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November 19, 2012

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News for mobile marketing professionals

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Macy's goes mobile for Thanksgiving Day Parade
Macy's has created a dedicated mobile application ahead of its annual Thanksgiving Day Parade in a bid to boost engagement with people in the crowd and people watching the parade from home. The app lets users get more information about specific floats and balloons, and it allows them to create personalized elfin avatars that can be shared on social networks. MobileCommerceDaily.com (11/19)

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Consumer Engagement

Ben & Jerry's taps mobile, social for targeting data
Drawing data from mobile and social media, Ben & Jerry's stores in Oregon are targeting promotions to mobile users who are current customers, as well as potential newcomers. "Social and mobile together provides to the marketer more insights about customers' interests," said Daniel Dreymann, CEO of Mowingo, whose application Ben & Jerry's is using in the campaign. MobileCommerceDaily.com (11/19)

McDonald's returns to iAd network with interactive campaign
McDonald's is launching its sixth mobile campaign on Apple's iAd network, inviting users to interact by choosing descriptive words, defining sandwiches and playing a word game. Users can also take advantage of their device's GPS capabilities to find the nearest McDonald's. Mobile Marketer (11/19)

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What is your biggest mobile marketing challenge?

Hiring the right talent

Calculating ROI

Creating mobile resources such as ads, apps and websites

Finding the right platforms to advertise on

Integrating mobile with other marketing efforts

Other

Marketing & Sector Solutions

Brands must do more to reach mobile Facebook fans
Many popular brands use Facebook to connect with their fans -- but they don't have fully mobile-functional Facebook fan pages. Such brands are not taking full advantage of the estimated audience of 78 million Americans who access the social network through their mobile devices at least once a month, users who are much more likely than PC users to click on ads, research shows. MediaPost Communications/Mobile Marketing Daily (11/16)

Sports leagues can leverage SMS for broad fan reach
Contests and giveaways are among the popular ways that sports leagues can take advantage of SMS messaging, which marketers in other fields have found to be an effective way to market via mobile, writes Sameer Bhatia. Some teams are already using SMS to provide such useful information as schedules, scores, team information and player stats. In addition, SMS has the advantage of much broader reach than can be had via applications and smartphones. B2C Marketing Insider (11/17)

Industry By the Numbers

Study finds "showrooming" is on the rise as holidays near
Big-ticket purchases are what consumers with mobile devices are most likely to "showroom" this holiday shopping season, according to IDC Retail Insights. IDC's research also found that "showrooming" is likely to more than double this year, with 48 million consumers planning to use their mobile devices for comparison shopping while in stores. But retailers can fight back with "things like a website that is optimized for a mobile phone, a smartphone app and smart QR codes -- these are things that are going to save the sale for the omnichannel shopper," said IDC analyst Greg Girard. MobileCommerceDaily.com (11/19)

Mobile ads trounce TV, online ads on key performance metrics
Mobile ads are massively more effective than broadcast or conventional digital ads on a slew of key metrics, according to an AdColony/Nielsen study. Almost 6 in 10 mobile users recalled the brands advertised, versus about 1 in 10 for TV and digital users, and mobile ads were also several times more effective at influencing consumers' purchasing intent. eMarketer (11/19)

Making It Work

Responsive design offers a neat solution, but it's possible to do better
Responsive design, which allows consistent website presentation across a range of devices, has its obvious cost-saving advantages. But responsive design can also make it more difficult to exploit the full potential of some devices. "For most companies, a hybrid is usually the best way to go. This allows them to limit their investment with responsive design, while at the same time evaluating each platform specifically and determining if a device-specific website is worth the investment," writes Patrick Emmons, co-founder of Adage Technologies. iMedia Connection (11/19)

Position Title	Company Name	Location
Senior Product Manager - Mobile Placement Products	Yellow Pages Group	Montreal, Canada
Senior Director, Membership, North America	Mobile Marketing Association	Nationwide, United States

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