Keywords
Citation
Mason, D. (2013), "The Mobile Marketing Handbook: A Step‐by‐step Guide to Creating Dynamic Mobile Marketing Campaigns 2nd ed.", The Electronic Library, Vol. 31 No. 3, pp. 404-405. https://doi.org/10.1108/EL-04-2013-0080
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited
The incredible spread of mobile technology has opened new opportunities for marketing, not least for libraries. Libraries now have a new way of engaging directly with younger patrons and new ways of delivering content, and mobile technologies may become the only practical way to reach that group in future. For young people, mobile is not a technology, it is way of life. This second edition of the original best‐selling text incorporates the latest developments in mobile technologies, including changes in interactive products and lessons learned from the early campaigns.
It shows how your organisation can create interactive mobile marketing campaigns without needing to hire specialist marketing agencies. The book is very much a “how‐to” book with numerous examples of successful strategies to imitate. It is full of checklists showing how to create better relationships with customers, generate new prospects through mobile devices, how integrate online marketing with your print advertising, and how to give yourself a competitive advantage.
It gives a step by step guide to location based marketing, establishing a mobile web presence, using mobile search, creating mobile advertising and linking in to social networks. This edition builds on the previous edition and is up to date, comprehensive in scope, and well written. It does have some drawbacks: it is exclusively US focussed and dwells on the mechanics of mobile technology while skipping over the psychology and social issues, although it does examine some of the legal issues that are emerging at the leading edge.
As is now standard with technology based books, this edition comes with extensive online resources for audio and video items, updated content and links to affiliated vendors and products. This latest down to earth practical version will continue to keep switched on organisations at the forefront of the mobile technology wave. It is a survivor's guide to the next big thing in marketing for libraries.