Mobile Marketing involves reaching customers and prospects when they’re using the internet away from the traditional home/office desktop environment. The increased usage of smartphones, tablets and similar mobile devices has made mobile marketing a must for many online businesses.

One Of 2014’s Hottest Mobile Retail Opportunities: User Reviews

mobile-review-shutterstock Each year, the retail shopping season seems to catch us off guard, beginning sooner than we expect. Retailers begin to see a lift in sales during the back-to-school season, which continues through post-holiday sales at the end of the year. June is the perfect time for digital marketers to examine last year's trends and prepare to execute on new ideas that will help drive this year's sales. Based on the customer behaviors that we saw last year, we expect mobile -- browsing, showrooming and purchasing -- to continue to grow in 2014, supported by research-savvy shoppers who browse user revi [...]


The Flight Path: The New Cross-Device Customer Purchase Journey

shutterstock_138444350-flight-track Father's Day has just passed, and that means many consumers were scrambling last week to ensure their father's gift arrived in time for the holiday. While many may have begun their path to purchase on a desktop during work, others may have started on a mobile device during their commute home, ultimately completing their purchase journey on another device. Marketers that were aiming to target consumers during their path-to-purchase journey were most successful if they adapted their messaging to fit into any device context -- from mobile to desktop, apps to display ads. As reported in D [...]


Hellmann’s #ReciTweet Campaign Offers Recipes To Fix “What’s In The Fridge” Disappointment

hellmanns_recitweet We've all been there. Standing in front of our refrigerator, staring inside hoping something delicious will magically manifest itself. It's very frustrating, but there is a solution. No, it's not the replicator on the Enterprise; it's ReciTweet from Hellmann's. Working with Ogilvy & Mather Brazil, Hellmann's created ReciTweet, a Twitter hashtag campaign which came to the rescue of starving deer in refrigerator headlights in Brazil or, given the internet's reach, anyone anywhere in the world. With ReciTweet, all frustrated refrigerator gawkers need to do is tweet some of the ingre [...]


Digital Is Digital Wherever It Appears: The Road To Total Convergence

shutterstock_132436751-fish-cannibal Believe it or not, there are many people who don't consume digital advertising in silos. While digital marketers are continuously trying to identify how and when an action on a certain device will turn into a conversion, consumers are jumping back and forth between mobile, desktop and tablet, taking their purchase path in different directions daily. Over the past year or so, digital marketers have been obsessed with the rise of mobile and the increase in purchase power of the mobile device. However, this tunnel vision thinking has quieted a powerful media trend: the rise of total media c [...]


5 Ways To Improve Mobile UX That Will Result In Higher Conversions

mobile-responsive-design-featured Depending on whose statistics you read, mobile device usage has increased anywhere from 125 percent to 3000 percent in the past several years. Regardless of the actual number, the reality is the same: in order to get visitors to convert, your site must be able to meet their needs whether they're holding a mouse, a phone or a tablet. And the single best way to optimize for mobile conversions is to optimize the user experience. Here are five practical tips for improving your mobile UX: 1. Design For The Device The very first step in designing for the mobile device is to remember that use [...]


The Rich Media Messaging/Sweepstakes Combo Wins For Brands And Participants

RMM Sweepstakes Margarine, potatoes, artificial intelligence, Femat's Last Theorem, steam tractors, canned goods. The common link? Sweepstakes. Dating from the 15th century, sweepstakes have been used to motivate the masses -- incentivized, of course, by a handsome prize. [caption id="attachment_85159" align="aligncenter" width="600"] RMM Sweepstakes[/caption] The aforementioned inventions were the result of governments, companies and individuals calling on the public to solve major problems of the times, resulting in solutions that endure today. Advertisers in the 1950s paved the way for the present [...]


