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
