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Mobile Magic The Saatchi & Saatchi Guide to Mobile Marketing
By Tom Eslinger
Hardback, 2014, 234pages, very good condition

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.
Contents

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.... Please click here to ask a question
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