Mobile Marketing Essentials, Strategy & Best Practices

By Matthieu Vermeulen & Paul Amsellem

Publisher: SBM Publishing










Mobile Marketing Essentials is a book for marketing managers, brand managers and their agencies. It helps you developing campaigns or manage both client and agency engagements.


Develop great marketing campaign strategies, build brand value and create strong customer relationships on the world’s most personal communication device.

In today’s interactive marketing landscape mobile marketing is quickly gaining momentum. Mobile internet, 3G broadband connections, mobile email, sms-based services and sweepstakes, mobile television, branded games and content, social networking and communities. This and much more is available through one tiny piece of electronics that people carry with them for the best part of the day, every day. Building a relationship through mobile using these features is new territory for most marketing and brand managers. And with 50% of the world’s population owning a mobile phone, it is fair to say that mobile marketing offers the highest potential reach in the history of mankind.

But how do you develop a successful campaign? How do you tie in a mobile marketing strategy into your existing marketing plan? Why is the mobile phone such a powerful device and why can’t I just simply buy a database and blast out a banner campaign?

The authors look at social trends that drive the use of mobile phones. They explain why a mobile phone is such a personal device and what this means for marketing strategy. There is a specific section dedicated to success factors for mobile. The second half of the book explains how a strategy is turned into a project and finally there is a chapter with some of the technical aspects of mobile that are relevant for marketers. This book will help you to quickly understand how mobile marketing works. It shows why mobile marketing should be an element of every marketing strategy today. Mobile Marketing Essentials is a book for marketing managers, brand managers and their agencies. It helps you developing campaigns or manage both client and agency engagements and campaign development.

Mobile Marketing Essentials includes case studies from: Coca-Cola, Velib, Walkers, Canal+, Dailymotion/SFR/Vodafone, Audi, Gemey-Maybelline

With a foreword by Jacques Deregnaucourt, Marketing & Research Director for TF1 the leading national French television network.