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Santander UK’s CMO on optimizing marketing strategies for mobile

Keith Moor

Optimizing marketing strategies for mobile devices involves adapting traditional creative techniques, says Santander UK's CMO Keith Moor.

Keith Moor, CMO of Santander UK, speaks to Hot Topics about optimizing marketing strategies for mobile platforms. He says that creating effective mobile content is a unique skill, and explains the importance of delivering the key message within the first 5 seconds of a video. Keith also discusses the reasons why there is less need to focus on branding mobile content heavily than there is on traditional channels.