Tuesday, April 1, 2014

Mobile Magic: The Saatchi & Saatchi Guide to Mobile Marketing and Design
book Review by Gloria Buono-Daly
GBDaly Smile Rating - 5 smiles Up )))))


“Mobile is the fastest-growing arena of marketing, but it is also a space that can be intimidating for all types of business because the customer is in total control and brands have to be invited in..." ~~ Tom Eslinger, Saatchi & Saatchi’s multiple Cannes award-winning Worldwide Creative Director of Digital and author of Mobile Magic: The Saatchi & Saatchi Guide to Mobile Marketing and Design



Mobile Magic: The Saatchi & Saatchi Guide to Mobile Marketing and Design by Tom Eslinger is not your standard mobile marketing guide – it is fast becomming the “bible” to the world of mobile marketing.




Mobile is big business and is the most rapidly "adopted consumer technology" in the world.




According to the ITU (International Telecommunication Union), worldwide mobile phone subscriptions grew from 12.4 million in 1990 to over 6.8 billion by February 2013, penetrating about 96% of the global population (estimated at about 7.1 billion) and reaching the bottom of the economic pyramid.

Now, more than ever, the demand to create mobile marketing campaigns successfully and with impact is crucial.


Mobile connectivity is virtually ubiquitous and it’s going to take “Mobile Magic” to keep ahead and be successful at implementing mobile marketing campaigns. (photo right courtesy of FreeDigitalPhotos)

Helping marketers in doing just that is the new book "Mobile Magic: The Saatchi & Saatchi Guide to Mobile Marketing and Design" by Tom Eslinger (Wiley, February 2014).

“Mobile Magic” puts relative content into relevant perspective – besides including a worthy historical section on the evolution of mobile, Eslinger shares his insights and perspectives on the nature and scope of mobile marketing like no one else can. ("advertising cloud" photo below left courtesy of FreeDigitalPhotos)

Reflecting on his decades of experiences as Creative Director at Saatchi & Saatchi, Eslinger tells real-world mobile marketing stories from Saatchi & Saatchi clients Lexus, General Mills’ Lucky Charms and P&G’s Gillette Venus.

According to Eslinger, creating successful mobile marketing campaigns must involve 4 key elements known as “MIST” (Mobile, Intimate, Social and Transactional). This coupled with his three filter Ps (Portable, Personal and Potent) are essential for consistent mobile marketing successes.

Eslinger emphasizes “why” being without any of these key essentials a mobile campaign will never reach its full potential and “how" marketers can be successful "when" they receive target audience feedback to their brands through social network communications and mobile transactions.


Eslinger lists “5 things to do right now” sections at chapter endings, which are highly effective in helping readers navigate mobile, understand intricacies and intimacies of mobile, and realize the importance of engaging customers through mobile.
(photo left courtesy of FreeDigitalPhotos)


As you read the book you will note many aspects of mobile you thought you knew but really didn’t.

“Mobile Magic” is filled with so many valuable takeaways it’s more than a guide – it’s like a “bible” to the world of mobile marketing. Every marketing and creative director who needs to implement mobile marketing campaigns for their business needs this book.


GBDaly Smile Rating -
5 Smiles Up ))))) (c) 2013
If you are wondering why your mobile marketing campaigns are not working you need to read Mobile Magic: The Saatchi & Saatchi Guide to Mobile Marketing by Tom Eslinger. The book is on sale at bookstores everywhere.
(photo right courtesy of FreeDigitalPhotos)


RESOURCES:
    ▓ █
    ♦  Tom Eslinger Makes Some Mobile Magic at the Open Mobile Summit
    ▓ █
    ♦  Tom Eslinger video “Mobile Magic:es”
    ▓ █
    ♦  Official Tom Eslinger Web site
    ▓ █
    ♦  Tom Eslinger on Google+
    ▓ █
    ♦  Tom’s Ten (actually 11) favorite ideas from Cannes Mobile LIONS
    ▓ █ Mobile Magic: The Saatchi & Saatchi Guide to Mobile Marketing (Wiley, February 2014) by Tom Eslinger


Please check out all the links in the resource section above and share this on your LinkedIn, Facebook, Twitter, and other social media networks you enjoy! Thanks!

Photos courtesy of Tom Eslinger and John Wiley & Sons, Inc., unless otherwise mentioned.


Visiting this blog frequently and sharing this with your social media and professional network is much appreciated. Thanks.

GBDaly exclusive "Smile Rating" (c) 2013 created and conceptualized by Gloria Buono-Daly.

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