By Michael Dru Kelley (auth.)
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Additional info for All Thumbs: Mobile Marketing That Works
Regardless of what we call the screen, mobile has to have a seat at the table. “In meetings and with campaigns, we have to be diligent that mobile is now a permanent part of every effort. ” I have to agree with Wendy. Mobile has to have a place in the media value chain each and every time. My goal is to create a shift in our vernacular to ensure that mobile’s position in our plans, discussions, and executions happens sooner rather than later. Recently, my partners and I worked with several brands that were creating experiences on Facebook, but functioned only on computer screens, omitting the action screens.
The nonconsumerists barely cared what the consumers said. It wasn’t conscious; if you called them out on the rebufﬁng of the consumer feedback, they would have balked at the notion. But you could see their unease as the rawness of consumer testimony ran in the face of nice, neat proﬁt models, taxonomies for websites they painstakingly crafted, and long-established advertising models that they all surely thought could migrate from computer to mobile screen. ” While shunning the Beginning a Mobile Strategy 57 messiness of the consumer feedback, there was little doubt in my mind they would eagerly listen and contribute to discussions on proﬁts.
Come to think of it, neither had I. Undaunted, I forged ahead, knowing that the creative process would beneﬁt from more brains at work. The creative team working on the project was brilliant at storytelling, but didn’t understand the mobile distribution of the stories. In fact, they didn’t understand why someone would engage with their TV spots to get more content on their mobile devices. When I walked them through how TV spots, print ads, and even out-of-home marketing could engage consumers further with their brands via their mobile phone, it was an epiphany for the entire team.