Mobile Magic, The Saatchi & Saatchi Guide to Mobile Marketing, by Tom Eslinger, published April 2014, by Wiley: £20.99.
With 75% of the world’s population having access to a mobile phone, marketers are scrambling to understand how consumers might invite them onto their devices.
A new book, Mobile Magic: The Saatchi & Saatchi Guide to Mobile Marketing (Wiley), written by digital communications expert Tom Eslinger, offers a roadmap for creating effective mobile marketing campaigns.
From creative concept to campaign maintenance, Mobile Magic draws on the experience of Saatchi & Saatchi’s major digital practitioner. Tom Eslinger is worldwide creative director of digital at Saatchi & Saatchi, based in New York.
Mobile Magic is a resource for brand marketers and small business owners, focusing on the strategic opportunities and practical implications of mobile marketing. The book presents a wide range of insights into the mobile market, a field that is getting bigger and more complex every day. In a noisy market, Mobile Magic helps navigate the mobile market process.
The book includes advice for defining success in mobile marketing, understanding audiences, search and social, location-based services, hiring vendors, advice on budgeting, potential legal issues and ideas for creating impactful campaigns to make emotional connections. The book includes real-world case stories from Saatchi & Saatchi clients Lexus, General Mills’ Lucky Charms and P&G’s Gillette Venus.
The core principle of Mobile Magic is the MIST – Mobile, Intimate, Social and Transactional. These four principles are core to all successful mobile marketing campaigns. Without them, any mobile app, website, augmented reality project, game or texting campaign will never reach its full potential.
Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, wrote the foreword to Mobile Magic. He said: “Tom Eslinger is a Saatchi & Saatchi digital pioneer and someone who really walks the talk.
“This book takes his many years of experience and translates them into a something that should be on the desk of every business interested in engaging customers through their mobiles. If you need a guide to communicating and transacting on mobile – Mobile Magic is your new best friend.”
Tom Eslinger said: “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.
“We’ve pulled back the curtain and show that it doesn’t need to be scary.
“Start with a creative idea, understand the executional options, manage your budget and resources and plan for every step of the process. We think businesses are going to get a lot out of Mobile Magic.”
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Trained as a journalist from the age of 18 and enjoying a long career in regional newspaper reporting and editing, Sally Hooton joined DMI (Direct Marketing International) magazine as editor in 2001. DMI then morphed into The GMA, taking her with it!
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