All Thumbs by Palgrave Macmillan Professional Business

CONTENTS

Introduction The Focus and Goal of All Thumbs 1

All Thumbs: The Simple Rule of Thumb for Mobile Experiences

Mobile Is the Action Screen: Stop Calling It “Second Screen”

Beginning a Mobile Strategy

When Your Past Mobile Marketing Efforts Have Failed: Don’t Give Up!

TV and Mobile: Skip Skipping, Cause Pausing

The New Two-Fisted TV Viewer: Remote in One Hand, Mobile in the Other

Read, Snap, and Enjoy: Mobile Just Might Save Print

101

Impulse Buy! Retail Shelves Come Alive

123

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CONTENTS

Introduction The Focus and Goal of All Thumbs 1

All Thumbs: The Simple Rule of Thumb for Mobile Experiences

Mobile Is the Action Screen: Stop Calling It “Second Screen”

Beginning a Mobile Strategy

When Your Past Mobile Marketing Efforts Have Failed: Don’t Give Up!

TV and Mobile: Skip Skipping, Cause Pausing

The New Two-Fisted TV Viewer: Remote in One Hand, Mobile in the Other

Read, Snap, and Enjoy: Mobile Just Might Save Print

101

Impulse Buy! Retail Shelves Come Alive

123

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9 10

Contents

Out-of-Home Becomes Relevant Again Video Will Be Mobile’s “Killer App”: Get Ready Now!

139

153

Data Gatherers: The More You Give, the More You Get

177

The New Chief Mobile Officer

197

Index

212

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all thumbs Copyright © Michael Dru Kelley, 2014. All rights reserved. First published in 2014 by PALGRAVE MACMILLAN® in the United States—a division of St. Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe, and other countries. ISBN: 978–1–137–27927–9 Library of Congress Cataloging-in-Publication Data Kelley, Michael Dru. All thumbs : mobile marketing that works / Michael Dru Kelley. pages cm ISBN 978–1–137–27927–9 (hardback) 1. Internet marketing. 2. Mobile commerce. 3. Branding (Marketing) 4. Mobile communication systems. I. Title. HF5415.1265.K392 2014 658.8⬘72—dc23

2014004352

A catalogue record of the book is available from the British Library. Design by Newgen Knowledge Works (P) Ltd., Chennai, India. First edition: August 2014 10 9 8 7 6 5 4 3 2 1 Printed in the United States of America.

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INTRODUCTION The Focus and Goal of All Thumbs

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

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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. As such, this book specifically focuses on a very simple yet practical way to help marketers—from small “mom-and-pop” organizations to multinationals, as well as those in different sectors and mobile literacy levels—build campaign-driven, mobile brand experiences that are designed for maximum effectiveness, yet are so efficient to create that they could be disposed of once a marketing campaign, even a very short one, ends. By campaigndriven, I mean that campaigns are typically defined as a single, short-term event or experience for a specific marketing effort that lasts for just a few hours around a big TV tent-pole event, or for the standard four to eight weeks around a coupon offer, product sample, product launch, or specific marketing push. This book will not focus on mobile app design, responsive design trends, or tablet experiences, although I do think lessons can be learned from building mobile experiences for these platforms. Mobile seems very daunting to brands of every size because when you think mobile, you think about big app or web builds with massive costs, long development time frames, and product roadmaps from IT departments that would boggle most GPS systems. Mobile has also come on the scene so quickly that many in business are still ignorant to the capabilities, which I also hope to help change with All Thumbs. Much of this mobile activity seems out of the control of or out of reach for marketers and business owners, depriving the entire company of sales gains and marketing success.

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Copyrighted material – 9781137279279 The Focus and Goal of All Thumbs

There is a path forward that we will take together. I have written All Thumbs as guidance for brands to achieve success building inexpensive, campaign-driven mobile experiences that they can easily fold into the budgets of existing, traditional marketing campaigns. Typically, I develop these experiences in mobile-optimized, common web language, such as HTML, that can be found in virtually every community. This is preferred to the complicated and lengthy processes of mobile applications or large-scale websites, which then need to be retrofitted for mobile. Brands can make very small investments in campaign-driven mobile experiences, which can be “re-decorated” from campaign to campaign and baked into a company’s overall, larger website and longer-term digital strategy, or even thrown out at the end of the campaign without the budgetary, operational, or technical pain that may come with app or web development. Most importantly, the campaign-driven mobile experiences can be tailored to specific objectives, returning a much higher return on investment (ROI) over the life of a marketing plan. No matter the size of your company, you can create a mobile marketing effort that is easy and inexpensive. I will tell you how and also where to leverage your existing marketing efforts that you know have been successful, but that you are now ready to take to a whole new level of engagement with the mobile device. In All Thumbs, I will provide some examples of mobile campaigns that I have both observed and been part of developing. In some cases, I have blinded the company or changed the variables, such as brand category, to help better illustrate the examples.

