I wrote a blog about the futility of using demographics in marketing. It struck a chord and many referenced the posting. I explained that demographics were a useful method to collect customer insights, and then to build segmentation and targeting propositions for marketing ...in the last century. And that more advanced digital interactive methods were now available to get far better insights about customers, not on assumptions made on our demgraphics data (age, address, marital status, gender etc) but rather based on real behavior.
In my blog I mentioned Google Adwords as the validation of the concept. Obviously you cannot do Google Adwords through the cinema screen or on the radio or in a newpaper ad. This is honest real innovation in advertising. Then in my blog I mentioned that Google Adwords are a a new ad model for "the 6th mass media channel" ie the internet, but that a newer, seventh mass medium has emerged (mobile) and that it is far superior, compared to the internet, with unique abilities that even the internet cannot replicate.
For many in the advertising and marketing industry (or mass media for that matter), that may seem an astonishing statement, perhaps even seem illogical ("but surely the tiny screen and poor keypad..") So let me explain how all of marketing will move beyond demographics, and will increasingly collect the best customer data from our phone, not based on demographics, or any other surrogate data like what newspapers and magazines we buy (and TV channels we watch), or any surveys of our stated preferences; and yes, most importantly also, better data than what we can possibly get on the web.
SEVENTH MASS MEDIUM IS NEWEST
There are seven mass media channels (see Wikipedia, Seven Mass Media). In chronological order, they are: 1st mass medium Print (magazines, newspapers, books, billboards etc); 2nd mass medium Recordings (records, tapes, video cassettes, CDs, DVDs, etc); 3rd mass medium Cinema; 4th mass medium Radio; 5th mass medium TV; 6th mass medium the Internet; and 7th mass medium Mobile.
Each of the 7 media is different. Each mass media channel has particular benefits so certain content types fit it particularly well.
INTERNET THREE UNIQUE BENEFITS
The internet introduced three unique benefits that you could not do with any of the legacy mass media at the time, by the early 1990s. The internet was interactive, it introduced search, and it allowed social networking. You can't do any of those in print, radio, cinema etc.
Note that these three unique benefits, when used with legacy mass media concepts like newspaper websites or YouTube videos or the iTunes music store etc, will add to the utility, making the internet media experience better than the same experience on legacy media channels. We can search the NY Times archive! We can leave a comment to the journalist, and we can blog about it (or Twitter) and get the viral effects. Using the unique benefits of the newest mass media, we can build more compelling media concepts.
NOT PERFECT DIGITAL FOOTPRINTS
But the internet arrived with a false promise to media and to marketing. The internet promised us a "segment of one" and that we could gather perfect customer insights. A marketing professional's dream. To know not what people claimed in surveys, or some statistical averages of mass audiences, but real individual actual factual usage of services and thus real info on the consumers. What marketing professionals pursued like a eldorado, turned out to be fool's gold.
On the web, the consumers regularly give wrong or incomplete data to profiles and surveys. Many PCs are behind firewalls and IP addresses are often allocated dynamically. The standard spy to track individual users and their data, the cookies, are often deleted by users. Users can access our service from numerous PCs like one at home, another at work or school, yet another at an internet cafe, etc.
Pleasee understand, the internet is FAR better than nothing, but it is very imprecise and unreliable. If you have a major branded must-go site, like Amazon or Facebook, then yes, within that given service, you are able to probably capture incredibly powerful and actionable data - witness Amazon book recommendations - but still, the internet on the whole, across 1.4 billion users, is mostly a marketing wasteland. What seemed like useful, turned out mostly useless.
MOBILE SEVENTH MASS MEDIUM
So we have the newest of the media channels, mobile. The seventh mass medium only became a media channel in 1998 when the first media content (music, ie downloadable ringing tones) were introduced. Mobile is by far the newest and thus also the least well understood mass media channel.
Almost all experts from legacy media, including print, TV, internet etc, who first consider a mobile phone as a media option, will obsess with the small screen and tiny keypad and think this is an "inferior": mass media channel. they think of mobile as the dumb cousin of the internet, the inferior sibling of the PC, the lesser screen, etc.
Those are fatal misunderstandings. Mobile is not the inferior medium. Mobile is the newest mass media channel, and it is incredibly powerful. But more than that, it is as different from the internet, as TV was from radio.
