"Marketing Without Wires" by Kim M. Bayne

Reviewed by Hiroko Kawai

Review:

Recently, with the explosive growth of the Internet and mobile devises, academics have been forced to overhaul marketing theories and marketers have had to develop innovative strategies to reach potential customers. According to a report in the January 24, 2003 issue of Nikkei Information Strategy (p. 62-67) one new mechanism for marketing has emerged. With an IC attached to a mobile phone strap, consumers' physical location can be specified and information regarding the best options and services to meet their needs can be sent at any time. This is just one example of how marketers must come up with a whole new set of rules to address the mobile consumer market.

Written by digital marketing expert Kim Bayne, this book gives us practical advice and guidance on how to effectively target the mobile consumer market.

Bayne clearly explains the major differences and similarities between wired and wireless marketing tools and demonstrates how to leverage them for optimum advantage. Throughout the book she also includes cutting-edge case studies detailing how companies are setting the trends for mobile advertising, and she helps marketers determine how to choose and implement the best options and services to meet their needs.

The following is the list of contents:
Chapter 1: The Wireless Revolution.
Chapter 2: Understanding the Wireless World.
Chapter 3: Unplugging Marketing Communications Strategies.
Chapter 4: Chartering Your Wireless Marketing Team.
Chapter 5: Building the Wireless Brand.
Chapter 6: Advertising Without Wires.
Chapter 7: Delivering Content to Wireless Devices.
Chapter 8: Untethering Public Relations and Publicity.
Chapter 9: Enabling Mobile Commerce and Sales Functions.
Chapter 10: Mobilizing Customer Service.
Chapter 11: Measuring Wireless Marketing Results.
Chapter 12: Budgeting for a Wireless Future.
Appendix A: Glossary.
Appendix B: Mobile Handheld Devices.
Appendix C: Wireless Carriers, Network Operators and Related Service Providers.
Appendix D: Solution Providers.

In Chapter 1, Bayne explains that there is no typical mobile user. There are many different wireless devices on the market today and just as many reasons to use them. Most wired sites are not for wireless users' consumption. It also answers the question, "Is the wired Internet dying a slow death?"

Chapter 2 overviews wireless with simple definitions, And Chapter 3 poses questions to remove obstacles for marketing communication strategies.

Chapter 4 suggests ways to organize a marketing team using an interesting quiz that asks "what's your wireless marketing IQ?"

Chapter 5 looks at branding through the mobile user's eyes, while Chapter 6 highlights current wireless advertisers and how they are reaching the mobile audience.

Chapter 7 offers some good ideas on what type of content users want, in a manner that will challenge skeptics. Chapter 8 contains some case studies of public relations (PR) practitioners, and Chapter 9 defines "the mobile point of sale" (mobile sales application for sales staff as well as customers).

Chapter 10 suggests what current customer services would be applied to mobile customer service, and Chapter 11 reviews typical measurement activities rephrased in wireless marketing terms. In the final chapter, Chapter 12, the author includes a few more budget line items so that we will have a good concept of what pulling together a wireless marketing program involves.

This book should be attractive to not only marketing professionals and project managers but also to tech-savvy consumers. In particular it is recommended for persons with no first-hand knowledge about mobile handheld devices and Internet marketing. But even for those with deep knowledge of these areas, or individuals who have experience measuring results and determining return on investment (ROI), the case studies might be interesting.

Ms. Bayne, formerly a technology-marketing executive, has been recognized as an author, journalist and pioneer in Internet and wireless marketing communications. From 1997 to 2000 she hosted "The Cyber Media Show with Kim Bayne". The hour-long show, which aired on NPR stations and in streaming audio on the Web, examined such topics as Internet use, marketing strategies, and tactics. Ms. Bayne has published "Kim Bayne's Marketing Lists on the Internet", the premier directory of marketing discussion lists, news groups, and forums.

Ms. Bayne has written trend analyses, opinion columns, case studies, profile features and product reviews for such trade publications as Business Marketing, eBusiness Advisor magazine, eMarketingToHer.com, eMarketingToSmallBiz.com, Internet Marketing & Technology Report, and Internet & Electronic Commerce Strategies. Ms. Bayne's columns of web site reviews, Internet marketing advice and opinion appear in print and on-line editions of the Colorado Spring' Gazette.