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Finally, I end every chapter with a “Thumb’s Up” series of tips to help summarize the key points for quick application as well as to provide a format to get your feedback. I want to hear your tips, too! Please provide your tips at allthumbsbook.com, and I will periodically share the best ideas with social networks and possibly include them in future editions of this book. We are just at the beginning of mobile marketing. I look forward to hearing from you on how we can move mobile marketing forward for maximum impact. I hope All Thumbs guides your brand in kick-starting its mobile marketing and helps it evolve far beyond the lessons, tips, and examples I give in this book—so that in turn, I can learn from you. Here’s to you being an inspired, driving force within your business, and an All Thumbs Expert.

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INDEX

4A’s, 208 A-List Hollywood talent, 47–8 abandon rates, 15–20, 40, 47–8, 98, 170 Academy Awards, 161, 168 accelerometer, 142 “action codes,” 33, 40 See QR code “action screens,” 29–49 and “action codes,” See QR codes as “alert screens,” 31–6 defined, 29–31 as disposable, 44–9 features of, 46 and mobile activation, 36 as more than website or app, 37–44 as “promotion,” 42 and Thumb’s Up tips, 50 versus “second screen,” 29–30 ad-skipping, 78–88 AdGenesis, 191 “alert screen,” 31–8, 44, 50, 87 See television, and mobile “all thumbs,” 1–6, 16–17, 26, 209–11 See “rules” of thumb; “Thumb’s Up” tips All Thumbs Expert, 4, 211 Amazon, 130, 180, 182, 190, 209 American business schools, 57–8, 69–70 American Media, 104 Android, 6, 14, 19–20 Anheuser-Busch, 209 AOL, 184 Apple, 67–9, 94, 183, 201

apps, 2–3, 8, 11, 16, 19, 22–4, 28, 33–5, 37, 39, 41, 43–5, 59–63, 71, 82–3, 92, 94, 98, 103–4, 106–7, 110–12, 118–21, 125, 131, 135–6, 145, 150, 152–3, 162, 181–2, 185, 187, 209 See HTML; mobile “houses”; video as “killer app” AT&T, 14, 80 augmented reality, 106, 110–12, 117 Aurasma technology, 106, 112, 117–18 banner ads, 9, 54 BCS National Championship, 188 Bell, Graham, 68 Berryhill, Mark, 23, 26, 118, 132, 154, 161, 167 Best Buy, 129 Bieber, Justin, 114 billboards, 7, 82, 88, 107, 139, 143–5, 152 and “billboarding,” 82 as mobile boards, 143–5 Blackberry, 6 bookmarking, 30–1, 37–8, 79, 83, 98, 126, 136–7 “branded content,” 31, 37, 41, 86, 161, 164, 169–71, 175 Bravo, 58, 91 budgets, 1, 3, 9–11, 15, 27, 31–5, 38–9, 43, 47–50, 71–3, 75, 127, 132, 156, 168–70, 176, 185, 198–9, 201–3, 206