Mobile is as different from the internet as TV was from radio. What does that mean? All content, every single content type that had ever been created for radio, when TV appeared in the late 1940s and the 1950s, was immediately and successfully replicated to TV. All of it. But TV then went and created countless formats that you cannot do on radio - the music video, the game show, reality TV like American Idol, Strictly Come Dancing etc.
Mobile, just like TV copied all from radio, will copy all from the internet. ALL of it. And then, just like TV generated content and formats you CANNOT do on radio, so too mobile will develop (and has already commercially launched) media content formats and types, you cannot do on the internet. Consider that first media content for mobile - ringing tones. Yeah ringing tones, a 5 billion dollar global industry - three times bigger than all digital music sold by Apple iTunes to iPods worldwide. We sell those short snippets of music to mobile phones, but we don't sell ringing tones to our laptops. There are literally hundreds of services on mobile that you cannot commercially deploy on the internet.
MOBILE DOES WEB - WEB CAN'T DO MOBILE
Of the three unique benefits of the internet, they all are obviously available on mobile. We have interactivitiy on mobile (SMS text messaging is the most widely used data application on the planet, with more than twice the number of total users than all users of any type on the internet). Search exists on mobile. And social networking is on mobile (think Twitter).
Just like the internet a decade ago, when it started to cannibalize the five legacy mass media, today mobile is discovering its abilities. And mobile is equally capable to cannibalize all six legacy media including the internet, but very importantly the opposite is not true. The legacy media including the internet, cannot cannibalize mobile. Why, because mobile has seven unique beneifts. Not three like the internet, seven.
SEVEN UNIQUE BENEFITS
We've discussed the 7 unique benefits at this blog and my parallel blog www.7thmassmedia.com to considerable degree with lots of examples. Obviously my current hardcover book, Mobile as 7th of the Mass Media explains in deep detail not only the 7 unique benefits, but also at length why the small screen size and tiny keypad are not obstacles for mobile as a medium. In this blog I will focus only on the marketing insights, beyond demographic and other such archaic data about customers.
The seven unique benefits of mobile are obviously
1 - mobile is the first personal mass medium.
2 - mobile is permanently carried.
3 - mobile is always on.
4 - only mobile has a built-in payment channel.
5 - mobile available at creative impulse.
6 - mobile most accurate audience data, and
7 - only mobile captures our social context of consumption.
Lets see how these can improve customer insights.
DIGITAL FOOTPRINT IS NOT DIGITAL IDENTITY
We as marketers should not obsess with digital identity factors. Remember, demographics are worthless, and actually counter-productive. Get rid of them. Do not TRY to capture the digital identity of your customer. It does not matter to your business at all, what is my name, whether it is Tomi Ahonen or Tommy Ahonen or Tom Ahonen or Tim Ahonen or Tiny Tim Ahonen or Tina Ahonen. You can't sell me your service in any way differently based on my name, with the exception of name-related services (a coffee mug with my name? then yes, I don't want to have a mug that says "Tom" when my name is Tomi)
What we do want, is perfect unique identifier. that is why so many websites require us to register, so they know that if this PC connects to the service, it is actually me, and not for example my wife or kids or parents etc who might be also using this PC.
On mobile, and only on mobile, we have a (near) perfect unique identfier, our mobile phone number. That is unique. The home fixed landline phone number is not unique. With families, it is used by the father, the mother, the son and the daughter. But each will guard jealously their mobile phones - we do not share our phones even withour spouces, it is that personal, as Wired reported in 2006.
Please understand this, and internalize this. It does not matter one iota, what is my name, my age, my marital status, my address etc. The digital identity and demographic data is not actionable; certainly so poorly actionable when compared with our digital footprint, that the identity is irrelevant. Don't annoy your customers by repeatedly attempting to capture useless data. If you can communicate with your customer electronically (and don't deliver goods to the home), don't even bother to ask for a home address. Why do you need it. Who cares? Its USELESS (except for deliveries if you actually sell real good delivered to the home like a book or DVD)
DIGITAL FOOTPRINT IS ACTIONABLE
What do I mean by digital footprint? I mean, that we know - and the mobile (cellular) network automatically tracks perfectly - what I do. Who cares what my parents named me? Or where I (claim to) live? But if my mobile phone number is 123 456 7890, and that number visited a WAP site about Fomula One racing, and that same phone number downloaded the movie trailer for 007 Quantum of Solace and that same phone number paid for the London congestion charge 27 times in the past two months - you can be sure the owner of 123 456 7890 is a James Bond fan, watches Formula One racing and works in London (and drives a car to work, as the person pays the congestion charge).
