By Michael Dru Kelley (auth.)
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Additional info for All Thumbs: Mobile Marketing That Works
Seasonal campaigns, such as those used during a few weeks of a holiday period, are ﬂeeting. You want campaign-driven mobile experiences to be limited in features, ﬂuid in design, and even disposable at the end. You should certainly pull aspects of the website or mobile app into a campaign’s action screen, but it should not exclusively dictate the experience, just as a company’s digital team can’t possibly change their “ﬁxed” digital assets for every 44 All Thumbs campaign. Similar to how we shop in a grocery store, we should pick and choose among existing web features before putting these selections into a custom mobile experience that is effective in supporting and delivering on the campaign objectives.
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. Action screens are different—think of actions more like promotions. ” Recently, I worked with a major liquor brand on producing recipe videos for its various products and then proposed activating a mobile experience in-store so consumers could download the videos right to their phones.
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. 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.