Mobilized Marketing E-Book

Jeff Hasen

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 321

Veröffentlichungsjahr: 2012

Beschreibung

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.

Leseprobe

Contents

Cover

Title page

Copyright page

Dedication

Acknowledgments

Foreword: Michael Becker

Preface

Part I: 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

Part II: The Present

Chapter 17: The Recession’s Effect on Mobile’s Growth

Simon Shops for Visitors

Chapter 18: Behavior Changes Seen in All Age Groups

Chapter 19: Mobile Gets Busy

34 Cars Sold after None Moved in More Than One 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

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

Part III: The Future

Chapter 31: Determining Whether Mobile Has Arrived

Chapter 32: The Ever-Changing Consumer

Chapter 33: The Tools You Can Use

Messaging

Mobile Web

Mobile Advertising

Mobile Apps

QR Codes

Location-Based Services

Mobile Video

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

About the Author

Index

Guide

Cover

Table of Contents

Begin Reading

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Praise forMobilized Marketing

“I’ve been lucky enough to have been doing mobile for about as long as it’s been a viable marketing channel and touch point. I was thrilled when I found out Jeff was writing this book since I knew full well the story hadn’t yet been told. And I also believed there was no one better suited and positioned to tell it than Jeff, looking back and forward from his prime seat at the head of the table at Hipcricket.

“Jeff’s unique role in our industry’s origin stories affords him superb and actionable insights about where we’re heading. Jeff gets that mobile is not one thing—it isn’t just ‘little digital.’ It isn’t just apps or messaging. And it certainly isn’t just about media. He gets the big picture—that what’s really going on is a new era of brand marketing and human behaviors that is best summed up by what some of us call ‘mobilityness.’ Jeff gets that mobilityness matters, and this book is about the how and the why. It is a tale both instructive and inspirational as it uncovers the key lessons learned over the past 10 years of early mobile and point us toward the opportunities which lie ahead for the future of all marketing, with mobile as its beating heart.”

—Thom Kennon, senior vice president, director of strategy, Y&R

“Jeff is a superb storyteller and in this book he takes you through the story of mobile and its place within the marketing mix. At every step along the way, he shares key lessons and insights that will help you ask the right questions and know how to get the right answer. Jeff will prepare you to embrace mobile in a way that will help you deliver value to your customers, your employer, and your career.”

—Michael Becker, managing director for North America, Mobile Marketing Association (from the foreword of Mobilized Marketing)

“Mobile marketing is about giving your customer the right message via the right channel at the right time. When it works well, nothing is more intimate and effective. Jeff knows what works. And the stories from mobile marketing leaders he features in this book add detail and dimension to Jeff’s compelling strategic insights. It’s a fast, informative, entertaining read, and it will set you up with a clear point of view on the latest mobile thinking.

“If you want your audience to pick up their phones and engage with your brand, you need to pick up this book!”

—Miles Orkin, former national director, Web and mobile, American Cancer Society

“Jeff puts the power and potential of mobile marketing into a whole new light. His knowledge and expertise jumps off every page. Mobilized Marketing provides a roadmap of lessons, ideas, and applications. Perhaps even more important is Jeff’s passion for the promise of where the mobile platform is leading marketing. It’s infectious.”

—Hank Wasiak, owner, The Concept Farm, and former vice chairman, McCann Erickson WorldGroup

“When looking for insight and direction, ask the expert. Jeff Hasen is the top thought leader in mobile marketing. He offers strategic direction, informative case studies, and practical advice for mobile marketing. Mobile marketing is the next frontier in how to reach and serve the needs of customers.”

—Mary Furlong, pre-eminent marketer to Boomers

“A trusted and valuable partner of mine and the Hipcricket team, Jeff has long been an advocate of pragmatic mobile programs that drive business results. From his ‘insider’ vantage point, Jeff has the case studies and insights that will make you more successful. Plus, his background as a journalist ensures that we get the best from more than two dozen marketers Jeff interviewed who have taken the mobile road and now provide lessons that we can use.”

—Ivan Braiker, founder and president, Hipcricket

Mobilized Marketing

How to Drive Sales, Engagement, and Loyalty Through Mobile Devices

Jeff Hasen

Copyright © 2012 by Jeff Hasen. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Hasen, Jeff, 1958-

Mobilized marketing : how to drive sales, engagement, and loyalty through mobile devices/ Jeff Hasen.

p. cm.

ISBN 978-1-118-24326-8 (cloth); ISBN 978-1-118-28705-7 (ebk); ISBN 978-1-118-28314-1 (ebk); ISBN 978-1-118-28423-0 (ebk)

1. Telemarketing. 2. Mobile commerce. 3. Internet marketing. 4. Cell phone advertising. I. Title.

HF5415.1265.H378 2012

658.8’72—dc23

2012003558