A guide to the new 4Ps of marketing

Mobile Marketing: An Hour a Day

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Our first book, Mobile Marketing: An Hour a Day was published by John Wiley and Sons in December 2012 and is still in print and available from Amazon.

In human terms, two years is barely a blip but in the world of digital marketing, it represents light years of change. So many technical advances have surfaced since we first published yet many of the principles outlined in the book are still very valid guidelines for approaching a contemporary digital marketing strategy. As mobile moves from afterthought to center stage, there’s a growing need among marketers to understand the role it can play at every stage of the customer journey and how all the touchpoints connect. In an industry rife with shiny objects, we maintain that people—and strategy—should always come before technology and tactics, so the book begins with a thorough tutorial in strategy–what is it is, how to construct on and  how to capitalize on the many tactics at your disposal once your initial framework is in place. In the process, we ask you to keep a few key things in mind about the fast-moving mobile marketing landscape:

1) Mobile is about people—not devices. It’s not about the iPad or Android; it’s about getting your brand in front of the right people, in the right place, and at the right time. It’s a state of being, not a collection of technologies. The technologies are just the tools that help you create the kinds of real-time, hyper-relevant experiences that will resonate with your audience.

2) Mobile is social. Marketing is about conversations, and those conversations are no longer confined to the desktop. Everywhere in the world, mobile devices have become a primary mechanism for accessing and sharing information.

3) Mobile is ambient. Interactive signage, augmented reality, Bluetooth, near-field communications, and surface technologies all have a role to play in your brand’s ability to connect with consumers. The “Internet of Things” is very much a reality and offers us the opportunity to integrate digital interactions into the physical world.

That’s the roadmap we lay out in the book. In our mind, it’s less about the hardware and more about the context. Smartphones, tablets, and other mobile devices give us a richer array of contextual information than the desktop ever could. Our goal is to help you use that data to create more meaningful user experiences that bring you closer to your customers every step of the way.

The original www.mobileanhouraday.com website now redirects to this page since we’re devoting our efforts to this new book but we’ve selected several of the best posts and archived them here for posterity.

 

What top industry influencers have to say about Mobile Marketing: An Hour A Day

“Nothing gets you closer to your consumer than mobile. And nothing gets to closer to mobile marketing perfection than Mobile Marketing: An Hour a Day.” — Greg Stuart, CEO, Mobile Marketing Association and co-author of What Sticks

“This is a crucial read for anyone trying to make sense of the mobile space and understand how to best leverage mobile for marketing. Easy-to-follow principles make it simple to develop your strategy and help you stay ahead of your competition.” — Maria Mandel Dunsche, Vice President, Marketing & Media Innovation, AT&T AdWorks

“Elkin and Pasqua expertly detail the mobile landscape, tactics, and tools available to today’s mobile marketer. This is a must-read.” — Sara Holoubek, CEO, Luminary Labs

“This book is filled with clear, well thought-out strategic guidance on all things mobile, with expert perspectives to help customize the strategy on an individual business (and budget) level.” — Joy Liuzzo, President, Wave Collapse

“This is now my go-to book for mobile. Not only does it have the brain trust going for it, but it also has the data to back it up.” — Rob Garner, VP Strategy, iCrossing and author of Search and Social: The Definitive Guide to Real-Time Content Marketing

“There are two meaningful misconceptions about mobile: one is that it is about devices, and the other is that it is a single, homogenous thing. Mobility is a consumer context: you are mobile whether you’re in the office on your phone, in the living room watching television, or on a plane on a tablet. What you’re doing and what mobility means to you are very different things in each of those contexts, and for marketers, the applications in each of those settings can vary greatly. Refreshingly, Noah and Rachel deeply understand this and offer practical advice to help you successfully take advantage of the most personal and measurable medium ever available to a marketer.” — Eric Litman, CEO, Medialets

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