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January 21, 2013
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News for mobile marketing professionals

  Top Story 
  • BMW taps Google Maps for user-customized mobile campaign
    BMW's mobile ads for its new "i" line of electric vehicles are tailored to individual users by including a map of one of five nearby cities, paired with video of the vehicles. Users can click through to take the vehicles on a virtual test drive of a nearby city using Google Maps technology. "There is a huge opportunity for marketers to tap into mobile capabilities with things like HTML5 and accelerometers to create engaging, interactive mobile experience and integrating technologies such as Google Maps, Street View and YouTube really light it up. This BMW campaign is a great example of all the possibilities in mobile rich media," said Brendon Kraham, Google's director of global mobile sales and strategy. Luxury Daily (1/18) LinkedInFacebookTwitterEmail this Story
  Consumer Engagement 
  • Why moms are such a valuable moving target for marketers
    Young mothers control $2.4 trillion in spending and, given their hectic lives, spend a high proportion of their time on mobile devices as opposed to PCs, this article notes. To reach them via mobile devices, however, marketers need a full-spectrum mobile strategy that embraces websites, applications, social networks and the many types of devices and operating systems in use, writes Linda Forshaw. B2C Marketing Insider (1/18) LinkedInFacebookTwitterEmail this Story
  Marketing & Sector Solutions 
  • Sephora leans on mobile as commerce, traffic surge
    Mobile is "absolutely critical" to Sephora's marketing because its customer base is increasingly relying on the platform for shopping, said Johnna Marcus, the beauty brand's director of mobile and digital store marketing, at a recent event. Sephora's mobile orders increased 167% year-on-year in 2012, and mobile traffic increased 75%. "Our shoppers are absolutely mobile shoppers. It's where they go when they want to research products," Marcus said. MobileCommerceDaily.com (1/18) LinkedInFacebookTwitterEmail this Story
  • Target trades one game for another to better engage fans
    Target is sitting out the Super Bowl this year as far as TV advertising is concerned and will instead focus its energies on a mobile and online campaign. The "Snack Bowl" campaign is built around a mobile game that lets players challenge their friends. "We're viewing digital as a lot more than shopping online -- it's an opportunity to connect with guests better," said a company spokesman. Mashable (1/20) LinkedInFacebookTwitterEmail this Story
  Industry By the Numbers 
  • Consumers give high marks to major retailers in mobile
    Customers of many major brands say they are satisfied with the mobile device experiences those brands provide, according to a study commissioned by solutions provider Mobiquity. Apple scores best on sheer satisfaction while Wal-Mart achieves the most activity, the survey shows. Once a brand has a solid mobile presence in place, the next step is building awareness and building mobile into the rest of the brand experience, writes Steve Smith. MediaPost Communications/MoBlog (1/18) LinkedInFacebookTwitterEmail this Story
  • Mobile shoppers are projected to spend $37.44 billion in 2013
    U.S. consumers will spend $37.44 billion on purchases made using their smartphones and tablets in 2013, according to an eMarketer analysis, compared with $23.72 billion in 2012. The uptick will be driven, in part, by a 24% increase in the total number of mobile shoppers, who will account for 62% of all digital shoppers by the end of the year. eMarketer (1/21) LinkedInFacebookTwitterEmail this Story
 
  Making It Work 
  • Mobile ticketing was a quick success among Boston commuters
    In seven weeks, Boston's MBTA sold more than 100,000 tickets via mobile devices, using Masabi's JustRide mTicketing system. Mobile transactions already exceed $1 million in value and account for almost 1 in 10 sales. "While early into the rollout, the app has exceeded expectations, and the growth we are seeing is phenomenal. ... Customers love the feeling of being able to purchase a ticket anywhere, anytime," said MBTA's director of innovation, Joshua Robin. Mobile Marketing Magazine (1/18) LinkedInFacebookTwitterEmail this Story
  MMA News 
  • MMA Forum San Francisco: This is your roadmap to a successful 2013 mobile strategy
    Join us at the San Francisco Forum, Jan. 29-30, to hear from leading marketing pioneers who are blazing the trails with mobile at the center of their broader marketing strategies. Discover how the use mobile data can accelerate the path to purchase, how leading retail brands are using mobile to derive loyalty, how to apply mobile analytics to optimize your campaigns across channels and how to embrace the new mobile connected age to transform not only you're your thinking, but also your business. Walk away from this information-packed 2-day event with your own roadmap for how to effectively infuse mobile into your brand's broader marketing strategy and send you on the right path for 2013 and beyond. Time is running out, register today. LinkedInFacebookTwitterEmail this Story
  • New Webinar: How CMOs Can Succeed with Mobile Marketing
    Join iCrossing's Vice President of Mobile Rachel Pasqua and eMarketer Principal Analyst Noah Elkin as they share how CMOs can build connected brands with the mobile, always-on consumer. Rachel and Noah will draw upon ideas from their newly published book, Mobile Marketing: An Hour a Day. CMOs and their teams need to focus mobile marketing efforts on the audience first, devices second. And brands need to engage their audiences by creating connected moments across the entire purchase journey. To do so, you'll need a comprehensive framework for assessing the needs of your customers and your own business goals, and a strategic methodology for satisfying both. Don't miss this webinar to learn how to size up your mobile opportunity and the key steps that go into developing a comprehensive mobile strategy. Register today! LinkedInFacebookTwitterEmail this Story
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Give me six hours to chop down a tree and I will spend the first four sharpening the axe."
--Abraham Lincoln,
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