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.

Yahoo Strikes Deal With Mocean Mobile To Form New Premium Mobile Marketplace

yahoo-purple-y-logo In an ad coup for Yahoo, its new Ad Exchange, launched at CES, will now power the new Mocean Mobile Marketplace. The nearly 5-year-old mobile ad serving platform, Mocean Mobile, will gain RTB capabilities and Yahoo gets access to Mocean's deep mobile ad inventory. Yahoo announced the deal, saying, "We are combining Mocean Mobile’s premium mobile inventory with our real-time programmatic buying and precise targeting capabilities. Mocean Mobile brings top-tier publishers to the Yahoo Ad Exchange -- from Nokia to Univision -- reaching more than one billion mobile devices." Brian Silver, V [...]


Rise Of The Real-Time Inbox: The Opportunity For Email Marketers In 2014

email-marketing-globe-world-featured Before the advent of the internet, marketers relied on snail mail to reach audiences in mass quantities, not knowing for certain whether the people they targeted would even be interested in what they had to offer. Thankfully, the digital era has simplified the process of reaching audiences through other channels like email, social and mobile, and has provided the data necessary to know generally what that person will be interested in. Yet, even in this digital age, marketers are missing opportunities to provide targeted and relevant messages to each individual customer or prospect. As the s [...]


Adobe Predicts “Most Mobile Super Bowl Ever” With Advertisers Winning A 60% Jump In Mobile Traffic

adobe-logo-180px Based on record playoff audience numbers combined with growing social media mentions, Adobe is predicting this year's Super Bowl to draw the largest US television audience of all time and be, "the most mobile Super Bowl ever." According to Adobe Digital Index (ADI) analysis, the company claims Super Bowl advertisers can expect a 60 percent increase in mobile traffic on game day, with a third of web site visits happening on a mobile device. From Adobe's report: More than 50 percent of viewers will have a smartphone in their hands at some point during the Super Bowl. One in three of them [...]


The Mobile Makeover Of Digital Marketing

mobile-devices-featured As far as classic channels go, search and display are Internet advertising legends. They arose in the proverbial stone age of digital technology, when ad capabilities were limited to standard banner ads that screamed, "Click Here!" Simply put, innovations at the industry's disposal today, including online video and mobile executions, were once easily dismissed as pipe dreams. The commonplace use of mobile devices and smartphones had not yet become an integral part of everyday life. Today, innovation across channels has saturated the mainstream, and mobile devices are now ubiquitous. It's [...]


Report: Majority Of Car Buyers Showrooming On Dealer Lots

smartphone-map-checkin Showrooming has come to the automotive industry. Would-be car buyers have long used the PC internet for research during the purchase process; however a new study says that retail-style showrooming is now happening on car dealer lots. The data were collected in October and November 2013. According to a new study commissioned by Cars.com and conducted by location analytics provider Placed, "63% of auto shoppers researched and shopped online while at a dealership using their mobile device." Most of what these auto-showroomers are doing on the lot involves price research. However they're also [...]


Coming To Google: Click On Ad, Get Free Ride To Merchant Or Restaurant?

Google self-driving car logo The day may be near when AdWords advertisers can offer customers immediate transportation to bring them to their locations right from an ad.  Google has been awarded the patent for "Transportation-aware physical advertising conversions" US 8630897 B1 which essentially allows advertisers to show a sort-of transportation ad extension offering free or discounted travel to their stores. A hair salon could include free or discounted transportation in its ads displayed during lunch hour to nearby office parks. Or as in Google's own example illustrated below, a restaurant could offer a lunch offe [...]


Report: Marketing Emails Opened On Mobile Devices Jumped 61% To 65% In Q4 2013

mobile-devices-screens-featured The number of marketing emails opened on mobile devices continued to climb last quarter according to email marketing provider Movable Ink. The company's US Consumer Device Preference Report for Q4 2013 claims 65 percent of marketing emails were opened on mobile devices during the last quarter of 2013, up from 61 percent during third quarter. While mobile open rates climbed, Movable Ink's research showed the number of desktop marketing email opens dropped four percentage points between the third and fourth quarters of 2013, from 39 percent to 35 percent. Pulling data exclusively from M [...]


