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Jun 23
sarahkeefe
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“Teaching mobile to creatives is a lot easier than teaching creative to mobile folk,” said Ben Gaddis at T3 as this top integrated marketing firm launches a mobile division. And he has a point.
T3’s clients include brand heavyweights NBC Universal, Microsoft, Intel, JCPenney, Marriott to name a few. Ben Gaddis believes that for mobile programs to work, mobile needs to be integrated into the strategic thinking and planning right from the beginning.
According to Gaddis, mobile programs in Europe tend to get 10-15 times the level of interaction than similar US programs and that’s because the creative is better. You need to give a good reason for consumers to engage with the brand, why should they care?
“In the US, we’ve been too focused on understanding the technology but now that’s a lot easier, we need to let the ideas drive the campaigns. Mobile is huge, nothing else offers such a powerful one-to-one communication method.”
And, of course, when you do run your mobile campaigns, you definitely should analyze the results - did the campaign reach the target audience, how did people engage with the message and did the campaign deliver the level of interaction you were looking for? All this is possible with a suitable mobile analytics tool such as Bango Analytics. Find out more…
NBC Universal banners ads created by T3
According to Gaddis, mobile programs in Europe tend to get 10-15 times the level of interaction than similar US programs and that’s because the creative is better. You need to give a good reason for consumers to engage with the brand, why should they care?
“In the US, we’ve been too focused on understanding the technology but now that’s a lot easier, we need to let the ideas drive the campaigns. Mobile is huge, nothing else offers such a powerful one-to-one communication method.”
And, of course, when you do run your mobile campaigns, you definitely should analyze the results - did the campaign reach the target audience, how did people engage with the message and did the campaign deliver the level of interaction you were looking for? All this is possible with a suitable mobile analytics tool such as Bango Analytics. Find out more…
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