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Copyrighted material – 9781137279279 Index Budweiser, 154–5, 173 Burnett’s, 134–5 Buzzfeed, 175, 179–80 cable industry, 23, 157 CAGR, See Compounded Annual Growth Rate call to action, 47–8, 82, 84–8, 93, 95, 100, 105, 147, 165 See mobile activation; Shazam campaigns, See mobile campaigns Campbell’s, 108, 128–9 candy bar maker, 45–6 celebrities, 45–6, 58, 62–3, 92, 95, 114–15, 119, 174 celebrity magazines, 101, 111–12, 115, 172–3 CEO, See chief executive officer CFO, See chief financial officer chief executive officer (CEO), 5–7, 32–3, 36, 52, 60, 72, 79, 93, 106, 133, 158, 172, 189, 198, 202 chief financial officer (CFO), 52, 198 chief information officer (CIO), 52, 61–2, 72, 198 chief operating officer, 198 chief product officers, 198 chief marketing officer (CMO), 5–7, 26, 47–8, 52, 72, 133, 198, 200, 204 chief mobile officer (CoMo), 197–211 and beyond “thumbs,” 209–11 and consumer research, 206–7 and the craft of marketing, 205–6 and daily developments, 207–9 and a mobile plan, 202–3 and mobile strategy, 203–4 and training, 204–5 Christmas selling period, 24, 42–3, 78 CIO, See chief information officer Cisco, 155–6, 176 Citizen Watch Company, 105 Clark, Wendy, 10, 34, 65, 70, 200, 202–4 CMO, See chief marketing officer CoMo, See chief mobile officer Coca-Cola, 10, 34, 65, 70, 154–5, 173, 181, 200 coders, 45, 51, 200 See HTML Coke Zero, 10, 203 collaboration, 57–8, 116–17, 122 Compounded Annual Growth Rate (CAGR), 156–7 computers, 13–14, 58, 114 concerts, 148 consumer-driven experience, 6–13, 26–8, 31, 51–9, 62–5, 71–4, 91–2, 206–7

213 across screens, 12–13 and action screens, 37 and consumer feedback, 7–10, 55–9, 65 and consumer voice, 31 and “consumerists,” 51–9 and design, 26–8 and the “desire to know,” 62–3, 91–2 and mobile strategy, 55–9 and research, 206–7 and technology, 71–4 “consumer is always right,” 52–3 consumer packaged goods (CPG), 125, 128, 170 “consumerists,” 51–9 consuming content, 17–19, 33 content menu buttons, 20–2, 28 “corporate bullies,” 70 cosmetic brands, 62–3, 71, 127–9 coupon, 1–2, 39, 46, 69, 82–3, 88, 126, 136–7, 147, 150, 182 CPG, See consumer packaged goods CPMs, 179 creating content, 17–18 creatives, 47–9, 77, 85–6 creativity, 51–9, 77, 82, 99, 145, 169, 202 The Daily Show, 91 “data exhaust,” 178–9, 185–6 data gathering, 177–96 and being nice, 193 and ethics, 194–5 and geo-fence, 183 and giving things away, 193 and permission, 190–1 and the power of mobile data, 177–80 and relationships, 189–95 and rewards, 192–3 and Thumb’s Up tips, 196 and transparency, 192 and trust and value, 184–9 and voluntary data, 180–4 data sharing, and rewards, 192–3 demographics, 10, 12–13, 30, 33, 40, 77, 79, 134, 148, 203 department stores, 130–1 development, 2–3, 9, 27, 31–2, 35, 42, 47, 49, 52, 56, 61–6, 72, 74, 134, 150, 152, 179, 199–200, 205–7 dexterity, 16–18 “digital,” 9, 71, 95, 209–10 Direct Response, 209 disposable mobile marketing experiences, 43–9, 61–5, 92 distribution, 25, 154, 159, 165, 173, 198 DIY, See do-it-yourself

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Index

do-it-yourself (DIY), 116, 132–4 Dr. Oz, 116 DS Gameboy, 29 DVR, 90

Great Recession, 157 GQ, 112, 118–20 Grammys, 91–2 Group M, 35, 39, 128–9

E!, 58 e-commerce, 126–9 e-mail, 1, 5, 13, 18–23, 54, 69, 74, 81, 131, 146–7, 154, 162, 184 e-mail addresses, 146–7 Edison, Thomas, 67 editorial content, 104, 106, 110–22 engagement, 3, 16, 26–7, 33, 43, 45–6, 79–80, 83, 91, 94, 99, 104, 112, 115, 117, 122, 136, 150, 155, 158, 186, 191, 200 entrepreneur, 1, 8, 142, 182, 191 ESPN, 179, 181 Esquire Network, 116 Everson, Carolyn, 16, 30, 32, 160, 187, 200, 204, 207, 209 “everyday video,” 168–72

