Mobile Marketing 101

Mobile Marketing 101: How to build lasting engagement through non-traditional means

The Information Age has provided unprecedented opportunities to communicate directly with your target audience. Up until recently, the best and most efficient means to advertise came through standardized media (T.V., radio, print, and billboard). With the advancement of the internet and social media, these mediums have been eclipsed and marginalized. As consumers, we are constantly bombarded by thousands of brands, ads and marketing messages every day, each one vying for our ever-shrinking attention spans. The result? We don’t pay attention to most of what we see or hear, unless it somehow manages to connect with and inspire us.

So, with most advertising just adding to the noise, it’s important for us marketers to learn how to tailor our messages and strategies to different audiences. Activities, campaigns and the mediums at which they arrive to the consumer need to be relevant and thought through.

A great team that understands this and works through every little detail is Pixar Animation Studios. Pixar consistently outperforms the competition at the box office because the team has developed their own secret for success – they emphasize synergy between production and marketing – thus producing targeted, thought-through films and advertising (their killer creativity and attention to detail doesn’t hurt either).

At the Pixar campus outside of San Francisco, directors invite the marketing team into the entire film-making process – involving them in everything from script development to casting. Both teams work hand-in-hand to ensure that the films will connect with the target audience. It’s a truly collaborative, coordinated effort! Not only are the films incredibly successful, but Pixar, as a brand, is now synonymous with top-notch creativity and unforgettable films.

But this kind of brand reputation wasn’t born overnight; it was built over time, through hard work, teamwork and thorough, thoughtful marketing incorporated every step of the way.

More stories, tips and case studies will be shared during the Mobile Marketing 101 session (TS260) at www.ts2show.com, where marketers will learn how to take their brands to the road!

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