By Michael Dru Kelley (auth.)
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Extra info for All Thumbs: Mobile Marketing That Works
You scroll up and down until you ﬁnd the contact you want, and when you open the contact’s information, it too is presented in a way that allows you to scroll through the information vertically. This is a very good way to present any marketing campaign screen because the user is already accustomed to vertical scrolling. While we are all still experimenting with this as a mobile industry, horizontal navigation may work well with products in a catalog app or site, but vertical navigation still works best for photos, videos, text-based features, and other similar items.
The more advanced and successful companies, such as the New York Times, have implemented pay walls that draw in consumers. However, intrusive banners still appear on the bottom of the small mobile screen, or sometimes the screens are completely taken over by ads between the moment you click a headline and a few seconds later when the entire article is delivered. In tests I have undertaken, consumers do not ﬁnd this form of advertising appealing at all. Much of the creative still seems like it was built for a larger screen with many ads simply reduced in size and difﬁcult to see on mobile.
Together, the brand team, the ad agency, and I put the consumer front and center and began to create an experience that would appeal to the identiﬁed market. I began to look to the most obvious consumers in my life. I talked to my kids. I talked to my mom and dad. My partner Mark spent hours framing it with me. ” I took the content, boiled it down to two main navigation buttons with each one leading to a similar category listing relevant videos; these two buttons were all that would appear on the primary navigation page.