Push Mobile Marketing — App Notifications Vs. Messaging

Iris Mobile's - Mobile Apps Every day, marketers are finding new and innovative strategies to reach their target audience and build loyal relationships. Luckily, through mobile, we have a channel that allows us to get even more up close and personal with consumers. To have a balanced mobile strategy, it is important to leverage both push and pull techniques. We are all very familiar with pull mobile techniques like responsive mobile sites and mobile applications where customers proactively attain the goods or information they need. In this article, we will delve into some of the more innovative push marketing techniqu [...]


Facebook To Start Running Ads In Mobile Apps, Building Foundation For Mobile Ad Network

facebook Facebook announced today on its developer blog that it will begin running ads in third-party mobile apps, laying the foundation for what will likely become the site's mobile ad network. From the announcement: We are running a small test to explore showing Facebook ads in third-party mobile apps. In this test, we'll be extending Facebook's rich targeting to improve the relevancy of the ads people see, provide even greater reach for Facebook advertisers, and help developers better monetize their apps. Facebook says it's working "directly" with a small number of advertisers and publishers [...]


Get To Know: VP & General Manager Of IAB’s Mobile Marketing Center Of Excellence

Anna Bager headshot3 Anna Bager is the Vice President and General Manager of the Mobile Marketing Center of Excellence at the Interactive Advertising Bureau. The Mobile Center, an independently funded and staffed unit inside the IAB, is charged with driving the growth of the mobile marketing, advertising and media marketplace. Prior to joining the IAB, Bager led business intelligence at Ericsson Multimedia and was head of research at Ericsson’s business consulting unit. She has also served as the Research and Consulting Manager for IDC EMEA. In 2012 and 2013, Bager was named one of the "Top 20 Most P [...]


SEO Can’t Be Done Without Mobile SEO

mobile-devices-featured It's 2014, which means we are officially one year away from the year that Kelsey Group predicted mobile search will eclipse desktop search. Are you making your mobile resolutions to ensure you're ready for when that time comes? [caption id="attachment_70213" align="aligncenter" width="600"] Mobile share of overall search traffic was nearly one third in Q3 of last year according to RKG.[/caption] 2013 In Review Hopefully, you were with us last year as well, when we used this column to give tactical advice on how to do mobile SEO well, provided case studies to illustrate mobile SEO success, [...]


Digital Audit: What To Keep, What To Discard & What To Change For 2014

Maximize Return on Your Investment Arrow Matrix It's never been easy to keep up with business and marketing trends. Conflicting information abounds online, and new digital tools arrive so frequently that many marketers find themselves operating in a tangled web of programs and strategies. Not all of these tools deliver -- but knowing what to leave behind in 2013 and what to create or continue in 2014 can be daunting. Let's face it, you can find a self-professed expert to pronounce almost any trend dead or effective. For this reason, a lot of people go for the easy answers. But the intersection of new technologies and consumer preferences [...]


It’s 2014 — Is Your Content Mobile Ready?

girls-smartphones-mobile-featured Mobile traffic has been growing steadily over the past five years, but increased more than 50 percent in the last 12 months. In fact, global tablet and smartphone traffic grew to 20 percent of all internet traffic in December 2013. Considering this 1-in-5 milestone, you cannot afford to ignore mobile users in 2014. It is imperative that your content is not only readily available to mobile users, but is optimized for mobile consumption. Is your content mobile ready? There are many steps you can take to ensure mobile visitors have a positive experience when browsing your content. Consider [...]