Hearst’s Ventures, 142, 178 Hewlett-Packard (H-P), 106 HGTV, 116 holiday campaigns, 24, 42–5, 78, 132, 134–6 home improvement, 46, 116, 132–4, 160 how-to videos, 2, 37–8, 45–6, 74, 83, 85, 104, 106, 111, 134–6 HTML, 3, 44–6, 50 HTML5, 50 Hudson, Kate, 174–5 Hulu, 189

Facebook, 16, 22–3, 30, 34–5, 41, 71, 73, 78–80, 83–5, 88, 90–2, 96, 108, 140–1, 153–4, 160, 163, 187–90, 193, 200, 207 Facetime®, 130, 148, 154 Farmers Insurance, 148–9 fashion, 62–3, 66, 71–3, 97–8, 101, 111–16, 119, 128, 142, 174 “fixed digital assets,” 43–4, 61 Florida State University, 188 focus groups, 55–7, 66, 81–2, 206 food industry, 42–6, 111, 116, 118, 125, 142–3, 170–1, 180 The Food Network, 116 Fortune 500, 105 Fox, 96 Frito-Lay, 164 Fruit Roll-Ups, 104 functionality, 9, 11, 17, 19, 22, 27, 34, 44–5, 52, 71, 74, 174 Genesis Media, 192 geo-fence, 183 geolocation, 136, 151 geotargeting, 150–2 Get Glue, 82 “gift request,” 39 Gillette, 10 Gilt, 209 Glee, 96 GMA/Booz & Company Shopper Survey, 127 Google, 177–8, 182, 185, 187 GPS systems, 2, 117, 142, 181, 185–7

IAB, 208 image codes, 103–9 See QR codes “impulse buys,” 95, 126–7, 135, 140 See retail shelves, and mobile in-store marketing, 1, 20, 27–8, 29, 33, 37, 39, 42–3, 50, 123, 125–37, 150, 152, 161, 169 Inmar Technologies, 133 Instagram, 153–4 InStyle, 101 intellectual property, 52, 148, 183 “intended view,” 154 interaction, 1–2, 13, 18–20, 27, 68–9, 74, 79–82, 91, 93, 96–7, 106, 109, 130, 134, 137, 143, 145, 149, 182, 210 international markets, 107–8, 157, 160–8 Internet protocol television (IPTV), 78–81 intrusive forms of advertising, 35–6, 54, 139–40, 154 iPad, 29 iPhone, 14–15, 19–20, 69, 163, 201 iPod Touch, 29 IPTV, See internet protocol television IT departments, 2, 7–8, 10–11, 39 iTunes store, 11 Jamba Juice, 174–5 Japan, 107–8 Jobs, Steve, 67 “jumbotron” television, 139–40 Kardashian, Kim, 114 Kats, Rimma, 124–5 Kaufman, Sue, 35–6, 39, 42, 65, 91, 108, 116, 128, 146 Kerry, John, 185 Key Performance Indicators (KPIs), 64–6

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Copyrighted material – 9781137279279 Index Key Performance Learnings (KPLs), 64–6, 70, 76, 202 Kliavkoff, George, 142, 178–9, 182–3, 186–7 Kraft, 167 Kruse, Carol, 181, 188–9, 205 ladder layouts, 16, 19, 200, 204 language, 157, 160–8 laptops, 13, 28, 206 “Last Chance Kitchen” (Top Chef), 91 “learnings” approach, 64–6, 70, 76, 202 lifestyle, 45–6, 53, 101, 116, 134, 158, 174, 188, 191 links, 15, 46, 63, 105, 115–16, 126–7, 136, 141, 144 liquor brand, and mobile activation, 42–5 local businesses, 142–5 loyalty programs, 130, 181 Magazine Publishers Association (MPA), 109 Mars, Bruno, 189 McCain, John, 185 McDonald’s, 105, 147 media buyers, 32–5, 47–9, 53, 79, 85–6 media value chain, 32–4 Men’s Fitness, 112, 118–21 men’s grooming line, 47–8 menu boards, 144 Mercedes Benz, 40–3 Meredith, 118, 161, 167 Microsoft, 141 Minority Report, 186 mobile activation, 8, 10, 12, 14, 24–7, 33, 36, 39–44, 48–50, 71, 79–81, 84–8, 95–6, 98, 102–6, 109–10, 112–22, 125–8, 132–6, 141–5, 151, 166, 168, 174–6, 200–3, 207 example of, 40 and mobile optimization, 39–44 as necessity, 36 and print, 12, 102–3, 112–22 and revenue, 112–14 and target audiences, 79–80 mobile campaigns, 3, 8, 11, 37–49, 61–5, 71, 73–4, 86–7, 89–90, 104 and candy bar maker, 45–6 and cosmetic brand, 62–3, 71 as disposable, 44–9, 61–5 and liquor brand holiday recipes, 42–5 and magazine group, 73–4 and men’s grooming line, 47–8 and Mercedes, 40–1 and mobile “houses,” 44–5, 61–2 See HTML and toy manufacturer, 39

