![[Book Review] Social Media & Mobile Marketing by Punit Bhatia](https://laffaz.com/wp-content/uploads/2019/09/introducing-social-media-mobile-marketing-by-punit-bhatia-1024x536.jpg)
Title: Social Media & Mobile Marketing
Author: Puneet Singh Bhatia
Publisher: Wiley
Publication Date: 15 April 2019
Edition: Kindle and Paperback
Pages: 272
ISBN-10: 8126578076
ISBN-13: 978-8126578078
Digital marketing which began as an experimental area for marketers some years ago has transformed itself to a holistic field of study. With media customers shifting from mass promotional channels like TV, Newspapers & Magazines towards digital forms of media consumption, digital marketing is bound to change the marketing landscape going forward.
These changes along-with upcoming focus on social media, mobile marketing, video consumption, etc make it crucial for marketing professionals to develop a closer understanding of this field to be able to develop and implement cutting-edge marketing strategies. And that one book that streamlines all these aspects is the ‘Social Media & Mobile Marketing’ by Puneet Bhatia.
About the author
Puneet Singh Bhatia is a digital marketing professional with over 15 years of experience cited with the ‘100 Most Influential Marketing Tech Leaders Award’ by CMO Council and World Marketing Congress in 2016 and followed-up with ‘100 Most Innovative Marketing Tech Leaders Award’ in 2018. Social Media and Mobile Marketing is Puneet’s third book in marketing. Prior to this, he penned an Amazon Bestseller Fundamentals of Digital Marketing with his first book being an adaptation of a global textbook on ‘E-Marketing’ in 2015.
About the book
Social media and Mobile marketing exemplify two extreme pivots of any human behaviour. While the first marketing form (social media) establishes the desire of an individual to connect to the largest (like-minded) human audience possible, the second form (mobile marketing) reflects that person’s inner-most need to view the world through a most personalized and private lens. This dichotomy of any living being to generate external influence among their social groups and at the same time exert personal control over their actions gives power and credence to this title to help marketers tread the delicate path between community and personalization, merging both actions for a winning combination.
Social media marketing added a unique aspect that was missing in Web 1.0, which was interactivity. With social media applications taking turns to reach the podium (from ICQ to Orkut to now Facebook, Instagram, Twitter, etc) this landscape has witnessed an incredible change based on the nature and type of social interactions consumers have thrived for. This book attempts to help readers understand the overall social media landscape, lay a conceptual foundation to execute key deployment stages and showcases top platforms (their feature and functionalities) towards implementing social media marketing in today’s times.
Mobile marketing has seen a whirlwind rise from the first time Alexander Graham Bell introduced the telephone in 1876 at the Centennial Exposition in Philadelphia, US, till the launch of the latest smartphone you hold in your palm today. Mobile’s ubiquity, feature-richness and ability to hold humongous data has made it the front-runner to deploy multiple marketing campaigns which can be deployed at the most personal level. This book aims to introduce readers to the evolution of mobile network technology, understand the mobile consumer and key stakeholders, establish a mobile marketing deployment framework and review multiple execution use-cases (establishing a presence, extending presence, partner execution) and their types.
Key Takeaways from the book
Social Media Marketing
▸ There is an ongoing shift from ‘Passive to Interactive Marketing’ – Marketers should trace the movement from ‘Transactional to Relationship to Social Media Marketing’ driven by shifts across four pillars: Brand, Technology, Channel and Consumer.
▸ Leverage industry frameworks like Honeycomb Model: The text introduces readers to the seven constituent blocks of Social Media marketing including Identity; Conversations; Sharing; Presence; Relationships; Reputation and Groups.
▸ Word-of-Mouth Marketing is the most potent form of social media marketing: The book explains the four key ways in which ‘Word-of-Mouth’ marketing strategies are executed- Evaluation, Embracing, Endorsement and Explanation strategies.
▸ Maps the Rise of Influencer Marketing: The book explains ‘Online Social Influence Model’ towards developing three key types of Influencers- Opinion Leaders, Brand Advocates and Celebrities and emerging trends in influencer marketing.
▸ Leverage Social Influencer Engagement Cycle: Interactions of key social media stakeholders can be mapped through the ‘Marketer-Consumer-Influencer (MCI) Social engagement model’ which is explained across five key stages: Create, Converse, Community, Collaborate and Commercialize.
▸ Strategic models like @SocialLandscape Model help understand key needs across each of the five social media stakeholders: The text elucidates key actions of each of the five social actors including Brand, Marketer, Platform, Consumer and Influencer.
▸ Marketers need to establish a 24-step SOCIAL Media Marketing Framework: The book provides an extensive SOCIAL Media Marketing Framework to help marketers deploy Social media marketing across six key stages: Scan, Objective, Campaign, Implement, Analyze, Leverage.
Mobile Marketing
▸ Mobile marketing is driven by three unique factors: ubiquitous network, constant access and usage of a personal device.
▸ Multiple elements constitute mobile marketing: information and entertainment value, interactivity, permission, virality, user interface and chosen platform.
▸ A Mobile Growth stack includes two key elements: Analytics inclusion right from MVP development (during Pre-Launch stage) and deploying the Stack as a Framework for Growth (during Post-Launch stage).
▸ Mobile service consumption can be classified across four key factors: consumption type, usage context, social setting and relationship between customer and service provider.
▸ Four phases of ‘Consumer Decision Journey Framework’ are critical for mobile marketing implementation: Phase 1 (Initial Consideration and Discovery); Phase 2 (Active Evaluation); Phase 3 (Moment of Purchase); Phase Four (Post Purchase Experience).
▸ Marketers need to understand the four stages of the Mobile value chain for implementing mobile marketing: Campaign Strategy; Creative and Build; Aggregation, Delivery and Measurement and Network Transmission.
▸ Marketers need to establish a 24-step MOBILE Media Marketing Framework: The book provides an extensive MOBILE Media Marketing Framework to help marketers deploy Mobile marketing across six key stages: Mobilize, Objective, Build, Implement, Localize, Engage.
Editor’s note
The genesis of the title ‘Social media and Mobile marketing’ lays in providing students the right information needed to understand the core concepts and strategies behind implementing social media and mobile marketing. For newcomers into these two emerging areas, it is crucial to start their journey with a clear understanding of key digital marketing concepts, social and mobile channels and how both channels are being deployed with the use of multiple tools and technologies. ‘Social media and mobile marketing’ text will equip upcoming professionals to not only understand how top companies have leveraged these two areas but also provides requisite frameworks for them to assess their approach towards successful ongoing implementations.
Over to you
Thank you for reading my review of the Social Media & Mobile Marketing textbook. If you are someone looking for that one roof that can take you through the evolution of social media marketing and mobile marketing; and the strategies that can help you scale the marketability of your business and startup, then I wholeheartedly welcome you to try this book. To know more or buy, just head over to the Amazon page of the book.
