Jeff Hasen - Mobilized Marketing: How to Drive Sales, Engagement, and Loyalty Through Mobile Devices

Praise for Mobilized Marketing

Ive been lucky enough to have been doing mobile for about as long as its been a viable marketing channel and touch point. I was thrilled when I found out Jeff was writing this book since I knew full well the story hadnt yet been told. And I also believed there was no one better suited and positioned to tell it than Jeff, looking back and forward from his prime seat at the head of the table at Hipcricket.

Jeffs unique role in our industrys origin stories affords him superb and actionable insights about where were heading. Jeff gets that mobile is not one thingit isnt just little digital. It isnt just apps or messaging. And it certainly isnt just about media. He gets the big picturethat whats really going on is a new era of brand marketing and human behaviors that is best summed up by what some of us call mobilityness. Jeff gets that mobilityness matters, and this book is about the how and the why. It is a tale both instructive and inspirational as it uncovers the key lessons learned over the past 10 years of early mobile and point us toward the opportunities which lie ahead for the future of all marketing, with mobile as its beating heart.

Thom Kennon, senior vice president, director of strategy, Y&R

Jeff is a superb storyteller and in this book he takes you through the story of mobile and its place within the marketing mix. At every step along the way, he shares key lessons and insights that will help you ask the right questions and know how to get the right answer. Jeff will prepare you to embrace mobile in a way that will help you deliver value to your customers, your employer, and your career.

Michael Becker, managing director for North America, Mobile Marketing Association (from the foreword of Mobilized Marketing )

Mobile marketing is about giving your customer the right message via the right channel at the right time. When it works well, nothing is more intimate and effective. Jeff knows what works. And the stories from mobile marketing leaders he features in this book add detail and dimension to Jeffs compelling strategic insights. Its a fast, informative, entertaining read, and it will set you up with a clear point of view on the latest mobile thinking.

If you want your audience to pick up their phones and engage with your brand, you need to pick up this book!

Miles Orkin, former national director, Web and mobile, American Cancer Society

Jeff puts the power and potential of mobile marketing into a whole new light. His knowledge and expertise jumps off every page. Mobilized Marketing provides a roadmap of lessons, ideas, and applications. Perhaps even more important is Jeffs passion for the promise of where the mobile platform is leading marketing. Its infectious.

Hank Wasiak, owner, The Concept Farm, and former vice chairman, McCann Erickson WorldGroup

When looking for insight and direction, ask the expert. Jeff Hasen is the top thought leader in mobile marketing. He offers strategic direction, informative case studies, and practical advice for mobile marketing. Mobile marketing is the next frontier in how to reach and serve the needs of customers.

Mary Furlong, pre-eminent marketer to Boomers

A trusted and valuable partner of mine and the Hipcricket team, Jeff has long been an advocate of pragmatic mobile programs that drive business results. From his insider vantage point, Jeff has the case studies and insights that will make you more successful. Plus, his background as a journalist ensures that we get the best from more than two dozen marketers Jeff interviewed who have taken the mobile road and now provide lessons that we can use.

Ivan Braiker, founder and president, Hipcricket

Jeff Hasen

Copyright 2012 by Jeff Hasen. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Hasen, Jeff, 1958

Mobilized marketing : how to drive sales, engagement, and loyalty through mobile devices/ Jeff Hasen.

p. cm.

ISBN 978-1-118-24326-8 (cloth); ISBN 978-1-118-28705-7 (ebk); ISBN 978-1-118-28314-1 (ebk); ISBN 978-1-118-28423-0 (ebk)

1. Telemarketing. 2. Mobile commerce. 3. Internet marketing. 4. Cell phone advertising. I. Title.

HF5415.1265.H378 2012

658.872dc23

2012003558

This book is dedicated to the most supportive mother one could hope to have; to the memory of my father, who is with me every minute of every day; and to my wife, Kathryn, who personifies partner and shares in this achievement.

Acknowledgments

Fortunately Hipcricket has many raving fansclients who view us as partners rather than vendors. That surely is a testament to my talented colleagues. Im a raving fan of the clients featured in this book as well as others who have taught me about real business challenges and mobiles abilityor in some cases inabilityto make a difference.

My fellow senior executives at Hipcricket have supported my work at the company and the writing of this manuscript. In particular, Paul Arena, Ivan Braiker, Eric Harber, Tom Virgin, and Doug Stovall have created and cultivated the collaborative culture that makes an endeavor like this possible.