experience is significant, but won’t put you in the uppermost levels in terms of longevity. Mobile marketing is so new, however, that even five years of experience makes you a veteran. If you are looking for somebody who has been in the mobile game almost since its inception, Bob Bentz can provide you with the insight you need.
If you wish to book the author as a consultant, interviewee, or speaker, please use the Contact Us page and we’ll see that he gets the message.