Developed markets still shying away from mobile payments | How Gatorade targets digitally savvy athletes | Amazon discounting phones in a bid to get more eyes on ads
December 11, 2017
MMA SmartBrief
News for mobile marketing professionals
Top Story
Developed markets still shying away from mobile payments
China and Mongolia are the only places in a Kantar TNS survey where a majority of consumers prefer mobile payments, which are still having trouble catching on in developed countries. Among the 56 countries surveyed, the average preference rate was just 39%, although that figure rose to 45% in developing nations.
eMarketer (12/11) 
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Consumer Engagement
How Gatorade targets digitally savvy athletes
How Gatorade targets digitally savvy athletes
(Harry How/Getty Images)
Gatorade Chief Marketing Officer Andrew Hartshorn says the brand uses product- and equity-driven campaigns to attract athletes who grew up with digital. The company harnesses data to learn how athletes best connect with its brand, whether through social media videos or Snapchat games.
CMO (12/7) 
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Marketing & Sector Solutions
WhatsApp is prepping a dedicated business app, sources say
WhatsApp is reportedly preparing a business app with three types of accounts that will facilitate communications with customers. In addition, users will be given tools to manage their business experiences and block business accounts.
The Drum (Scotland) (12/9) 
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Facebook's organic reach count to change, new video tools debut
Facebook's organic reach count to change, new video tools debut
Facebook has announced that it's introducing new methodology early next year to include only viewable impressions in Pages' organic reach counts. Also, the platform has unveiled new tools for video creators: a new Sound Collection hub to add high-quality audio to video and a 360 Community Page, which features tutorials and advice on creating 360-degree video.
Adweek (12/8),  Marketing Land (12/8) 
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Industry By the Numbers
Accenture: US brands lost $756B in 2016 because they failed to secure trust
Lack of consumer trust and poor execution of personalization by brands cost American companies $756 billion in 2016, as 41% of customers changed brands, per the Accenture Strategy Global Consumer Pulse Research report. Ninety-two percent of US consumers said it's critical for brands to safeguard their private information, while 79% expressed frustration at brands that failed to use their data appropriately, the study found.
MediaPost Communications (12/8) 
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Report: Marketers investing big in audience data
Report: Marketers investing big in audience data
US companies will end up spending just over $10 billion this year on third-party data to glean audience insights and a similar sum on putting those insights to work, according to the Winterberry Group, the Interactive Advertising Bureau and the Data & Marketing Association. The single largest sum, $3.53 billion, will be spent on omnichannel data.
eMarketer (12/11) 
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Making It Work
Google tests shopping ads on iOS
Purchases on Google ads previously confined to Android devices are now being tested on iOS. The test appears to have been running for several months, though it has not been widely noticed or reported on, writes Ginny Marvin.
Search Engine Land (12/8) 
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MMA News
Webinar: Great Creative Matters
If we're serious about having the best mobile ad creative drive our upcoming 2018 campaigns, then we need to refresh the rapidly aging approaches of the past. How can we make it better? It starts with building a beautiful relationship, marrying two powerful players in our space -- location data and great creative. Join Walter Geer, Vice President & Creative Director of Verve, as he dives deep into why creative matters.

Tuesday, Dec. 12 -- 2 p.m. to 3 p.m. EST | Register today
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MMA's newest White Paper -- Marketers' Guide to How to Win at Mobile Games

Learn not only why this is an opportunity marketers should leverage, but how to get it right. Most marketers don't know it, but virtually everyone with a smartphone is playing mobile games. In the US alone this year, some 192 million people will play, and for many of them -- young, old, male, female -- mobile gaming is a daily habit that outstrips most other smartphone activity in terms of time spent.

Download the report today for more insight.
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Ayn Rand,
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