Marketing expert explains the essentials of hottest new marketing trend
Imagine the impact the first television commercials had on their target audiences in the 1950s. They were new and consumers weren’t overwhelmed with unwanted advertisements because television was a new experience.
“Mobile marketing is that way now,” says Kim Dushinski, president and founder of Mobile Marketing Profits and author of The Mobile Marketing Handbook. “It connects businesses and each of their customers—through their mobile devices—at the right time and at the right place with the right message and requires the customer’s explicit permission and/or active interaction.”
With more than 4 billion mobile subscribers around the world, mobile marketing is a burgeoning force with a virtually unlimited future. This marketing technique has the potential to reap benefits unachieved by any other medium, including email, phone, and television.
“How can something that 4 billion people on the planet are a part of not be a huge trend in and of itself?” Dushinski notes. “Every day more and more people jump on the mobile web and use their mobile phones in more and different ways. Businesses simply must pay attention and start to craft their mobile strategies now.”
In The Mobile Marketing Handbook, Dushinski gives the ‘how to’ for businesses and entrepreneurs to launch a mobile marketing campaign. Along with her research, she relies on her 20 plus years of marketing experience.
The Mobile Marketing Handbook is divided into two sections—strategy and tools. The book first defines mobile marketing and its components. Dushinski goes on to outline the steps to ensure a successful campaign, down to tracking the results of the efforts. She then covers the legal implications that must be considered when undertaking a mobile campaign.
In the tools section, each tool of mobile marketing is examined (what is the tool and when should it be used) and readers are given tactics and ideas to use to dive into mobile marketing. The tools are: voice, text messaging, mobile web, mobile advertising, mobile SEO, social networking and proximity marketing.
Highlights of The Mobile Marketing Handbook include:
- Mobile marketing—who is using it and who are they targeting?
- Why businesses need to act now and how to get started
- Addressing the negative beliefs of mobile marketing—unwanted text messages, telemarketing calls to your cell phone
- 5 steps to creating a dynamic mobile marketing campaign
- The right way to make your current website available on the mobile web
- The various mediums of mobile marketing—voice, text message, mobile web, and social networking
About the author:
Kim Dushinski founded Mobile Marketing Profits to provide mobile marketing education and consulting services to corporations, marketing professionals and entrepreneurs.
As an advocate for smart, effective mobile marketing, Dushinski leads workshops and speaks internationally about how to profit with mobile. In 2008 she was a System Seminar faculty member, received rave reviews and was invited back in 2009 as the only mobile-focused speaker at this cutting edge conference. She was the featured speaker for the Houston chapter of the American Advertising Federation and at the first Thin Air Summit.
She writes a weekly column at MobileMarketingWatch.com and has been published in publications such as Search Marketing Standard.
Dushinski, a 1988 graduate of the University of Denver, is a successful entrepreneur with more than 20 years of experience in sales and marketing as a Marketing Director at a travel agency, desktop publisher, business marketing consultant, an Internet marketer, and partner in a book publicity firm.
