Demystifying world of mobile marketing

With 75 percent of the world's population having access to a mobile phone, marketers are scrambling to understand how consumers might invite them onto their devices.

"Mobile is the fastest-growing arena of marketing, but it is also is a space that can be intimidating for all types of business because the customer is in total control and brands have to be invited in," says digital communications expert Tom Eslinger, the Worldwide Creative Director of Digital at Saatchi & Saatchi (New York). "We've pulled back the curtain and show that it doesn't need to be scary. Start with a creative idea, understand the execution options, manage your budget and resources, and plan for every step of the process."

In his book, Mobile Magic: The Saatchi & Saatchi Guide to Mobile Marketing, Eslinger offers a roadmap for creating effective mobile marketing campaigns. From creative concept to campaign maintenance, Mobile Magic draws on the experience of Saatchi & Saatchi's leading digital practitioner.