Introduction

Michael Dru Kelley

A chapter in All Thumbs, 2014, pp 1-4 from Palgrave Macmillan

Abstract: Abstract 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 struggled, like many of you, with less knowledge, less time to market, and certainly less budget when making big decisions and needing 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 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.

Keywords: Penetration Rate; Marketing Effort; Marketing Campaign; Online Video; Mobile Experience (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-51016-7_1

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DOI: 10.1007/978-1-137-51016-7_1

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