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Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and Design by Tom Eslinger

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Foreword: Kevin Roberts CEO Worldwide Saatchi & Saatchi

We carry them with us all day long and reach for them in the night. We take in stories, songs, and moving images; raise them up at concerts and vigils; get comfort from their friendly glow; are attracted by their tumbling images; search their tiny faces; and hang on their every call. We have favorite pockets for them and kiss them after they’ve been found (again!). image We’re never without them. They’re the fastest and most personal way to communicate. But more than that, our attachment to mobiles goes beyond reason or logic. It’s emotional. The allure of mobile is irresistible. image Despite this—or perhaps because of it—many marketers are struggling to engage with customers over mobile. We have been overwhelmed with technologies, gadgets, and strategies, so busy looking for the next big thing. Data can give us the what, where, and when about mobile users—but then what? image Mobile means personal. It means intimate. And today’s consumers won’t let anything enter their world unless they’ve given their express permission for it to be there. Now, global companies can provide content tailor-made for each individual customer. Conversely, small businesses ...

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