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Mobile Magic Tom Eslinger

Mobile Magic von Tom Eslinger

Mobile Magic Tom Eslinger

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Zusammenfassung

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.

Mobile Magic Zusammenfassung

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

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.

Mobile Magic Bewertungen

All in all a wonderfully considered book and an excellent port of call for those wanting to build and effective and comprehensive mobile strategy. (Elite Business, May 2014) worth its weight in gold This book is useful and practical. It is not text-heavy and full of jargon, it is easy to read and navigate. Above all, this book leaves you educated instead of adrift. The mobile market is no longer a strange place, this book demystifies everything and leaves you with the knowledge to make the most out of your business. Essential reading. (Frost Magazine, June 2014) Tom s book is a reliable how to manual to getting a successful mobile strategy off the ground (B2B Marketing, July 2014).

Über Tom Eslinger

Tom Eslinger is Saatchi & Saatchi Worldwide's Director of Digital and Social. He leads the creative growth of Saatchi & Saatchi's integrated capabilities across its global network. Eslinger joined Saatchi & Saatchi in Wellington, New Zealand in 2001 as a digital creative director and was appointed to Saatchi & Saatchi's Worldwide Creative Board in 2002. Eslinger has worked across social media, applications, augmented reality, interactive content, and games across Saatchi & Saatchi's portfolio of clients including Procter & Gamble, General Mills, Toyota, T-Mobile, and Novartis. Prior to joining Saatchi & Saatchi, Eslinger was a senior lecturer at the Wanganui School of Design in New Zealand. Eslinger is a multiple Cannes Lion winner for digital and mobile ideas. In 2012, he was the inaugural President of the newly added "Mobile Lions," following his 2007 Presidency of the Cyber Lions. Eslinger lives in New York City and recharges at an entirely solar-powered home on Great Barrier Island, New Zealand. He originally hails from North Dakota and is a graduate of the Minneapolis College of Art & Design.

Inhaltsverzeichnis

Foreword Kevin Roberts Introduction: Cannes Do Section 1: Knowing the Terrain Chapter 1: Living in the Screen Age: The Evolution and Opportunity of Mobile Marketing 6 Chapter 2: Why Go Mobile-First? 16 Chapter 3: A Crash Course in Mobile Phones and What They Can Do 22 Section 2: Understanding the Essentials Chapter 4: The Four Keys to Mobile Marketing Success 36 Chapter 5: The Sweet Spot: Search and Social 46 Chapter 6: Marketer, Know Thyself (And Thy Audience)! 58 Chapter 7: Location, Location, Very Specific Location 68 Section 3: Getting Going Chapter 8: How to Budget 78 Chapter 9: Building Your Team 90 Chapter 10: Interfacing with Design: What Production Looks Like from the Marketing Side 100 Chapter 11: Making the Stuff: The Basics of Mobile Production 110 Section 4: Being and Staying Attractive Chapter 12: Lovemarks: The Algorithm of Attraction 124 Chapter 13: Communicating with Your Audience 140 Chapter 14: Selling Everything Everywhere 150 Section 5: Ensuring Success Chapter 15: The Finish Line: Legal Issues, Lack of Support, and Trying to Do Too Much 160 Chapter 16: Measuring Success. Return on Investment Involvement: How to Define Success 172 Chapter 17.1: Marketing: Lucky Charms' Chase for the Charms Mobile App 182 Chapter 17.2: Gentlemen, Start Your Smartphones: The Tori 500 190 Chapter 17.3: Out of the Cold: Gillette Venus Sweden s Tag the Weather Campaign 198 Chapter 18: The Future 208 Acknowledgments 216 Index 219

Zusätzliche Informationen

GOR005841308
9781118828427
1118828429
Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and Design Tom Eslinger
Tom Eslinger
Gebraucht - Sehr Gut
Gebundene Ausgabe
John Wiley & Sons Inc
2014-02-07
256
N/A
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