Table Of ContentA L L T H U M B S
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A L L T H U M B S
MOBILE MARKETING
THAT WORKS
MICHAEL DRU KELLEY
all thumbs
Copyright © Michael Dru Kelley, 2014.
All rights reserved.
First published in 2014 by
PALGRAVE MACMILLAN®
in the United States—a division of St. Martin’s Press LLC,
175 Fifth Avenue, New York, NY 10010.
Where this book is distributed in the UK, Europe and the rest of the world,
this is by Palgrave Macmillan, a division of Macmillan Publishers Limited,
registered in England, company number 785998, of Houndmills,
Basingstoke, Hampshire RG21 6XS.
Palgrave Macmillan is the global academic imprint of the above companies
and has companies and representatives throughout the world.
Palgrave® and Macmillan® are registered trademarks in the United States,
the United Kingdom, Europe, and other countries.
ISBN 978-1-137-27927-9 ISBN 978-1-137-51016-7 (eBook)
DOI 10.1007/978-1-137-51016-7
Library of Congress Cataloging-in-Publication Data
Kelley, Michael Dru.
All thumbs : mobile marketing that works / Michael Dru Kelley.
pages cm
1. Internet marketing. 2. Mobile commerce. 3. Branding (Marketing)
4. Mobile communication systems. I. Title.
HF5415.1265.K392 2014
658.8(cid:2)72—dc23 2014004352
A catalogue record of the book is available from the British Library.
Design by Newgen Knowledge Works (P) Ltd., Chennai, India.
First edition: August 2014
10 9 8 7 6 5 4 3 2 1
CONTENTS
Introduction The Focus and Goal of All Thumbs 1
1 All Thumbs: The Simple Rule of Thumb for
Mobile Experiences 5
2 Mobile Is the Action Screen: Stop Calling It
“Second Screen” 29
3 Beginning a Mobile Strategy 51
4 When Your Past Mobile Marketing Efforts Have
Failed: Don’t Give Up! 67
5 TV and Mobile: Skip Skipping, Cause Pausing 77
6 The New Two-Fisted TV Viewer: Remote in
One Hand, Mobile in the Other 89
7 Read, Snap, and Enjoy: Mobile Just Might
Save Print 101
8 Impulse Buy! Retail Shelves Come Alive 123
vi Contents
9 Out-of-Home Becomes Relevant Again 139
10 Video Will Be Mobile’s “Killer App”:
Get Ready Now! 153
11 Data Gatherers: The More You Give, the
More You Get 177
12 The New Chief Mobile Offi cer 197
Index 212
INTRODUCTION
The Focus and Goal
All Thumbs
of
MY GOAL FOR ALL THUMBS IS TO DELIVER TO THE
reader the experience and practical know-how I’ve attained as
a seasoned marketing executive and entrepreneur. I have strug-
gled, like many of you, with less knowledge, less time to market,
and certainly less budget when making big decisions and need-
ing big results. To keep things simple, here is what All Thumbs
will focus on. With mobile devices reaching a penetration rate
covering the vast majority of adult Americans and nearly half of
the world’s population, I will focus on the simple premise that
marketers must make every piece of marketing mobile ready.
Whether these are 30-second TV spots, radio ads, out-of-home,
direct-mail pieces, newspaper ads, e-mail, in-store displays, or
even online video, the mobile experiences we create must be
2 All Thumbs
easily activated with the press of a thumb and allow consumers
to use a coupon, engage with a 90-second “how-to” video, or
interact in any number of ways to drive sales of our brands, large
and small.
As such, this book specifi cally focuses on a very simple yet
practical way to help marketers—from small “mom-and-pop”
organizations to multinationals, as well as those in different sec-
tors and mobile literacy levels—build campaign-driven, mobile
brand experiences that are designed for maximum effectiveness,
yet are so effi cient to create that they could be disposed of once a
marketing campaign, even a very short one, ends. By campaign-
driven, I mean that campaigns are typically defi ned as a single,
short-term event or experience for a specifi c marketing effort
that lasts for just a few hours around a big TV tent-pole event,
or for the standard four to eight weeks around a coupon offer,
product sample, product launch, or specifi c marketing push.
This book will not focus on mobile app design, responsive
design trends, or tablet experiences, although I do think les-
sons can be learned from building mobile experiences for these
platforms. Mobile seems very daunting to brands of every size
because when you think mobile, you think about big app or web
builds with massive costs, long development time frames, and
product roadmaps from IT departments that would boggle most
GPS systems. Mobile has also come on the scene so quickly that
many in business are still ignorant to the capabilities, which I
also hope to help change with All Thumbs. Much of this mobile
activity seems out of the control of or out of reach for marketers
and business owners, depriving the entire company of sales gains
and marketing success.
The Focus and Goal of All Thumbs 3
There is a path forward that we will take together.
I have written All Thumbs as guidance for brands to
achieve success building inexpensive, campaign-driven mobile
e xperiences that they can easily fold into the budgets of exist-
ing, traditional marketing campaigns. Typically, I develop these
experiences in mobile-optimized, common web language, such
as HTML, that can be found in virtually every community. This
is preferred to the complicated and lengthy processes of mobile
applications or large-scale websites, which then need to be ret-
rofi tted for mobile.
Brands can make very small investments in campaign-driven
mobile experiences, which can be “re-decorated” from campaign
to campaign and baked into a company’s overall, larger website
and longer-term digital strategy, or even thrown out at the end
of the campaign without the budgetary, operational, or technical
pain that may come with app or web development. Most impor-
tantly, the campaign-driven mobile experiences can be tailored
to specifi c objectives, returning a much higher return on invest-
ment (ROI) over the life of a marketing plan. No matter the
size of your company, you can create a mobile marketing effort
that is easy and inexpensive. I will tell you how and also where
to leverage your existing marketing efforts that you know have
been successful, but that you are now ready to take to a whole
new level of engagement with the mobile device. In All Thumbs,
I will provide some examples of mobile campaigns that I have
both observed and been part of developing. In some cases, I have
blinded the company or changed the variables, such as brand
category, to help better illustrate the examples.
