Customer Reviews

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

5 star:		(7)
4 star:		(3)
3 star:		(0)
2 star:		(2)
1 star:		(0)

 

 

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.

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.

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.

Mobile isn't necessarily a required consideration for every web site or marketing message, yet it's obviously becoming more and more important with every passing day. I recently discovered a client's site was getting an average of 20% of their visits from people on mobile devices, and if it wasn't for Ms. Krum's book, I would have had to spend a great deal more time researching, wading through and otherwise making heads or tails of all the information out there when it comes to all things related to mobile marketing.

Instead, I was able to rapidly develop a strategy for the best approach in dealing with this mobile channel, come up with a concise, focused plan, and oversee the deployment of a mobile version of the client's site. As questions came up I hadn't been expecting from designers and developers during the project, I simply needed to open the book to the appropriate chapter and instantly had a solution.

During the entire process, I was able to speak intelligently about subjects I had no previous knowledge or understanding of, and for that too, I can't speak highly enough about this book, or Ms. Krum's ability to provide highly relevant concepts, resource information and suggested solutions for anyone considering or already moving into the mobile market.

This book is just recounting the basic concept about Mobile-Marketing. Most information is just common knowledge about social Media. The technical aspect of this book is weak while the strategic illustration about mobile marketing has a lot of rooms to be improved. The book is too pricy for what you get. Not worth the price.

Good book. Worth the read and worth the investment. I'm sure I will be using it as a resource reference.

I liked this book. I thought it was pretty well written. I think it could have been proofed and edited a bit and thus made a little easier to read. Basically, it felt a little wordy to me. However, maybe that's just me being overly picky. It was split into the following two sections and chapters:

I. Mobile marketing strategy & implementation (1-6)
II. Mobile marketing toolbox: Tactics, campaign ideas, & resources (7-13)

-1. Foreward, by Laura Marriott
0. Introduction
1. The basics & the big picture
2. 5 steps to creating a dynamic mobile marketing campaign
3. Legal issues & implications of mobile marketing
4. Launching your campaign
5. Marketing your mobile campaign
6. Tracking your results
7. Voice
8. Text message campaigns
9. Creating a mobile Web presence
10. Mobile Web promotion strategies
11. Social networking & mobile campaigns
12. Proximity marketing
13. More mobile methods
14. Moving ahead in mobile
A. Putting mobile into context
B. Glossary

When I finished reading the book I felt as though a mobile campaign is kind of like an email campaign coupled with an ezine or online newsletter. If you create an ebook that people want a copy of, then you can give it away in exchange for an email address and the right to send some emails to that email address in the form of an ezine. In the same way for a mobile campaign, you can create an ebook that people want a copy of, then you can give it away in exchange for a telephone number or email address to be used for voice and text messages received by a mobile device.

I must say the author was quite thorough in putting this book together. Just look at the chapter titles and the sequence in which they are presented. The cover of the book does not lie when it says the book is a step-by-step guide to creating dynamic marketing campaigns. However, I think I would have liked the book better if it had devoted more time to explaining how campaign leaders can create something of value to be traded for the right to send voice and text messages to "subscribers." That might be the subject of the next book the author writes? 5 stars!

Great book for those who want to get started in the Mobile Marketing
arena... I refer back to it always before going to consult with a client. It's broken down into sections and has a lot of great resources to follow up on!

Disclosure: Kim is a student, friend and colleague.

It's hard to believe no one else has come out with a practical handbook on this vast new frontier in electronic marketing yet, but there it is.

This book is timely, thorough, practical, well written, and, for the time being a least, IT.

If you're looking for a new way to serve and reach your market, the mobile channel could easily end up bigger and more important than the traditional Internet as accessed via laptops and desktops.

It feels like 1994 all over again. The difference is that this time we have a clear-as-glass handbook to guide us. Nice job.

It's always difficult for a book on emerging technologies and marketing strategies not to be out-of-date as soon as it is published, but Dushinski has crafted a useful guide of best practices that will remain relevant as this field matures. The handbook also has an accompanying online resource guide to house additional information as it is developed or changes.

One of the most refreshing aspects of the book is that it is not sales material. Much information found online related to mobile marketing is published by a vendor and often speaks to the benefits of their particular services. In contrast, Dushinski offers a comprehensive, unbiased view of the current and future landscape.

The Mobile Marketers Handbook is enough to make anyone even slightly interested in the possibilities of mobile want to dig in and give a campaign a try, and provides the tools and resources to make it possible!