| News for mobile marketing professionals |  |
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- Gap's social media outreach puts mobile first
Mobile is the focus of Gap's social media efforts, with smartphones accounting for 60% of all social media engagement, says Rachel Tipograph, the retailer's director of global digital and social media. "We have even tested that consumers like mobile content better, so we see higher engagement with an image produced via Instagram than an advertising asset from a traditional agency," she said at a session of the eTail West conference. Mobile Marketer
(3/1)     
| Consumer Engagement | | |
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- Mobile-payment technologies need infrastructure, incentives to flourish
 Near field communication tools continue to hold promise for retailers, though the technology has its limitations, writes David Wachs, senior vice president of mobile at ePrize. Within the realm of NFC tools, ISIS, a joint venture of AT&T, T-Mobile and Verizon, may have the greatest consumer appeal with the mobile application's ability to store credit cards, rewards and coupons as well as tickets and transit passes. But regardless of technology, what is needed is infrastructure and incentives for mobile users to make the payments switch. Mobile Marketer
(2/27)
| Marketing & Sector Solutions | | |
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- Struggling Groupon looks to mobile for brighter future
Mobile appears to be the one bright potential for struggling deals purveyor Groupon, as the company looks to find a sustainable business model. "Mobile users, as we've said in the past, are better customers for Groupon than non-mobile customers," departing CEO Andrew Mason said during a conference call with analysts. But analysts say that for mobile to really pay off for Groupon, the company may have to wait for mobile payments to take hold among consumers. MobileCommerceDaily.com
(3/1)
- Office Depot targets mobile users' tasks not conversions
Mobile is more of a task-completion platform than a way of generating conversions for Office Depot, Stephanie Pike, the retailer's vice president of e-commerce, said at eTail West. Pike said her company tries to identify the different ways that mobile owners use their devices and then meet those needs while also measuring how the sales force uses the tablets they're issued. MobileCommerceDaily.com
(2/28)
| Industry By the Numbers | | |
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- Nielsen: Mobile ads as a gateway to free content are well accepted
More than half of smartphone users worldwide -- 57% in the U.S. -- are exposed to at least one mobile ad a day, and most don't mind them, provided they are perceived as sponsoring free content, according to a Nielsen survey. In India, half of smartphone users like getting free content for ad views, but only 30% view ads once a week. In contrast, 78% of South Koreans see at least one mobile ad a day. ClickZ
(2/28)
| Making It Work | | |
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- Responsive design poses its own challenges
Well-planned responsive design sites need to take into account all screen sizes from the start to ensure the right information that customers demand on different screens appears, Melissa Matross, Hotwire's head of mobile, said at eTail West. "While I think from a technology perspective [responsive design is] the right thing to do, organizationally I think it is very challenging because we have different teams working in line, you have to make sure that it works for both desktop and tablet, and all of the organizational stuff that goes along with that can be challenging," she said. Mobile Marketer
(3/1)
- Mogreet guide maps out pitfalls of text marketing
The high-stakes penalties for violating federal rules and the risks posed by alienating consumers with spam are the motivations behind Mogreet's "2013 Guide to Text Messaging Regulations and Best Practices." Mogreet CEO James Citron says the guide comes in response to demand from customers who expressed frustration keeping current with the latest rules. The guide includes suggestions for launching effective campaigns. ClickZ
(2/28)
| MMA News | | |
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- MMA Forum New York -- "Mobile's Role in the Path to Purchase" May 8-10, 2013
From awareness through consideration, sales and ultimate brand loyalty, mobile now plays an important and highly unique role in driving deeper consumer engagement along the path-to-purchase. That's why many of today's top marketers build multichannel marketing strategies -- with mobile as the glue -- to deliver consistent experiences across all consumer touch points throughout the customer journey. Join us for the 2013 MMA Forum New York as we learn how to get into the minds of the mobile consumer, deconstruct the path-to-purchase, and shed light on how the practices of mobile marketing are driving consumer engagement and profitable, repeat, revenues. The MMA NY Forum is the industry's premier mobile marketing event. Register today!
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