Customer Reviews

Mobile Marketing: Finding Your Customers No Matter Where They Are

5 star:		(22)
4 star:		(12)
3 star:		(3)
2 star:		(1)
1 star:		(0)

 

 

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 Some of the more specific info is just going to get outdated extremely quickly.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.

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

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.

It's a great book for companies or any one who is interested in studying the marketing trends in the mobile market.

The mobile market has been revolutionized by iPhone and the App store and Android.

Many free apps are supported by the ads run on the screen while the app/game is being used or played.

This book doesn't describe much about this area, but other than that, it gives a good landscape of the history and evolution of the mobile marketing and offers some insight as to where the market maybe headed.

Good read for a marketing department assistant in a big company with big marketing budgets for the mobile marketing advertising.

For most SMB's it not practical and it's too costly, unless you go towards the app based approach via localized demographic approach.

still recommend to read just to know about this book.

Most of the things discussed in this book on mobile marketing has been in practice by the Japanese NTT Docomo for over 15-20 years in Japan.

They are way more advanced in the US as far as mobile marketing is concerned. The high concentration population cities allows these approach to be highly effective. Where as in US, maybe only local NY or certain metro areas with dense metro traffic would stand to gain by taking of the marketing strategies.

This book came very timely. I just heard on the news that we just hit the milestone where phones are used more for data than voice. This exponentially growing communication method (Mobile devices) cannot be overlooked or dismissed by marketers - unless of course you don't like leads and want to go out of business. That said Mobile Marketing remained a mystery to me. Perhaps an age thing. Just when I get a handle on "Web 2.0" i.e. Social Media, now comes the vast and confusing world of marketing to mobile devices. Need help: this book is it!

Every aspect of Mobile Marketing is covered in this 300+ page book. The book is well illustrated and not written in a dense incomprehensible technical babble. The breath of Mobile Marketing is remarkable - even covering international markets. Whether you need to implement a Mobile Marketing strategy, sell your CEO on a budget, or actually have to understand the technology, you'll get your answers here. I found Mobile Marketing helpful even as a Blackberry user and information consumer.

The print is small and there is a lot of information packed into this book. So don't expect an easy or quick read. However it doesn't require an engineering degree either. This is a go-to resource and must read for salespeople, marketers, and entrepreneurs. As cell phones, iPads and other mobile devices become central to communication the marketer who knows how to profit from them will be well ahead of their competition. This book is a short cut and resource for the Mobile Marketing area without having to spend months or tons of money. I am actually grateful to the author for this book - a sentiment I have seldom had before.

There are three people in the world who truly know marketing and optimisation for mobile, two of them owe everything to the third person which is the author of this book Cindy Krum.

Cindy is simply THE AUTHORITY on all things mobile, this is clearly the best book on mobile marketing and optimisation ever written.

Want to see what the future of marketing looks like, buy this book.

Want to learn how to make money from mobile, buy this book.

Want to open up your existing website / ecommerce company to mobile, buy this book.

Want to crash the iphone / ipad party, buy this book.

We live in some rather interesting times these days with the rapid shift in technology that has happened in the past decade or two (remember when we had cassette tapes and cell phones that size of a phone book not that long ago?). For anyone in business, that means you need to be willing to step out of your comfort zone and begin marketing to this new generation of consumers eager to try your products and services if you look relevant to them. That's what Cindy Krum helps you do in MOBILE MARKETING getting you up to speed on all the places you need to be shouting your message from the rooftops and how to do it most effectively. From iPhones to iPads, SEO, affiliate marketing and more, you get more than enough information to increase profitability without excessive costs by going to where the customers are. They're all looking at their smart devices--now you gotta go get them eyeballs!

">>>..."Mobile Marketing:Finding..." is an Excellent SourceGuide with Numerous Mobile Marketing Techniques to assist you / us to build Contact & Connect Opportunities that are personal, targeted, immediate, measurable & actionable!!!...Author / Cindy Krum, with help from her considerable, acknowledged team, etc., has covered a complete & wide range of Knowledge, in an Easy-To-Understand Context & Content, to make Mobile Marketing into something that can be directed to Your/Our specific Customers / Clients Needs & Requirements Today / Now!!!

">>>..."Mobile Marketing:Finding..." opens with some unique themes, per Author Cindy Krum's Excellent Introduction, to what Mobile Marketing is & where Mobile Marketing is going Today!!!...Now!!!...Advantage Humankind, Mother Earth's Global Mobile User...First Unique theme is Empowerment!!!...Two Is Ubiquity!!!...Three is Relevance!!!...

">>>..."Mobile Marketing:Finding..." covers 15 Knowledge Packed Chapters from Chapter 1 / Getting Started...to Chapter 15 / Looking into the Future for Mobile with Case Studies,Web Portals etc...The Included 15 Chapters, while containing Considerable Knowledge, can be mixed & matched depending on your / our individual, ever-changing Mobile Marketing Needs & Requirements!!!...Also included is a partial list of Vendors, Products ,Services, A Glossary & Index!!!...Your / Our use & direction of this Wealth of Knowledge contained will depend on the Mobile Solution and/or Solutions for our Customer / Client!!!

">>>..."Mobile Marketing:Finding..." is a Great Knowledge Start & will be a Great Pointer to additional Knowledge Sources>>>...Acquire / Read / Use & Reuse "Mobile Marketing:Finding..." to your Best Advantage Today / Now!!!...Mobile Marketing is changing, by Evolution & Revolution, at the Speed-Of-Now!!!...Buckle Up & Hold On!!!...Carpe Mobile Marketing: Finding Your Customers No Matter Where They AreDiem / Seize The Day!!!...Michael.

If you want a complete compilation of how tos in the Mobile Marketing arena, this book is absolutely jammed packed.

There is just so much information to absorb. A great hand book and desk top/office reference, I feel that Marketing and Sales needs to have this handy for any ideas to get the word out. I would imagine this book could even be used to spawn a whole lot of new ideas for the right company and people.

Challenges in the book is that it is really someone small, maybe good for keeping the price affordable, however, the examples used and models are somewhat small and difficult to read/view. They are sometimes smaller than you would get in on a mobile device, so, that could use some improvement.

Features of the book include a long and very useful appendix and an online version of the book, so it is even handy for going back to at any time.

Mobile Marketing takes the time out of trying to get all this information yourself, definately a time saver and potential big money maker in the right hands.

I had a casual interest in Mobile Marketing, this book provided me with the opportunity to dive into the world of Mobile Marketing. While, I didn't find anything ground-breaking it served its purpose as an introductory book. The book is fairly practical in its approach, it does contain valuable insights, which the reader can immediately utilize in the real world. The book was fairly straight forward in style. Overall, I believe it was good book but I'm not an expert in the field.