Mobilized Marketing: How to Drive Sales, Engagement, and Loyalty Through Mobile Devices

Praise for Mobilized Marketing

"I was thrilled when I found out Jeff was writing this book since I knew full well the story hadn′t yet been told. I also believed there was no one better suited and positioned to tell it than Jeff, looking back and forward from his prime seat at the head of the table at Hipcricket. Jeff′s unique role in our industry′s origin stories affords him superb and actionable insights about where we′re heading. He gets the big picture—that what′s really going on is a new era of brand marketing and human behaviors that is best summed up by what some of us call ′mobilityness.′ Jeff gets that mobilityness matters, and this book is about the how and the why. It is a tale both instructive and inspirational."
—Thom Kennon, SVP, Director of Strategy, Y&R

"Jeff is a superb storyteller and in this book he takes you through the story of mobile and its place within the marketing mix. At every step along the way, he shares key lessons and insights that will help you ask the right questions and know how to get the right answer. Jeff will prepare you to embrace mobile in a way that will help you deliver value to your customers, your employer, and your career."
—Michael Becker, Managing Director, North America, Mobile Marketing Association

"Jeff knows what works. And the stories from mobile marketing leaders he features in this book add detail and dimension to his compelling strategic insights. It′s a fast, informative, entertaining read, and it will set you up with a clear point of view on the latest mobile thinking."
—Miles Orkin, Former National Director, Web and Mobile, American Cancer Society

"Jeff puts the power and potential of mobile marketing into a whole new light. His knowledge and expertise jumps off every page. Mobilized Marketing is a road map of lessons, ideas, and applications. Perhaps even more important is Jeff′s passion for the promise of where the mobile platform is leading marketing. It′s infectious."
—Hank Wasiak, Owner, The Concept Form, and Former Vice Chairman, McCann Worldgroup

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.