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Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and Design by Tom Eslinger

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Chapter 10: Interfacing with Design: What Production Looks Like from the Marketing Side

So you’re moving into mobile. You’ve got a budget. You’ve got a strategy and a plan. You’ve got a team. And ... you’ve got this idea of how you want your brand to look and behave on mobile—and now you need to figure out what to do about it. How much should you be involved in the nitty-gritty of your mobile development’s technical look and feel? image This book was written with marketers in mind. For most of you, you’ll have a basic level of technological literacy but nothing too specialized. What you need to do is make yourself part of the dialogue surrounding production and have a robust understanding of what it’s going to look like, how people will interact with it, and be able to communicate your ideas to the technical team. The implementation, from graphic design, UX, information architecture, and testing and deployment needs to pass seamlessly in and out of your technical and marketing teams to your development partner and creative agency. The technical design and construction work is what you hired your development partner to do. Let them do it.

The Success Metric

The project’s brief should not just set out the how and why of the campaign, but also define how to measure its success. The longer-term strategy that you have or are in the process of developing should be included in this briefing. ...

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