State Of Marketing Report: Conversions, Brand Awareness & Behavior-Based Data Top Priorities In 2014

2014-business-featured ExactTarget's newly published 2014 State of Marketing Report claims 98 percent of marketers plan to increase their budgets in the new year, with a focus on driving increased conversion rates, raising brand awareness and leveraging more behavior-based data. Of the more than 2,500 marketers surveyed, 61 percent planned to increase spending on data and analytics, 60 percent on marketing automation, 58 percent on email marketing, 57 percent on social media marketing and 57 percent on content management. The survey covered a number of marketing themes, from challenges and success metrics to e [...]


Merging Massive Data Sets

data-analytics-200px You have a hot date lined up and your eyes are set on the perfect little black dress (LBD) to buy from a local store. Just one small caveat -- it's a bit pricey and not really in your budget. Now, you have a few options: beg your mom to chip in, bite the bullet and live off of bread until your next paycheck, try finding the dress discounted online, or hope that the dress goes on sale before your date. For these options, there are a number of relevant pieces of data: the store's current price for the dress, the availability and current price of the dress online, the expected date of an upcom [...]


YP Buys Local-Mobile Ad Platform Sense Networks

shutterstock_112609958-mobilelocal Location-based advertising provider YP has acquired Sense Networks for an undisclosed amount of money. Sense Networks was founded in roughly 2003 and evolved into a data aggregator and mobile ad targeting platform. It offers real-time bidding and inventory via mobile ad exchanges. Sense Networks offers location, behavioral targeting and audience targeting capabilities. It also offers offline "store visits" measurement to advertisers. Sense Networks caters primarily to national advertisers, while YP works primarily through not exclusively with small businesses. The acquisition will bolste [...]


Mobile Affiliate Sales Hit All-Time High Of 27% In December, Affiliate Window Says

affiliate-marketing-featured More evidence of the big shift to mobile in 2013: Affiliate Window, an affiliate network based in the US and UK, says that sales made via mobile devices hit an all-time high of 27.09 percent in December. That's almost double the 14.77 percent that mobile sales accounted for in January 2013. In fact, when we last checked in with Affiliate Window in May 2013, mobile sales were at a then-record of 18 percent. (The company says it's now using an improved tracking system, and that figure from May has been revised upward to 19 percent.) Since May, mobile sales through Affiliate Window's net [...]


Today’s Methods Help Us More Aggressively Compete

shutterstock_114257098 It used to be that one of your primary means of competing as a brand was raising the spend and buying more impressions than your competitors -- and doing it creatively, in order to stir up more laughter and tears than the other guy. Your budget and creative wherewithal were your arsenal. We carried that approach over from traditional marketing. Even fairly recently, a marketer or agency might tell you that the top focus of the media lead was to build and optimize the right plan for achieving desired reach. "Reach" was the mandate. The audience piece was somewhat left to happy accident, as w [...]


Our 10 Most Popular Mobile Marketing Columns Of 2013

ml-mobile2013-featured QR Codes are dead and Responsive Design is controversial. Those are two of the takeaways from our most popular Mobile Marketing columns in 2013. There's no denying that Mobile is one of most explosive and fast-changing sectors in digital marketing, and we're thankful to have had such knowledgeable experts share their views and insights about its development throughout the year. We had the benefit this year of bringing aboard columnists who'd been writing for Search Engine Land's mobile column, so we were able to explore more of the search-related consequences of mobile marketing decisions [...]


Q&A With Anna Bager, GM Of The IAB’s Mobile Marketing Center Of Excellence

anna-bager-headshot Look around you almost anywhere -- on public transit, in a restaurant, at a sporting event, and even in the car -- and it's impossible to ignore the impact that mobile devices have had on our society in the past year. And that influence is only growing in significance. Needless to say, digital marketers go where consumer interest is strong and, in 2013, that meant smartphones and tablets. There's so much going on in this fast-moving space, so we jumped on the opportunity to buttonhole Anna Bager, the VP and GM of the Mobile Marketing Center of Excellence at the Interactive Advertising B [...]


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