By Michael Dru Kelley (auth.)
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Additional resources for All Thumbs: Mobile Marketing That Works
Right now, brands are planning for the next three to ﬁve years and maybe longer. It is very likely that both mobile and tablets will surge well beyond current levels, and action screens must be factored into campaigns, budgets, and creative planning at far greater rates of investment that will ensure touching the increasingly mobile consumer. Sue Kaufman, a veteran media buying executive with a long history at Group M and Y&R had this to say on explaining the value: “TV advertising is still the most intrusive—interrupting 36 All Thumbs your experience and coming at you whether you want it or not.
With more than half of the population exclusively accessing social media with mobile phones and brands not investing in true mobile optimization of their Facebook and other action screen experiences, I can tell you which half is probably not working. Right now, brands are planning for the next three to ﬁve years and maybe longer. It is very likely that both mobile and tablets will surge well beyond current levels, and action screens must be factored into campaigns, budgets, and creative planning at far greater rates of investment that will ensure touching the increasingly mobile consumer.
You scroll up and down until you ﬁnd the contact you want, and when you open the contact’s information, it too is presented in a way that allows you to scroll through the information vertically. This is a very good way to present any marketing campaign screen because the user is already accustomed to vertical scrolling. While we are all still experimenting with this as a mobile industry, horizontal navigation may work well with products in a catalog app or site, but vertical navigation still works best for photos, videos, text-based features, and other similar items.
All Thumbs: Mobile Marketing That Works by Michael Dru Kelley (auth.)