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January 17, 2013
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News for mobile marketing professionals

  Top Story 
  • How curation brings efficiency to mobile engagement
    Keeping mobile users engaged on their devices can best be achieved by pulling in information relevant to the content that users access, Polar Mobile CEO Kunal Gupta said at Luxury Daily's Luxury FirstLook: Strategy 2013 conference. Sponsoring mobile editorial content is also a smart strategy for luxury brands, as more users consume news via mobile, he notes. "Curate over create is the efficient way to really take your existing content assets and create an experience on a mobile device that is going to keep people engaged. These devices are great for multimedia -– video, photos and audio," he said. Mobile Marketer (1/17) LinkedInFacebookTwitterEmail this Story
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  Consumer Engagement 
  • T.G.I. Friday's app integral to broader "Why Not" campaign
    T.G.I. Friday's new "Why Not" campaign on radio, TV and social media also extends to its mobile application, expanding on the chain's efforts to make the app integral to all its marketing. "Since the launch of the T.G.I. Friday's mobile app last year, Friday's has continued to look for ways to make the Friday's experience even more seamless, streamlined and enjoyable for guests, whether they are in the restaurant or on-the-go," said Shannon Gewinner, vice president, brand marketing at T.G.I. Friday's. (1/17) LinkedInFacebookTwitterEmail this Story
  • Pull-Ups taps augmented reality to entice children, help moms
    The Pull-Ups Big Kid mobile application now offers a 3D experience with Disney characters as the motivating factor for potty training. As training progresses, the app allows new games to be unlocked via augmented reality. "With moms spending more than six hours per day on her smartphone, putting all of mom's favorite potty training tools together into one place -- the Pull-Ups Big Kid App -- fits perfectly with her routine," said Peter Sawin, Pull-Ups brand director at Kimberly-Clark. Mobile Marketer (1/17) LinkedInFacebookTwitterEmail this Story
Increase Customer Acquisition with Email + Mobile
You know how to use email for your marketing, and possibly digital channels such as mobile. But how do you leverage both email and mobile marketing to boost engagement and increase redemptions? Join Vibes & Campaign Monitor on January 24th to learn how you can significantly improve your email KPIs by having a mobile call-to-action.
  Marketing & Sector Solutions 
  Industry By the Numbers 
  • Holiday shopping survey reveals preference for mobile Web over apps
    Consumers remain wary of downloading mobile applications, making mobile websites an imperative for winning new customers who might be reluctant to opt for an app, Siteworx advises, in response to its survey examining holiday shopping habit. About a third of respondents said they preferred to use a mobile app instead of mobile sites for their holiday shopping. (1/17) LinkedInFacebookTwitterEmail this Story
  • Mobile commerce was a hit over holidays with major gains
    Mobile commerce became much more prevalent during the 2012 holidays, with a 171% year-on-year increase in mobile purchases, according to data drawn from 84 mobile websites by Branding Brand. In all, mobile accounted for one-third of all holiday e-commerce, with 21% of all e-commerce coming from smartphones and 12% coming from tablets. New York and California were the states that saw the largest percentage of revenue come in from smartphones, the study notes. TechCrunch (1/16) LinkedInFacebookTwitterEmail this Story
  • Tablets are more natural shopping devices than phones, survey finds
    Tablet owners are almost twice as likely as smartphone owners to use their devices for making purchases, with 55% in an Adobe Systems survey saying that they had done so. And 44% of tablet owners cite shopping as one of their normal activities on the device, compared with 20% of smartphone owners. "So the message to retailers should be ... when you're thinking about driving that purchase decision and purchase intent, you need to think about how tablets play into your strategy," said Lynly Schambers-Lenox, Adobe group product marketing manager, digital publishing. MediaPost Communications/Online Media Daily (1/16) LinkedInFacebookTwitterEmail this Story
  Making It Work 
  • RIM wins Visa backing for mobile-payment security system
    Visa has approved Research In Motion's cloud-based Secure Element Manager security-management system that supports mobile payments in phones equipped with near field communication technology, RIM said Wednesday. Carriers would deploy the software and server system in wireless devices so that users could make mobile payments through Visa-affiliated banks. RIM also said that more than 1,600 businesses have begun training on the BlackBerry 10 operating system that the company is scheduled to introduce Jan. 30. Computerworld (1/16), Reuters (1/16), The Wall Street Journal/Canada Real Time blog (1/16) 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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Admiration is a very short-lived passion that immediately decays upon growing familiar with its object; unless it be still fed with fresh discoveries, and kept alive by a perpetual succession of miracles rising into view."
--Joseph Addison,
British writer and politician

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