It doesn't matter at all, if I am a man or woman, if I'm 21 years old or 81 years old, married or single. I am an F1 fan, love 007, work in London and drive a car. We get (near) perfect digital footprints that are (almost) always unique to that same person, and not their spouce or brother or sister or parent or child. Now, if this same phone number accesses the Playboy site one weekend and downloads some screen savers, you can be sure, that it is still the same person. No matter what the person would say in a survey ("Oh, I don't download porn") or even if the person is of a religious faith which does not approve of adult entertainment etc. The digital footprint on our phone is the real activity we do, and is personal.
So yes, the first unique beneifit of mobile as a mass media channel is that moblie is the only personal medium. Even the internet is only semi-personal. While you may own your own laptop and not share it, many families share PCs, students share PCs, many business enterprises share PCs and many IT support people can access and monitor and even control (block, delete) uses and data on company-owned PCs etc. The internet is semi-personal. Only mobile is truly personal.
What can we do with it? Tons. Note that the phone is a device many users personalize. We don't personalize our TV sets or our FM radio on the bedside table or in the kitchen. But we do our phone. Ringing tones, screen savers and logos. Interchangeable covers and faceplates. Here in Asia they hang little trinkets and toys and decorations to phones, like tiny teddybears for example. And of course the stickers..
Now, what do we get out of this? The personalization can reveal many of our passions. We tend to decorate our phones with themes and brands related to what our passions are. In my case, the Ferrari F1 engine ringing tone. You can be pretty sure that if this phone number downloaded a Formula One engine ringing tone to the phone, that person has a high level of interest in F1 racing. I mentioned in the previous blog that I am a fan of rap music. Now, if I wanted to appear very sophisticated and smart (being 49 years old), I might say in some surveys that my music tastes are classical music, Beethoven, Mozart, Sibelius etc, which is kind of true, I do like it. But if you track my phone behavior, even though yes, I do like classical music, I never buy it. I have never downloaded any classical music but I do love my rap music from Chamillionaire to Public Enemy. The digital footprint does not lie.
If you think "but that is not me" - fine, you don't care for 007 and not F1 racing and not rap music. This works with everyone and for anything, it only takes time for the apps to be there. Take golf. What if you had a free, mobile phone app, which shows the present weather at your fave golf greens? Allows instant bookings and gives alerts when there are cancelled times at the green. Includes some expert advice from your fave golf pro with a weekly free video clip of advice, offers some occasional special offers to your fave pro shop, and is all free, sponsored by one of the major golf club manufacturers? Wouldn't this appeal to just about any golfer? Download it to your Blackberry or iPhone or N95. Carry your golf assistant in your pocket every day.
Every passion will find these adver-apps. We had for example a formula one related multiplayer free racing advergame at the Shanghai F1 race last year, sponsored by the Puma running shoe brand. They used the game to drive F1 fans to visit the official Puma stores in China. Whatever your passion, NBA basketball or American Idol or fishing or the soon-to-be-born baby as your first child, whatever the passion, there can be, and there soon will be services for it, around mobile. And we will be able to then collect real interests and accurate info about our consumers using it. I Poland they used a famous TV celebrity chef to provide cooking tips as free video clips, sponsored by the soup makers Knorr. I personally couldn't care less about cooking but if thats your passion, you'll love this free service and the dozens of free cooking tips and clips.
Lets move on. The phone is the first thing we see when we wake up and the last thing we see when we go to sleep (as most people now use the alarm on the phone). We carry it everywhere, including the bathroom (where we indulge in our fix of more messaging, either SMS or Blackberry email, as we are embarrassed how we again need to send more messages and don't want to let others know)
The network tracks every moment where your phone is. It need not have GPS technology enabled, it will be accurate enough to know if you stayed home today (called in sick) or actually left home and went to the neighborhood pub for a few drinks. What can we do with this? I don't want the snooping services and I certainly don't believe there is a valid sustainable business case for "location based spam ads:" ie you walking down the street and getting ads from nearby merchants.
