“Mobile Magic” Gives Insight Into the Mobile Marketing Trend


An update and review of the mobile technology trend for small business marketers.

mobile magic

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Eighty two minutes.  That’s the average amount of time an American spends on his or her mobile device.  The addiction started with “Crackberries” and it’s only gotten more intense.

I don’t know about you, but the first thing I ask myself before I walk out the door is “Do I have my phone?”  There is a good reason for that. Smartphones have become an extension of our computers.  You can shop, research, bank and entertain yourself on a computer that easily fits into your pocket or purse.

Mobile Marketing Revisited From a Branding Perspective

I received a review copy of Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and Design by Tom Eslinger (@tomeslinger) a few months ago.  This isn’t a technical book, nor is it an idea book.  It’s something in between.

The author, by Tom Eslinger, Saatchi & Saatchi Worldwide Director of Digital and Social, explores the practical points of mobile marketing from development to production, content strategy, content development and how to market your digital and social campaigns.

This book is specifically written for marketers who are new to mobile and who are looking to understand the connection between branding in all its forms and make that connection from more traditional media to mobile and beyond.

200+ Pages of Big Picture Content About Mobile Marketing

This is basically a big picture book – literally.  It’s more than 200 pages of big picture content printed on  gloriously luxurious paper with bright, colors and fancy layouts – as you might expect from Saatchi & Saatchi; ad agency to the big brands with lots of money to spend.  It’s full out beautiful.

Now, let’s get to the content.  There are five major sections in the book:

  1. Knowing the Terrain.  This sets the context for the entire book.  The author takes you on a historical and technical journey that brought us to where we are today.  The purpose of this section is to bring home the point that mobile is everywhere and it’s not going away.  Ignore it at your peril.
  2. Understanding the Essentials.  This section will lay out the groundwork for all the things you have to have in place before you just jump into any mobile marketing strategy.  Inside Eslinger covers search social, knowing your persona, your voice and how important geography is to your mobile marketing strategy.
  3. Getting Going.  This section is where all the actions are.  He covers budgeting, research and how to measure success.
  4. Being and Staying Attractive.  What would a marketing book be without a section on looking good.  This is where he talks about developing and implementing your marketing magic potion and delivering it through mobile.
  5. Ensuring Success.  In this final section of the book, the focus is on measuring and case studies.  He covers several big brands that have successfully implemented a mobile marketing strategy.

Mobile Magic is a Book for Intermediate Marketers

If you are a marketing professional that is looking for insights and contexts for integrating a mobile marketing strategy in your business or in your clients’ business – then this is a book you’ll want to check out.

Small business owners with little marketing experience will be overwhelmed by the content. It’s not specific enough to be useful and it’s a little too big picture without the marketing background to back it up.

However, if you’re a marketing junkie and like all things branding and marketing, then you will appreciate the book just as it’s written.  There is enough meat in the book to serve as a foundation for many of your ideas.

In the end, Mobile Magic is a great read for anyone looking to uncover the mysteries behind mobile marketing and where it’s heading in the future.

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Ivana Taylor Ivana Taylor is the Book Editor for Small Business Trends. She is responsible for directing the site’s book review program and manages the team of professional book reviewers. She also spearheads the annual Small Business Book Awards. Ivana publishes DIYMarketers, where she shares daily do-it-yourself marketing tips, and is co-author of "Excel for Marketing Managers."

One Reaction
  1. Mobile Magic is a really good book to understand the concept of mobile marketing also it provides really good example to understand the scenario of mobile market