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5 of 5 people found the following review helpful:
5.0 out of 5 stars
Thorough, practical guide across the current spectrum of mobile marketing, May 20, 2010
This review is from: Mobile Marketing: Finding Your Customers No Matter Where They Are (Paperback)
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As a marketer for over twenty years, keeping up with all of the technological marketing medium opportunities that have emerged and continue to evolve isn't as easy as it once was. Well-focused, detailed and informative books on a specific growing opportunity, written by an expert, definitely help. This one delivers well on this front. Here's the more specific upsides and potential downsides I see, depending on your expertise and needs. KEY UPSIDES: - It's a thorough and well-organized in-depth look across the spectrum of mobile marketing. There isn't anything I can think of this book should have included that it didn't. It starts with a history and overview of the strengths and complexities of Mobile Marketing and a detailed look at how to target and track your MM audience. Throughout the book there are great case studies. After looking into each of the different approaches that one might take with their mobile marketing efforts. It goes on to explore the international MM landscape and privacy/spam issues. There's also an appendix of supplier resources, text symbols and a glossary of frequently used terms. - It's a practical, tactical "how to guide" too. For each type of potential mobile marketing campaign - including advertising, promotions, application creation, e-commerce, search engine optimization and integrating it with mass media- you'll get a break down of the various mobile marketing tactics available, considerations to help you decide if that kind of effort is right for your business needs, and the best practices, instructions and resources to help you make it happen. - You recieve free access to the on-line version of the book, w/ purchase of the hard copy. It's a good reference that's only a click away. POTENTIAL DOWNSIDES: - It's not going to be current for long. One of the great things about this book is that it includes recent research and has added things like a chapter specifically dedicated to iPhone marketing - not included in many other books. But, w/ the recent launch of the iPad - there's already a new chapter waiting to be made. Some of the more specific info is just going to get outdated extremely quickly. - It'll be easier to understand and more useful to marketers who are already fairly savvy on Internet Marketing and have worked with larger scale campaigns. Mobile marketing opportunities, to a great extent, parallel Internet marketing ones. So, in many cases the book is highlighting the differences between the two, and it can and does get very technical. MM is also very resource intensive. This makes it more difficult currently for smaller organizations to use as efficiently - and the book really focuses on larger scale initiatives. BOTTOM LINE: A well-written, thorough and practical guide, as well as reference book. For as long as it remains current, I highly recommend it to marketers that want a greater understanding of the potential Mobile Marketing opportunities available to their brands.
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8 of 10 people found the following review helpful:
2.0 out of 5 stars
Talk, talk talk without many action steps, June 10, 2010
This review is from: Mobile Marketing: Finding Your Customers No Matter Where They Are (Paperback)
Customer review from the Amazon Vine™ Program (What's this?)
Typical of someone who yaps on their phone and really says nothing, this book is mostly small talk. I left the book feeling like I read much but learned little. Although the book was published recently, the information is simply too old to be considered relevant. I couldn't get past the fact that the author hints an an upcoming iPhone to replace the 3G, so obviously the 3GS was only on the horizon and therefore dating the information in this book to over a year ago. Little mention of Android based phones. Ideally a book written about technology should talk in generalities enough that it survives any major shift in the field. This book does not and it taints any advice given. Too many specifics focused on technology that seems outdated today. The author spends an inordinate amount of time on how QR codes (those bar-code like cubs you've probably never seen) are used and simply assumes they'll start picking up more in the US. They haven't. Same for use of bluetooth to broadcast ads--they simply haven't picked up in the US. If for some reason a reader wanted to start advertising via QR codes or bluetooth, she offers no practical advice on how to do it. A few examples are given on how some businesses put QR codes in ads, but not on how to create QR codes and what those codes should like to. Small and medium sized businesses simply won't know how to implement these campaigns. SMS (text) codes are included in the book, but she certainly failed to explain how a business sets up an SMS campaign. I had hoped to learn how to do this for my business. I want customers to be able to text me and have an auto-response. No links or suggestions. Heavy emphasis was placed on metrics software--tracking progress of your campaign. That's great if the author focused more on campaign setup. Very little emphasis was placed on mobile SEO: how to get your website noticed. Most important, the author never really touches on how to find your customers! Finding customers assumes that these people aren't engaged in your brand. While a QR code in an ad is neat, how do you find the customers that might scan it. Generally, this book focused on an international market and the advice given is designed for larger worldwide campaigns. The reader should already know how to setup mobile marketing materials and is simply looking for best practices on these campaigns. Pros: Short, deals with the "big picture" of mobile marketing Cons: Too International in focus, little practical advice, few details, outdated
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2 of 2 people found the following review helpful:
5.0 out of 5 stars
Two thumbs up!, August 19, 2010
This review is from: Mobile Marketing: Finding Your Customers No Matter Where They Are (Paperback)
Customer review from the Amazon Vine™ Program (What's this?)
I've rated many marketing books as mediocre, but strongly recommend this book. Mobile Marketing has true marketing substance including explanating the mobile's core marketing knowledge foundations--technology overview and people's behaviour in using the technology--and then includes mobile marketing services that capitalize on the behavior. Though much of this book's mentioned specific advertising services will become out-of-date, its explanation of mobile's core technologies and defintions of mobile's acroynm-filled vocabularly will be useful for many years. I'm a web marketer with over 30 years of IT background who learned an enormous amount from this book. Though my mobile marketing reading is limited, I felt the book is comprehensive and appropriately condensely written. Most fluff marketing books might write 3 pages for a case study, here its case studies cover the marketing essentials in 2 paragraphs; excellent writing. One of the few marketing book I have to read carefully. The book is $25; most $25 marketing books I would have reviewed in less than 4 hours-- this one, I'm over 10 hours, and still am only 1/3 through. Every chapter provides valuable marketing information.
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