Three years ago, I wrote a blog post entitled, “Why The Creatives In the Room Still Matter As Ad Dollars Shift To Mobile.” In it, I observed that marketers’ push into mobile would require talented designers and copywriters to ensure that consumers actually engaged.
Since then, mobile has evolved considerably and in most ways is easier than ever.
It has gone from being an experimental budget line item to a core tactic, giving marketing teams more resources to tackle mobile-specific challenges.
Buying digital media, including mobile, has been automated in ways that resemble how most people buy and sell shares in publicly-traded companies.
Market testing creative, a process that once required a panel of several hundred people or more, 3-8 weeks, and budgets ranging from $10,000-$20,000 per test, now can be done more quickly and less expensively on Facebook. Simply take Ad A and Ad B and run both against isolated segments of the same target market and Facebook will tell you which ad audiences prefer.