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The future of marketing is mobile, with seventy-five percent of the world's population having access to a mobile phone and the average American spending 82 minutes per day using her phone for activities other than talking. To traditional marketers unfamiliar with the special challenges of mobile marketing, this territory feels complicated and even frightening. Mobile ...
The future of marketing is mobile, with seventy-five percent of the world's population having access to a mobile phone and the average American spending 82 minutes per day using her phone for activities other than talking. To traditional marketers unfamiliar with the special challenges of mobile marketing, this territory feels complicated and even frightening. Mobile Magic provides a bird's-eye view of the process of creating great mobile marketing from one of the world's most experienced and successful practitioners.
Foreword (Kevin Roberts, CEO Worldwide Saatchi & Saatchi)
Introduction: Cannes Do
1. Knowing the Terrain
Chapter 1: Living in the Screen Age
Days of Future’s Past
The U.S. Plays Catch-up
Chapter 2: Why Go Mobile-First?
The Mobile Web
Why? When? How?
Apps vs Mobile Web
Your Real-Time Water Cooler
Chapter 3: A Crash Course in Mobile Camera
Accelerometer and Gyroscope
2. Understanding the Essentials
Chapter 4: The Four Keys to Success
The Three Ps
Chapter 5: The Sweet Spot
Just What I Was Looking For
All in the Timing
Searching for the Answers
Joining, Having and Starting Conversations
More Isn’t Always Merrier
Look, Listen, Participate
The Sweet Spot
Dashboard Tools for Monitoring and Distribution:
the Non-Mobile Part of Mobile.
Chapter 6: Know Thyself (And Thy Audience)
Know Your Persona
Know Your Voice
Know Your Ecosystem
Know Your Audience
Know Why You’re There
Chapter 7: Location, Location, Very Specific Location
Do I Need a Location-based Component to My App?
Surprise and Delight
A Short Radius Goes a Long Way
The Creep Factor: When Location Goes Too Far
3. Getting Going
Chapter 8: How to Budget
The Two Components of a Mobile Budget
How Much Money Should I Plan to Spend on Mobile?
Taking Inventory of Your Mobile Infrastructure
Determining Your Budget: Rule of Thumb
Complexity Equals Cost
Budgeting for Staff
Mobile Commerce and Budgeting for Immediate Returns
Do Your Research
Investing in involvement
The Complexity Scale
Budget for Success
The Power of Love / Love Don’t Cost a Thing
Chapter 9: Build Your Team
So What Role Do I Play in This?
Chapter 10: Interfacing With Design
The Success Metric
Start with What You Know: The Style Guide
Getting the Ball Rolling: The Brief
Fingers, Not Eyes: User Flow Diagrams and Wire Frames
Do What You Gotta Do
Chapter 11: Making the Stuff
Know Your Scale
Production Part 1: Optimize that Website!
Part 2: The Appropriate Next Step
What Makes a Good App?
Don’t Forget About Desktop!
An Ethical Law-Abiding Mobile Effort
4. Being and Staying Attractive
Chapter 12: Lovemarks
Mystery: What’s the Story?
Mobile Lovemarks: Lovemark-ception
Chapter 13: Communication With Your Audience
Keep it on the Straight and Narrow
Don’t Trick People!
Don’t Be Coy. Be Relevant.
Own Up to Your Mistakes.
Time to Shut it Down: Planned Obsolescence
The Obsolescence Sine Curve
Tell It Straight, Tell It Plain
Chapter 14: Selling Everything Everywhere
The Perpetual Path to Purchase
Showrooming: Where Mobile and Real-World Butt Heads
The Long and Winding Road
Bring the Store to Them
5. Ensuring Success
Chapter 15: The Finish Line
Not Supporting Your Campaign
How to Keep Interest in your Mobile App
Trying to Do Too Much
Chapter 16: Measuring Success
Investment vs Involvement
Defining the Success Metric
Mobile Success as Part of the Larger Picture
Finger on the Pulse
Return on Involvement
Chapter 17.1: Case Story
Case Story: Chase for the Charms from
Saatchi & Saatchi and Lucky Charms
Chapter 17.2: Case Story
Case Story: The Tori 500 from Team One and Lexus
Chapter 17.3: Case Story
Tag the Weather from Saatchi & Saatchi Stockholm
& P&G Nordic
Chapter 18: The Future
The Language of Mobile
The Internet of Things
Gaming the Gamer
Divergence Theory: The Wild World of Mobile
Making Mobile Magic