[eBook Code] Mobilized Marketing (eBook Code, 1st)

Acknowledgments xi

Foreword MICHAEL BECKER xiii

Preface xv

Part I The Early Years 1

Chapter 1 Radio’s Days of Glory 3

Chapter 2 Hipcricket’s Beginnings in a Starbucks 5

Chapter 3 Mobile at the Start of the Millennium 7

Chapter 4 American Idol Engages a Nation 10

Chapter 5 RAZR Sharpens Mobile’s Focus 12

Chapter 6 Hipcricket’s First Customers 14

Chapter 7 Listening to the Consumer 17

Chapter 8 The Brands Show Some Interest 20

Chapter 9 Mobile as a Natural Progression 23

Chapter 10 Mobile in the Fight Against Cancer 25

Chapter 11 Stops and Starts 27

Chapter 12 Build Me an iPhone App 29

Chapter 13 Hipcricket Matures, Rebrands 32

Chapter 14 It’s Not Spam on the Phone 34

Chapter 15 Texting with the Phone to the Ear? 36

Chapter 16 Mobile Award For Dummies 41

Part II The Present 45

Chapter 17 The Recession’s Effect on Mobile’s Growth: Businesses, Especially Retail, Feel the Pinch 47

Chapter 18 Behavior Changes Seen in All Age Groups 51

Chapter 19 Mobile Gets Busy: The Rise of the Call to Action 54

Chapter 20 Radio Regains Its Magic 56

Chapter 21 Hipcricket Weathers the Recession 58

Chapter 22 The Brands Rebound from the Recession 65

Chapter 23 The Rise of Loyalty Clubs 68

Chapter 24 MillerCoors Drinks from Android Cup 72

Chapter 25 Belle Tire Rolls with Mobile 74

Chapter 26 Other Brands Produce Notable Campaigns 79

Chapter 27 Trends 83

Chapter 28 Innovation: Emergence of Multiscreen Marketing 95

Chapter 29 Looking Internationally for Guidance 112

Chapter 30 Hipcricket Builds for the Future 123

Part III The Future 131

Chapter 31 Determining Whether Mobile Has Arrived 133

Chapter 32 The Ever-Changing Consumer 135

Chapter 33 The Tools You Can Use: Considering Mobile Products and Services Individually 137

Chapter 34 The Real Questions Marketers Should Ask 152

Chapter 35 Advice from the Smartest Marketers 176

Conclusion So Where Are We with Mobile Marketing? 186

Epilogue 188

About the Author 197

Index 199