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Beginning a Mobile Strategy

In: All Thumbs

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  • Michael Dru Kelley

Abstract

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.”

Suggested Citation

  • Michael Dru Kelley, 2014. "Beginning a Mobile Strategy," Palgrave Macmillan Books, in: All Thumbs, chapter 0, pages 51-66, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-51016-7_4
    DOI: 10.1007/978-1-137-51016-7_4
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