But what we can do, is to use the location info, and capture passion-based audiences. Imagine Madonna playing Wembley Stadium in London. Every mobile phone in Wembley Stadium is a Madonna fan (almost, some may be janitors etc). If Madonna sends a welcoming message to every audience member phone to Wembley Stadium a few minutes before her concert, and offers fans the chance to join her mobile phone based fan club for free - she captures the phone numbers of 20,000 of her most passionate fans in London. These will not be offended to receive a message from Madonna - they will love to receive it. And Madonna? From now on, she needs no other marketing except send SMS and MMS messages to these die-hard fans (with viral marketing links, obviously, so these die-hard fans can then do the marketing on Madonna's behalf). So Madonna releases a new album, send the announcement adn pre-order coupon to these fans. Next year's world tour? Pre-sell Wembley Stadium with one set of SMS text messages to these fans. Better yet, give each fan the chance to buy 2 tickets - every fan knows one other fan who "should have been there" and now you sell out the biggest stadiums twice.. The first pop music artist to build its fan club around the phone was Hong Kong based duo Twins (think Spice Girls), six years ago.
No other media was intended to be always on. Our TV with 24 hour CNN news may be left on over night as we sleep, but it is not meant to be consumed 24 hours in a row. Our laptop may be with us, but we put the laptop to sleep mode so it is not actively connected all the time. But the mobile is always on. It can deliver Blackberry email messages or SMS text messages to bed as we sleep (20% of Belgian teenagers wake up regularly - regularly - to incoming SMS text messages at night)
Now the mobile allows us to do alerts. Real time alert. So for example last summer the Virgin rock concert in Australia. They had the full concert guide as a phone app. One of the features WAS THE announcements of who was going to be playing next. Anything in our lives that has urgency to it, the phone is by far the best method to deliver the news. Your stock market info. Have allergies? There are apps that tell you the real time personal weather including pollen counts and prevailing winds. When do you need to take your medication. In South Africa the banks offer alerts when your credit card has been charged. Go to a cash machine/ATM and withdraw money - the SMS alert arrives to your phone that your card was charged, before the cash has been dispensed from the bank teller machine, etc.
Only mobile has a built-in payment channel. Note the internet does not. On the web you have to either set up a Paypal or equivalent eCash account (less than 10% of internet users have such an account including Paypal) or else give credit card info or other payment method. The vast majority of the world's internet users do not have a payment vehicle to use. Most kids can't have credit cards etc.
But every single mobile phone account on every network in every country can handle payments natively. You can purchase a ringing tone, and download it to your phone, and that will either be charged to your monthly phone bill, or in the case of a prepaid (pay-as-you-go) account the cost of the ringing tone is deducted from your available balance. Same for paying to vote on American Idol etc. All mobile networks can do payments.
Currently most networks do not offer true mobile money and full mobile banking services, but they will come. Most payments today on most netorks tend to be small amounts like coca cola vending machines, the lottery, parking, public transport etc. And where they started early, the stats are becoming quite compelling. more than half of all single ticket payments in Helsinki public transportation is now paid by mobile. But don't think "micropayments" are the limit. In Kenya you can move up to one million dollars in one money transaction from one phone account to another. Pay for your house by mobile? Can be done. Is being done..
This is only the beginning. Banking will go mobile. Credit cards will go mobile. Cash will go mobile. Quick examples. 20% of all banking accounts in Kenya are already mobile. Half of all new Visa cards in South Korea are now mobile. And cash? Estonia became the first country, where a specific cash-only purchase option has eliminated cash and only accepts mobile payment. Yes, a specific activity already today, which once only accepted cash (coins) now refuses them and only accepts mobile payments. It is parking. if you park your car in Estonia, bring your mobile, the parking meters no longer accept cash at all.
In countries as advanced as Japan and South Korea, and in the Developing World such as the Philippines and South Africa, you can today spend a week, with no cash and no credit cards, and do all money transactions on a phone. All of it, from air travel to trains to rental car to hotel to petrol to restaurants to movies to groceries. And yes, in those countries its not uncommon to receive your whole paycheck directly to your mobile phone account. Kenya became the first country where you can do worldwide money transfers to and from the local mobile phone accounts.
