| News for mobile marketing professionals |  |
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- Marketers lead consumers when it comes to mobile interaction
 Marketers are considerably ahead of average consumers when it comes to following or liking brands on social networks, according to a study by ExactTarget. As such, they point the way to how brands can aspire to encourage consumers to interact and connect on their mobile devices, through social networks, by responding to e-mail appeals or other means. While marketers are often experimental by nature, it's important for them not to ignore feature phone users, who make up almost half of all mobile users, says ExactTarget's Jeffrey Rohrs. DMNews
(2/15)     
| Consumer Engagement | | |
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- "Intentional design" drives Wall Street Journal site for iPhone
The Wall Street Journal has tailored its website so that when accessed by iPhone, it offers a customized experience similar to that available through the Journal's mobile application. Rather than employ a traditional responsive design, the paper wants to develop tailored mobile experiences for mobile platforms. "This is an approach to responsive design that we call intentional design -– design for the user experience in each environment," said Daniel Bernard, chief product officer of The Wall Street Journal Digital. Mobile Marketer
(2/15)
- Estee Lauder uses QR code to link print to YouTube
Estee Lauder is using QR codes in ads to link readers of print ads for Advanced Night Repair Eye Serum Infusion to a YouTube video explainer. "The video triggered off the scan of the code provides a level of education that a print ad cannot," says analyst Jeff Hasen, Hipcricket's chief marketing officer. Luxury Daily
(2/15)
| Marketing & Sector Solutions | | |
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| Industry By the Numbers | | |
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- Geofencing helps mobile marketers to find their way
More than 1 in 3 mobile ad campaigns used geofencing or geo-aware targeting in 2012, and increase from 17% in 2011, according to a Verve Mobile study. "As advertisers and marketers learn more about how to harness and implement the data, more sophisticated geotargeting is likely to get greater attention from verticals," this article notes. eMarketer
(2/15)
| Making It Work | | |
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- Why a seamless mobile experience may not be optimal
Some marketers are finding that providing a seamless experience across a variety devices may not be quite enough. A consumer reached early in the day on a PC may be in different frame of mind later in the day during a lunch break when they encounter the same brand using a smartphone or in the evening on a tablet device, writes Steve Smith. "It is a bit too easy to oversimplify the multi-screen reality and declare that all screens are now equal. They are in some respects and they aren't in many others. Determining which is which for a brand's particular customer set will be the challenge of the next year," he writes. MediaPost Communications/MoBlog
(2/15)
- Push notifications may eventually push consumers away
Push notifications can be an effective tool to get a user's attention but, as their usage expands, could prove to be more of a nuisance, some marketers say. "As adoption rises and more apps abuse their power to proactively contact their customers, we can expect the efficacy of push notifications to fall," said Cezary Pietrzak, director of marketing at Appboy. Mobile Marketer
(2/15)
- Even for direct mail, NFC is the interactive choice
Near-field communications can revolutionize direct mail, writes Fusion92 Vice President of Innovation Jacob Beckley. In spite of the current popularity of QR codes, many analysts believe that NFC technology is poised to replace QR codes as the marketing tool of choice. "Depending on the scanning application, QR codes can take seven or more steps to direct users to the digital marketing content. NFC codes don't require any action on the part of the user other than bringing the device into close proximity to the tag," writes Beckley. VentureBeat
(2/17)
| MMA News & Thought Leadership | | |
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- MMA Forum New York -- "Mobile's Role in the Path to Purchase" May 8-10, 2013
From awareness through consideration, sales and ultimate brand loyalty, mobile now plays an important and highly unique role in driving deeper consumer engagement along the path-to-purchase. That's why many of today's top marketers build multichannel marketing strategies -- with mobile as the glue -- to deliver consistent experiences across all consumer touch points throughout the customer journey. Join us for the 2013 MMA Forum New York as we learn how to get into the minds of the mobile consumer, deconstruct the path-to-purchase, and shed light on how the practices of mobile marketing are driving consumer engagement and profitable, repeat, revenues. The MMA NY Forum is the industry's premier mobile marketing event. Register today!
- Webinar: Introducing the MMA Mobile Coupon Ad Unit Standard Initiative
The MMA recently announced an industry initiative to launch a mobile coupon ad unit standard. The goal of this standard is to drive the volume and effectiveness of mobile media spend by connecting the top of the funnel with trackable redemption events. This initiative has the participation and support of industry including companies such as Inmar, Sprint, ISIS, FunMobility, HipCricket, Univision, Valpak and many others. This webinar will introduce the standard and why it's important, as well as provide ways you can get involved in upcoming field trials. Register now to attend.
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