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January 18, 2013
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News for mobile marketing professionals

  Top Story 
  • Gartner forecasts 2013 surge in mobile ad spending with shift to display
    Display ad spending on mobile is on a path to eventually to overtake search, according to a Gartner forecast, which also notes how the increasingly popularity of free mobile content, such as free applications, is shaping mobile advertising. Gartner says the Asia-Pacific region will be the prime market for mobile for the next several years, while global ad spend on the platform increases 18.75% this year to $11.4 billion. TechCrunch (1/17) LinkedInFacebookTwitterEmail this Story
  Consumer Engagement 
  • Men's Wearhouse mobile site encourages in-store visits
    With the necessity of on-site fitting at the core of much of its business, Men's Wearhouse is looking to build in-store traffic with its first mobile website. The Moovweb-powered site includes a store locator, is commerce-enabled and allows browsing while encouraging users to opt in for deal notifications. (1/18) LinkedInFacebookTwitterEmail this Story
  • MillerCoors: Mobile is the best way to connect with consumers
    Mobile is key to the connections that engage beer drinkers, observed MillerCoors' digital marketing director, Steve Mura, who noted that mobile accounts for 27% of the brand's online visits. "A couple of guys, getting together, getting a beer -- the mobile device is where the guy plans all this," Mura said at the Mobile Marketer's Mobile FirstLook: Strategy 2013 conference. Mobile Marketer (1/18) LinkedInFacebookTwitterEmail this Story
  • Nissan exec says mobile is integral to marketing, sales
    Nissan has found mobile to be such an essential part of its overall marketing that Scot Cottick, senior manager of interactive marketing at Nissan in Franklin, Tenn., says he stopped thinking of it as being a separate strategy. The numbers for mobile are revealing, with mobile accounting for 15% of Nissan's total Web traffic and an even larger share -- 20% -- of all digital sales leads. "It used to be that you could separate these worlds -- you could say that you have a strategy for desktop that works, I have a strategy for tablets and smartphones that works -- we at Nissan do not believe that is the case anymore. My belief is to stop thinking of it as mobile," he says. Mobile Marketer (1/18) LinkedInFacebookTwitterEmail this Story
  Marketing & Sector Solutions 
  • Mobile is coming into its own, but marketers need to be well-informed
    This year could see mobile marketing take off, with the high penetration of devices among consumers and the development of a mobile ad ecosystem "to support what marketers want: legitimate content choices on where to put ads, different formats like tablet vs. phone, banner vs. interstitial, and legitimate targeting via companies like Sense Networks," said Sense Networks CEO David Petersen. But to get the most out of their mobile ad budgets, marketers need to be careful to work with networks that can prove their targeting works effectively and location-based marketing must be truly compelling to have any effect, he notes. Forbes/MarketShare blog (1/17) LinkedInFacebookTwitterEmail this Story
  • Marketers like mobile -- but remain uncertain about its worth
    Almost all marketers are incorporating mobile into their overall strategies but only about 1 in 5 say they believe these efforts are going well, according to a study by the Association of National Advertisers and media agency MediaVest. One of the biggest drawbacks, according to those surveyed, is lack of standardization for measurement or any sure sense that marketers can properly gauge return on investment. MediaPost Communications/Marketing Daily (1/17) LinkedInFacebookTwitterEmail this Story
  Industry By the Numbers 
  • The secret to SMS marketing's longevity
    SMS marketing may be relatively old, but it isn't about to go away. Growth is expected to continue to surpass 10%, particularly as teens, who remain the biggest text messagers, mature and develop more spending power, writes Michele Turner. Although other types of message services have emerged, none has the simplicity or the reach of SMS, which works on more than 6 billion mobile devices. (1/17) LinkedInFacebookTwitterEmail this Story
  Making It Work 
  • Mobile extends engagement, reach of out-of-home marketing
    Mobile devices can help consumers capture the message of out-of-home advertisements and take it with them, extending the engagement factor, said Jeff Gunderman, general manager at Eye. Creating worthwhile content via mobile is key to increasing the chance that mobile users will share that content across social networks, this article notes. Mobile Marketer (1/18) LinkedInFacebookTwitterEmail this Story
  MMA News & Thought Leadership 
  • Upcoming webinars
    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.

    Going Mobile -- Top 3 Privacy Tips for 2013

    Strong privacy practices are no longer optional for mobile applications. Not only are they a requirement dictated by government and app stores, but they are demanded by consumers who weigh privacy heavily in their decision on whether to engage with your app. Why should mobile privacy matter to you? Which industry regulations affect your business? What should you be focusing on in 2013 when it comes to privacy? Join Brian Wiechowski, Director of Business Development -- Mobile Solutions at TRUSTe, in a webinar that will help answer the above questions and also cover the following topics: Mobile Privacy 101: compliance, brand, and consumer engagement; State of the industry: regulation, self-regulation, and consumer behaviors; Your top three priorities for 2013: privacy policies, data collection, and consumer preference. Register to attend.

    How CMOs Can Succeed with Mobile Marketing

    As mobile moves from afterthought to center stage, CMOs need to understand how mobile affects every phase of the customer journey, from consideration to purchase. In this webinar, How CMOs Can Succeed with Mobile Marketing, iCrossing's Vice President of Mobile Rachel Pasqua and eMarketer Principal Analyst Noah Elkin will 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 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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If I had my life to live over, I would perhaps have more actual troubles but I'd have fewer imaginary ones."
--Don Herold,
American humorist, writer and cartoonist

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