All Thumbs: Mobile Marketing That Works by Michael Dru Kelley (auth.)

By Michael Dru Kelley (auth.)

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Extra info for All Thumbs: Mobile Marketing That Works

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They were the innovator of video content discovery and, in my opinion, they still have it right. My business and life partner Mark Berryhill, who works with me on mobile projects and is one of the pioneers in branded video, comes from a TV production background and says, “Content—especially video content—still feels like it needs to be scrolled up and down. ” From a design perspective, I have also found that if you design a standard content framework to scroll from side to side, then you are greatly limiting the space you have for titles, 24 All Thumbs icons, and social sharing, among other features.

And it’s that action screen that can be critical to managing the ongoing relationship with consumers, especially if they are under the age of 40. Many in the industry who primarily toil in mobile also share this point of view. ” QR codes, or “quick response” codes as I originally referred to them, are often seen in print ads that appear as small, jumbled-up crossword puzzle–like images that you can 34 All Thumbs scan with the camera feature of various apps to immediately take the action or visit the website the brand is offering right on your mobile phone.

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.

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