Mobile Marketing Playbook

Mobile Marketing Playbook

3.2 16
by 360i
     
 
Is this the Year of Mobile? For over a decade this proclamation has turned out to be premature, giving marketers ample reason to be skeptical. The difference looking forward to 2011 is that this is the first time that consumer behavior and mobile platforms have reached sufficient scale for mobile to move beyond an emerging media tactic for mainstream marketers.

Overview

Is this the Year of Mobile? For over a decade this proclamation has turned out to be premature, giving marketers ample reason to be skeptical. The difference looking forward to 2011 is that this is the first time that consumer behavior and mobile platforms have reached sufficient scale for mobile to move beyond an emerging media tactic for mainstream marketers.

Product Details

ISBN-13:
2940011107825
Publisher:
360i
Publication date:
09/21/2010
Sold by:
Smashwords
Format:
NOOK Book
Sales rank:
337,132
File size:
5 MB

Meet the Author

360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take advantage of the new world of marketing communications – one where brands and consumers engage in interactive and multi-directional conversations. Current clients include Kraft Foods, JCPenney, Coca-Cola, NBC Universal and H&R Block, among others.


360i is a division of Innovation Interactive, a digital marketing services company. For more information, please visit 360i.com.

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Mobile Marketing Playbook 3.3 out of 5 based on 0 ratings. 16 reviews.
Anonymous More than 1 year ago
Anonymous More than 1 year ago
This book touches on all the relevent topics related to mobile and how it all ties in. A must read for anyone looking to tap in to the mobile advertising space for you or your clients.
roxyredstar More than 1 year ago
Reading the Mobile Marketing Playbook truly feels like thumbing through a carefully detailed and well thought-out strategy for influencing a consumer¿s behavior from his or her cell phone. This book was authored by the capable staff at 360i, a digital marketing agency with years of experience creating digital campaigns for Fortune 500 companies. Written at the end of 2010 the Mobile Marketing Playbook draws on observations from the boom of iPhone and Android based devices. By noting at the outset, and at multiple points throughout the book, that every year is predicted to be ¿the year of mobile¿, the Mobile Marketing Playbook inserts itself into the timeline of digital media as an important book to have around. Though I have been a mobile phone user for years, there were quite a few points that 360i brought up that surprised me. For example, the book dedicates a chapter to marketing through searches on mobile devices. The search engine optimization (SEO) principles that generally work on browsers on a desktop might be different on a smaller, more mobile screen. The book advises that marketers ¿get to the point faster¿ since mobile users aren¿t searching for a leisurely perusal of a website. Mobile users are in motion, and need their information as soon as possible. Additionally, smaller screens and touchier keyboards mean that searchers keep their query character count short. This can drastically change the SEO strategy. Using points like these, the authors of this book proved that they were approaching new mobile media analytically and practically. I was disappointed that there weren¿t more anecdotes that exemplified how the book¿s advice helped 360i with its mobile marketing efforts, but the logic provided is sound. The authors also used a number of studies by reputable firms like Nielsen and Merkle to prove its main points. Every chapter was framed by statistics, like the chapter on social mobile marketing, which begins, ¿more than 150 million people access Facebook from mobile devices each month,¿ which is a statistic provided by Facebook. This book outlines a clear-cut strategy for its audience of marketing professionals. Using a combination of sensible goals, cited statistics and the credibility that comes from years of experience, as well as outside interviews contributed by working professionals, 360i¿s Mobile Marketing Playbook is an excellent resource for those looking to beef up their marketing efforts with mobile outreach. However, this book briefly glosses over some of the very real pitfalls of mobile marketing in the very last chapter. Issues such as the incredible speed at which mobile technologies are changing, the resources marketing departments need to invest to make a mobile marketing campaign successful and the fact that ¿the year of mobile¿ might have already happened don¿t get nearly as much attention as they should. Despite this oversight, 350i¿s Mobile Marketing Playbook provides a good overview for those interested in trying out mobile marketing. Its industry specific predictions and case studies are invaluable guidance in the quickly changing world of mobile technologies.
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