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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 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.
Michael Dru Kelley

Chapter 1. All Thumbs

The Simple Rule of Thumb for Mobile Experiences
A few days before I embarked on writing this book, I met with a Fortune 100 CEO and CMO. Both were tapping away on their phones as the meeting started—a common scene in corporate conference rooms across the globe—and they apologized, saying that they needed a few minutes to respond to some urgent texts and e-mails. I sat patiently and turned off my own phone, putting it safely in my coat pocket—a practice I have embraced as common courtesy during meetings of any type. I watched them as they both continued to tap at their devices. I observed that both were using their thumbs, and the CEO held up his index in a perpetual “just wait a minute” pose, almost forgetting he had done it. The CMO was alternating between two devices—a Blackberry and an Android. The CEO had three devices.
Michael Dru Kelley

Chapter 2. Mobile Is the Action Screen

Stop Calling It “Second Screen”
THE TERM “SECOND SCREEN” HAS PROLIFERATED on the scene almost as quickly as “mobile optimization.” Many of us refer to the mobile screen as part of the second–screen family (which also includes iPad, iPod Touch, DS Gameboy etc.), because it is viewed as the companion screen to the “primary screens” of TV, magazines, web, and even in–store point–of–sale (POS) displays, among others.
Michael Dru Kelley

Chapter 3. Beginning a Mobile Strategy

OK READERS, THIS IS MY VENTING CHAPTER. This is where I piss off anyone who has a bachelor of science degree or an MBA or a Master’s degree in anything—accountants, engineers, coders, product developers, etc. From my experiences, advertising and marketing is a blend of both science and art, which is ironic given that completely opposite parts of the brain are tapped for each. Given the explosion of technology, the advertising industry has largely been guided by the ability to track consumers and digital data, and as a result, science seems to win out over the art of creativity. However, many in advertising will agree that great creativity still breaks through the clutter regardless of how well science helps you target. No matter which side of the equation you fall on, we all need to come together around the consumer and become what I like to term “consumerists.”
Michael Dru Kelley

Chapter 4. When Your Past Mobile Marketing Efforts Have Failed

Don’t Give Up!
Throughout the last few years, I have seen seemingly smart executives who respond to a new idea or way to leverage a technology with, “Thanks, but we tried a mobile technology like that once and it failed.” Failure is an option. Giving up is not, especially in mobile.
Michael Dru Kelley

Chapter 5. TV and Mobile

Skip Skipping, Cause Pausing
IT’S AMAZING THAT FOR ALL THE ADVANCEMENTS in technology, the two most precious commodities still remain: time with a brand and attention to it. Dating back to my time as an advertising major at Florida State, I remember the professors pounding into us that our ads must not only reach the most desired demographics, but they also have to be creative enough to break through the clutter and not be missed or switched off. This is not new, and it’s still echoed today, from the halls of Madison Avenue to the awards stage in Cannes that annually recognizes the world’s most creative advertisements. The conventional wisdom is that good creative will get watched, great creative will get repeat views, and amazing creative will get shared, by word of mouth and now social networks.
Michael Dru Kelley

Chapter 6. The New Two-Fisted TV Viewer

Remote in One Hand, Mobile in the Other
AS I TYPE THIS, I’M WATCHING THE LOCAL NEWS on TV where they’re covering a major weather event happening in my area. Suddenly the anchor jumps up on the screen and tells the viewers to grab their phone and snap a picture of the weather in their area. I find myself obeying and dutifully taking pictures out the window, only to spend the next 15 minutes figuring out where to send them because the anchor failed to tell me. Now, I realize that I’m no longer paying attention to the newscast or the anchor, and I’ve even lost interest in the photography I was encouraged to do. I began to think that if the local television station had better integration with the viewers’ action screens, I would have never taken my attention off the alert screen, and the network would have delivered a seamless, much more fulfilling experience. It highlighted for me the need to focus on the producer community.
Michael Dru Kelley

Chapter 7. Read, Snap, and Enjoy

Mobile Just Might Save Print
It has been my goal over the last seven years or so to drive more value out of magazine and newspaper print publishing. Even today I work with a number of celebrity and lifestyle magazines, and I can assure you that images and stories in print sell publications to legions of fans—even with huge social (and virtual) followings. Regardless of how mobile advances the transition of print publications like Vanity Fair and InStyle to electronic platforms, consumers still love to see fashions, their favorite performers, and other content in images with the richness and representation that only print can provide. Yet I don’t need to overstate the research to show that if we include video with print pictures and make it easy to activate with mobile, a good percentage of the readership will also become viewership. If new forms of mobile-activated media are rising up all around us, why haven’t the print publishers responded?
Michael Dru Kelley

Chapter 8. Impulse Buy!