"But I'll never do that.." Yeah, sure. But what if it is automatically enabled, costs you nothing more, and is easier. Paying for parking, no need to dig for coins, to go walk to the parking meter, decide on how long to park (!), and then worry about if your parking payment has run out. All of these are solved with mobile parking. You always have the "correct change". You don't have to walk to the meter - it might be raining or be miserably cold etc - and the meter may be broken. You don't have to guess how long you might park, and inevitably sometimes overpay - and worse, underpay and receive a parking ticket. All of these are eliminated with modern mobile parking payment solutions. It is inherently better than using coins.
So you don't own a car? What if you get a financial incentive to use the mobile payment option? In India your utilities (gas, electricity) will give a 5% discount if you pay directly by mobile rather than cash at their dealer. In England Orange will sell you two movie tickets for the price of one any Wednesday if you pay by (Orange network) mobile phone. Do not kid yourself, money is already migrating to a phone near you. Soon you too will receive your salary - and pay your taxes - and pay your mortgage etc - on your phone. Mobile payments will become as common as credit cards and banking (debit) cards are today.
Image the power this brings. Think if MasterCard or Amex could offer an intelligent credit card, with an active screen, an interactive keypad, an active network connection AND a memory chip. What kind of superior services can be deployed. Show available balances in real time. When you travel and see prices in another currency, on your phone show the price in your own currency. Give alternate links to do price shopping. Offer real time couponing. "Rather than the 1 litre of Coca Cola, would you like a 20% discount coupon for Pepsi" etc. And mobile is becoming the virtual currency platform for many online services such as Habbo Hotel (children's Second Life, has over 100 million registered users in 30 countries) and Flirtomatic and Cyworld.
Eventually everything we buy will be paid for by mobile. No country is there yet, but in advanced countries about a quarter of the nation is at this level. So give this trend at least 10-20 years. But it is an irreversible trend. And far more powerful than credit cards or Paypal, we can build integrated and converged services on mobile utilizing money.
Evere major expert in mobile agrees that in the long run mobile money solutions (often called mobile wallets) will be the norm. Now, back to marketing insights about our customers. If ever you felt that airline or retail loyalty card schemes have a wealth of data, that is truly peanuts, copared to how powerful mobile money related data will become. its like comparing a children's storybook to the Encyclopedia Britannica.. This industry will own all commercial transcation data. Wow...
POINT OF INSPIRATION
This means user-generated content. The cameraphone in particular. If you're into blogs, Twittering etc, the phone is increasingly your main method of updates. So for those customers who are true advocates (our "army of fanatics" as UK marketing guru Jonathan MacDonald says) will be using their smartphones to promote their causes. And we will capture that customer insight, and we can join in the conversation if we learn to do engagement marketing, obviously rather than just old-fashioned interactive marketing. Mobile is becoming the focal point of all social networking. YouTube is headed to mobile, Facebook is headed to mobile, etc.
MOST ACCURATE AUDIENCE
This is a bit of a redundant benefit for data collection in this blog story, as I have already proven this point, but this also applies to cross-media uses. Mobile is a way to measure other media audiences, and being the most accurate at that too. TV for example. In New Zealand on local TV 2 channel, they used an interactive SMS points game to measure actual active viewers far more accurately than "Nielsen boxes" in a campaign that awarded various prizes to viewers. If you ask a TV viewer to send an SMS to the TV station when a given logo is visible on the TV screen, you get exact audience data. Not that the TV set was on. Not that someone was reading a magazine with the TV on the background. Not that someone started to watch but didn't finish watching for whatever reason (phone call, ha-ha). Most importantly, the SAME person could be tracked. Because we don't share our phones. POWERFUL info to help measure audiences of other media.
CAPTURES SOCIAL CONTEXT
The newest unique benefit of mobile as a mass medium is "captures social context" and this was only discovered last year, so we don't have actual examples for it yet. But let me explain and give a theoretical example. Take American Idol. If our phone number voted in American Idol, we know our phone owner is a fan of American Idol and was actively watching the show.
It is very likely that our Idols fan was also communicating about Idol - using the phone and mostly SMS text messaging - with other American Idol fans. And some of that SMS texting traffic would be during the broadcast of American Idol. Not everybody does this, but especially among younger viewers it is very common to send SMS text messages while watching TV.
If our Idols fan was sending text messages regularly during the Idols broadcasts to four other people and one other of those people also voted a couple times during the TV shows, we can be 100% sure, that this group of 5 people are all fans of the American Idols show and they watch it simultaneously.
