Leveraging the Power of Mobile for Marketing by Francis Dunn Key Largo

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Leveraging the Power of Mobile for Marketing by
Francis Dunn Key Largo

• In digital marketing today, rarely does a moment
  go by without the mention of mobile. We are
  bombarded with presentations on mobile, webinars
  on mobile, digital conferences that dedicate an
  entire day to mobile, job roles
• configured around mobile the focus on mobile is
  so consistent that you would think that by now
  healthcare marketers would excel at maximizing
  mobile opportunities and optimizing all digital
  communication for this platform. Not true.

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• When it comes to email the most ubiquitous
  method of digital communication sent to
  healthcare practitioners less than 5 of all
  emails are truly optimized for mobile. How can
  this possibly be true?
• A far-reaching opportunity lies in understanding
  the true power of mobile and how mobile-optimized
  email connects to the overall brand experience.

Today, mobile is an afterthought, tacked on at
the end of the overall brand campaign its the
caboose of the advertising train, instead of the
engine. The basic approach misses the mark when
it isnt weaved into all aspects of the design
process from the very beginning.
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• Marketers have been well-trained to create
  marketing assets using standard Marketing 101
  tools determine the objectives and strategies,
  identify the target, hone the messaging, and
  place the media. For this time-tested approach to
  succeed in todays digital world, technology
  constraints and features must guide the creative
  design from the start. What are the implications
  for email?