Hyperfactory SVP Jeff Arbour (Pt 2): Supercharging Traditional Through The Power of Mobile

The future of traditional advertising may lay in mobile.

In the new book, THE ON-DEMAND BRAND, and also in my first book, BRANDING UNBOUND, I argue that the real power of mobile lies in supercharging the effectiveness of traditional advertising.

 

Simply put, mobile makes everything interactive. Our television ads become interactive. Our radio ads become interactive. Our print ads become interactive. Our direct mail becomes interactive. Our outdoor signage becomes interactive. Our storefronts become interactive. Our point of purchase becomes interactive. Even our products themselves become an opportunity to have an interactions with consumers that is really quite unprecedented.

 The other day, I was talking to Hyperfactory SVP Jeff Arbour about some of the conversation he and I have in THE ON-DEMAND BRAND about this dynamic, and we continue it here. In part two: How mobile can supercharge traditional advertising - a proposition that has been much more prevalent in other markets around the world, and is only now catching on the US in a very big way. 

Along the way, we discuss some of the promise - and peril - of location-based services and how to keep them relevant for the long term.

INTERVIEW: JEFF ARBOUR, SVP, THE HYPERFACTORY (PT 2) - THE TRADITIONAL/MOBILE CONNECTION

(Approx. 5:57)

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... EXCELLENT ..."

Publisher's Weekly

 

"... A MUST-READ ..."

Russell Weiner, Chief Marketing Officer, Domino's Pizza, Inc.

 

"... WITTY, INSIGHTFUL, DYNAMIC AND HIGHLY INSPIRING ..."

Alison Moore, Vice President, Brand Strategy & Digital Platforms, HBO

 

"... TRULY A MUST-READ FOR MARKETERS WHO NEED TO CUT THROUGH THE CLUTTER ..."

Connor Brady, Chief Creative Officer, Organic, Inc.

 

"... REQUIRED READING FOR THE DIGITAL AGE ..."

Peter Cole, Technology Director, RGA

 

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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