Even if I did not ever once vote in the show, but I was texting with friends during the broadcasts, and some of my friends voted - then the social context of my consumption reveals the pattern. We find out what you do, not by what you consume, but who you consume it with. This is the ultimate technique into customer behavior ! Why? because our social context is more important to consumption patterns. We are inlfluenced most by what our friends recommend.
There is radical new social networking analysis already available about who influences whom. Note that any such claimed abilities based on internet info is inherently flawed due to the inherent shortcomings of the 6th mass media, obviously. If we don't know with reasonable accuracy who you are, then the accuracy of influencers is truly questionable.
But on mobile we know exactly who is who. we don't share our phones, not even with our spouces. So systems that measure influence in social networks and "communities" that use mobile for identifying individual members of such communities, those can be incredibly powerful. The term "alpha user" was coined by Xtract (not to be confused with Alpha male type aggressive personality) and we explain this concept of course in our book Communities Dominate Brands, the signature book for this blog.
This is the future of marketing. Extremely precisely targeted marketing, aiming to engage with the true influencers (alpha users) in any given community. Note these are not always the ones with most "friends" or contacts. You have to monitor the actual behavior of members within the community to identify those who influence the others. And an alpha user of one community is not necessarily an alpha user in another community, etc. But this ability, the inherent ability to capture our "social context" of consumption and communciation, is the last, the seventh and probably the most powerful unique ability of mobile as a mass media channel. Expect enormous innovation in this space. New tools - like Google Adwords - will be developed to capitalize on this opportunity. If you are interested in inventing something truly life-altering (for the marketing industry) then explore this seventh unique benefit..
MOVE BEYOND DEMOGRAPHICS
So yes, in the last century marketing professionals were using demographics because it was far better than nothing. Today we recognize that demographics are incomplete, inefficient and even counter-productive. As far better methods have appeared, we can safely abandon demographcis as obsolete and learn to use the far more powerful methods from interactive media.
The internet is powerful. It has discovered many ways to try to capture consumer data and insights from cookies to search terms in Google Adwords. Please do not misunderstand me, the internet does provide today, and will provide much more in the future, methods to understand customers. Tools such as Amazon search insights will be developed and get ever better. Do not ignore the internet.
But the internet is the 6th medium, mobile is the 7th of the mass media. Mobile is newer, bigger, better. It has 7 unique benefits that even the internet cannot replicate. Each of the 7 unique benefits of mobile can help develop far more actionable customer insights than anything we could hope for in demographics.
ONLY PERMISSION BASED
One final comment. Mobile is our most personal media. We will feel very personally offended if our gadget and its service provider is abusive to us. All marketing activities on the phone have to be permission based. Please do not misunderstand me, I am not in any way advocating being abusive to your customers. Use engagemnt marketing methods, which by definition invite customers to participate. Not interruption but engagement. Like Blyk for example and its clones like Tomato Plus. They are achieving incredible satisfaction levels even though they bombard customers with 6 mobile ads every day. And yet, their honest engagement marketing based campaigns achieve response rates across all campaigns and users, in the levels of 25% to 30%. Not one pilot campaign. Thousands of campaigns with hundreds of major brands serving hundreds of thousands of registered users. Satisfaction so big, they get 30% not click-through rates, but honest response rates. That is what I want. Not spam. Not intrusive, interruptive, impersonal banner ads. Real engagement marketing campaigns !
THIS CHANGES EVERYTHING
If you work in advertising, marketing or media, please do study mobile, the newest and least-understood mass media channel. It will be far more relevant to your career than print, radio, TV or even the internet. Obviously if you want to read a book about this, I coined the term 7th mass medium and I am the father of most theories to this industry and am referenced in 50 books by my peers. My latest (sixth) hardcover book is Mobile as 7th of the Mass Media.
Now, if you work in advertising, then I have a real treat for you. 50 case studies of excellence in mobile advertising and marketing from 19 countries around the world, including several successful engagement marketing campaigns from Blyk to the Virgin rock festival. Russell Buckley, the Chairman of the Mobile Marketing Association (and VP at Admob) wrote the foreword. The 171 page eBook will load onto your iPhone or Blackberry so you can have 50 cases of excellence in advertising on mobile, in your pocket every day. The eBook costs only 9.99 Euros and is available for immediate download. Best of all, there are sample pages including sample case studies at the book pages. See Tomi Ahonen Pearls Vol 1: Mobile Advertising.