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

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Contents

Foreword

Introduction: Cannes Do

Section 1: Knowing the Terrain

Chapter 1: Living in the Screen Age: The Evolution and Opportunity of Mobile Marketing

Days of Future’s Past

The United States Plays Catch-Up

Chapter 2: Why Go Mobile-First?

Why? When? How?

Apps vs. Mobile Web

Your Real-Time Water Cooler

Chapter 3: A Crash Course in Mobile Phones and What They Can Do

Camera

Microphone

Accelerometer and Gyroscope

Close-Range Transmission

Processing Power

Mobility

Section 2: Understanding the Essentials

Chapter 4: The Four Keys to Mobile Marketing Success

Mobile

Intimate

Social

Transactional

The Three Ps

Chapter 5: The Sweet Spot: Search and Social

Search

Social

The Sweet Spot

Dashboard Tools for Monitoring and Distribution: The Non-Mobile Part of Mobile

Chapter 6: Marketer, 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

Cumulative Location-Tracking

The Creep Factor: When Location Goes Too Far

Surprise and Delight vs. Creepy

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 ...

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