Mobilized Marketing - How to Drive Sales, Engagement, and Loyalty Through Mobile Devices

Informationen zum Autor JEFF HASEN is Chief Marketing Officer at Hipcricket, a leading mobile marketing and mobile advertising company. Named a Top CMO on Twitter, Jeff is also the co-creator of the certification program for the Mobile Marketing Association and one of two individuals certified by the MMA to train on mobile marketing definitions, techniques, and benefits. He is a frequent speaker at industry events and writes for Mobile Marketer, imediaconnection.com, Technorati.com, and mobilegroove.com. He actively tweets @jeffhasen and blogs at jeffhasen.com. Klappentext Integrate your mobile marketing program and take your brand to the next levelMobile marketing is finally entering the forefront of the marketing realm as megabrands roll 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 130,000 campaigns developed by mobile marketing 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.* Demonstrates how to integrate mobile into marketing programs and how to effectively measure it* Explains how to make your existing marketing spends work harder* Delivers step-by-step instructions on how to optimize campaigns in real-time* Shows how to determine which mobile tactics are keepers and which are notIt's time to mobilize your marketing programs and drive your profits to new heights. Zusammenfassung Integrate your mobile marketing program and take your brand to the next levelMobile marketing is finally entering the forefront of the marketing realm as megabrands roll 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 130,000 campaigns developed by mobile marketing 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.* Demonstrates how to integrate mobile into marketing programs and how to effectively measure it* Explains how to make your existing marketing spends work harder* Delivers step-by-step instructions on how to optimize campaigns in real-time* Shows how to determine which mobile tactics are keepers and which are notIt's time to mobilize your marketing programs and drive your profits to new heights. Inhaltsverzeichnis Acknowledgments xi Foreword MICHAEL BECKER xiii Preface xv Part I The Early Years 1 Chapter 1 Radio's Days of Glory 3 Chapter 2 Hipcricket's Beginnings in a Starbucks 5 Chapter 3 Mobile at the Start of the Millennium 7 Chapter 4 American Idol Engages a Nation 10 Chapter 5 RAZR Sharpens Mobile's Focus 12 Chapter 6 Hipcricket's First Customers 14 Chapter 7 Listening to the Consumer 17 Chapter 8 The Brands Show Some Interest 20 Chapter 9 Mobile as a Natural Progression 23 Chapter 10 Mobile in the Fight Again...

List of contents

Acknowledgments xi
 
Foreword MICHAEL BECKER xiii
 
Preface xv
 
Part I The Early Years 1
 
Chapter 1 Radio's Days of Glory 3
 
Chapter 2 Hipcricket's Beginnings in a Starbucks 5
 
Chapter 3 Mobile at the Start of the Millennium 7
 
Chapter 4 American Idol Engages a Nation 10
 
Chapter 5 RAZR Sharpens Mobile's Focus 12
 
Chapter 6 Hipcricket's First Customers 14
 
Chapter 7 Listening to the Consumer 17
 
Chapter 8 The Brands Show Some Interest 20
 
Chapter 9 Mobile as a Natural Progression 23
 
Chapter 10 Mobile in the Fight Against Cancer 25
 
Chapter 11 Stops and Starts 27
 
Chapter 12 Build Me an iPhone App 29
 
Chapter 13 Hipcricket Matures, Rebrands 32
 
Chapter 14 It's Not Spam on the Phone 34
 
Chapter 15 Texting with the Phone to the Ear? 36
 
Chapter 16 Mobile Award For Dummies 41
 
Part II The Present 45
 
Chapter 17 The Recession's Effect on Mobile's Growth: Businesses, Especially Retail, Feel the Pinch 47
 
Chapter 18 Behavior Changes Seen in All Age Groups 51
 
Chapter 19 Mobile Gets Busy: The Rise of the Call to Action 54
 
Chapter 20 Radio Regains Its Magic 56
 
Chapter 21 Hipcricket Weathers the Recession 58
 
Chapter 22 The Brands Rebound from the Recession 65
 
Chapter 23 The Rise of Loyalty Clubs 68
 
Chapter 24 MillerCoors Drinks from Android Cup 72
 
Chapter 25 Belle Tire Rolls with Mobile 74
 
Chapter 26 Other Brands Produce Notable Campaigns 79
 
Chapter 27 Trends 83
 
Chapter 28 Innovation: Emergence of Multiscreen Marketing 95
 
Chapter 29 Looking Internationally for Guidance 112
 
Chapter 30 Hipcricket Builds for the Future 123
 
Part III The Future 131
 
Chapter 31 Determining Whether Mobile Has Arrived 133
 
Chapter 32 The Ever-Changing Consumer 135
 
Chapter 33 The Tools You Can Use: Considering Mobile Products and Services Individually 137
 
Chapter 34 The Real Questions Marketers Should Ask 152
 
Chapter 35 Advice from the Smartest Marketers 176
 
Conclusion So Where Are We with Mobile Marketing? 186
 
Epilogue 188
 
About the Author 197
 
Index 199

Product details

• Authors: J Hasen, J. Hasen, Jeff Hasen, Hasen Jeff
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 01.05.2012
• EAN: 9781118243268
• ISBN: 978-1-118-24326-8
• No. of pages: 224
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Wirtschaft, Business & management, Wirtschaft u. Management, Allg. Wirtschaft u. Management