Is this really the ‘year of mobile’ when you have a premiere brand like Kaplan set to spend over $21 million dollars this first quarter on Online, Print and TV – yet $0 on mobile? Did Kaplan think that Google and Apple dropped over 1 Billion dollars in one week in mobile because they had an untimely brain-freeze?
The full story was posted on Media Post last week (http://leep.it/cR). I won’t rant on and on about this. However, it is amazing that neither mobile nor social media made it into the final plans of how to spend $21 million dollars. They could have allocated less than 0.01% of that and created some truly engaging interactions with mobile to compliment their TV,print and online elements. Even if they didn’t want to expend the effort in creating original interactive mobile engagements, or placing ads on the mobile internet, or creating mobile landing pages where their target users (full-time workers) could get more information while they eat there $5 subway footlong, they could have at least added text call to actions on print & TV ads to get some measurement of the media spend!
If you’re interested in knowing how we would have used SMS/text, mobile ads, a mobile site and social media for Kaplan give me a holla’, we’ll chat over a footlong & a diet coke. Â Naushad out.
