New York - 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.
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.
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
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.”
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.