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<p>Acknowledgments xi</p> <p>Foreword MICHAEL BECKER xiii</p> <p>Preface xv</p> <p><b>Part I The Early Years 1</b></p> <p>Chapter 1 Radio’s Days of Glory 3</p> <p>Chapter 2 Hipcricket’s Beginnings in a Starbucks 5</p> <p>Chapter 3 Mobile at the Start of the Millennium 7</p> <p>Chapter 4 American Idol Engages a Nation 10</p> <p>Chapter 5 RAZR Sharpens Mobile’s Focus 12</p> <p>Chapter 6 Hipcricket’s First Customers 14</p> <p>Chapter 7 Listening to the Consumer 17</p> <p>Chapter 8 The Brands Show Some Interest 20</p> <p>Chapter 9 Mobile as a Natural Progression 23</p> <p>Chapter 10 Mobile in the Fight Against Cancer 25</p> <p>Chapter 11 Stops and Starts 27</p> <p>Chapter 12 Build Me an iPhone App 29</p> <p>Chapter 13 Hipcricket Matures, Rebrands 32</p> <p>Chapter 14 It’s Not Spam on the Phone 34</p> <p>Chapter 15 Texting with the Phone to the Ear? 36</p> <p>Chapter 16 Mobile Award For Dummies 41</p> <p><b>Part II The Present 45</b></p> <p>Chapter 17 The Recession’s Effect on Mobile’s Growth: Businesses, Especially Retail, Feel the Pinch 47</p> <p>Chapter 18 Behavior Changes Seen in All Age Groups 51</p> <p>Chapter 19 Mobile Gets Busy: The Rise of the Call to Action 54</p> <p>Chapter 20 Radio Regains Its Magic 56</p> <p>Chapter 21 Hipcricket Weathers the Recession 58</p> <p>Chapter 22 The Brands Rebound from the Recession 65</p> <p>Chapter 23 The Rise of Loyalty Clubs 68</p> <p>Chapter 24 MillerCoors Drinks from Android Cup 72</p> <p>Chapter 25 Belle Tire Rolls with Mobile 74</p> <p>Chapter 26 Other Brands Produce Notable Campaigns 79</p> <p>Chapter 27 Trends 83</p> <p>Chapter 28 Innovation: Emergence of Multiscreen Marketing 95</p> <p>Chapter 29 Looking Internationally for Guidance 112</p> <p>Chapter 30 Hipcricket Builds for the Future 123</p> <p><b>Part III The Future 131</b></p> <p>Chapter 31 Determining Whether Mobile Has Arrived 133</p> <p>Chapter 32 The Ever-Changing Consumer 135</p> <p>Chapter 33 The Tools You Can Use: Considering Mobile Products and Services Individually 137</p> <p>Chapter 34 The Real Questions Marketers Should Ask 152</p> <p>Chapter 35 Advice from the Smartest Marketers 176</p> <p>Conclusion So Where Are We with Mobile Marketing? 186</p> <p>Epilogue 188</p> <p>About the Author 197</p> <p>Index 199</p> <p> </p>

<p><b>JEFF HASEN</b> is Chief Marketing Officer at Hipcricket, a leading mobile marketing and mobile advertising company. Named a Top CMO on Twitter, Jeff is also the co-creator of the certification program for the Mobile Marketing Association and one of two individuals certified by the MMA to train on mobile marketing definitions, techniques, and benefits. He is a frequent speaker at industry events and writes for Mobile Marketer, imediaconnection.com, Technorati.com, and mobilegroove.com. He actively tweets @jeffhasen and blogs at jeffhasen.com.

<p>Mobile marketing is finally entering the forefront of the marketing realm. Megabrands are rolling out million-dollar budgets, and small businesses have turned to the channel for its affordability, measurability, and repeatable successes in producing sales and driving engagement and loyalty. <p>Through insights from bold industry visionaries and fellow mobile pioneers, <i>Mobilized Marketing</i> takes readers through campaigns worth repeating and others that are not. Learn the many roads that marketers can take and the proven strategies and tactics that move products and build loyalty through the consumer's most personal device. <p>With examples from the more than 150,000 campaigns developed by mobile marketing and mobile advertising leader Hipcricket, <i>Mobilized Marketing</i> breaks down how brands of all sizes have performed in their mobile efforts—why some have failed and how others bravely turned to mobile. From the convergence of the mobile and social worlds to the emergence of multiscreen marketing, this book offers field-tested guidance from the experiences of brands such as CNN, MillerCoors, Macy's, Ford, and ESPN. It delivers expert advice from the smartest marketers across industries on future trends, mobile vs. online marketing, and when to consider mobile as an extension of traditional media. <i>Mobilized Marketing</i> delivers a 360 view of the mobile universe that will prepare you to: <ul> <li>Integrate mobile into marketing programs and effectively measure it</li> <li>Make your existing marketing spends work harder</li> <li>Optimize campaigns in real-time</li> <li>Determine which mobile tactics are keepers and which are not</li> <li>And much more!</li> </ul> <p><i>Mobilized Marketing</i> will equip you to identify the opportunities, ask the right questions, sell mobile into your organizations, and drive your profits to new heights. It's time to mobilize your marketing programs and take your brand to the next level.

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