By Michael Dru Kelley (auth.)
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Extra resources for All Thumbs: Mobile Marketing That Works
There may come a time, as smart devices become ubiquitous, to introduce a personal advertising platform like the one I failed to create . . the ﬁrst time. 54 All Thumbs C O N S UM ER- CENTRIC M ARKET ERS WILL WIN ON M OBILE—T HE M OST P ERSONAL PL AT F ORM EVER Our mobile phones have become personal accessories with options that give the owners a sense of style, function, identity, and more. This means you need to get pretty personal with your consumers. And there is a ﬁne line between getting personal and being offensive.
The brand saw a rise in awareness, time spent with videos, record coupon usage, and unique visitors to the website. Creating and deploying the action screen requires many departments within a company and their agencies working in tandem. This is probably the most critical and difﬁcult step to achieve. 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.
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. Consumerist or consumerism is a function that should be a formal role in businesses today. Everyone in a company thinks his or her job is to focus on the consumer.