215 as unique, 11, 37–44 and vitamin-infused healthy beverage, 86–7 and weather events, 89–90 See “action screens”; QR codes mobile design, optimal, 12–28 mobile “houses,” 44–5, 61–2 See HTML “mobile literacy,” 2, 208 Mobile Marketer, 124–5 mobile marketing, See success in mobile marketing “mobile optimization,” 11–16, 18–28, 29, 35, 39–44, 46, 62, 73, 85, 88, 94, 105, 145, 169 defined, 12, 28 ensuring, 14–15 and paper cut-outs, 19–22 testing, 12–14 and vertical or horizontal design, 22–7 versus mobile activation, 39–44 mobile and print, See print, and mobile mobile and retail, See retail, and mobile mobile screen strategy, 7–15, 22–3 See “action screens” mobile sites, 24–5, 40, 61–2, 104, 126–7 “mobile specials,” 146, 152 mobile strategy, 51–66, 202–4 and consumer feedback, 55–9 and consumerists, 52–3 and disposable marketing experiences, 61–5 and getting personal, 59–60 and Key Performance Indicators, 64–5 as personal, 54–5 See success in mobile marketing Mobile Survey (2012) (Nellymoser), 113 mobile and television, See television, and mobile “Mom and Pop” organizations, 2, 140 “moving and using,” 17–18 MPA, See Magazine Publishers Association music, 24, 78, 83, 148–8, 206–7 music detection, 24, 83, 207 National Football League (NFL), 24, 83, 105, 164 Nellymoser, 33, 113 Netflix, 180, 182, 190 New York Times, 54 News Feed, 187–8 news outlets, 13, 89–90, 96, 98 newspaper industry, 1, 54, 101–5, 108, 111, 113, 117, 141, 174 See print, and mobile NFL, See National Football League Nielsen, 26–7, 35, 202

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Copyrighted material – 9781137279279 216 O’Neill, Marty, 206 OK! Magazine, 104 OK! TV, 172–4 Olympics, 14, 24, 93, 200–1 OMMA, 208 One Direction, 114 “one-stop-shopping” research experience, 62–3, 91–2 “out-of-home,” 1, 25, 105, 107–8, 139–51 and billboards, 143–5 and concerts, 148–9 and display boards, 143–5 and data, 146–7 and e-mail addresses, 146–7 and local businesses, 142–5 and McDonald’s, 147 and menu boards, 144–5 and “mobile specials,” 146 and QR codes, 107–8 and Thumb’s Up tips, 152 and transit level advertising, 143–6 and 24/7 salesperson, 145–7 and window shopping, 140–3 P&G, See Procter & Gamble P&Ls, 121 Pandora, 125 Panera Bread, 173 paper sketches, 19–22 pass along readership, 115 pausing on TV spots, 81–7 pay walls, 54 Pedigree, 154–5, 172–3 People, 58, 104 Pepsi, 189 permission, obtaining from consumers, 150, 152, 186, 190–4 persistence, 67–75 and course setting, 69–71 and dreaming, 75 and failure, 67–9 and local businesses, 142–5 and mobile marketing tests, 71–3 and technology, 73–5 personal platform, mobile as, 53–60, 106 personal QR code tattoos, 108 personal touch, and retail, 129–31 Pinterest, 153–4 “play space media,” 139–40 point-of-sale (POS), 27, 29, 107 pop-up sales consultants, 130 POS, See point-of-sale PowerPoint, 21–2 “primary screen,” 29–32, 50, 94, 99 and profit, 32 See alert screen print, and mobile, 101–21

