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January 14, 2013
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News for mobile marketing professionals

  Top Story 
  Consumer Engagement 
  • Office Depot deploys QR codes, microsite with organization theme
    QR codes and a microsite are part of an Office Depot campaign with the common theme of helping consumers get organized. Codes placed on various store items link mobile users with dedicated content about getting organized. "With the 'Organize Me 2013' campaign, Office Depot is offering its customers a value-added shopping experience by not only helping them navigate through the store but also by offering expert videos, providing organization tips along with product suggestions," said Owen Torres, communications manager at Office Depot. (1/14) LinkedInFacebookTwitterEmail this Story
  • Mars' M&M's campaign drives mobile engagement via Facebook
    Tapping on M&M's ad on Spin's mobile site takes users directly to the Facebook page of the Mars brand, where users are encouraged to "like" M&M's and connect with others. "For this particular execution, we leveraged a mobile banner ad unit to drive optimal earned engagements by encouraging engaged audiences to go to Facebook" and learn more, said Lauren Nodzak, a spokeswoman for Mars Chocolate North America. Mobile Marketer (1/14) LinkedInFacebookTwitterEmail this Story
  Marketing & Sector Solutions 
  • Local mobile campaigns generate more clicks for national brands
    Evidence is growing that local, location-based mobile campaigns can pay off for national brands. Data from xAd show mobile local display ad click-thru rates of 0.72%, compared with a 8.13% rate for mobile local search and 0.1% for mobile overall. "We know ads generate user intent, so craft the campaigns to include click-to-call links or an easy way to get directions for those that rely on foot traffic. It provides a tool to measure performance," said Mike Boland of BIA/Kelsey's Mobile Local Media practice. MediaPost Communications/Online Media Daily (1/11) LinkedInFacebookTwitterEmail this Story
  Industry By the Numbers 
  • Mobile phones' share of paid clicks soars during holidays
    Mobile phones accounted for 1 in 5 paid search clicks during he holiday shopping period last year, an increase from 6% in 2011, according to research by Kenshoo. But the conversion rate was 0.46%, compared with 0.87% a year earlier, perhaps because "marketers optimized their campaigns more for consumer awareness than sales on mobile phones in an effort to drive shoppers who were already out to their physical store locations," said Ariel Rosenstein, Kenshoo's director of marketing research. (1/14) LinkedInFacebookTwitterEmail this Story
  • Single-function digital devices are on the wane
    Consumers are looking to buy multipurpose digital devices such as smartphones and tablets in the coming year, and have little interest in single-purpose gadgets such as cameras and e-book readers, according to an Accenture survey. The trend was particularly pronounced among young U.S. consumers, with more than one in 10 millennials planning to buy a tablet device in 2013. eMarketer (1/14) LinkedInFacebookTwitterEmail this Story
  Making It Work 
  • Google offers targeted couponing
    Google is getting into coupons with its new Zavers service that targets coupons to customers of both retailers and brands. Zavers works much like Apple's Passport, with consumers finding discounts on retailer websites that they can then save digitally in their accounts, and then access using their phone numbers. Targeting and tracking features allow participating retailers and brands to offer the right kinds of deals to specific customers. MediaPost Communications/Online Media Daily (1/13) LinkedInFacebookTwitterEmail this Story
  • Microsoft promotes phone in print with mobile bar codes, video
    Mobile, print and video come together in print ads in GQ and Wired magazines for a Microsoft-powered smartphone. The ads include mobile bar codes that take users to a site where than can view video of how the Nokia Lumia 920 smartphone works. "When you are taken from a static ad to a mobile experience that allows you to watch a video on the features of a mobile device or an interactive demo of a phone, your education and interest in that device is much more interactive," said Bobby Marhamat, founder of Hipscan. Mobile Marketer (1/14) LinkedInFacebookTwitterEmail this Story
  MMA News 
  • Webinar: Mobile Marketers' Dream in 2013: How Apple Passbook Ushers in the Third Mobile Marketing Wave
    Passbook is the new mobile marketing imperative: how to leverage it to drive sales, boost loyalty, and increase customer engagement. Passbook adoption will skyrocket in 2013, as Marketers close the books on this Holiday season and gear up for the year ahead. Apple Passbook offers companies a groundbreaking opportunity to engage mobile consumers with coupons, tickets, loyalty cards, membership passes and more -- that are both dynamic and highly relevant (time- and location-aware). Marketers can deliver offers with ease and speed, centralized on their customers' mobile devices, letting them more effectively close the loop from acquisition and engagement, to conversion. Join us online to discuss Passbook strategies and understand: The essential new role of Passbook in the mobile marketing mix; How passes can bolster your existing app strategy -- or offer you a conduit to your customers' phones for the first time; How passes work as powerful "lightweight" apps, that can be updated in real-time; How to easily execute Passbook campaigns without writing code or being a developer. Register to attend. LinkedInFacebookTwitterEmail this Story
  • MMA Committee Meeting: Marketing Best Practices for Messaging -- Jan. 29
    Join the MMA at the San Francisco Forum and attend the Marketing Best Practices for Messaging committee meeting on January 29th from 9:30-10:30am PT at the Hotel Nikko. The mission of this dedicated working group is to provide marketers with a framework and guidelines for best practices, when using messaging as a mobile communications channel. Please join these industry leaders to discuss the important elements of success in this area of mobile marketing. Register to attend here. LinkedInFacebookTwitterEmail this Story
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You will do foolish things, but do them with enthusiasm."
--Sidonie-Gabrielle Colette,
French novelist and performer

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