Mobilized Marketing: How to Drive Sales, Engagement, and Loyalty Through Mobile Devices -- Contents -- Acknowledgments -- Foreword -- Preface -- Part I: The Early Years -- Chapter 1: Radio's Days of Glory -- Chapter 2: Hipcricket's Beginnings in a Starbucks -- Chapter 3: Mobile at the Start of the Millennium -- Chapter 4: American Idol Engages a Nation -- Chapter 5: RAZR Sharpens Mobile's Focus -- Chapter 6: Hipcricket's First Customers -- Chapter 7: Listening to the Consumer -- Chapter 8: The Brands Show Some Interest -- Chapter 9: Mobile as a Natural Progression -- Chapter 10: Mobile in the Fight Against Cancer -- Chapter 11: Stops and Starts -- Chapter 12: Build Me an iPhone App -- Chapter 13: Hipcricket Matures, Rebrands -- Chapter 14: It's Not Spam on the Phone -- Chapter 15: Texting with the Phone to the Ear? -- Chapter 16: Mobile Award For Dummies -- Part II: The Present -- Chapter 17: The Recession's Effect on Mobile's Growth: Businesses, Especially Retail, Feel the Pinch -- Simon Shops for Visitors -- Time to Get Personal -- Text Programs to Be Inclusive -- Value Perceived Despite Inexact Measurement -- Chapter 18: Behavior Changes Seen in All Age Groups -- Chapter 19: Mobile Gets Busy: The Rise of the Call to Action -- 34 Cars Sold after None Moved in More Than One Month -- Chapter 20: Radio Regains Its Magic -- Chapter 21: Hipcricket Weathers the Recession -- More Radio Success -- Clear Channel Cleveland -- Hearst Baltimore -- Clear Channel Detroit and Seattle -- Ramar in Lubbock, Texas -- Jiffy Lube Tracks New Customers -- Tom Joyner Converts a Monologue into a Dialogue -- Chapter 22: The Brands Rebound from the Recession -- Selling on the Fear Factor -- Engaging the Brands -- Chapter 23: The Rise of Loyalty Clubs -- Arby's Goes Mobile Late-Night -- Chapter 24: MillerCoors Drinks from Android Cup.

Chapter 25: Belle Tire Rolls with Mobile -- Chapter 26: Other Brands Produce Notable Campaigns -- Macy's: Mobile as the Ticket to Backstage -- Perrier: Hot, Hot, Hot -- Ford Has a Better Idea -- Chapter 27: Trends -- The Convergence of Mobile and Social -- Facebook Mobilizes -- Twitter Takes Off -- Feature Phones -- Smartphones -- They Are All Megaphones -- Moments of Trust -- Responding at the Point of Impression -- 2011 as Year of Mobile Commerce -- Privacy Concerns or Win-Win Customer Relationship Management? -- Chapter 28: Innovation: Emergence of Multiscreen Marketing -- The Introduction of Tablets -- Reaching Beyond Boomers -- Better Life, Better Sex, Meet New People -- Tablets to Rule the World? -- CNN Reaches the World's Audiences in New Ways -- ESPN: Mobile Hits and Misses -- The iPhone Influence -- ESPN's Lineup of Products -- The Fan Has a Voice -- Serving All -- The End of the DVR? -- Mobile as the First Screen -- How a Marketer Might Look at ESPN -- Giving Fans Their Fill -- ESPN and the Mobile/Social Convergence -- Other Statistics Provided by ESPN to Show Mobile'sExpanded Role -- The "Remote Control for Life" -- Chapter 29: Looking Internationally for Guidance -- Restrictions for U.S. Marketers -- Learning by Observing -- When Thinking Global, Think Local -- Canada Plays Catch-Up -- The Contrasts between Europe and America -- Latin America-One Size Does Not Fit All -- How Microsoft Handles Disparate Markets -- Chapter 30: Hipcricket Builds for the Future -- Part III: The Future -- Chapter 31: Determining Whether Mobile Has Arrived -- Chapter 32: The Ever-Changing Consumer -- Chapter 33: The Tools You Can Use: Considering Mobile Products and Services Individually -- Messaging -- Mobile Web -- Mobile Advertising -- Mobile Apps -- QR Codes -- Location-Based Services -- Geo-Fencing -- Check-In Services (Or Is It, "Hey, Check Me Out"?).

Near-Field Communications (NFC) -- Mobile Video -- Chapter 34: The Real Questions Marketers Should Ask -- How Fast Should I Go? How Much Time and Dollars Should I Devote? -- Have We Crossed the Chasm? -- Do We Have Enough Metrics to Make Wise Decisions? -- Will Consumers Continue to Seek Out Offers? -- What's the Future of Mobile and Social? -- Does My Vendor Protect Me? -- Will Transparency Move My Business? -- How Will Mobile Change with the Passing of Steve Jobs? -- Should We Be Looking for Innovation or the Maturing of Existing Technology? -- How Do I Find a Job in Mobile? -- How Do I Select a Mobile Marketing Provider? -- Twitter vs. Mobile: How to Decide? -- Can I Capitalize on the Hyperlocal Opportunity? -- Chapter 35: Advice from the Smartest Marketers -- Get Mobile to Go Mobile -- Alter Course or Have Thick Skin -- Be on the Lookout for the Wave -- Don't Offer Excuses -- Watch for Small and Large Changes -- Look Beyond the Obvious -- Think Beyond the Funnel -- Remember Mobile Is Not the Same as Online -- Find Multiple Ways to Engage -- Think One to One, Not One to Many -- Reconsider Traditional Media -- Conclusion: So Where Are We with Mobile Marketing? -- Epilogue -- Easy Peasy -- The Need to Say Please -- With Mobile Comes Responsibility -- iDontThinkSo -- My Beef with Taco Bell's Crisis Management -- Just How Important Are We as Individuals? -- How Big? -- About the Author -- Index.