Think for the second about the meaning of the word “art.” On one hand you have “art” in a very graphical sense, as in “This drawing is a beautiful piece of art.” On the other, you have “art” in a philosophical sense, as in “Have you read Sun Tzu’s Art of War.” That said, both meanings overlap considerably. People in art galleries love philosophizing about inner meanings of how eyes move through colors on a wall. It’s not hard to picture military generals describing battlefield memories as if they were painting a canvas. It’s not so much a word with a dual meaning, but a word with one meaning that has multiple tones.

In the mobile marketing world, no where is this more true than a call to action (CTA). To achieve success, you need both a visually pleasing graphical design and a dynamite executed strategy. Creating a successful call to action truly is an “art.”

That’s how Art of the CTA came into being. Throughout our everyday mobile lives, we constantly come across mobile marketing calls to action, enticing us to engage with a brand. Art of the CTA presents all of these in one place, navigable so that we can share best practices, understand ineffective tactics and draw design inspiration from what falls easily and/or harshly on our eyes. The Art of the CTA site is meant for anybody looking to learn, experience – even have fun with mobile marketing.

Here’s a quick user’s guide to the site:

Tags: There are four tags for each call to action: industry,  placement, type, and communication channel. By clicking the more button from the home page, you will reveal additional tags you can use to filter the gallery. This way you can easily drill down on those CTAs that are most important to you.

Comments: for each CTA, there is an overview of what was a strong point and could be improved. These are opinions, meant more to be discussion starters than anything else.

Feedback: By clicking on an individual CTA (for example), you reveal the CTA detail page. From here you can add additional comments, and like/dislike each call to action. Each month these will be checked to see which calls to action are the top user picks.

Archive: By clicking on Archive in the bottom left corner, you can see a completely graphical display of each CTA. From there click on an individual image to see the full detail.

Submit Your Own: through the site, you can actually submit calls to action you find to the gallery. Any digital image of a CTA will work, whether website screen capture, cell phone picture, or whatever is easiest.

Again, the site is artofthecta.com. New calls to action will be added to the gallery each day so check back whenever you are looking for inspiration, ideas, things to avoid or just your call to action fix.

Mobile is a fascinating world filled with art – of both types – and we can all learn from each CTA we come across. So, tell us, what’s your favorite?

2 Responses to Art of the Call To Action

  1. Greg Gibson says:

    Waterfall,

    This is a GREAT resource for anyone in the mobile marketing industry looking for best (and worst) practices when designing their Calls to Action.

    So many times I see these tine QR codes, or awful keywords and confusing short codes and wonder why in the heck they decided to commit these atrocities. Of course other times I will see some GREAT calls to action that I feel other marketers should take into consideration when choosing when, where, and how they will market their brand to the mobile realm.

    Awesome post. Awesome-er site.

    G(squared)

  2. [...] a bad thing, but unfortunately results in some campaigns that seem unorganized (check out the Art of the CTA for examples). The second reason is because people threw mobile into their media buy category [...]

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