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 leading 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 provides a
clear voice to help navigate every step of 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. Mobile
Magic 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,
Social, Intimate 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.
“Tom Eslinger is a Saatchi & Saatchi digital pioneer and someone who
really walks the talk,” says Kevin Roberts, CEO Worldwide of Saatchi &
Saatchi, who wrote the foreword to Mobile Magic. “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.”
“Mobile is the fastest-growing arena of marketing, but it is also is 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,” says Tom
Eslinger. “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.”
Mobile Magic is the tenth book from Saatchi & Saatchi in a
decade. Other books have covered the future beyond brands, cause
marketing, leadership, and the screen age. Collectively the books have
sold over 300,000 copies. Mobile Magic is now on
sale at Amazon.com and at selected booksellers.