Android Google Now Updates To Include Public Transportation Alert & Upcoming “Nearby” Feature

android AndroidPolice.com reported two new Google Now features last week, a public transportation alarm to alert users when they have reached their stop, and the soon to be released "Nearby" feature that lets users - and devices - know when they are in close proximity to each other. While the public transportation alarm appears to be live, AndroidPolice.com's report claims the Nearby feature is still in development, but will be launched soon. "We've received information indicating that Nearby will come with an upcoming Google Play services update," writes AndroidPolice.com's Liam Spradlin, "Whil [...]


McDonald’s GOL! App Turns Its Fries Into An Augmented Reality World Cup Game

mcd_gol_app The FIFA World Cup kicks off in Brazil next week, but McDonald's has given soccer fans around the world a way to get in on the action right now. As part of their global sponsorship of the FIFA World Cup, McDonald’s changed the red packaging of its fries. Working with The Marketing Store, DDB Chicago helped create 12 new packaging designs – each representing a different artist’s passion for the world’s biggest soccer tournament. DDB Chicago used the packaging as a mechanism to launch McDonald’s customers into a new digital app experience called McDonald’s GOL!. The app is do [...]


3 Ways To Use Keyword Planner To Improve Your Mobile Search Visibility

mobile-devices-featured Last month, we discussed what we can learn about mobile searchers from Google's redesigned keyword planner, including that mobile searchers are often local searchers and that most of them use "near me" instead of "nearby." This month, I want to give you three specific ways you can use the new Keyword Planner data to help your business become more visible to mobile searchers. Data-Driven Mobile Configuration Strategy The first thing you should do is look at your high-revenue, brand keywords to see how the majority of searchers are finding you and your competitors online. This can help you [...]


ComScore April 2014 Smartphone Report: Apple & Android Continue To Lead

comscore-logo According to comScore's recent smartphone market share numbers, Apple was the top manufacturer in April, while Android kept its lead as the top smartphone platform. Facebook was the No. 1 smartphone app, followed by three Google apps: Google Play, YouTube and Google Search. With 41.4 percent of the market share, Apple kept its lead as the top manufacturer even though its market share had a slight drop (.2%). Samsung ranked No. 2 with 27.7 percent market share, followed by LG, Motorola and HTC. Representing 52.5 percent of the market share, Android was the top smartphone platform i [...]


Meeker Report: Mobile Advertising Spend Falls Far Short Of Consumer Habits

OpenX Mobile Video Ad SDK When Mary Meeker, partner at Kleiner Perkins Caufield Byers, released her annual Internet Trends Report released this week there weren't many surprises. However, one of the slides called out the gap in advertiser spending on mobile relative to the time users spend consuming media on mobile devices and the enormous opportunity mobile still presents. The graphic is clunky, but the takeaway we're meant to grasp for mobile is that it's still being undervalued by advertisers. Users in the US spent 20 percent of their time consuming media on mobile devices last year. Yet, advertisers dedicate [...]


The Convergence Of Mobile Apps & Search Is Happening. Get Ready!

future_of_search_results Weather forecasters often talk ominously of “convergence zones,” the areas where two flows of fast moving air come together to create interesting weather patterns. If I were to put on my weather forecaster hat to predict the future of search, I’d say we’re sitting right in the middle of a convergence zone between the web and the fast-growing state of native mobile apps. These two forces are coming together quickly, and when they do, the future of search will be incredibly interesting. But what does interesting mean, exactly? Over the past couple of weeks we’ve seen two an [...]


Slick Cross-Platform App Distribution Tool ‘Beta’ Is Released By Twitter’s Crashlytics

crash Earlier this year, Apple bought the popular iOS app distribution tool TestFlight along with the parent company Burstly to bolster its suite of tools for developers. To nobody's surprise, TestFlight quickly terminated Android support in March. So what's a multi-platform app creator to do? Enter Crashlytics's new tool 'Beta.' Last year, Twitter acquired Crashlytics, a mobile crash reporting solution, and folded the features into the main Twitter product. Well this year, the Crashlytics team has continued its innovation by creating a "fun" tester experience that is fully integrated with C [...]


