A review of ‘Mobile Marketing: How mobile technology is revolutionizing marketing, communications and advertising’ by Daniel Rowles – recommended reading if you are starting out in digital marketing, or you want to get to grips with the rapidly changing mobile marketing environment.
Reviewed by Sarah Alder, Digital Marketing Consultant, January 2014
What does Daniel Rowles like?
He likes to use Balsamiq for wireframing when he is building a new site, and WordPress to build it in. He likes up-to-date statistics and wants us all to use them when we plan our marketing. He likes it when people use all the analytics data that they collect.
How do I know this? I have just read Rowles’ book, Mobile Marketing, and what made it so readable was the strong sense of his personality that came across, as well as his practical experience of working with all kinds of organisations. When a book is easy to read, it makes it more comprehensible, you can remember the points made. When the advice is based on practical experience, it makes you more inclined to follow it.
So if you feel you ought to get a better understanding of mobile marketing (and I have read the book and the rather scary stats, and believe me, you do need to get a grip on it), then this would be a good place to start.
What is Rowles’ advice?
His main point is that you should approach mobile marketing in a planned and co-ordinated way, and you should see mobile as an integral part of your digital marketing, not an add-on. This is not a unique point but Rowles’ approach is to set out what you need to do to be an effective mobile marketer and then demonstrate why it is impossible to separate that mobile activity from the rest of your digital marketing. You convince yourself that the two are integrated really.
Highights of the book are:
- Bringing together all the aspects of mobile marketing; not just the mobile sites and apps and social media on mobile, but augmented reality, the much overlooked topic of mobile search and mobile advertising.
- Great sets of statistics he has gathered, with considerable thought put into providing them from sources that are regularly updated, so you can keep yourself up-to-date in the future.
- Repetition of key pieces of advice so that if you dip in and out and only read specific sections, you don’t miss out on important basic steps.
- Practical checklists to guide you through, for instance, producing a mobile marketing strategy, or approaching the development of an app.
- The discussion of responsive and adaptive designs, what they are, how they differ, how to decide what to use and how all that relates to decisions on whether or not to have a mobile only site.
I would recommend this book to anyone who is starting out with marketing or digital marketing. If you are joining our wonderful profession now, then you need to embrace it as a very-mobile and becoming-more-mobile-by-the-minute profession, and this book will help you with that. If you have been working in digital marketing for a while I think this brings together some sensible advice on the practicalities of mobile marketing, along with a good view of where mobile is heading. You might not learn a great deal that you didn’t know or assume, but it will put it into context and provide some great stats and quotes for convincing any unbelievers in your organisation.
My personal favourite is the section on apps, in particular “Many organizations rushed out and built apps just because they could. I witnessed dozens of conversations that started with “We need an app” and ended in protracted discussion about what it could do, and how much it would cost. Just as we’ve discussed in the social media section of this book though: just because you can do something doesn’t mean you should.”
I have had those conversations with my clients and I find it very satisfying when experts, like Daniel, agree with me.
Sarah Alder runs her own digital marketing consultancy and teaches a number of CAM accredited digital marketing courses for the Marketers’ Forum (TMF). To learn more about Sarah and her work, please visit her TMF tutor profile and her profile on Linkedin – uk.linkedin.com/in/sarahalder1/
For more information on the p/t CAM Diploma in Digital Marketing (Mobile) course TMF delivers please click here. New courses start in March, June and September 2014