Mobile Magic. The Saatchi and Saatchi Guide to Mobile Marketing and Design

  • ID: 2673300
  • Book
  • 256 Pages
  • John Wiley and Sons Ltd
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What is mobile marketing?
What does it mean for your business?
This book tells you where to start, how to plan, and what to expect in the years to come.

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ForewordKevin Roberts

Introduction: Cannes Do

Section 1: Knowing the Terrain

Chapter 1: Living in the Screen Age: The Evolution and Opportunity of Mobile Marketing 6

Chapter 2: Why Go Mobile–First? 16

Chapter 3: A Crash Course in Mobile Phones and What They Can Do 22

Section 2: Understanding the Essentials

Chapter 4: The Four Keys to Mobile Marketing Success 36

Chapter 5: The Sweet Spot: Search and Social 46

Chapter 6: Marketer, Know Thyself (And Thy Audience)! 58

Chapter 7: Location, Location, Very Specific Location 68

Section 3: Getting Going

Chapter 8: How to Budget 78

Chapter 9: Building Your Team 90

Chapter 10: Interfacing with Design: What Production Looks Like from the Marketing Side 100

Chapter 11: Making the Stuff: The Basics of Mobile Production 110

Section 4: Being and Staying Attractive

Chapter 12: Lovemarks: The Algorithm of Attraction 124

Chapter 13: Communicating with Your Audience 140

Chapter 14: Selling Everything Everywhere 150

Section 5: Ensuring Success

Chapter 15: The Finish Line: Legal Issues, Lack of Support, and Trying to Do Too Much 160

Chapter 16: Measuring Success. Return on Investment Involvement: How to Define Success 172

Chapter 17.1: Marketing: Lucky Charms′ Chase for the Charms Mobile App 182

Chapter 17.2: Gentlemen, Start Your Smartphones: The Tori 500 190

Chapter 17.3: Out of the Cold: Gillette Venus Sweden s Tag the Weather Campaign 198

Chapter 18: The Future 208

Acknowledgments 216

Index 219

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Tom Eslinger
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