Mobilized Marketing: How to Drive Sales, Engagement, and Loyalty Through Mobile Devices
Mobile marketing is finally entering the forefront of the marketing realm as megabrands roll out million-dollar budgets and small businesses have turned to the channel for its affordability, measurability, and repeatable successes in producing sales and driving engagement and loyalty. Through insights from bold industry visionaries and fellow mobile pioneers, Mobilized Marketing takes readers through campaigns worth repeating and others that are not. Learn the many roads that marketers can take and the proven strategies and tactics that move products and build loyalty through the consumer's most personal device.
With examples from the more than 130,000 campaigns developed by mobile marketing leader Hipcricket, Mobilized Marketing breaks down how brands of all sizes have performed in their mobile efforts—why some have failed and how others bravely turned to mobile.
- Demonstrates how to integrate mobile into marketing programs and how to effectively measure it
- Explains how to make your existing marketing spends work harder
- Delivers step-by-step instructions on how to optimize campaigns in real-time
- Shows how to determine which mobile tactics are keepers and which are not
It's time to mobilize your marketing programs and drive your profits to new heights.
Foreword MICHAEL BECKER xiii
Part I The Early Years 1
Chapter 1 Radio’s Days of Glory 3
Chapter 2 Hipcricket’s Beginnings in a Starbucks 5
Chapter 3 Mobile at the Start of the Millennium 7
Chapter 4 American Idol Engages a Nation 10
Chapter 5 RAZR Sharpens Mobile’s Focus 12
Chapter 6 Hipcricket’s First Customers 14
Chapter 7 Listening to the Consumer 17
Chapter 8 The Brands Show Some Interest 20
Chapter 9 Mobile as a Natural Progression 23
Chapter 10 Mobile in the Fight Against Cancer 25
Chapter 11 Stops and Starts 27
Chapter 12 Build Me an iPhone App 29
Chapter 13 Hipcricket Matures, Rebrands 32
Chapter 14 It’s Not Spam on the Phone 34
Chapter 15 Texting with the Phone to the Ear? 36
Chapter 16 Mobile Award For Dummies 41
Part II The Present 45
Chapter 17 The Recession’s Effect on Mobile’s Growth: Businesses, Especially Retail, Feel the Pinch 47
Chapter 18 Behavior Changes Seen in All Age Groups 51
Chapter 19 Mobile Gets Busy: The Rise of the Call to Action 54
Chapter 20 Radio Regains Its Magic 56
Chapter 21 Hipcricket Weathers the Recession 58
Chapter 22 The Brands Rebound from the Recession 65
Chapter 23 The Rise of Loyalty Clubs 68
Chapter 24 MillerCoors Drinks from Android Cup 72
Chapter 25 Belle Tire Rolls with Mobile 74
Chapter 26 Other Brands Produce Notable Campaigns 79
Chapter 27 Trends 83
Chapter 28 Innovation: Emergence of Multiscreen Marketing 95
Chapter 29 Looking Internationally for Guidance 112
Chapter 30 Hipcricket Builds for the Future 123
Part III The Future 131
Chapter 31 Determining Whether Mobile Has Arrived 133
Chapter 32 The Ever-Changing Consumer 135
Chapter 33 The Tools You Can Use: Considering Mobile Products and Services Individually 137
Chapter 34 The Real Questions Marketers Should Ask 152
Chapter 35 Advice from the Smartest Marketers 176
Conclusion So Where Are We with Mobile Marketing? 186
About the Author 197
Jeff Hasen is Chief Marketing Officer at Hipcricket, a leading mobile marketing and mobile advertising company. Named a Top CMO on Twitter, Jeff is also the co-creator of the certification program for the Mobile Marketing Association and one of two individuals certified by the MMA to train on mobile marketing definitions, techniques, and benefits. He is a frequent speaker at industry events and writes for Mobile Marketer, imediaconnection.com, Technorati.com, and mobilegroove.com. He actively tweets @jeffhasen and blogs at jeffhasen.com.
Mobilized Marketing offers key insights from industry visionaries and mobile marketing pioneers, including Hipcricket senior executives, additional key personnel, case studies from company clients and tips on integrating and optimizing mobile marketing programs.
Hasen has been Hipcricket's CMO for five years. During that time, Hipcricket has conducted the vast majority of its industry-leading 175,000 campaigns for a growing number of brand-name companies such as MillerCoors, Nestle, Macy's, and Clear Channel. Named a Top CMO on Twitter (@jeffhasen), Hasen co-created the certification program for the Mobile Marketing Association. In the fall, he will lead certification training at the Direct Marketing Association's national conference.
Mobilized Marketing contains interviews with marketers from three dozen companies, including MillerCoors, ESPN, CNN, Simon Malls, Clear Channel, Microsoft, and the American Cancer Society.
Jeff Hasen explains, "I sought out, interviewed and chronicled the mobile journeys of some of the top marketing executives in the world. This book will enable readers to see what these marketers went through and apply those lessons to the achievement of their own mobile marketing objectives." Mobilized Marketing offers numerous mobile campaigns with tangible ROI, including:
-Ford and its dealers, which drove a greater than 14 percent lead conversion rate by adding mobile to its traditional advertising programs
-The Baltimore car dealership that combined radio and mobile to sell 34 cars in one day after not selling one in over a month
-The American Red Cross, which used mobile alerts to remind donors to give potentially life-saving blood to patients
"Today, billions around the world turn to their cell phones 24 hours a day--as alarm clocks, for daily computing tasks, as pipelines to their friends and family down the block and around the world, and increasingly as the vehicle to interact with brands - be it as part of a loyalty club or to research products and services and make purchases," Hasen said, "The latter has the largest ramifications for marketers."
Mobilized Marketing was written to help marketers determine how quickly they should adopt mobile, how much to invest, and how to become better equipped to ask the right questions. Hasen also shares how best to identify opportunities, sell mobile into an organization and, most importantly, move the needle on any business.