on Feb. 28, 2014 :
Basic marketing principles provide marketers with traditional knowledge on how to market their products, but in this digital age things are changing, and new marketing principles are emerging to keep up with the changes in the consumer’s world. Ever since the mid-to-late 2000s, smartphones and mobile technology have exploded into popularity and usage, and 360i’s Mobile Marketing Playbook provides marketers with the know-how in this perpetual “Year of Mobile,” and how they can adjust their techniques for the era to best utilize their resources. This playbook is aimed at modern marketers looking to grasp the basics of mobile marketing, and aims to provide a moderate understanding of the facts, goals, and how to integrate mobile marketing into existing marketing strategies. Among the key applications of mobile marketing the various authors write about are internet search marketing, mobile messaging marketing, mobile advertisements, social media marketing, smartphone applications and more. Using valid statistical data, examples, and logical techniques, this book offers an engaging introduction to mobile marketing with strong logical points and examples.
When it comes to introducing a strategy, this book not only provides the user with how and what to do, but also backs up each strategy with why it is relevant, and why a marketer’s adoption of the strategy is vital in this day and age. With Search Engine Marketing, the playbook backs up their point by quoting statistics that “nearly 60% of all activities on mobile decides are search related.” Their argument for the importance of mobile social marketing quotes that “150 million people access Facebook from mobile devices each month.” Their points about the importance of the fronts presented are important, but these powerful statics really drive their argument, and exemplify the importance of moving to these mobile marketing strategies. Embracing their strategies, the writers of Mobile Marketing Playbook make great use of checklists and step-by-step tips that rising mobile marketers should consider and follow. They drill their points on the importance of specific strategies, for example when they write five points for “best practices for mobile video,” allowing them to provide information that even a marketing beginner could understand. Especially for a marketer new to the mobile experience, the specific examples and screenshots included serve as a great way to exhibit their points. The section on mobile applications has a great table that compares and contrasts the pros and cons of apps and websites, but it also provides an actual screenshot of an iPhone that shows the difference between the two. This is just another part of a larger point; the book does a great job of supporting the argument to use various strategies from more than one front, and continues the trend in explaining different ways to implicate said strategies. I believe it’s really important that the playbook isn't just one straightforward guide, and provides the average-marketer with many different techniques to use.
When it comes to criticisms of the book, one thing I notice is the lack of explicit results that have occurred in result to the strategies presented. Even though the marketing fronts they present have a highly stated potential, do these marketing strategies bring in market share and revenue for the companies? While the lack of examples may be true, the playbook does back up it’s points with interviews throughout the book from Mobile Marketer’s Mickey Alam Khan to Bravo’s Director of Consumer Marketing, Valerie Brown. These vignettes provide a look into how real-world marketers have taken on the challenges of mobile marketing, and provide a crosscheck for some of the matters discussed in the book. Brown comments on the overall lack of resulting feedback by saying, “Until sufficient metrics demonstrate how mobile marketing can affect a rating, our philosophy is to be relevant, buzzy and ubiquitous.” Hopefully as time progresses we will be able to obtain more data on the effectiveness of the marketing strategies presented in the playbook.
Overall, Mobile Marketing Playbook provides a great guide for marketers off all types, whether they are new to mobile marketing, or just looking for extra tips on how to enrich their existing strategy, and I’d recommend these people as well as regular individuals to read this playbook as I think it provides an interesting look at why mobile marketing is an important facet for marketers around the globe in this boom of mobile usage. I agree with the potential the authors write about, and believe that, even since 360i’s publication of this playbook, the mobile platform has exploded to the most important medium for consumers to receive marketing. The 360i team has written a great piece, and they more than achieved their goal of presenting different ways to understand and adopt mobile marketing.
(review of free book)