How To Create Memorable Mobile Video Content: Tips From 3 Pros

video2 It probably won't surprise you that a majority of the usage on today's popular social platforms is via a mobile device. In fact, of the big six (Facebook, Twitter, LinkedIn, Tumblr, Instagram and Pinterest), only Tumblr (54%) and LinkedIn (74%) have more desktop usage than mobile (source: Wall Street Journal). A statistic that may surprise you, however, is the fact that now, 40% of all YouTube watch time comes from mobile devices. Considering the fact that social networks are major drivers of video consumption, this number will continue to skyrocket over the next few years. Because hu [...]


What To Expect And How To Prepare As The U.S. Mobile Landscape Matures

mobile-video-tablet-600 Marketers of late have been inundated with the idea of the proverbial rising tide of mobile. But by mid-2014, this idea, while still certainly still ringing true for many emerging or developing markets, has largely run its course within the U.S. The tide rose, we're standing waist deep, and, as the landscape steadies, the short-term shifts have become less dramatic. To get away from the analogies, both the domestic smartphone and tablet markets have largely reached maturity, and more subtle shifts in computing behavior are now on the horizon. Consider that for U.S. markets, analysts h [...]


Is AdSense For Mobile Apps Ruining Your Google Display Network Results?

Device-clicks Have you checked your Google Display Network (GDN) campaign placements recently? If the answer is no, then I would take a look ASAP -- chances are, you're appearing on a hell of a lot of apps now, and you might need to make some adjustments to your campaign in order to improve your results. The Issue Eighty percent (80%) of people's time on their mobile device is spent in an app now, and this has caused a significant shift in the traffic available on the Google Display Network via different devices. We all know that there's been a big shift in the amount of time people spend on mobile de [...]


Effective Mobile Marketing Across Retail, Travel, Automotive & Financial Services

mobile-devices-analytics-featured A recent eMarketer report, "U.S. Tablet Users: Q1 2014 Forecast and Comparative Estimates," predicts that the number of dual tablet and smartphone users will reach 140 million U.S. internet users by 2018. Because of this growth, marketers across industries are working to identify the most effective digital practices for engaging users, driving app downloads and increasing conversion rates. While marketers across verticals are generally working toward the goal of creating more engaging brand experiences across all platforms, mobile marketing strategies can differ by industry. Retail [...]


New Display Research: State Of The Industry Retargeting Report #4

soti-retargeting-q2-2014-chango The fourth edition of the State of The Industry Retargeting Report has just been published and with some surprising results. With the support of Digiday, the survey (conducted by my employer) received responses from 333 agency executives and 117 brand executives; questions covered site retargeting, paid social marketing and mobile marketing. Paid Social (FBX, Twitter Tailored Audiences and LinkedIn) has shot onto the scene relatively recently; yet, respondents reported having their own dedicated budgets for them and reported this channel as their path to solving the problem of connecting [...]


This RFID-Enabled Billboard Displays Cost Of A New Audi Based On Collected Trade-In Value

audi_instant_evaluation_rfid Some people might interpret this as an invasion of privacy. Others might appreciate that they'd have to take one less step when considering the purchase of a new car. Working with Audi in Brazil, AlmapBBDO Sao Paulo created the Audi Instant Valuation Billboard. The agency had an Audi employee valuate cars parked in public spaces. The employee would register the model, year and value of the vehicle on a tablet. A flyer with an RFID tag was placed on each car's back window. The tag stored all the information collected by the Audi employee. As the vehicle approached a sensor near the exit of [...]


Google Eyes Future For Enhanced Campaigns: Ads On Thermostats, Wearables, Refrigerators And More

google-logo-glow-featured Google is looking ahead to a future in which ads are served up on any number of "smart" devices in your home, in your car and on your body. In a letter to the Securities and Exchange Commission the company makes its case for not breaking out ad revenue performance by mobile devices in part by saying the definition of "mobile" is continually morphing and it could soon include serving ads on any number of devices beyond the smartphone, tablet and desktops of today: We expect the definition of “mobile” to continue to evolve as more and more “smart” devices gain traction in the mar [...]


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