By Michael Dru Kelley (auth.)
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Extra resources for All Thumbs: Mobile Marketing That Works
I began my career in the agency world when creative Mobile Is the Action Screen 47 and media buying were all housed together. Fast forward several decades and with today’s separation of such functions, I am still stymied, in many instances, that a brand’s creative agency might have never met or worked closely with the media buyers. This division can often prevent the creation of an action screen, or more so, it increases the risk that any effort gets abandoned quickly. With the action screen, we need to all work together to create the experience, execute media buys of the enabling technology such as Shazam or QR codes, and analyze the results together.
We invited clients to observe the focus groups, and we sat behind mirrored walls together to watch the random 20 or so participants we had plucked from the street, paid $75, and fed dinner. The sessions were wildly successful, because unlike standard focus groups that test products, entertainment concepts, or advertising messages, we were reviewing the latest developments in digital and mobile technology as well as the new forms of advertising to which consumers would be receptive. The subjects also got into the act by jumping up to the whiteboards and sketching out their own ideas for desired advertising experiences, especially with the still-emerging smartphones.
You don’t want to be going to your digital people every time you have a new campaign—which sometimes can happen every few days—to change the mobile app or website to support it. Asking for that level of support is ludicrous, cost-prohibitive, and impossible to engineer from a time perspective. Have you ever met a group of tech developers who told you they can ﬁnish something before you need it? 42 All Thumbs In her vast experience, Sue Kaufman adds, “The problem is that we spend months and hundreds of thousands of dollars developing TV spots and websites and then need to use them forever.
All Thumbs: Mobile Marketing That Works by Michael Dru Kelley (auth.)