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December 6, 2012
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News for mobile marketing professionals

  Top Story 
  • Retailers savvy to mobile but slow on crucial in-store engagement
    More than 80% of retailers have some sort of mobile presence, but fewer than 1 in 10 are taking advantage of the cutting-edge mobile technologies that enhance shoppers' in-store experiences, according to a study by Acquity Group. Keeping customers engaged while on the premises is increasingly crucial. "As 'showrooming' becomes more prevalent, providing the ability for customers to purchase products via mobile devices while in-store is becoming more and more important for top brands," said Tom Nawara, Acquity's vice president of emerging solutions and innovation. (12/6) LinkedInFacebookTwitterEmail this Story
  Consumer Engagement 
  • Lindt Canada appeals across channels in holiday mobile campaign
    Lindt Canada is reaching out to fans during the holidays using SMS, e-mail and its mobile website to raise its brand profile and encourage consumers to visit stores. "Siloed marketing is no longer effective at reaching the always-on consumer. ... Cross-channel marketing lets marketers align campaign goals and leverage the entire media mix to drive towards a set of common goals," said Amielle Lake, founder of Tagga Media, which is working on the Lindt campaign. (12/6) LinkedInFacebookTwitterEmail this Story
  • Fans can tap SMS alerts from New York Yankees, Brooklyn Nets
    Cable sports channel Yes Network is teaming with Phizzle for a mobile campaign that reaches out to fans of the New York Yankees and Brooklyn Nets. Fans can sign up for real-time SMS alerts from each team that include promotions and can be customized by fans according to the individual athletes they follow. Mobile Marketer (12/6) LinkedInFacebookTwitterEmail this Story
  • Activision mobile ads engage gamer audience with rich media, social
    Targeting young males for its Call of Duty: Black Ops 2 game, Activision's mobile campaign on Millennial Media's platform uses both expandable banner and interstitial ads. The ads employ a rich media feature that lets users insert a photo of themselves in the ad and share the result on social media. Users can also tweet from one of the ad units. Mobile Marketer (12/6) LinkedInFacebookTwitterEmail this Story
  Marketing & Sector Solutions 
  • Many marketers struggle to provide consumer touchpoint transitions
    Many marketers are neglecting to provide a seamless shopping experience among their various points of contact with consumers, sometimes leaving them stranded in mid-shopping, according to Forrester. "Too many firms focus on each touchpoint in isolation and fail to enable their customers to transition easily between them, even when the experience suggests to the consumer that this should be possible," writes Forrester principal analyst Martin Gill. MediaPost Communications/Marketing Daily (12/5) LinkedInFacebookTwitterEmail this Story
  Industry By the Numbers 
  • Most advertisers plan to boost mobile spending
    Eight in 10 ad buyers say they plan to increase mobile-ad purchases during the next 12 to 18 months, according to a Cowen and Co. survey. At least three-quarters of the advertisers polled said they expect to spend 5% or more of their total ad budget on mobile by the end of that period. eMarketer (12/6) LinkedInFacebookTwitterEmail this Story
  Making It Work 
  • Mobile service lets users pay bills by taking a photo
    Mitek Systems is offering a service that lets users pay bills by snapping a photo of the bill with their mobile phone's camera. The system, which is being launched with U.S. Bank, also lets the user determine how much of the billed amount he or she wishes to pay and supports recurring payments. GigaOm (12/5) LinkedInFacebookTwitterEmail this Story
  • AT&T Alerts lets shoppers find bargains at retail outlets
    AT&T introduced a service Wednesday that uses geolocation technology to send text messages to shoppers informing them of nearby stores offering sales and other promotions. The free opt-in AT&T Alerts service is compatible with all of the carrier's smartphones except the iPhone 5, which the company said it will add down the road. Also at AT&T, Mobility head Ralph de la Vega offered an update on the carrier's mobile-wallet tests in Austin, Texas, and Salt Lake City, saying that the major challenge is ensuring that the near-field communication technology in smartphones is secure. Computerworld (12/5), Light Reading Mobile (12/5) LinkedInFacebookTwitterEmail this Story
  Featured Content 

  MMA News 
  • Upcoming webinars:
    Mobile Video A Huge Opportunity for Brand Engagement (Dec. 11)

    The surge of video on mobile platforms is driving behavioral changes in consumers. In an era of video everywhere thanks to smartphones and tablets, businesses must grasp the potentially monumental difference in how consumers are motivated. This important webinar will answer the most important questions: What behavioral shifts are occurring? Who is driving these shifts? What tactics are most successful? What are the major content trends in video? It will also reveal key usage trends, the latest research validating the ad effectiveness of mobile video and how mobile video is improving ROI for major brands. Mobile video presents a unique opportunity to create brand awareness, so don't miss this opportunity to understand what it means for you. Register for this free webinar.

    Mobile Web Ad Measurement Guidelines and the Impact of "Client Side Counting" (Dec. 19)

    The MMA, in partnership with the Interactive Advertising Bureau (IAB US) and the Media Rating Council (MRC), has issued updated guidelines on how to measure and count mobile web ad impressions. Version 2.0 of the "Mobile Web Advertising Measurement Guidelines" includes a change that requires client side counting for mobile web ad impressions, which will increase consistency with computer-based ad measurement, make impression counts far more robust and reliable, and may help to reduce mobile discrepancies. In this webinar, the MMA will review the importance of guidelines, the general benefits of industry standards and the core principles of ad measurement. These guidelines are principally applicable to mobile marketers, wireless operators, mobile publishers and ad serving organizations, and are intended as a guide to accepted practice. Additionally, planners and buyers of mobile media advertising can use these guidelines to assist in determining the quality of measurements. Importantly, webinar participants will learn about the impact of client side counting, why it is considered a high quality industry standard in the desktop web and how it will potentially impact buyers and sellers of mobile web advertising. Register for this free webinar. LinkedInFacebookTwitterEmail this Story
  • Register to Attend the CMO Exchange and Hear from MMA CEO Greg Stuart (Jan. 27-29)
    The CMO Exchange is a unique content-rich forum that provides a true peer-to-peer networking opportunity to strategize and learn best practices with some of the most admired brands in the world. The event has been designed to bring together a dynamic community of CMOs and senior marketing executives from leading Fortune 1000 companies. There are no costs to participate. To learn more and receive your invitation visit CMO Exchange. LinkedInFacebookTwitterEmail this Story
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Position TitleCompany NameLocation
Director, Media StrategyCablevisionBethpage, NY
Director, Consumer Online MarketingCablevisionBethpage, NY
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