Retail Shelves Come Alive
There is probably no older form of marketing than that found within the four walls of a retail establishment or immediately outside it. The industry has worked actively to evolve retail marketing, whether conceiving novel marketing plans like in-store TV networks (that have really never taken off) or floor decals in front of shelves telling you about a new product (other than peripheral vision, does anyone really look at the floor while shopping?). Regardless of their limited success, these channels certainly command new forms of shelf and marketing allowances from vendors primarily due to the increase in product competition. However, mobile may just be the most innovative opportunity for retail, shelf, and product marketing from advancing sales to customer loyalty.
Michael Dru Kelley

Chapter 9. Out-of-Home Becomes Relevant Again

“OUT-OF-HOME” IS TRADITIONALLY DEFINED AS any advertising that we see while outside of our houses, such as billboards or display boards in subways, airports, or movie theaters. The out-of-home sector has also worked to shed its image as purveyors of eyesore billboards by attempting to change their industry moniker to such kitschy titles as “play space media” (which I guess refers to every place outdoors being a “playground”) but also innovating with video billboards. The latter still draw the scorn of regulators because of the distraction to drivers—locally and nationally—but they certainly take advantage of the ever-progressing “jumbotron” television evolution. It is still shocking to see how crisp and true-to-life these large screens are becoming from the roadside boards to those in stadiums. In all instances, the out-of-home marketing and advertising industry has really failed to catapult itself beyond intrusiveness, but there are glimmers of hope, and mobile can help deliver the opportunities.
Michael Dru Kelley

Chapter 10. Video Will Be Mobile’s “Killer App”

Get Ready Now!
FOR A VERY BRIEF MOMENT, WE ARE GOING TO GO all techno geek to demonstrate just how critical video will be to mobile and to really anything we do in social, apps, and on the entire web. This is a bold statement, but widespread video is really starting to happen technologically and over the mobile device in a very big way. It’s subtle, as most technology waves are, but video’s impact will be evident very soon. If you just start to look at your own phone and social apps on mobile, you’ll see how advanced video is becoming, as anyone can capture quality video on their mobile device, edit it, and share it instantly to the mobile networks, and do so at much faster transmission speeds.
Michael Dru Kelley

Chapter 11. Data Gatherers

The More You Give, the More You Get
You can hardly have a book about emerging forms of mobile marketing without talking about data. Like many brand and business owners, I have always had a mixed relationship with data because while being amazed at the kind of data increasingly captured in the mobile and digital world, I am equally troubled as an average citizen about what is known about me and how it may be used or even abused. To understand this point, you don’t have to look much further than the Google financial settlement with a number of U.S. states over tracking online consumers without the consumer’s knowledge. My simple rule as a marketer has always been, “Do unto others as you wish done to you.”
Michael Dru Kelley

Chapter 12. The New Chief Mobile Officer

I WANT TO LOOK FORWARD AND TALK ABOUT how modern business marketing needs to reshape its thinking, training, planning, and organizing in the face of mobile advancement. It’s both the easiest and most difficult chapter to write. It’s very easy for me to coach and cheerlead the marketing industry toward positive change in the mobile space. As a business owner with my own brands deeply rooted in traditional media, I struggle and strive every day to think about how mobile can enhance these businesses. At the same time, I want this chapter to be my homage of sorts to the industry. It’s my love letter to an industry that has made me love marketing and has shaped who I am, how I think, and what my vision is in light of a new mobile era. Please indulge me as I present my perspective on how business needs to evolve marketing.
Michael Dru Kelley


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