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

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Editorial Reviews

Review

This book is desperately needed. --Tomi Ahonen

This book is desperately needed. --Tomi Ahonen --Tomi Ahonen

Product Description

Mobile technology not only lets marketers reach customers where they are, it allows them to engage mobile users by targeting their immediate and specific needs. Giving users what they want when they want it is the unique value proposition of mobile marketing, and businesses, agencies, and nonprofits of all types and sizes can create successful campaigns without breaking the bank. In this practical handbook, mobile marketing consultant Kim Dushinski offers easy-to-follow advice for firms that want to interact with mobile users, build stronger customer relationships, reach a virtually unlimited number of prospects, and gain competitive advantage by making the move to mobile now. If your organization wants to reach mobile device users locally, nationally, or within a specific demographic niche The Mobile Marketing Handbook will help you put your message in the palms of their hands.

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Product Details

• Paperback: 218 pages
• Publisher: CyberAge Books; 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: 4.4 out of 5 stars  See all reviews (7 customer reviews)
• Amazon.com Sales Rank: #58,411 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 3 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 (REAL NAME)

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.

1 of 2 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 (REAL NAME)

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.

2 of 4 people found the following review helpful:

5.0 out of 5 stars The leader in the field, December 20, 2008

By	Ken McCarthy (New York) - See all my reviews (REAL NAME)

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.