The Design Process for Mobile Marketing by Francis Dunn Key Largo

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The Design Process for Mobile Marketing by
Francis Dunn Key Largo

• The classic design process is driven by the buzz
  of the persuasive idea. Since the days of Mad
  Men, ad men and women have searched for the
  imaginative spark that would ignite the campaign.
  First, the idea must be persuasive so
  brilliantly persuasive that it is naturally
  intuitive. Next, the idea is translated to the
  usable elements. Finally, the idea is expressed
  in functional forms the ad and its variations,
  which drive the creation of the rest of the print
  portfolio.

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• From there, the print graphic gets adapted to the
  main digital platform, the website, and then it
  is further adapted to other digital
  communications assets, including video, social
  media, and, eventually, email. The digital
  imagery is adapted to the email channel, and once
  the email is created and programmed, it is
  optimized for mobile. We have arrived at the
  caboose of the creative process.
• This does not qualify as optimizing for mobile.
  Assets that are adapted in the name of mobile are
  often not conceived as mobile at all. ClickZ
  Managing Partner Bryan Eisenberg succinctly
  contrasted the classic ad design process to the
  mobile design process
• If you think of desktop searching, browsing and
  shoppingas sitting down for a full course meal,
  you have to think ofmobile as grabbing a snack
  on the go.Bryan Eisenberg, Managing Partner,
  ClickZ

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• Eisenberg clarifies that the design process for
  mobile begins in the exact opposite direction
  from the classic process. It begins with what can
  be functional, accessible, and usable, and what
  works back to the persuasive idea.

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• We begin with the lowest common denominator the
  actual mobile device not conceived in the
  abstract as it is today, but as it functions
  today screen size, pixel dimensions, operating
  system, and the greater functionality of the
  mobile platform. We start with mobile, not end
  with it. We start with the limitations of
  representing message and design on mobile, but
  also, and more importantly, we start with the
  objective to leverage all of the power of todays
  mobile computing and connectivity. Mobile is not
  a screen size to be optimized it is an entire
  platform to be leveraged.
• About Francis Dunn-
• Francis Dunn Key Largo designs Real World Patient
  Data to Improve Patient Outcomes, focused on
  value revenue. Francis Dunn has been a clinical
  analyst and data engineer in the biotech field
  for 25 years. Francis Dunn is a father health
  entrepreneur he has spent over 2 decades
  leveraging emerging media technologies to improve
  healthcare.

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• 14. Avoid using forms in your email body.
• Some email clients do not pass the information
  over to the proper collection points.

15. Avoid using JavaScript. Most email clients
consider this a security risk, and the messages
will likely be marked as spam. 16. Send Test
Emails Send test emails to multiple providers,
including Gmail, Yahoo, Outlook, etc and see how
the email comes out or if it ends up in the junk
folder.