Wiley Announces Mobile Marketing Secrets in New Book
With 75% of the world's population having access to a mobile phone, marketers are scrambling to understand how consumers might invite them onto their devices.
A new book Mobile Magic: The Saatchi & Saatchi Guide to Mobile Marketing (Wiley, February 2014) written by digital communications expert Tom Eslinger offers a roadmap for creating effective mobile marketing campaigns. From creative concept to campaign maintenance, Mobile Magic draws on the experience of Saatchi & Saatchi's leading digital practitioner. Tom Eslinger is Worldwide Creative Director of Digital at Saatchi & Saatchi, based in New York.
Mobile Magic is a resource for brand marketers and small business owners, focusing on the strategic opportunities and practical implications of mobile marketing. The book presents a wide range of insights into the mobile market, a field that is getting bigger and more complex every day. In a noisy market, Mobile Magic provides a clear voice to help navigate every step of the mobile market process.
The book includes advice for defining success in mobile marketing, understanding audiences, search and social, location-based services, hiring vendors, advice on budgeting, potential legal issues and ideas for creating impactful campaigns to make emotional connections. Mobile Magic includes real-world case stories from Saatchi & Saatchi clients Lexus, General Mills' Lucky Charms and P&G's Gillette Venus.
The core principle of Mobile Magic is the "MIST" - Mobile, Social, Intimate and Transactional. These four principles are core to all successful mobile marketing campaigns. Without them, any mobile app, website, augmented reality project, game or texting campaign will never reach its full potential.
"Tom Eslinger is a Saatchi & Saatchi digital pioneer and someone who really walks the talk," says Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, who wrote the foreword to Mobile Magic. "This book takes his many years of experience and translates them into a something that should be on the desk of every business interested in engaging customers through their mobiles. If you need a guide to communicating and transacting on mobile - Mobile Magic is your new best friend."