Index activating, 109–10, 114–21 current state of, 101–2 and editorial content, 104, 106, 110–22 and “house” pages, 119–20 and indexes, 120 and integration, 121–2 and Japan, 107 leaders in, See GQ; Men’s Fitness and leveraging assets, 122 and the mobile bridge, 114–21 and pass along readership, 115 and QR codes, 103–9 and reader education, 119–20 and sharing content, 115 and simplicity, 120–2 and urgency, 112–14, 117 and video, 118 and “white labels,” 118 See Aurasma; QR codes Pritchard, Mark, 200, 203 Procter & Gamble (P&G), 10, 104, 200–1, 209 product road maps, 9 “profit scientists,” 55–7 proximity detector, 142 QR codes, 33–5, 39–40, 47, 73–4, 103–11, 117–18, 133, 137, 140–5 and Citizen Watch Company, 105 and McDonald’s, 105 and Microsoft, 141–2 and OK! Magazine, 104 and Procter & Gamble, 104 tattoos, 108 and Verizon, 141–2 as watermarks, 108 See “action codes” Quick Read (QR) codes, See QR codes radio ads, 1, 20, 31–3, 38, 78, 83, 108, 206–7 red carpet awards event, 62–3, 66, 71–3, 111–12, 115 retail shelves, and mobile, 7, 123–36 and e-commerce, 126–9 and “how-to” videos, 134–6 and in-store marketing, 123–9 and incentives, 128–9 and ingenuity, 131–3 and loyalty programs, 130 and mobile marketing, 124–5 and the personal touch, 129–31 and Sephora, 128 and shelf-allowances, 133–5 and Thumb’s Up tips, 136–7 and Trader Joe’s, 124–6 return on investment (ROI), 3, 9

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Copyrighted material – 9781137279279 Index Riley, Rich, 60, 79–80, 94, 189 ROI, See return on investment Ross, John, 133 RSS feeds, 207–8 “rules” of thumb, 5–27 and customer, 7–10 and dexterity and design, 16–18 and mobile marketing, 5–7 and mobile optimization, 12–16 and pencil and paper, 19–22 and taking control, 10–12 and Thumb’s Up tips, 28 and vertical or horizontal design, 22–7 Sable, David, 33, 93, 106, 158, 170–1 scale, 8–10, 15–16 scan codes, 10, 104–6, 113, 128, 131, 141, 168, 171 screen design, 8–10, 15–16 scrolling, 16, 19, 22–4, 28, 125 seasonal campaigns, 24, 42–5, 78, 129, 132, 134–6, 140 “second screen,” as obsolete, 29–30 See “action screens” Sephora, 128 Shazam, 24, 26–7, 35, 39, 47, 60, 79, 82–4, 86, 88, 93–4, 131, 135–7, 181, 183, 189–90, 200–1, 205, 207 Shopper Sciences, 133 “situational marketing,” 62–3, 91–2, 132 skipping ads, 78–88 “smart TVs,” 80 See internet protocol television smartphones, 15, 17–19, 28, 35, 56, 68–9, 74, 90, 94, 110, 156, 170, 175, 201 social networks, 4, 12–14, 23–4, 28, 35, 41, 46, 50, 58, 60, 77–8, 90–7, 100, 101, 108, 113–15, 126, 134, 150–2, 153–5, 158–9, 164–76, 180, 186, 207–8 SoundHound, 39 Starbucks, 193–4 Stewart, Jon, 91 Stewart, Martha, 193 storytelling, 25, 81–2, 171–2, 180, 202 success in mobile marketing, 3, 5–7, 67–76 and course setting, 69–71 and dreaming, 75 and failure, 67–9 and mobile marketing tests, 71–3 and technology, 73–5 and tests, 71–3 and Thumb’s Up tips, 76 Sunday Night Football, 91–2 Super Bowl, 24, 83, 91–2, 164

