Mobile Marketing Isn’t About Devices, It’s About Behavior – thnxz to @annabager


Vía adage.com

Marketers can’t remember this often enough: Mobile is not one screen or two screens. Or three screens (smartphone, tablet, and e-reader). Or four (ultrabook). Or five (phablet). Or six (fill in the blank with whatever connected device consumers will be flocking to next.)

Google Glass? The Apple iWatch? Mobile is a behavior. The only common thread uniting the vast and diverse mobile arena is that consumers are taking a connected device with them on the go. 

By: Anna Bager

(Abstract…)

Some of the most forward-thinking creatives and mobile leaders have begun to answer these questions, creating campaigns and products that demonstrate “liquid creativity,” mobile creative that flows like a liquid across devices and fits flexibly into the distinct opportunities each has available. IAB is featuring these people and their accomplishments  at our June 18 session at the Cannes Lions International Festival of Creativity entitled “Liquid Creativity: Secrets of the Mobile Superstars.”

(…) Full article? + INFO

Responsive design often comes up as an answer to liquid creativity. This is the idea that a web server can recognize the device in which it is supposed to render content, and make adjustments for qualities like screen size. But do we trust computers to make decisions about ad content? Do marketers still want to approve each permutation of an ad? Responsive design can disrupt long-held norms of digital advertising.

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Flexibility is an pportunity. Marketers need to approach mobile not by device, but by their individual objectives. Select the ideal combination of right time, right environment and right consumer, and then incorporate whichever device or devices best serve the intention.

(…) Full article? + INFO

 

ABOUT THE AUTHOR

Anna Bager is Vice President and General Manager, Mobile Marketing Center of Excellence, IAB (Interactive Advertising Bureau).

Santo scoops global Diesel ad account

Santo’s first global advertising campaign is expected to support Diesel sneakers and uses the strapline, ‘Not made for running. Great for kicking asses.’

The pitch was called after Anomaly, the nine-month incumbent, resigned the business in June after the con­clusion of its ‘Be stupid’ campaign, which had launched in January.

Anomaly’s campaign featured poster ads, including one of a woman taking a photograph of her genitalia, which were banned after the Ad­vertising Standards Authority judged them unsuitable to be seen by children.

The campaign encouraged consumers to embrace their stupid side by showing characters committing unwise acts.


By Anne Cassidy

GLOBAL – Diesel, the Italian fashion brand, has appointed Santo to its global advertising account after a head-to-head pitch against Saatchi & Saatchi.

Santo scoops global Diesel ad account

Santo’s first global advertising campaign is expected to support Diesel sneakers and uses the strapline, ‘Not made for running. Great for kicking asses.’

The pitch was called after Anomaly, the nine-month incumbent, resigned the business in June after the con­clusion of its ‘Be stupid’ campaign, which had launched in January.

Anomaly’s campaign featured poster ads, including one of a woman taking a photograph of her genitalia, which were banned after the Ad­vertising Standards Authority judged them unsuitable to be seen by children.

The campaign encouraged consumers to embrace their stupid side by showing characters committing unwise acts. Leer más “Santo scoops global Diesel ad account”

P&G chief urges brands to ‘move people’

Brands need to make consumers’ lives better if they are to achieve long-term success, according to Marc Pritchard, P&G’s global marketing and brand building officer.

Speaking at the Cannes Lions International Advertising Festival last week, Pritchard said companies should create “purpose-driven” marketing strategies to thrive in a post-credit crunch world.


Logo for Procter & Gamble. Source of the logo.
Image via Wikipedia

Brands need to make consumers‘ lives better if they are to achieve long-term success, according to Marc Pritchard, P&G‘s global marketing and brand building officer.

Speaking at the Cannes Lions International Advertising Festival last week, Pritchard said companies should create “purpose-driven” marketing strategies to thrive in a post-credit crunch world. Leer más “P&G chief urges brands to ‘move people’”