| News for mobile marketing professionals |  |
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- Why NFC promises to be a boon for mobile marketing
Near-field communication promises to supersede QR codes, giving mobile marketers the ability to make instant connections with consumers, writes Hernán Gonzalez. Data generated through NFC contacts will also allow sharper targeting and real-time tracking of campaign effectiveness. ClickZ
(11/7)     
| Consumer Engagement | | |
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- Pizza chain uses mobile incentives to drive gift-card sales
California Pizza Kitchen is offering $20 gift cards to people who use the chain's mobile website to order digital gift cards for their friends and family. The gift cards can also be redeemed by displaying a mobile device in-store. "Mobile gift cards will continue to grow as mobile becomes more embedded in consumers' every day life for shopping, and incentives are shown to be significant drivers for mobile engagements," notes Siteminis CEO Marci Troutman. MobileCommerceDaily.com
(11/8)
| Marketing & Sector Solutions | | |
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| Industry By the Numbers | | |
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- GoldSpot quantifies the fat-finger problem
The phenomenon of "fat fingers," accidental clicks on mobile ads, has been quantified by GoldSpot Media. Judging engagement with content that lasted less than two seconds after an ad click as marking a fat-finger incident, GoldSpot determined that 38% of clicks on static banner ads it served were accidental, as were 13% of clicks on rich-media banners. eMarketer
(11/8)
| Making It Work | | |
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- In-app billing is a complex proposition with no single solution
In-application billing is complex proposition, with different systems and many different app stores and markets to navigate, writes Tim Mackenzie. A variety of approaches can be taken, including third-party services and developing a hybrid version of your app. "I suggest that you balance potential income with future maintenance costs and fees to find the right solution for your app," Mackenzie advises. TechRepublic/Android App Builder blog
(11/7)
- How marketers can protect themselves from mobile "malvertisers"
Hackers and virus developers have been quick to infiltrate the world of mobile advertising to disseminate viruses. Mobile marketers should protect themselves by making sure they research the media buyers they contract with and being cautious about what information they share with partners. AdMonsters
(11/7)
| MMA News | | |
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- MMA Member Thought Leadership: Urban Airship Mobile Executive Series -- Push Messaging: The Mobile Frontier
The mobile frontier is vast, and growing. Around the globe people are turning away from desktops and laptops to embrace smart devices. With the next billion users heading this way soon, the possibilities seem to be limitless. Mobile marketers seeking to boost customer acquisition and retention while building deep brand loyalty have gained a powerful new tool in the form of push technology, delivering opt-in messages from mobiles apps directly to customers' smartphones or other mobile devices. Push messaging is becoming must-have technology because nothing else enables such a close and personal connection with mobile users. Read more here.
- Register to Attend a Mobile Strategies & Tactics Workshop in Los Angeles (Nov. 13)
Join the MMA at a workshop at the Trailer Park Offices in Hollywood to learn more about strategies and tactics for embracing mobile as an indispensable part of the marketing mix. This workshop will prepare you for the success in today's mobile world: Part One: Mobile and the Marketing Mix -- The State of the Industry, Consumer Insights and Trends; Part Two: Mobile User Experience -- Best Practices and Strategies; Part Three: Mobile Marketing Execution -- Strategies and Tactics; Part Four: Group Exercise -- Building out a Mobile Campaign; Part Five: Mobile Multicultural Deep Dive -- Strategies and Tactics. In May of 2012 the U.S. Census reported that minorities (Hispanics, blacks and Asians) account for 50.4% of all births. Very soon, today's majority will become tomorrow's minority. The multicultural marketplace brings a dynamic that many marketers are not prepared for; moreover, these consumers are mobile, in a big. Way. This session will prepare you for what lies ahead. MMA Members attend for free, non-members $199. Learn more and register to attend.
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