All Thumbs: Mobile Marketing That Works by Michael Dru Kelley (auth.) PDF
By Michael Dru Kelley (auth.)
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Extra info for All Thumbs: Mobile Marketing That Works
Given the explosion of technology, the advertising industry has largely been guided by the ability to track consumers and digital data, and as a result, science seems to win out over the art of creativity. However, many in advertising will agree that great creativity still breaks through the clutter regardless of how well science helps you target. ” 52 All Thumbs W HAT’S A CONSUM ERIS T? I started to reference this concept in the ﬁrst chapter, but now it’s time to dive more deeply. “Consumerist” is a term that I increasingly use to describe someone in a company that naturally and genetically puts the consumer ﬁrst in almost every regard and becomes the consumer’s staunchest ally even if it means lower short-term proﬁts, pain in the face of negative research ﬁndings, and adjustments to product development and in creating marketing experiences that are practical and functional.
These experiences are very cost and time effective to develop for any campaign. ● With the action screen, brand teams and agencies need to work together to ensure a seamless experience and analysis of results. CHAPTER 3 Beginning a Mobile Strategy OK READERS, THIS IS MY VENTING CHAPTER. This is where I piss off anyone who has a bachelor of science degree or an MBA or a Master’s degree in anything—accountants, engineers, coders, product developers, etc. From my experiences, advertising and marketing is a blend of both science and art, which is ironic given that completely opposite parts of the brain are tapped for each.
As a result, they did not want to ruin the spots with a small bottom-screen overlay that would drive viewers to the action screen. While they initially lost the battle, the creative agency eventually convinced a lower-level advertising manager to pull the call to action on the spots and eliminated any trafﬁc to the mobile experience. It was really disheartening to see this abandoned, especially after seven days of strong results across the spots where 10 percent of viewers continued to the mobile action screen, with more than half that number ordering the free sample and providing a wealth of data in the process.
All Thumbs: Mobile Marketing That Works by Michael Dru Kelley (auth.)