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Mobilized Marketing: How to Drive Sales, Engagement, and Loyalty Through Mobile Devices Hardcover – May 1, 2012
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From the Inside Flap
Mobile marketing is finally entering the forefront of the marketing realm. Megabrands are rolling 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 150,000 campaigns developed by mobile marketing and mobile advertising leader Hipcricket, Mobilized Marketing breaks down how brands of all sizes have performed in their mobile effortswhy some have failed and how others bravely turned to mobile. From the convergence of the mobile and social worlds to the emergence of multiscreen marketing, this book offers field-tested guidance from the experiences of brands such as CNN, MillerCoors, Macy's, Ford, and ESPN. It delivers expert advice from the smartest marketers across industries on future trends, mobile vs. online marketing, and when to consider mobile as an extension of traditional media. Mobilized Marketing delivers a 360 view of the mobile universe that will prepare you to:
Integrate mobile into marketing programs and effectively measure it
Make your existing marketing spends work harder
Optimize campaigns in real-time
Determine which mobile tactics are keepers and which are not
And much more!
Mobilized Marketing will equip you to identify the opportunities, ask the right questions, sell mobile into your organizations, and drive your profits to new heights. It's time to mobilize your marketing programs and take your brand to the next level.
From the Back Cover
Praise for Mobilized Marketing
"I was thrilled when I found out Jeff was writing this book since I knew full well the story hadn't yet been told. 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. He gets the big picturethat 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."
Thom Kennon, SVP, 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, North America, Mobile Marketing Association
"Jeff knows what works. And the stories from mobile marketing leaders he features in this book add detail and dimension to his 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."
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 is a road map 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 Form, and Former Vice Chairman, McCann Worldgroup
Top Customer Reviews
As somebody who works regularly with business leaders, many of whom still seem fairly out-of-touch with the current state of technology, I think this book should be required reading -- since it will open up whole new doors, ideas, and dimensions for how to reach out to the billions of customers who swear by their cell phones. Nice work, Mr. Hasen!
Anyone...and I mean anyone that speaks the words "mobile marketing" should read this book. That means if you're an entrepreneur, a small agency owner, a consultant, a large agency, a brand marketer, client side, CMO, CEO, you name it...this is the book you should read on mobile marketing. There are a few others out there you should read too but not many dive into the logic and thinking behind the initiatives executed in this book.
It's a great read for beginners to mobile marketing and a must read for anyone looking to execute a mobile initiative. A lot of people get caught up in the hype and innovation of mobile but Jeff tells it how it is. He talks about the strategies that have worked while addressing the innovation. He show you proved campaigns from big brands as well small business like a car dealership.
Mobile is also not going to save your business. Jeff is very much a realistic marketer, business person and human being. No BS, no hype, he breaks down the mobile space very well so that anyone can understand it.
I highly recommend this book. Jeff is a great writer and one of the most knowledgeable people in the mobile space both of which are actively displayed in this book.
I've had the pleasure to interview some of the top mobile marketers in the industry on my show and I CONSTANTLY quote Jeff's book, his work, his insights and more. I very much see the space the way he does which makes it easy to agree with him but he backs everything up.
If you're in marketing it's a must read for sure.
Most Recent Customer Reviews
Although the book is very well written, the purpose of the book should be changed to "stories about mobile marketing and how it began". Read morePublished on May 4, 2013 by FelP
I am very familiar with mobile strategy and found Jeff Hasen's book extremely helpful in that it provided the greater context for mobile marketing, its strategic best practices and... Read morePublished on December 29, 2012 by Zach Braiker
I really like the narrative style of the book, as well as its historical perspective of the roots of the mobile marketing industry. Read morePublished on October 10, 2012 by MarketMan
The first part of this book seems more like a trip down memory lane for the guy who wrote it. Even the case studies are more nostalgic than instructive. Read morePublished on September 6, 2012 by AE
Jeff's meat and potatoes approach to sell more (insert product or service here) is refreshing. He is a realist and an educator. Read morePublished on August 13, 2012 by Noelle