Mobilized Marketing

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.

Acknowledgments xi

Foreword MICHAEL BECKER xiii

Preface xv

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

Epilogue 188

About the Author 197

Index 199

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.

Mobile marketing is finally entering the forefront of the marketing realm. Megabrands are rolling 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 150,000 campaigns developed by mobile marketing and mobile advertising 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. From the convergence of the mobile and social worlds to the emergence of multiscreen marketing, this book offers field-tested guidance from the experiences of brands such as CNN, MillerCoors, Macy's, Ford, and ESPN. It delivers expert advice from the smartest marketers across industries on future trends, mobile vs. online marketing, and when to consider mobile as an extension of traditional media. Mobilized Marketing delivers a 360 view of the mobile universe that will prepare you to:

• Integrate mobile into marketing programs and effectively measure it
• Make your existing marketing spends work harder
• Optimize campaigns in real-time
• Determine which mobile tactics are keepers and which are not
• And much more!

Mobilized Marketing will equip you to identify the opportunities, ask the right questions, sell mobile into your organizations, and drive your profits to new heights. It's time to mobilize your marketing programs and take your brand to the next level.