We’ve never done a book review on the Circle44 blog, mostly because anything in the mobile space that makes it to print is generally outdated and not relevant enough. Over the weekend, I read (or leafed through) Mobile Marketing for Dummies and found it to be a tremendous resource. The book is extremely comprehensive, almost to the point of being overwhelming (it is 300+ pages).
Although the book is clearly focused on mobile marketing, the introduction is a great primer on marketing in general. Too often mobile is selected as a tactic before there is a clear strategy or marketing plan. This book starts at the beginning, coming up with a plan, then walks readers through all the various aspects of mobile marketing.
One of the most helpful features of the book is the tremendous amount of charts and diagrams. If you are new to mobile marketing, even just looking at the charts without reading the chapters would give you a great starting point. The other notable feature of the book is the specific examples and URLs for solution providers. Although these will change quickly, as of publication (6 months after writing I think), most or all of the companies are top players in the industry.
The book thoroughly covers text messaging/SMS in the first three chapters within the meat of the book. If you are thinking about running a text message campaign in 2011, these chapters are a great read. The book also covers mobile web, apps, advertising, IVR, social and Ecommerce. The only thing that I think was missing in this comprehensive guide is analytics within apps, knowing when and how people are using apps you build. Otherwise, the authors left no stone unturned.
One thing I’m left wondering at the end of the book is who is the audience? The book is so comprehensive that a marketing or mobile marketing newbie will be overwhelmed. And for those already engaged in mobile marketing wanting to go to the next level, although this book is probably useful, they may be scared away from the Dummies title. I think just about anyone involved in marketing can benefit from the book, so dive in and take it slow. There is a lot to be learned in this ever-changing mobile marketing world.