Mobile Marketer's Classic Guide to Mobile Creative
We have reached the point where all brands and agencies know why they should implement mobile into the multichannel mix. Now it is time to cover the how-to aspect.
Google?s Android and Apple?s iPhone currently activate a total 450,000 phones a day, so the opportunity is there. But how do we target these consumers with, say, a mobile application? How do we create and design an experience that is sure to sell our product and our brand, while at the same time keeping in mind the user experience?
I think that brands such as Target, JCPenney, Ford Motor Co., Steve Madden and Starbucks demonstrated the opportunities that mobile provides as a marketing medium. Brands and agencies are finally convinced.
But there are so many different options: SMS, MMS, Web sites, applications, mobile video ads, banner ads, HTML5 and rich media. And the elements of design are as unique to each channel as the goals are to each marketer.
Mobile Marketer commissioned how-to articles from some of the smartest brains in mobile advertising and marketing. Their help on this how-to guide is meant to aid marketers in shaping and designing mobile creative that promises a mobile advertising and marketing effective program.
Whether it is SMS, MMS, video or HTML5 you are interested in, expect to learn a lot from the articles within this guide.
In 2010, mobile established itself as must-have and 2011 will be the year of mass implementation. This document is meant to serve as a guide to the design process.
The fact that all of the mobile channels are digital means marketers have a lot of flexibility with respect to the frequency and timing of campaigns and other types of communications.
Because of this, an alternative view of multichannel marketing will be emerging quickly in 2011 ? cross-channel marketing. This guide can help with your cross-channel marketing. Most of the authors have not only talked about the specific design elements of a particular mobile channel, but also explained how to pair and complement one effort with another mobile initiative.
Thank-you to all contributors of Mobile Marketer?s first Classic Guide to Mobile Creative. Thank-you to editorial assistant Rimma Kats for her art and layout direction. Also, thank-you to editor in chief Mickey Alam Khan for thinking of this grand idea and having me implement it.
Please read this guide cover to cover and share it with colleagues and friends. Thank you for your continued support and good luck this year.