Book description
A real-world guide to mobile marketing from the head of digital initiatives at Saatchi & Saatchi worldwide
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.
Table of contents
- Cover
- Contents
- Title
- Copyright
- Foreword
- Introduction: Cannes Do
- Section 1: Knowing the Terrain
- Section 2: Understanding the Essentials
-
Section 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
- Hidden Costs
- The Complexity Scale
- Budget for Success
- The Power of Love/Love Don’t Cost a Thing
- Chapter 9: Building Your Team
- Chapter 10: Interfacing with Design: What Production Looks Like from the Marketing Side
- Chapter 11: Making the Stuff: The Basics of Mobile Production
-
Chapter 8: How to Budget
- Section 4: Being and Staying Attractive
-
Section 5: Ensuring Success
- Chapter 15: The Finish Line: Legal Issues, Lack of Support, and Trying to Do Too Much
- Chapter 16: Measuring Success. Return on Investment Involvement: How to Define Success
- Chapter 17.1: Marketing: Lucky Charms’ Chase for the Charms Mobile App
- Chapter 17.2: Gentlemen, Start Your Smartphones: The Tori 500
- Chapter 17.3: Out of the Cold: Gillette Venus Sweden’s “Tag the Weather” Campaign
- Chapter 18: The Future
- Acknowledgments
- Index
Product information
- Title: Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and Design
- Author(s):
- Release date: February 2014
- Publisher(s): Wiley
- ISBN: 9781118828427
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