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December 19, 2012
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News for mobile marketing professionals

  Top Story 
  • How mobile ads helped Obama win re-election
    Mobile advertising played a huge role in President Barack Obama's successful re-election campaign, says digital lead Shannon Lee. With click-rates for mobile video ads reaching as high as 19.5% in the campaign's final weeks, mobile outreach helped end Republican challenger Mitt Romney's late surge in the polls, Lee says. "We knew we had to be in mobile. The work we did there was exciting because we felt it was directly impacting the election," she adds. Adweek (12/18) LinkedInFacebookTwitterEmail this Story
2 Methods for Achieving Your Revenue Goals
If you're a performance-driven marketer, you're constantly tracking to your goals. But are you using the right target? How do you gain confidence that your campaign plan will achieve your revenue target? This guide to campaign planning will show you how to use campaign insights to meet your revenue goals.
  Consumer Engagement 
  • Chanel looks to fashion-forward mobile site to promote watch
    Animation is incorporated into Chanel's mobile banner ad for its J12 ceramic timepiece. The ad appears on The Cut's mobile site. "With a price tag of $15,600 to $18,700, Chanel has to ensure that the ads for this watch reach women who can afford a certain caliber of fashion. The Cut, a fashion-forward magazine featuring high-end fashion fads and ideas, is the perfect place to put those ads," said Shuli Lowy, marketing director at Ping Mobile. Luxury Daily (12/19) LinkedInFacebookTwitterEmail this Story
  • GNC finds QR codes widely used
    GNC is using the codes to provide customers with "effectively a mobile catalog" that is accessible via mobile, said GNC spokesman Greg Miller. The company has achieved redemption rates of 40% or more for some of its QR codes, the company says. Consumers typically spend about two minutes exploring the site that the code takes them to, the company says. One particularly effective QR location has been easels placed outside stores in malls or downtown areas. (12/19) LinkedInFacebookTwitterEmail this Story
Report: How the Leading Subscription Retailers Engage Their Customers
Learn how the leading subscription e-commerce retailers engage their customers across channels. Get recommendations on how to optimize the multi-channel marketing for your company. Download the report.
  Marketing & Sector Solutions 
  • Staples' new lab innovates to bridge mobile, retail experiences
    A mobile flash sale promotion on Black Friday was an early product of Staples' new Velocity Lab, which is tasked with developing mobile and online solutions. The lab fits into a larger strategy designed to fully integrate the retail, online and mobile experience. And mobile in particular is "a channel of innovation that allows us to explore new avenues in e-commerce, all with the end goal in mind of solving customer pain points at their time of need," said Brian Tilzer, Staples senior vice president of global e-commerce. (12/19) LinkedInFacebookTwitterEmail this Story
  • DMG's Traffiliate for Mobile upgraded, refined
    DMG has stepped up the targeting capabilities of its Traffiliate for Mobile platform, offering a wide array of criteria that includes carriers, operating systems and device models. The latest version also offers automatic media plan generation and optimized landing pages. Mobile Marketing Magazine (12/18) LinkedInFacebookTwitterEmail this Story
MS in Communication Online at Purdue University
Purdue University's online Master of Science in Communication is comprised of just 30 credits allowing you to earn your degree in as few as 20 months. Tuition is affordable & the GRE is not required. Next Start: May 2017. Click to Learn More!
  Industry By the Numbers 
  • Mobile now accounts for almost a third of online searches
    Web searches launched via mobile devices now constitute 30% of all searches across YP's applications, sites and publishing partners, amounting to 25% growth from a year before the company says. Some industry categories saw even larger increases in mobile searches, such as industrial manufacturers, which saw their mobile search figures more than double. MediaPost Communications/MoBlog (12/18) LinkedInFacebookTwitterEmail this Story
  • Homebodies love mobile video too, report suggests
    Mobile video viewing isn't the haphazard, on-the-go activity that some people assume, a report suggests. Almost two-thirds of mobile video viewing takes place inside the home, and more than a third occurs when viewers have other screens -- TVs, laptops or tablets -- available to them. (12/18) LinkedInFacebookTwitterEmail this Story
  Making It Work 
  • Ibotta's model of couponing catching on with consumers
    The mobile shopping savings application Ibotta is steadily gaining traction with consumers, in spite of its low profile due to little marketing. The appeal may lie in its relationships with a number of brands that allow Ibotta to offer more savings than competitors for consumers who scan their receipts at major grocery chains and big-box retailers and perform a specified brand interaction, writes Sarah Perez. TechCrunch (12/18) LinkedInFacebookTwitterEmail this Story
  Featured Content 

