{"product_id":"mobilized-marketing-isbn-9781118243268","title":"Mobilized Marketing","description":"\u003cb\u003eIntegrate your mobile marketing program and take your brand to the next level\u003c\/b\u003e  \u003cp\u003eMobile 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, \u003ci\u003eMobilized Marketing\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eWith examples from the more than 130,000 campaigns developed by mobile marketing leader Hipcricket, \u003ci\u003eMobilized Marketing\u003c\/i\u003e breaks down how brands of all sizes have performed in their mobile efforts—why some have failed and how others bravely turned to mobile.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eDemonstrates how to integrate mobile into marketing programs and how to effectively measure it\u003c\/li\u003e \u003cli\u003eExplains how to make your existing marketing spends work harder\u003c\/li\u003e \u003cli\u003eDelivers step-by-step instructions on how to optimize campaigns in real-time\u003c\/li\u003e \u003cli\u003eShows how to determine which mobile tactics are keepers and which are not\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eIt's time to mobilize your marketing programs and drive your profits to new heights.\u003c\/p\u003e \u003cp\u003eAcknowledgments xi\u003c\/p\u003e \u003cp\u003eForeword MICHAEL BECKER xiii\u003c\/p\u003e \u003cp\u003ePreface xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I The Early Years 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Radio’s Days of Glory 3\u003c\/p\u003e \u003cp\u003eChapter 2 Hipcricket’s Beginnings in a Starbucks 5\u003c\/p\u003e \u003cp\u003eChapter 3 Mobile at the Start of the Millennium 7\u003c\/p\u003e \u003cp\u003eChapter 4 American Idol Engages a Nation 10\u003c\/p\u003e \u003cp\u003eChapter 5 RAZR Sharpens Mobile’s Focus 12\u003c\/p\u003e \u003cp\u003eChapter 6 Hipcricket’s First Customers 14\u003c\/p\u003e \u003cp\u003eChapter 7 Listening to the Consumer 17\u003c\/p\u003e \u003cp\u003eChapter 8 The Brands Show Some Interest 20\u003c\/p\u003e \u003cp\u003eChapter 9 Mobile as a Natural Progression 23\u003c\/p\u003e \u003cp\u003eChapter 10 Mobile in the Fight Against Cancer 25\u003c\/p\u003e \u003cp\u003eChapter 11 Stops and Starts 27\u003c\/p\u003e \u003cp\u003eChapter 12 Build Me an iPhone App 29\u003c\/p\u003e \u003cp\u003eChapter 13 Hipcricket Matures, Rebrands 32\u003c\/p\u003e \u003cp\u003eChapter 14 It’s Not Spam on the Phone 34\u003c\/p\u003e \u003cp\u003eChapter 15 Texting with the Phone to the Ear? 36\u003c\/p\u003e \u003cp\u003eChapter 16 Mobile Award For Dummies 41\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II The Present 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 17 The Recession’s Effect on Mobile’s Growth: Businesses, Especially Retail, Feel the Pinch 47\u003c\/p\u003e \u003cp\u003eChapter 18 Behavior Changes Seen in All Age Groups 51\u003c\/p\u003e \u003cp\u003eChapter 19 Mobile Gets Busy: The Rise of the Call to Action 54\u003c\/p\u003e \u003cp\u003eChapter 20 Radio Regains Its Magic 56\u003c\/p\u003e \u003cp\u003eChapter 21 Hipcricket Weathers the Recession 58\u003c\/p\u003e \u003cp\u003eChapter 22 The Brands Rebound from the Recession 65\u003c\/p\u003e \u003cp\u003eChapter 23 The Rise of Loyalty Clubs 68\u003c\/p\u003e \u003cp\u003eChapter 24 MillerCoors Drinks from Android Cup 72\u003c\/p\u003e \u003cp\u003eChapter 25 Belle Tire Rolls with Mobile 74\u003c\/p\u003e \u003cp\u003eChapter 26 Other Brands Produce Notable Campaigns 79\u003c\/p\u003e \u003cp\u003eChapter 27 Trends 83\u003c\/p\u003e \u003cp\u003eChapter 28 Innovation: Emergence of Multiscreen Marketing 95\u003c\/p\u003e \u003cp\u003eChapter 29 Looking Internationally for Guidance 112\u003c\/p\u003e \u003cp\u003eChapter 30 Hipcricket Builds for the Future 123\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III The Future 131\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 31 Determining Whether Mobile Has Arrived 133\u003c\/p\u003e \u003cp\u003eChapter 32 The Ever-Changing Consumer 135\u003c\/p\u003e \u003cp\u003eChapter 33 The Tools You Can Use: Considering Mobile Products and Services Individually 137\u003c\/p\u003e \u003cp\u003eChapter 34 The Real Questions Marketers Should Ask 152\u003c\/p\u003e \u003cp\u003eChapter 35 Advice from the Smartest Marketers 176\u003c\/p\u003e \u003cp\u003eConclusion So Where Are We with Mobile Marketing? 186\u003c\/p\u003e \u003cp\u003eEpilogue 188\u003c\/p\u003e \u003cp\u003eAbout the Author 197\u003c\/p\u003e \u003cp\u003eIndex 199\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e   \u003cp\u003e\u003cb\u003eJEFF HASEN\u003c\/b\u003e 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.    \u003c\/p\u003e\u003cp\u003eMobile 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. \u003c\/p\u003e\u003cp\u003eThrough insights from bold industry visionaries and fellow mobile pioneers, \u003ci\u003eMobilized Marketing\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003eWith examples from the more than 150,000 campaigns developed by mobile marketing and mobile advertising leader Hipcricket, \u003ci\u003eMobilized Marketing\u003c\/i\u003e 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. \u003ci\u003eMobilized Marketing\u003c\/i\u003e delivers a 360 view of the mobile universe that will prepare you to: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eIntegrate mobile into marketing programs and effectively measure it\u003c\/li\u003e \u003cli\u003eMake your existing marketing spends work harder\u003c\/li\u003e \u003cli\u003eOptimize campaigns in real-time\u003c\/li\u003e \u003cli\u003eDetermine which mobile tactics are keepers and which are not\u003c\/li\u003e \u003cli\u003eAnd much more!\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eMobilized Marketing\u003c\/i\u003e 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.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989634334949,"sku":"NP9781118243268","price":24.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118243268.jpg?v=1761784895","url":"https:\/\/k12savings.com\/products\/mobilized-marketing-isbn-9781118243268","provider":"K12savings","version":"1.0","type":"link"}