The Mobile Marketing Handbook: A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns [Paperback]

Kim Dushinski (Author)

Book Description

Publication Date: January 19, 2009

Focusing on a concept that is rapidly integrating into the daily lives of consumers—locally, nationally, and globally—this handbook presents a detailed examination of mobile marketing. Based on 20 years of experience in the field, this reference proves that this cost-effective strategy can be used successfully by businesses of any size. Beginning with a simple test to determine a firm’s readiness to go mobile, this guide also includes preliminary questions, an accessible program for creating a dynamic campaign, advice on how to avoid making common mistakes, and the most current online resources for mobile marketers. With easy-to-follow tips on building stronger consumer relationships and strategies such as text messaging and social networking, this resource will help any company put their message in the palms of customers’ hands.

Editorial Reviews

Review

This book is desperately needed. --Tomi Ahonen

About the Author

Kim Dushinski is a mobile marketing consultant and the owner of Mobile Marketing Profits. She leads hands-on workshops, speaks at conferences, and is active in internet marketing both for her company and on behalf of her clients. She lives in Lakewood, Colorado.

Product Details

• Paperback: 218 pages
• Publisher: Information Today, Inc.; 1st edition (January 19, 2009)
• Language: English
• ISBN-10: 091096582X
• ISBN-13: 978-0910965828
• Product Dimensions: 8.8 x 6 x 0.8 inches
• Shipping Weight: 12 ounces (View shipping rates and policies)
• Average Customer Review: 4.2 out of 5 stars  See all reviews (12 customer reviews)
• Amazon Best Sellers Rank: #724,209 in Books (See Top 100 in Books)
  • #62 in Books > Business & Investing > Marketing & Sales > Marketing > Telemarketing

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Customer Reviews

Most Helpful Customer Reviews

8 of 8 people found the following review helpful:

4.0 out of 5 stars Great Introduction to Mobile Marketing, February 28, 2009

By 

Frank Salvatore (Denver, CO) - See all my reviews
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This review is from: The Mobile Marketing Handbook: A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns (Paperback)

If you're looking to learn about mobile marketing - I highly recommend buying this book, it provides a great introduction to mobile marketing. And where Kim can't get in depth on certain topics, she provides resources that you can utilize to get more information.

She provides great information on how to determine if your target demographic aligns well with the mobile crowd and whether or not it is worth pursuing. She provides great demographic hints related to both culture and age that I wasn't aware of.

Also, she effectively presents all the different players that need to come into play for a successful mobile marketing campaign - like short code providers, aggregators, text message companies and more. You can't just start a mobile campaign without having your ducks in a row, and Kim tells you what you need to consider before starting. Although I have created mobile websites in the past, I hadn't considered all of these factors when it came to effectively marketing a mobile website.

The only reason I'm giving this boof 4 stars instead of 5 is because I thought it was a bit light on content in some areas - especially related to mobile search. Since this is the area that most interests me I would have liked more insight about pay-per-call, click-to-call, and examples of campaigns that actually had success. I would have liked to have seen screenshots of AdWords for setting up a mobile campaign and how ads look on a mobile browser. I would have liked to have seen the Google mobile search interface - and I am curious why Google mobile search defaults to web results instead of mobile (at least for me). But I do realize that I'm being a bit nitpicky and that in order to do all of this for each content area would have resulted in a 2000 page book.

Overall, if you're interested in mobile marketing, I highly recommend this book. While it can't get into the depth I would like in certain areas, it provides a fantastic jumping off point as well as links to plenty of resources to get the answers that you need.

8 of 9 people found the following review helpful:

2.0 out of 5 stars Lack of extended examples, April 1, 2009

By 

K. Burgin (Sydney, Australia) - See all my reviews
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This review is from: The Mobile Marketing Handbook: A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns (Paperback)

This book left me wanting a lot more. A volume like this would shine if there were detailed and extended examples of campaigns that worked well, and not so well. Why did some succeed and others fail - that's what we learn from. There are some short case studies, but nothing goes into detailed and extended metrics or enough ROI information.

4 of 4 people found the following review helpful:

4.0 out of 5 stars Good Book for a Mobile Marketing Beginner, April 20, 2010

By 

Veronica Robbins "Author of 101 Tips for Aspi... (Woodland, California USA) - See all my reviews
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Amazon Verified Purchase

This review is from: The Mobile Marketing Handbook: A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns (Paperback)

This is the first book I have read on mobile marketing, and I read it AFTER I started my business' first mobile marketing campaign. It was very useful in helping me understand the "lay of the land" in the mobile marketing world, explaining the different types of mobile marketing, legal issues, and integrating mobile campaigns with social networking. The online resource guide was very helpful, and even though I bought the book with text messaging marketing in mind, I ended up with a bunch of other ideas that I have since put into practice. My only disappointment was that I wanted even more detail on some topics, but I'm sure that's because I'm just at the beginning of my journey in this area. I recommend this book to anyone who is even thinking about mobile marketing.