Andrew Lark

When going Mobile, Go Lo-fi

A great definition and a paper well worth a read.

“Low-fidelity mobile advertising campaigns are effective when they are for products that trigger further thought and consideration, which includes campaigns for high (versus low) involvement products, and for products that are seen as more utilitarian (versus more hedonic).”

According to the study:

“Low-fi mobile ads that, as a consequence of their design and technology restrictions, contain relatively small amounts of information are effective when used in situations where consumers have both the ability and motivation to process and elaborate on the information in a deliberate fashion.

Hat tip to Snarketing for the link.

Great brands are built on a deeper truth than merely "engagement". Brand engagement is a measure. But not the measure.

"...a strong relationship develops by supporting people in living their lives, not by driving brand involvement. As I like to say, "It's about the people, stupid."

A must read over at The Atlantic.

Bike Site of the Week

Love the layout and content over at Tokyo Fixed. And they sell T-Level bags.