The Mobile Marketing Handbook: A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns

In this new interactive edition of her bestselling guide to mobile marketing, Kim Dushinski shows how any firm can create successful mobile campaigns without breaking the bank. Her easy-to-follow advice helps readers interact with mobile users, build stronger customer relationships, reach a virtually unlimited number of new prospects, and gain competitive advantage by making the move to mobile now.Community Review  

  • Mobile isn’t necessarily a required consideration for every web site or marketing message, yet it’s obviously becoming more and more important with every passing day. I recently discovered a client’s site was getting an average of 20% of their visits from people on mobile devices, and if it wasn’t for Ms. Krum’s book, I would have had to spend a great deal more time researching, wading through and otherwise making heads or tails of all the information out there when it comes to all things related to mobile marketing.
    Instead, I was able to rapidly develop a strategy for the best approach in dealing with this mobile channel, come up with a concise, focused plan, and oversee the deployment of a mobile version of the client’s site. As questions came up I hadn’t been expecting from designers and developers during the project, I simply needed to open the book to the appropriate chapter and instantly had a solution.
    During the entire process, I was able to speak intelligently about subjects I had no previous knowledge or understanding of, and for that too, I can’t speak highly enough about this book, or Ms. Krum’s ability to provide highly relevant concepts, resource information and suggested solutions for anyone considering or already moving into the mobile market.
  • If you’re looking to learn about mobile marketing – I highly recommend buying this book, it provides a great introduction to mobile marketing. And where Kim can’t get in depth on certain topics, she provides resources that you can utilize to get more information.
    She provides great information on how to determine if your target demographic aligns well with the mobile crowd and whether or not it is worth pursuing. She provides great demographic hints related to both culture and age that I wasn’t aware of.
    Also, she effectively presents all the different players that need to come into play for a successful mobile marketing campaign – like short code providers, aggregators, text message companies and more. You can’t just start a mobile campaign without having your ducks in a row, and Kim tells you what you need to consider before starting. Although I have created mobile websites in the past, I hadn’t considered all of these factors when it came to effectively marketing a mobile website.
    The only reason I’m giving this boof 4 stars instead of 5 is because I thought it was a bit light on content in some areas – especially related to mobile search. Since this is the area that most interests me I would have liked more insight about pay-per-call, click-to-call, and examples of campaigns that actually had success. I would have liked to have seen screenshots of AdWords for setting up a mobile campaign and how ads look on a mobile browser. I would have liked to have seen the Google mobile search interface – and I am curious why Google mobile search defaults to web results instead of mobile (at least for me). But I do realize that I’m being a bit nitpicky and that in order to do all of this for each content area would have resulted in a 2000 page book.
    Overall, if you’re interested in mobile marketing, I highly recommend this book. While it can’t get into the depth I would like in certain areas, it provides a fantastic jumping off point as well as links to plenty of resources to get the answers that you need.
  • If you have any questions about creating and sustaining a successful mobile campaign, there is no doubt that you can find the answers you are looking for in Kim Dushinski’s The Mobile Marketing Handbook. In this informative, easy to read handbook, Dushinski stresses the importance of mobile marketing because of how quickly it is growing with more than 3 billion people worldwide having mobile access. Many marketing experts assume that mobile marketing principles are the same as all of their other marketing principles, however this is not the case as Dushinski highlights when she states “Marketers feel much the same as a fish out of water when trying to figure out mobile marketing”. Therefore, it is ultimately her goal to reduce this unfamiliarity by teaching marketers the proper steps in formulating a sound mobile marketing strategy, as well as the tools needed to implement this strategy.
    I thought the author did a good job with the organization of this handbook as she divided it into two parts. In Part 1, the author begins with an introduction to mobile marketing, then provides a guide that helps with the design of an actual strategy. In this section, I felt that the author did a good job emphasizing the fact that mobile marketing strategies are going to vary heavily depending on what type of business someone is running, as well as the personal preferences of the owner. At the end of Part 1, the author shifts her focus to the implementation of the actual strategy itself, providing what you need to know to start and who to contact for what you’ll need. Part 2 focuses more on sustaining the strategy once it is in place, as well as increasing its effectiveness over time. One of the specific topics in Part 2 covers mobile web promotion strategies, which I found to be particularly interesting. This section discusses how mobile ad networks will collect information about an individual based on previous internet searches, then will target them based on this information. Dushinski discusses some of the legal implications regarding mobile marketing in her novel and I feel that the collection of information based on people’s previous internet searches will be increasingly controversial in years to come. With the rapid rate that technology is increasing at, breaches of privacy and things such as identity theft will only become more prevalent in the future.
    Although this handbook is informative and provides readers with everything they need to know about the topic, I feel that there is almost too much information. As I said above, the book is divided into two parts, which are divided into chapters, which are divided into subtopics. The majority of the chapters start with an introduction, then begin to break off into subtopics, which are brief and more informative, rather than explanatory. This makes the book rather choppy, and difficult to read at times, making it easy to lose interest. In my opinion, the author was successful in fulfilling her objective, which was to differentiate between marketing and mobile marketing while providing the necessary components to create a dynamic mobile marketing campaign. Even though I lost interest at times, if I ever needed to create a mobile marketing campaign, this handbook would be the first place that I would look. Tomi T. Ahonen (Mobile as the 7th Mass Media Channel) describes this book saying “Practical methods for creating compelling campaigns in the challenging mobile marketing environment…This book is desperately needed”. Mobile devices are in right now, and are here to stay, making mobile marketing campaigns vital in separating companies from competition and creating new ways to target customers. In order to take advantage of this potentially competitive edge, this book is ideal.

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