Mobile magic the Saatchi Saatchi guide to mobile marketing First Edition by Tom Eslinger 9781118855188 1118855183

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Product details:

ISBN 10: 1118855183
ISBN 13: 9781118855188
Author: Tom Eslinger

The future of marketing is on mobile devices and most businesses know next to nothing about it.    75% of the world now has access to a mobile phone; 235 million Americans own a mobile device; 85 million shop on their smartphones. In 2012, the average person spent 82 minutes per day using their phone for non-talk activities (thats more than double the same figure in 2010). Cable and satellite has fragmented television audiences. Newspapers and print magazines are dying. Even desktop computers sales are diminishing. To marketers unfamiliar with the special challenges of mobile, the territory feels complicated and even scary. Mobile Magic offers the bridge over those concerns by providing a birds eye view of the process from one of the worlds most experienced mobile marketers. Starting with an outline of the mobile marketing opportunity, Mobile Magic covers four keys to success for mobile campaigns understanding the technology and the most popular devices demystifies the decision points and the costs involved the design process for getting a great looking interface secrets of selecting the right media channels navigates the production process and selecting agencies traverses complexity vs simplicity vs scale scenarios shows what winning looks like ROI=Return on Involvement gets the cash registers ringing in-store, online, on the move showcases winning mobile marketing campaigns From small business owners to the C-Suites, Mobile Magic will help newcomers and non-digital natives alike to understand the basics, learn the language, and find the right partners to create mobile magic.

Mobile magic the Saatchi Saatchi guide to mobile marketing First Table of contents:

Foreword (Kevin Roberts, CEO Worldwide Saatchi & Saatchi)

Introduction: Cannes Do

1. Knowing the Terrain

Chapter 1: Living in the Screen Age

Chapter 2: Why Go Mobile-First?

Chapter 3: A Crash Course in Mobile

2. Understanding the Essentials

Chapter 4: The Four Keys to Success

Chapter 5: The Sweet Spot

Chapter 6: Know Thyself (And Thy Audience)

Chapter 7: Location, Location, Very Specific Location

3. Getting Going

Chapter 8: How to Budget

Chapter 9: Build Your Team

Chapter 10: Interfacing With Design

Chapter 11: Making the Stuff

4. Being and Staying Attractive

Chapter 12: Lovemarks

Chapter 13: Communication With Your Audience

Chapter 14: Selling Everything Everywhere

5. Ensuring Success

Chapter 15: The Finish Line

Chapter 16: Measuring Success

Chapter 17.1: Case Story

Chapter 17.2: Case Story

Chapter 17.3: Case Story

Chapter 18: The Future

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Tags: Mobile magic, mobile marketing, Tom Eslinger