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Keds' photographers capture content best for GIFs and mobile-first formats

NEW YORK - A Keds executive at the Forrester Marketing 2016 Forum emphasized that while marketers should not focus entirely on digital, the brand still employs a mobile-first perspective in content creation, starting with optimal smaller-screen formats, such as GIFs, and building out from there. 

During the "Leadership Question" session, the executive explained that there is sometimes a ?shiny new object? frame of mind when it comes to digital and mobile technologies, and marketers should not forget about other methods such as television and direct mail that are still effective. Keds concentrates on weaving a collaborative brand image throughout a range of platforms, but focuses on the small screen first to win over consumers through their go-to devices.

?We are mobile first now,? said Emily Culp, chief marketing officer of Keds. ?We shoot everything for our campaigns, specifically for digital and ecommerce. 

?Photographers understand to shoot thinking about building out GIFs that we will use on social media and other things and then at the end of the shoot we wrap for print and do all the others,? she said. ?That has been a massive shift for us because if you cannot win on this tiny screen, then you cannot win with the consumer. 

?What I always impress on my team is that this might be their first touch point with us as a brand. If you can win on this screen and get your brand values, proposition and everything across, then absolutely you can win as you scale in other channels.?

Small screen first
The footwear manufacturer develops marketing campaigns from the small screen out, with planning all the way to photography. For instance, when shooting for ad campaigns the brand has its photographers create images and clips that will boast well as GIFs on social media and mobile.


If it is possible to get a user?s attention on such a small screen, it will be much easier to appeal to them elsewhere. 

Don?t forget your roots
While mobile and digital is a key method for connecting with consumers, it is vital not to forget about traditional mediums. With so many fresh faces in the marketing industry and digital-born executives, advertisers can sometimes forgot how valuable traditional methods, such as television spots, can be. 

For instance, another executive from H&R Block explained that a large portion of its marketing needs is to remind consumers that tax season is coming and that it can be something to celebrate rather than dread. The tax company relies vastly on television spots and direct mail to accomplish to spread its message. 

H&R Block also focuses on optimizing all of its digital platforms for all devices, especially for mobile. The tax brand?s audience is interacting with it mostly on mobile when trying to find a nearby location, which means making sure information is up-to-date, as well as optimizing technology for a good user experience, is essential. 


?Honestly, mobile is a huge part of everything we do at Block with marketing; a lot people do their taxes on their mobile phone if you can believe that,? said Kathy Collins, chief marketing officer at H&R Block. ?So it is very important that we keep our technology optimized. 

?But the number one reason people are using their phones for H&R Block is to find an office,? she said. ?So for us, it is really more operational that we have to be there in every way, whether it is finding an office, finding a professional, asking a tax question, accessing our Web site, or doing your taxes. 

?We talk about the three-screen approach, as I am sure everyone does. But we develop simultaneously; we have to hit on every screen, at the same time, with the same level of effectiveness.?