Foreword

This book could not have arrived at a better time. Today, life itself is mobile. Just look around you.

There are more than 10 billion mobile, connected devices in use around the world, and we’re just getting started. Nearly everyone—more than likely you and definitely me included (I have four devices with me nearly all the time)—uses one or more mobile devices daily. These include feature phones and smartphones, tablets, gaming devices, e-readers, and more. We’re using these devices to meet the demands of our daily lives.

What are we all doing? We’re living. We’re texting and talking with our friends and colleagues, playing a game, watching a movie (I can’t live without my streaming Netflix account), checking in, searching for information—store hours, locations, and the latest deal—and buying goods and services at unprecedented rates. Our mobile devices have become our computer, portal to the Internet, watch, radio, television, newspaper, book, magazine, camera, shopping list, and so much, much more.

Life has become mobile. Consequently, so must marketing. Mobile marketing is an indispensable part of the marketing mix, and it is imperative that every brand and retail marketer learn how to integrate mobile practices into their overall marketing efforts.

Don’t believe me? Let Jeff show you. You’re in for a treat. This is a book for everyone, no matter how big or small their business, no matter which industry they work in or their place within their organization, and—most ...

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