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Books & Reports
Warc Trends: Mobile Marketing
Warc Trends: Asia Toolkit 2012
Warc Trends: Seriously Social
Warc Trends: Shopper Marketing
Warc Trends: Toolkit 2013
Advertising Works 16
Advertising Works 17
Advertising Works 18
Advertising Works 19
Advertising Works 20
Advertising Works 21
Advertising Works 22
From Prime Time To My Time
Goodthinking: A Guide to Qualitative Research
How Public Service Advertising Works
Marketing Excellence 2
Marketing in the Era of Accountability
New Models of Marketing Effectiveness
Warc Trends: Mobile Marketing: Contents
Chapter 1 - The Consumer Landscape
Key Insights: Consumers and mobile
Four consumer trends driven by mobile
The smartphone revolution
Tablets become the ‘new second screen’
Chapter 2 – New Marketing Opportunities
Key Insights: Mobile’s new formats
Rise of the pocket PC
Four emerging mobile-led technologies
Mobile adspend – the only way is up
M-commerce: the next opportunity?
Chapter 3 - Apps: Mobile’s Game Changer
Key Insights: Brands and apps
Apps open up mobile possibilities
Case study: Wyeth Gold
Chapter 4 - Mobile As A Brand –Builder
Key Insights: Mobile brand-building
Quality content builds brands
Mobile ads vs online ads
Case study: Lynx
Chapter 5 - Mobile as a loyalty tool
Key Insights: Mobile loyalty
When it’s better to give than to receive
Case study: Johnnie Walker
Chapter 6 - Mobile As A Sales Driver
Key Insights: Mobile as a sales tool
Mobile and the path to purchase
Mobile use grows pre- and post-purchase
Case study: Land Rover
Chapter 7 – Mobile In Emerging Markets
Key Insights: Mobile in emerging markets
Simple technology, creative ideas
A newly connected world
Case study: Vim
Chapter 8 – Mobile Channel Planning
Key Insights: Channel Planning
Getting the right balance
Key concerns: metrics and fragmentation
Mobile in a multichannel world
Case study: The Economist
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