Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and Design

What is mobile marketing? What does it mean for your business? This book tells you where to start, how to plan, and what to expect in the years to come. www.saatchi.com/mobilemagic

Foreword Kevin Roberts Introduction: Cannes Do Section 1: Knowing the Terrain Chapter 1: Living in the Screen Age: The Evolution and Opportunity of Mobile Marketing 6 Chapter 2: Why Go Mobile–First? 16 Chapter 3: A Crash Course in Mobile Phones and What They Can Do 22 Section 2: Understanding the Essentials Chapter 4: The Four Keys to Mobile Marketing Success 36 Chapter 5: The Sweet Spot: Search and Social 46 Chapter 6: Marketer, Know Thyself (And Thy Audience)! 58 Chapter 7: Location, Location, Very Specific Location 68 Section 3: Getting Going Chapter 8: How to Budget 78 Chapter 9: Building Your Team 90 Chapter 10: Interfacing with Design: What Production Looks Like from the Marketing Side 100 Chapter 11: Making the Stuff: The Basics of Mobile Production 110 Section 4: Being and Staying Attractive Chapter 12: Lovemarks: The Algorithm of Attraction 124 Chapter 13: Communicating with Your Audience 140 Chapter 14: Selling Everything Everywhere 150 Section 5: Ensuring Success Chapter 15: The Finish Line: Legal Issues, Lack of Support, and Trying to Do Too Much 160 Chapter 16: Measuring Success. Return on Investment Involvement: How to Define Success 172 Chapter 17.1: Marketing: Lucky Charms′ Chase for the Charms Mobile App 182 Chapter 17.2: Gentlemen, Start Your Smartphones: The Tori 500 190 Chapter 17.3: Out of the Cold: Gillette Venus Sweden‘s “Tag the Weather” Campaign 198 Chapter 18: The Future 208 Acknowledgments 216 Index 219

Tom Eslinger is Saatchi & Saatchi Worldwide's Director of Digital and Social. He leads the creative growth of Saatchi & Saatchi's integrated capabilities across its global network. Eslinger joined Saatchi & Saatchi in Wellington, New Zealand in 2001 as a digital creative director and was appointed to Saatchi & Saatchi's Worldwide Creative Board in 2002. Eslinger has worked across social media, applications, augmented reality, interactive content, and games across Saatchi & Saatchi's portfolio of clients including Procter & Gamble, General Mills, Toyota, T-Mobile, and Novartis. Prior to joining Saatchi & Saatchi, Eslinger was a senior lecturer at the Wanganui School of Design in New Zealand. Eslinger is a multiple Cannes Lion winner for digital and mobile ideas. In 2012, he was the inaugural President of the newly added "Mobile Lions," following his 2007 Presidency of the Cyber Lions. Eslinger lives in New York City and recharges at an entirely solar-powered home on Great Barrier Island, New Zealand. He originally hails from North Dakota and is a graduate of the Minneapolis College of Art & Design.