  MMA News 
  • Today's Webinar: New Mobile Web Ad Measurement Guidelines and the Impact of "Client Side Counting"
    The MMA, in partnership with the Interactive Advertising Bureau and the Media Rating Council, has issued updated guidelines on how to measure and count mobile web ad impressions. Version 2.0 of the "Mobile Web Advertising Measurement Guidelines" includes a change that requires client-side counting for mobile web ad impressions, which will increase consistency with computer-based ad measurement, make impression counts far more robust and reliable, and may help to reduce mobile discrepancies. In this webinar, the MMA will review the importance of guidelines, the general benefits of industry standards and the core principles of ad measurement. These guidelines are principally applicable to mobile marketers, wireless operators, mobile publishers and ad serving organizations, and is intended as a guide to accepted practice. Additionally, planners and buyers of mobile media advertising can use these guidelines to assist in determining the quality of measurements. Importantly, webinar participants will learn about the impact of client side counting,why it is considered a high quality industry standard in the desktop web and how it will potentially impact buyers and sellers of mobile web advertising. Learn more and register for this free webinar. LinkedInFacebookTwitterEmail this Story
  • MMA releases U.S. Consumer Best Practices for Messaging 7.0
    The MMA this week unveils the seventh edition of the "U.S. Consumer Best Practices for Messaging" (CBP 7.0). These best practices provide guidance to activate common short code messaging programs over U.S. carrier networks. CBP 7.0 is the MMA's compilation of accepted industry practices, common U.S. wireless carrier policies, and regulatory guidance that have been agreed upon by a coalition of MMA member companies and industry executives. The most significant change from the CBP 6.1 version released in May 2011 is the seamless alignment of the CTIA Audit Standards with the CBP 7.0 document. Since its introduction in 2005, the industry has looked to the CBP as the foremost guide to follow and apply common short code text messaging programs within the marketing mix. The MMA and CTIA worked together to consolidate the Audit Standards and CBP to ensure both documents were in alignment. Effective immediately, the MMA has determined that it will no longer issue CBP updates. Going forward, the CTIA will continue to advise and audit the carrier community, while the MMA will assume a more prominent role as an advocate for the marketing community. To continue to develop messaging as a viable marketing tool, the MMA will focus on next generation messaging marketing frameworks, guidelines, best practices and standards, such as text messaging, multimedia messaging, long-code messaging, mobile email and in-app push notifications. The MMA will continue to work closely with the CTIA and other industry authorities. You can download the CBP by filling out this form. LinkedInFacebookTwitterEmail this Story
Learn more about MMA ->Contact the MMA | About the MMA | Join the MMA | Events
Mobile Marketing Resources | Industry Directory

Position TitleCompany NameLocation
Director, Media StrategyCablevisionBethpage, NY
Director, Consumer Online MarketingCablevisionBethpage, NY
Media Tech EngineerWildTangent, Inc. Redmond, WA
Account Executive, MobileAOLMultiple Locations, United States
Director of Social MediaRatify, IncBellevue, WA
Online Advertising ManagerZendeskSan Francisco, CA
Regional Director, Sales DevelopmentPandoraNew York, NY
Digital Media Planner/BuyerShine United, LLCMadison, WI
Click here to view more job listings.

To be without some of the things you want is an indispensable part of happiness."
--Bertrand Russell,
British philosopher, mathematician and historian

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