By Michael Dru Kelley (auth.)
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Extra info for All Thumbs: Mobile Marketing That Works
The action screen is the only screen that has the distinction of being with us from the moment we are ﬁrst alerted to a brand offer on TV, to listening to a radio ad for the same brand as we drive to the store, to perusing the aisles and checking out of the grocery line. It’s the action screen that can really aid a consumer both before and while they shop as well as build loyalty for and ease future purchases. It’s the action screen that processes more data than ever before: it captures the initial action during an advertisement, the sites visited, and locations where brands are purchased.
Unfortunately, this is not the case. Sue Kaufman, an ad industry veteran with Y&R and Group M, says this: “There is a difference between a mobile optimization and a true effective mobile activation. An optimization simply makes your current site easily accessible on a mobile device (not an easy task). ’ ” 40 All Thumbs I witnessed an example of mobile activation during my visit to the New York auto show where QR or action codes were on displays throughout the area of one luxury automaker and on all of their brands.
No sexy video of the car taking curves? No interior shots for me to share and look at later when I’m shopping for a car? No video on the fuel efﬁciency or safety performance of the car? I abandoned the page in an instant and thought my expectations were just too high. I noticed other people scanning the codes. I cautiously approached several and asked about their experiences. They also thought it was ﬂat and disappointing. One eager consumer wondered out loud how much they spent to build the displays around the cars, including the QR codes, how much was invested in developing the QR codes, and how much time it took to convince their bosses to do it, and yet the experience failed to do anything more than deliver a hard-to-see, faceless, nameless, and emotionless dealer page.