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Mobile Marketing: Finding Your Customers No Matter Where They Are ReviewAs a marketer for over twenty years, keeping up with all of the technological marketing medium opportunities that have emerged and continue to evolve isn't as easy as it once was. Well-focused, detailed and informative books on a specific growing opportunity, written by an expert, definitely help. This one delivers well on this front. Here's the more specific upsides and potential downsides I see, depending on your expertise and needs.
KEY UPSIDES:
- It's a thorough and well-organized in-depth look across the spectrum of mobile marketing.
There isn't anything I can think of this book should have included that it didn't. It starts with a history and overview of the strengths and complexities of Mobile Marketing and a detailed look at how to target and track your MM audience.
Throughout the book there are great case studies. After looking into each of the different approaches that one might take with their mobile marketing efforts. It goes on to explore the international MM landscape and privacy/spam issues. There's also an appendix of supplier resources, text symbols and a glossary of frequently used terms.
- It's a practical, tactical "how to guide" too.
For each type of potential mobile marketing campaign - including advertising, promotions, application creation, e-commerce, search engine optimization and integrating it with mass media- you'll get a break down of the various mobile marketing tactics available, considerations to help you decide if that kind of effort is right for your business needs, and the best practices, instructions and resources to help you make it happen.
- You recieve free access to the on-line version of the book, w/ purchase of the hard copy.
It's a good reference that's only a click away.
POTENTIAL DOWNSIDES:
- It's not going to be current for long.
One of the great things about this book is that it includes recent research and has added things like a chapter specifically dedicated to iPhone marketing - not included in many other books. But, w/ the recent launch of the iPad - there's already a new chapter waiting to be made. Some of the more specific info is just going to get outdated extremely quickly.
- It'll be easier to understand and more useful to marketers who are already fairly savvy on Internet Marketing and have worked with larger scale campaigns.
Mobile marketing opportunities, to a great extent, parallel Internet marketing ones. So, in many cases the book is highlighting the differences between the two, and it can and does get very technical. MM is also very resource intensive. This makes it more difficult currently for smaller organizations to use as efficiently - and the book really focuses on larger scale initiatives.
BOTTOM LINE: A well-written, thorough and practical guide, as well as reference book. For as long as it remains current, I highly recommend it to marketers that want a greater understanding of the potential Mobile Marketing opportunities available to their brands.
Mobile Marketing: Finding Your Customers No Matter Where They Are OverviewMobile MarketingFinding Your Customers No Matter Where They AreUse Mobile Marketing to Supercharge Brands, Sales, and Profits!Using brand-new mobile marketing techniques, you can craft campaigns that are more personal, targeted, immediate, measurable, actionable–and fun! Now, one of the field's leading pioneers shows exactly how to make mobile marketing work for your business. Cindy Krum cuts through the hype, revealing what's working–and what isn't. She guides you through identifying the right strategies and tactics for your products, services, brands, and customers…avoiding overly intrusive, counterproductive techniques…and how to successfully integrate mobile into your existing marketing mix. Above all, Krum shows you how to effectively execute on your mobile marketing opportunities–driving greater brand awareness, stronger customer loyalty, more sales, and higher profits.Topics include• Getting started fast with mobile marketing• Understanding the international mobile marketing landscape• Targeting and tracking the fast-changing mobile demographic• Taking full advantage of the iPhone platform• Leveraging mobile advertising, promotion, and location-based marketing• Building micro-sites and mobile applications• Performing search engine optimization for mobile sites and applications• Building effective mobile affiliate marketing programs• Integrating online and offline mobile marketing• Avoiding mobile marketing spam, viruses, and privacy violations• Previewing the future of mobile marketing
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