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Mobilized Marketing: How to Drive Sales, Engagement, and Loyalty Through Mobile Devices Hardcover – May 1, 2012


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Mobilized Marketing: How to Drive Sales, Engagement, and Loyalty Through Mobile Devices + Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business + The Mobile Marketing Handbook: A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns
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Product Details

  • Hardcover: 206 pages
  • Publisher: Wiley; 1 edition (May 1, 2012)
  • Language: English
  • ISBN-10: 1118243269
  • ISBN-13: 978-1118243268
  • Product Dimensions: 6.2 x 0.8 x 9.3 inches
  • Shipping Weight: 14.4 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: #1,152,900 in Books (See Top 100 in Books)

Editorial Reviews

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 efforts—why 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 picture—that 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


More About the Author

Named a top Chief Marketing Officer on Twitter, Jeff Hasen (@jeffhasen) builds, strengthens and protects brands. Companies benefiting from his talents have landed on Wired's list of most innovative entities on Earth and been named pioneers and the early leader in the burgeoning mobile marketing category.

He is the author or Mobilized Marketing: How To Drive Sales, Engagement, and Loyalty Through Mobile Devices, released in May 2012.

One of the most frequently quoted voices in mobile and social media, Jeff co-created the certification program for the Mobile Marketing Association. He frequently trains marketers and others on mobile's definitions, techniques and benefits. Jeff is a member of the MMA's Consumer Best Practices committee.

As CMO, he has seen Hipcricket to a public market listing, designation by CTIA - The Wireless Association as a pioneer and by a leading wireless analyst as an "industry powerhouse"; and sale. Attesting to the strength of his efforts, the acquiring company now sells its products and services under the Hipcricket brand to such companies as MillerCoors, Macy's, Nestle and Clear Channel, among many Fortune 500 companies as well as hundreds of others.

For InfoSpace, he drove a repositioning of the 10-year old company from 1-percent share player in online search to the pioneer in mobile media and to No. 20 on the prestigious Wired 40 list of most innovative companies on Earth.

Through his "Moments of Trust" lessons, he teaches marketers to interact with consumers who are armed with a mobile device and a voice that can instantly change or reinforce public opinion.

Jeff spent the first 12 years of his professional career as a journalist for United Press International.

More at jeffhasen.com and on Twitter @jeffhasen.

Related Media


Customer Reviews

No BS, no hype, he breaks down the mobile space very well so that anyone can understand it.
Greg H
There are a number of current and highly relevant insights into the world of mobile, and how rapidly it is changing, and impacting the future of commerce.
MarketMan
I would recommend reading this book for those who are serious about mobile marketing in their business.
Mary Beth McCabe

Most Helpful Customer Reviews

3 of 3 people found the following review helpful By Matthew B. Youngquist on May 29, 2012
Format: Hardcover
While I myself am not directly involved in the marketing or media industry, I came across this book through a friend and decided to give it a look. I was pleasantly surprised to discover that it wasn't just a textbook written for "insiders" already in the mobile field. Instead, it provides a very engaging overview of mobile-based marketing concepts (even for the layman) and how they are radically transforming the business landscape as we know it. The author's words ring with passion as he talks about the history of the field, the current ways companies are leveraging mobility to promote their products, and the reality that this whole exciting field is still essentially still in its infancy.

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!
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2 of 2 people found the following review helpful By Noelle on August 13, 2012
Format: Hardcover
Jeff's meat and potatoes approach to sell more (insert product or service here) is refreshing. He is a realist and an educator. The most invaluable chapter is the "Real Questions Marketers Must Ask". This chapter alone can save you time and money before you even consider mobile initiatives.

There is a tremendous amount of hype with mobile and it is finally nice to read about real companies using basic mobile tactics that deliver real business results. Jeff reminds us that mobile is not the "be all, end all". He encourages marketers to define its place in their overall marketing strategy. Easy read.
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2 of 2 people found the following review helpful By Greg H on August 2, 2012
Format: Hardcover
I've had the pleasure of interviewing Jeff about his book on my mobile marketing talk show and he is every bit as amazing in person as he is in the book.

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.
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1 of 1 people found the following review helpful By Walter Schulte on May 25, 2012
Format: Hardcover
Being someone who works in the Advertising industry myself, this is a great read. I saw one of the reviewers mentioning they didn't appreciate all the different case studies, and I have to say that I feel completely opposite about such. The case studies and examples are pure gold. There is no better way to learn than from the folks who've been there and done that. This is the book that I am sending to every client who wants to get into mobile marketing.
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1 of 1 people found the following review helpful By WestNewton33 on May 16, 2012
Format: Hardcover
I have had the pleasure of working with Jeff for a number of years and was very excited to read his book -- and from the first chapter, you can tell this was written by a former journalist rather than a marketing wonk. He has done an excellent job creating a book that is both exhaustively researched *and* thoroughly readable. This is a great primer for any marketer looking to harness mobile -- with plain-spoken suggestions and case-studies from major brands like ESPN, MillerCoors and Macy's. Definitely worth a read.
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1 of 1 people found the following review helpful By JCL on May 15, 2012
Format: Kindle Edition
Jeff is a fabulous storyteller. The interviews he conducted and how he wove them together paints a great picture of the mindset back in the day and where things are going. The book goes further than interviews and case studies though and offers key takeaways in each chapter/section that tie everything together and provide actionable approaches. One of the best chapters is the "Real Questions Marketers Must Ask" - a must read for all marketers who are doing any sort of mobile campaign.
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