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The Mobile Marketing Handbook: A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns Paperback – January 3, 2012

4.4 out of 5 stars 18 customer reviews

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Editorial Reviews

Review

"This book is desperately needed."  —Tomi T. Ahonen, author, Mobile as the 7th Mass Media Channel


"Finally—Marketing Sense meets Mobile and the results are spectacular."  —Peter J. Cranstone, CEO, 5o9, Inc

About the Author

Kim Dushinski is the founder of Mobile Marketing Profits, a marketing firm that provides mobile marketing training to corporations, marketing professionals, and entrepreneurs. She lives in Lakewood, Colorado.
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Product Details

  • Paperback: 217 pages
  • Publisher: Information Today, Inc.; 2 edition (January 3, 2012)
  • Language: English
  • ISBN-10: 0910965900
  • ISBN-13: 978-0910965903
  • Product Dimensions: 6 x 0.7 x 8.9 inches
  • Shipping Weight: 12 ounces (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (18 customer reviews)
  • Amazon Best Sellers Rank: #1,446,730 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Frank Salvatore on February 28, 2009
Format: Paperback
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.
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Format: Paperback
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.
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Format: Paperback Verified Purchase
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.
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Format: Paperback
If you have any questions about creating and sustaining a successful mobile campaign, there is no doubt that you can find the answers you are looking for in Kim Dushinski’s The Mobile Marketing Handbook. In this informative, easy to read handbook, Dushinski stresses the importance of mobile marketing because of how quickly it is growing with more than 3 billion people worldwide having mobile access. Many marketing experts assume that mobile marketing principles are the same as all of their other marketing principles, however this is not the case as Dushinski highlights when she states “Marketers feel much the same as a fish out of water when trying to figure out mobile marketing”. Therefore, it is ultimately her goal to reduce this unfamiliarity by teaching marketers the proper steps in formulating a sound mobile marketing strategy, as well as the tools needed to implement this strategy.
I thought the author did a good job with the organization of this handbook as she divided it into two parts. In Part 1, the author begins with an introduction to mobile marketing, then provides a guide that helps with the design of an actual strategy. In this section, I felt that the author did a good job emphasizing the fact that mobile marketing strategies are going to vary heavily depending on what type of business someone is running, as well as the personal preferences of the owner. At the end of Part 1, the author shifts her focus to the implementation of the actual strategy itself, providing what you need to know to start and who to contact for what you’ll need. Part 2 focuses more on sustaining the strategy once it is in place, as well as increasing its effectiveness over time.
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Format: Paperback
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.
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