TY  - BOOK
AU  - Eslinger,Tom
TI  - Mobile magic: the Saatchi & Saatchi guide to mobile marketing 
SN  - 9781118828427
AV  - HF5415.1265 .E85 2014
U1  - 658.872 23
PY  - 2014///]
CY  - Hoboken, New Jersey
PB  - Wiley
KW  - Telemarketing
KW  - Internet marketing
KW  - Branding (Marketing)
N1  - Includes index; Foreword; Kevin Roberts --; Introduction: Cannes Do --; Section 1; Knowing the Terrain : --; 1; Living in the Screen Age: The Evolution and Opportunity of Mobile Marketing --; 2; Why Go Mobile-First? --; 3; A Crash Course in Mobile Phones and What They Can Do --; Section 2; Understanding the Essentials : --; 4; The Four Keys to Mobile Marketing Success --; 5; The Sweet Spot: Search and Social --; 6; Marketer, Know Thyself (And Thy Audience)! --; 7; Location, Location, Very Specific Location --; Section 3; Getting Going : --; 8; How to Budget --; 9; Building Your Team --; 10; Interfacing with Design: What Production Looks Like from the Marketing Side --; 11; Making the Stuff: The Basics of Mobile Production --; Section 4; Being and Staying Attractive : --; 12; Lovemarks: The Algorithm of Attraction --; 13; Communicating with Your Audience --; 14; Selling Everything Everywhere --; Section 5; Ensuring Success : --; 15; The Finish Line: Legal Issues, Lack of Support, and Trying to Do Too Much --; 16; Measuring Success. Return on Investment Involvement: How to Define Success --; Chapter 17.1: Marketing: Lucky Charms' Chase for the Charms Mobile App --; Chapter 17.2: Gentlemen, Start Your Smartphones: The Tori 500 --; Chapter 17.3: Out of the Cold: Gillette Venus Sweden's "Tag the Weather" Campaign --; 18; The Future
N2  - "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"--
ER  -