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

The future of marketing is on mobile devices and most businesses know next to nothing about it.    75% of the world now has access to a mobile phone; 235 million Americans own a mobile device; 85 million shop on their smartphones. In 2012, the average person spent 82 minutes per day using their phone for non-talk activities (thats more than double the same figure in 2010). Cable and satellite has fragmented television audiences. Newspapers and print magazines are dying. Even desktop computers sales are diminishing. To marketers unfamiliar with the special challenges of mobile, the territory feels complicated and even scary. Mobile Magic offers the bridge over those concerns by providing a birds eye view of the process from one of the worlds most experienced mobile marketers. Starting with an outline of the mobile marketing opportunity, Mobile Magic covers four keys to success for mobile campaigns understanding the technology and the most popular devices demystifies the decision points and the costs involved the design process for getting a great looking interface secrets of selecting the right media channels navigates the production process and selecting agencies traverses complexity vs simplicity vs scale scenarios shows what winning looks like ROI=Return on Involvement gets the cash registers ringing in-store, online, on the move showcases winning mobile marketing campaigns From small business owners to the C-Suites, Mobile Magic will help newcomers and non-digital natives alike to understand the basics, learn the language, and find the right partners to create mobile magic.