By Michael Dru Kelley (auth.)
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Additional resources for All Thumbs: Mobile Marketing That Works
The mobile experience that starts with a TV advertisement could deliver a coupon to the mobile phone to encourage parents who may be passive or ambivalent about the brand to go to stores. ” Regardless of all this recommended and obvious examination to build the optimal action screen experience, there is another common misstep often made where brands simply send a consumer to their mobile app or website and call it a day. I noticed this tendency in the early days of QR codes and I increasingly see it today with the activation of TV screens through apps such as Shazam.
Beyond engaging with the brands, mobile screens also allow the brands to engage with and get instant feedback from consumers. Never before have we seen the consumer’s voice unlocked to such a level where they contribute content, ideas, opinions, buying intentions, and satisfaction levels to the overall brand experience. There’s no more hiding for brands that don’t perform well. With such an uninhibited two-way form of communication that our phones now provide, it’s really not possible to keep referring to mobile as secondary.
The brands put their entire energy, budget, and resources into creating Facebook-functional apps, yet when I asked if it was possible to pull that same app or some of its features into a mobile experience, they responded that there was no budget approved to extend the Mobile Is the Action Screen 35 experience for the mobile phone. This was their plan despite the fact that a recent study from Nielsen reported that more than 46 percent of people in 2012 accessed social media almost exclusively using a smartphone.