217 tablet, 2, 13–14, 28, 35, 90, 93, 97, 102, 114, 122, 156, 206 tapping, 5–6, 16–17, 21, 24, 27, 58, 69, 82–3, 85, 92, 107, 112, 125, 186–7 taxonomies, 56 television, and mobile, 12–13, 59–60, 62–3, 77–100, 162–4 and ad revenue, 96–9 and ad-skipping, 78–88 and consumer “desire to know,” 62–3, 91–2 and creative hurdles, 84–5 and creatives, 85–7 and media buyers, 85–7 and mobile integration, 84–5, 90–2 and mobile screen, 94–6 and pausing, 81–4 and pre-recorded shows, 91 and producers, 90–4, 96–9 and resemblance, 162–4 and Thumb’s Up tips, 88, 100 and two-fisted viewer, 89–100 and “two-way TV,” 78–88 viewing rates of, 59–60 television ads, 12, 35–6, 39, 78, 86, 166–8 See 30-second spots; “two-way TV” “tent-pole” event, 2, 24, 66 testing mobile experience, 12–14 text codes, 117, 128, 133, 137, 141, 145–6, 149 texts, 5, 13, 18–19, 23, 54, 62, 81, 88, 117, 131, 154, 158, 162, 205 30-second spots, 1, 7, 14, 24–6, 32–3, 41, 44–8, 60, 79–80, 82–3, 85, 87, 93, 134, 164, 166, 171, 205–6 See “two-way TV” “Thumb’s Up” tips, 4, 28, 50, 66, 76, 88, 100, 122, 136–7, 152, 176, 196 and “action screens,” 50 and data gatherers, 196 and mobile strategy, 66 and “out-of-home,” 152 and persistence, 76 and print, 122 and retail shelves, 136–7 and “rules” of thumb, 28 and television, 88 and “two-fisted” viewers, 100 and video as “killer app,” 176 Time Warner’s Media Research facility (NYC), 206 TJ, See Trader Joe’s Tokyo, 107–8 Top Chef, 91 toy manufacturers, 39, 131 Trader Joe’s (TJ), 124–6

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Copyrighted material – 9781137279279 218 trailers for major motion pictures, 81–2 transit level advertising, 143–6 transparency, 192 Tripodi, Joe, 204 “try me” buttons, 131 Twitter, 59, 62, 79, 80, 83–5, 88, 90–3, 96, 148–9, 153–4, 193 two-fisted TV viewer, 89–100 and ad revenue, 96–9 and The Daily Show, 91 and mobile integration, 89–92 and mobile screen, 94–6 and pre-recorded shows, 91 and Top Chef, 91 and TV producers, 90–4, 96–9 and weather events, 89–90 See television, and mobile “two-way TV,” 78–88 See internet protocol television two hands versus one, 18 U-verse®, 80 Uber, 186 Unconventional Partners, 58, 161 US Constitution, 178–9, 185 URLs, 79–80, 83–4, 88, 103, 107, 117, 133, 141, 143, 146 Valentine’s Day, 44 Vanity Fair, 101 VCR, 90 Verisign, 142 Verizon, 14 vertical navigation, 16, 19, 22–4, 28, 125 “video creation moments,” 172 video as “killer app,” 153–76 and advertisers, 164–5 and brand video plans, 166–75 and budget, 169–72 and celebrity, 174–5 and “everyday” quality, 168–72 and “intended view,” 154 and language and literacy, 157, 160–8 and media partners, 172–4

Index and “mobile-video tsunami,” 155–8 and starting small, 166–8 statistics on, 155–7, 160, 176 and TV screens, 162–4 and “video creation moments,” 172 and video renaissance, 158–60 and “video voice,” 166 Video in My Backyard, 169 “Video Renaissance,” 158–60 “video voice,” 166 Vimby, 169 “viral,” 159, 164, 169, 172 “Visual Networking Index” (VNI), 155 vitamin-infused healthy beverage, 86–7 VNI, See “Visual Networking Index” “voluntary” data, 180–4 Walmart, 169 Waze, 181–7, 190 website, 3, 8–12, 16, 18, 24–5, 28, 37, 39, 41–6, 50, 56, 61–3, 73, 84–5, 88, 91, 108, 113, 132, 145–6, 152, 167–71 Wi-Fi, 68–9, 129, 143, 156 Wikipedia, 117 Williams, Venus, 174 window shopping, 140–3 wireframes, 19–20, 61 “wish lists,” 131 Wozniak, Steve, 67–8 X-Factor, 96 Y&R, See Young & Rubicam Yahoo!, 78 Yelp, 147 Young & Rubicam (Y&R), 33, 35, 65, 91, 93, 106, 128, 146, 158 YouTube, 11, 24–5, 37, 44–6, 85–7, 159, 187 Zappos, 168–9 Zeebox, 82 Zuckerberg, Mark, 200, 203