Mobilized Marketing: Driving Sales, Engagement, and Loyalty Through Mobile Marketing
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Mobilized Marketing Driving Sales, Engagement, and Loyalty Through Mobile Marketing

By Jeff Hasen
John Wiley & Sons April 2012

Specifications

ISBN-13
9781118243268
Publisher
John Wiley & Sons
Publication
April 2012
Format
Hardback , 224 pages
Jurisdiction
International or US ? Countri(es) for reference only

Details

Integrate your mobile marketing program and take your brand to the next level

Mobile marketing is finally entering the forefront of the marketing realm as megabrands roll out million-dollar budgets and small businesses have turned to the channel for its affordability, measurability, and repeatable successes in producing sales and driving engagement and loyalty. Through insights from bold industry visionaries and fellow mobile pioneers, Mobilized Marketing takes readers through campaigns worth repeating and others that are not. Learn the many roads that marketers can take and the proven strategies and tactics that move products and build loyalty through the consumer's most personal device.

With examples from the more than 130,000 campaigns developed by mobile marketing leader Hipcricket, Mobilized Marketing breaks down how brands of all sizes have performed in their mobile efforts—why some have failed and how others bravely turned to mobile.

  • Demonstrates how to integrate mobile into marketing programs and how to effectively measure it
  • Explains how to make your existing marketing spends work harder
  • Delivers step-by-step instructions on how to optimize campaigns in real-time
  • Shows how to determine which mobile tactics are keepers and which are not

It's time to mobilize your marketing programs and drive your profits to new heights.

Table of Contents

Foreword

Preface

Acknowledgments

Author Bio

Section 1: The Early Years

Chapter 1: Radio's Days of Glory

Chapter 2: Hipcricket's Beginnings In A Starbucks

Chapter 3: Mobile At The Start of The Millennium

Chapter 4: American Idol Engages A Nation

Chapter 5: RAZR Sharpens Mobile's Focus

Chapter 6: Hipcricket's First Customers

Chapter 7: Listening To The Consumer

Chapter 8: The Brands Show Some Interest

Chapter 9: Mobile As A Natural Progression

Chapter 10: Mobile In The Fight Against Cancer

Chapter 11: Stops and Starts

Chapter 12: Build Me An iPhone App

Chapter 13: Hipcricket Matures, Rebrands

Chapter 14: It's Not Spam On The Phone

Chapter 15: Texting With The Phone To The Ear?

Chapter 16: Mobile Award “For Dummies”

Section 2: The Present

Chapter 17: The Recession's Effect On Mobile's Growth

Businesses, Especially Retail, Feel The Pinch

Simon Shops For Visitors

Chapter 18: Behavior Changes Seen In All Age Groups

Chapter 19: Mobile Gets Busy

The Rise Of The Call To Action

34 Cars Sold After None Moved In Month

Chapter 20: Radio Regains Its Magic

Chapter 21: Hipcricket Weathers The Recession

More Radio Success

Chapter 22: The Brands Rebound From The Recession

Selling On The Fear Factor

Engaging The Brands

Chapter 23: The Rise of Loyalty Clubs

Arby's Goes Mobile Late-Night

Chapter 24: MillerCoors Drinks From Android Cup

Chapter 25: Belle Tire Rolls With Mobile

Chapter 26: Other Brands Produce Notable Campaigns

Macy's: Mobile As The Ticket To Backstage

Perrier: Hot, Hot, Hot

Ford Has A Better Idea

Chapter 27: Trends

The Convergence of Mobile and Social

Responding At The Point of Impression

2011 As Year of Mobile Commerce

Privacy Concerns Or “Win-Win” Customer Relationship Management?

Chapter 28: Innovation

Emergence of Multi-Screen Marketing

The Introduction of Tablets

CNN Reaches The World's Audiences In New Ways

ESPN: Mobile Hits and Misses

The “Remote Control For Life”

Chapter 29: Looking Internationally For Guidance

Restrictions for U.S. Marketers

Learning By Observing

When Thinking Global, Think Local

Canada Plays Catch-Up

The Contrasts Between Europe and America

Latin America – One Size Does Not Fit All

How Microsoft Handles Disparate Markets

Chapter 30: Hipcricket Builds For The Future

Section 3: The Future

Chapter 31: Determining Whether Mobile Has Arrived

Chapter 32: The Ever-Changing Consumer

Chapter 33: The Tools You Can Use

Considering Mobile Product And Services Individually

Chapter 34; The Real Questions Marketers Should Ask

How Fast Should I Go?

How Much Time and Dollars Should I Devote?

Have We Crossed the Chasm?

Do We Have Enough Metrics To Make Wise Decisions?

Will Consumers Continue To Seek Out Offers?

What's The Future of Mobile and Social?

Does My Vendor Protect Me?

Will Transparency Move My Business?

How Will Mobile Change With The Passing of Steve Jobs?

Should We Be Looking For Innovation or The Maturing of Existing Technology?

How Do I Find A Job In Mobile?

How Do I Select A Mobile Marketing Provider?

Twitter vs. Mobile: How To Decide?

Can I Capitalize On The Hyperlocal Opportunity?

Chapter 35: Advice From The Smartest Marketers

Get Mobile To Go Mobile

Alter Course or Have Thick Skin

Be On The Lookout For the Wave

Don't Offer Excuses

Watch For Small and Large Changes

Look Beyond The Obvious

Think Beyond The Funnel

Remember Mobile Is Not The Same As Online

Find Multiple Ways To Engage

Think One To One, Not One To Many

Reconsider Traditional Media

Conclusion: So Where Are We With Mobile Marketing?

EPILOGUE

Easy Peasy

The Need To Say Please

With Mobile Comes Responsibility

iDontThinkSo

My Beef With Taco Bell's Crisis Management

Just How Important Are We As Individuals?

How Big?

About the Author

Jeff Hasen is Chief Marketing Officer at Hipcricket, a leading mobile marketing and mobile advertising company. Named a Top CMO on Twitter, Jeff is also the co-creator of the certification program for the Mobile Marketing Association and one of two individuals certified by the MMA to train on mobile marketing definitions, techniques, and benefits. He is a frequent speaker at industry events and writes for Mobile Marketer, imediaconnection.com, Technorati.com, and mobilegroove.com. He actively tweets @jeffhasen and blogs at jeffhasen.com.

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