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January 11, 2013
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News for mobile marketing professionals

  Top Story 
  • Walgreens exec discusses mobile strategies
    Rich Lesperance, director of digital marketing and emerging media for Walgreens, said members of the 18-to-34 demographic are early digital adopters who "have a higher expectation that things will be mobile and social, and that our stores and website will be seamless and connected." One way the retailer is reaching them is with an application called Print Worthy, which lets users create a "social print" of a photo with comments from friends. eMarketer (1/11) LinkedInFacebookTwitterEmail this Story
 
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Do you have the qualities needed to age successfully? These 5 improvements may help the second half of your life be a smashing success. Read the featured article.

  Consumer Engagement 
  • Paramount offers tease for new Star Trek with powerful mobile app
    A powerful mobile application with a gaming appeal is on tap from Paramount Pictures to promote the upcoming release of "Star Trek Into Darkness." The gaming portion of the app, developed with Qualcomm Labs' Gimbal platform, allows users to interact with their environment through their devices. The idea "harnesses the power of the smartphone to bridge the digital and physical world, allowing the studio to market the film in the real world and simultaneously bring users into the film's story," said Peter Marx, vice president of business development at Qualcomm Labs. Mobile Marketer (1/11) LinkedInFacebookTwitterEmail this Story
  • Bergdorf invites digital engagement throughout mail catalog
    Almost every page in Bergdorf Goodman's mail catalog of beauty products seeks to engage customers online. The effort begins with a QR code on the inside front cover that takes mobile users to a related blog at Bergdorf's website. However, the site is not optimized for mobile. Luxury Daily (1/11) LinkedInFacebookTwitterEmail this Story
  • Can Pandora turn mobile into a money-maker?
    Four-fifths of Pandora's users access the service on mobile devices, putting the music company at the forefront of efforts to successfully monetize mobile. Pandora has a big early-mover advantage, particularly when it comes to audio ads, but is nonetheless struggling to wring profits from its growing user-base, says Chief Revenue Officer John Trimble. "We've leaned really hard against monetizing mobile because we see it as the future. It's where our audience is," he says. Advertising Age (tiered subscription model) (1/10) LinkedInFacebookTwitterEmail this Story
  Marketing & Sector Solutions 
  • Mobile video pre-rolls require clear calls to action
    Mobile video pre-roll ads can be highly effective at capturing consumers' attention, but the need links to other video content to take full advantage. A clear call to action tied to an upfront value is also necessary as viewers have little time to absorb the pre-roll message and respond, advises Matt Young, director of mobile at BrightRoll. Mobile Marketer (1/11) LinkedInFacebookTwitterEmail this Story
 
  • Marketers say mobile is still a tough nut to crack
    Ad-industry executives debated the role of mobile devices in brands' media strategies at a Consumer Electronics Show panel this week. Cross-platform and integrated campaigns are becoming a vital part of online marketing, execs said, but finding the right balance while maintaining a coherent campaign identity can be tricky. "We say human first instead of mobile first. ... We're actually creating one experience, but it can go in so many places," says Alastair Green, executive creative director at Team One, a Saatchi & Saatchi subsidiary. ClickZ (1/10) LinkedInFacebookTwitterEmail this Story
  Industry By the Numbers 
  Making It Work 
  • Trade groups question Calif. AG's mobile privacy ideas
    California Attorney General Kamala Harris has riled advertisers by suggesting voluntary mobile privacy guidelines such as sending out "special notices" every time data is being collected, dropping the use of device-specific identifiers, and considering application downloads and Web browsing history as personally identifiable information subject to privacy regulation. Industry trade groups such as the 4A's, the American Advertising Federation and the Interactive Advertising Bureau are sending a letter expressing concerns that the guidelines would "extend far beyond existing legal requirements under California law" and likely affect the state's economy. Advertising Age (tiered subscription model) (1/10) 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. LinkedInFacebookTwitterEmail this Story
  • MMA Forum San Francisco: This is your roadmap to a successful 2013 mobile strategy
    Join us at the San Francisco Forum, Jan. 29-30, to hear from leading marketing pioneers who are blazing the trails with mobile at the center of their broader marketing strategies. Discover how the use mobile data can accelerate the path to purchase, how leading retail brands are using mobile to derive loyalty, how to apply mobile analytics to optimize your campaigns across channels and how to embrace the new mobile connected age to transform not only you're your thinking, but also your business. Walk away from this information-packed 2-day event with your own roadmap for how to effectively infuse mobile into your brand's broader marketing strategy and send you on the right path for 2013 and beyond. Time is running out, register today. LinkedInFacebookTwitterEmail this Story
 
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  SmartQuote  
The most valuable of all talents is that of never using two words when one will do."
--Thomas Jefferson,
3rd U.S. president


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