In late November 2008, Kim Dushinski of Mobile Marketing Profits released her book “The Mobile Marketing Handbook.” Having heard Kim speak at the Thin Air Summit earlier that month, I was eager to pick it up.
It’s always difficult for a book on emerging technologies and marketing strategies not to be out-of-date as soon as it is published, but Dushinski has crafted a useful guide of best practices that will remain relevant as this field matures. The handbook also has an accompanying online resource guide to house additional information as it is developed or changes.
The book is divided into two parts: “Mobile Marketing Strategy and Implementation” and “Mobile Marketing Toolbox: Tactics, Campaign Ideas and Resources”.
One of the most refreshing aspects of the book is that it is not sales material. Much information found online related to mobile marketing is published by a vendor and often speaks to the benefits of their particular services. In contrast, Dushinski offers a comprehensive, unbiased view of the current and future landscape.
The Mobile Marketer’s Handbook offers information on all things mobile: calling out opportunities in voice, text messaging and the mobile web, and also includes more advanced topics like promoting and measuring the effectiveness of your campaign. Topics are presented in an easy-to-understand, engaging fashion, but the content is rock-solid.
The Handbook is enough to make anyone even slightly interested in the possibilities of mobile want to dig in and give a campaign a try, and provides the tools and resources to make it possible!
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