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

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By Michael Dru Kelley (auth.)

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Similar to music detection, we utilized Shazam to allow the consumers pick up the sound of the TV spot. With one tap of this app, the brand would send consumers to where they could watch the videos instantly on their mobile devices. The goal was straightforward—get as many YouTube views as possible. But this is where the simplicity ended. The company’s mobile web experience was very complex and would not work as a single solution to the mobile activation of the short campaign, All Thumbs 25 which would only last a few weeks.

And mobile, with its wonderfully portable, ubiquitous presence, gives us real opportunities to take a 30-second spot and amplify it with extended content and brand engagement. ” The action screen is the only screen that has the distinction of being with us from the moment we are first alerted to a brand offer on TV, to listening to a radio ad for the same brand as we drive to the store, to perusing the aisles and checking out of the grocery line. It’s the action screen that can really aid a consumer both before and while they shop as well as build loyalty for and ease future purchases.

I started to reference this concept in the first chapter, but now it’s time to dive more deeply. “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.

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