Mobile Magic The Saatchi and Saatchi Guide to Mobile Marketing and Design

The future of marketing is mobile, with seventy-five percent of the world's population having access to a mobile phone and the average American spending 82 minutes per day using her phone for activities other than talking. To traditional marketers unfamiliar with the special challenges of mobile marketing, this territory feels complicated and even frightening. Mobile Magic provides a bird's-eye view of the process of creating great mobile marketing from one of the world's most experienced and successful practitioners.

Foreword (Kevin Roberts, CEO Worldwide Saatchi & Saatchi)

Introduction: Cannes Do

1. Knowing the Terrain

Chapter 1: Living in the Screen Age

Days of Future’s Past

The U.S. Plays Catch-up

Chapter 2: Why Go Mobile-First?

The Mobile Web

Why? When? How?

Apps vs Mobile Web

Your Real-Time Water Cooler

Chapter 3: A Crash Course in Mobile Camera

Microphone

Augmented Reality

Accelerometer and Gyroscope

Close-range Transmission

Processing Power

Mobility

2. Understanding the Essentials

Chapter 4: The Four Keys to Success

Mobile

Intimate

Social

Transactional

The Three Ps

Checklist

Chapter 5: The Sweet Spot

Search

Just What I Was Looking For

All in the Timing

Searching for the Answers

Social

Joining, Having and Starting Conversations

More Isn’t Always Merrier

Look, Listen, Participate

The Sweet Spot

Dashboard Tools for Monitoring and Distribution:

the Non-Mobile Part of Mobile.

Chapter 6: Know Thyself (And Thy Audience)

Know Your Persona

Know Your Voice

Know Your Ecosystem

Know Your Audience

Know Why You’re There

Chapter 7: Location, Location, Very Specific Location

Do I Need a Location-based Component to My App?

Surprise and Delight

A Short Radius Goes a Long Way

Cumulative Location-Tracking

The Creep Factor: When Location Goes Too Far

Getting Permission

3. Getting Going

Chapter 8: How to Budget

The Two Components of a Mobile Budget

How Much Money Should I Plan to Spend on Mobile?

Taking Inventory of Your Mobile Infrastructure

Determining Your Budget: Rule of Thumb

Complexity Equals Cost

Budgeting for Staff

Mobile Commerce and Budgeting for Immediate Returns

Do Your Research

Investing in involvement

Hidden Costs

The Complexity Scale

Budget for Success

The Power of Love / Love Don’t Cost a Thing

Chapter 9: Build Your Team

The Research

The Interviews

The Selection

Warning Signs

So What Role Do I Play in This?

Chapter 10: Interfacing With Design

The Success Metric

Start with What You Know: The Style Guide

Getting the Ball Rolling: The Brief

Fingers, Not Eyes: User Flow Diagrams and Wire Frames

Do What You Gotta Do

Chapter 11: Making the Stuff

Know Your Scale

Production Part 1: Optimize that Website!

Part 2: The Appropriate Next Step

What Makes a Good App?

Don’t Forget About Desktop!

Text-Based Marketing

An Ethical Law-Abiding Mobile Effort

4. Being and Staying Attractive

Chapter 12: Lovemarks

Mystery: What’s the Story?

Sensuality

Intimacy

Mobile Lovemarks: Lovemark-ception

Chapter 13: Communication With Your Audience

Keep it on the Straight and Narrow

Don’t Trick People!

Don’t Be Coy. Be Relevant.

Own Up to Your Mistakes.

Time to Shut it Down: Planned Obsolescence

The Obsolescence Sine Curve

Tell It Straight, Tell It Plain

Chapter 14: Selling Everything Everywhere

The Perpetual Path to Purchase

Showrooming: Where Mobile and Real-World Butt Heads

The Long and Winding Road

Bring the Store to Them

Mobile Magic

5. Ensuring Success

Chapter 15: The Finish Line

Legal

Not Supporting Your Campaign

How to Keep Interest in your Mobile App

Trying to Do Too Much

Chapter 16: Measuring Success

Investment vs Involvement

Defining the Success Metric

Mobile Success as Part of the Larger Picture

Finger on the Pulse

Lovemarks

Return on Involvement

Chapter 17.1: Case Story

Case Story: Chase for the Charms from

Saatchi & Saatchi and Lucky Charms

Chapter 17.2: Case Story

Case Story: The Tori 500 from Team One and Lexus

Chapter 17.3: Case Story

Tag the Weather from Saatchi & Saatchi Stockholm

& P&G Nordic

Chapter 18: The Future

The Language of Mobile

The Internet of Things

Augmented Everything

Autonomous Autos

Gaming the Gamer

Data-Driven Everything

Divergence Theory: The Wild World of Mobile

Making Mobile Magic

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