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December 20, 2012
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News for mobile marketing professionals

  Top Story 
  • MMA survey: Mobile is taking over holiday shopping
    Half of U.S. adults say they plan to make holiday-season purchases on their mobile devices, and 87% of respondents say mobile will factor into their shopping in some way, according to a survey by Sybase 365 and the Mobile Marketing Association. "The survey results indicate that consumers are ready and willing to use their mobile device not only to search brands but purchase as well. It is up to the industry to advance the mobile commerce experience and take advantage of this opportunity to engage more meaningfully with consumers," said Michael Becker, managing director of MMA, North America. Mobile Marketing Magazine (12/19) LinkedInFacebookTwitterEmail this Story
Powering the Connected Consumer experience
Finding and following all of the threads that lead to each distinct customer is the goal at the heart of all identity resolution solutions. It may be what recognizes and separates a loyal customer from a one-time purchaser. It may be the difference between precisely allocating your marketing budget and millions of dollars in wasted spend. Get the full report >
  Consumer Engagement 
  • Coca-Cola offers mobile game in fight against AIDS
    A mobile game punctuated with in-application purchases is on offer from Coca-Cola and the nonprofit (RED). Proceeds from the game go to the fight against AIDS. Coca-Cola also plans a TV film and digital channels to promote the THRED freemium game. Mobile Marketer (12/20) LinkedInFacebookTwitterEmail this Story
  • Ford revs up racing-fan engagement with broad mobile campaign
    Ford is turning to mobile in a bid to reach racing fans. The automaker's racing division is rolling out a campaign that incorporates SMS, mobile Web, e-mail and augmented reality, with a view to reaching fans at the track and at home, said Aaron Smith, vice president of mobile and tablet strategy at Team Detroit, Ford's agency of record. "Television is still the [dominant] device that fans watch races [on] and we want to enhance that for race fans," he said. Mobile Marketer (12/20) LinkedInFacebookTwitterEmail this Story
  • Pier 1 goes mobile to educate consumers on m-commerce
    Pier 1's mobile marketing efforts are switching from aiming to drive in-store traffic to highlighting holiday products and informing consumers how to take advantage of m-commerce options. An expandable ad on Pandora's iPhone application includes a variety of shopping features and a store locator. (12/20) LinkedInFacebookTwitterEmail this Story
  Marketing & Sector Solutions 
  • Facebook nixes planned mobile ad network
    Facebook has pulled the plug on its planned third-party mobile ad network, which had been in beta testing. "Our focus is on scaling ads in mobile news feed before ads off of Facebook. We have learned a lot from this test that will be useful in the future," a company spokesman said. Adweek (12/19) LinkedInFacebookTwitterEmail this Story
  • Mobile loyalty a natural pairing with mobile wallets
    Mobile payments may be the missing link in generating more consumer interest in mobile loyalty programs, with the two functions increasingly appreciated as complementary, writes Chantal Tode. Google, for instance, is doing away with its loyalty punch card Punchd application and may integrate those functions into its mobile wallet. "Mobile wallets will need to move beyond pure payment transactions in order to attain mass adoption. Loyalty features ... will go a long way toward enticing users to move to mobile wallets," said Tom Nawara, vice president of emerging solutions and innovation at Acquity Group. (12/20) LinkedInFacebookTwitterEmail this Story
  Industry By the Numbers 
  • Why mobile video's rise will dominate 2013
    Mobile video is looking like the big story of 2013, writes Anna Bager. EMarketer predicts a 20% increase in mobile video-capable viewers to 73 million next year, and the Interactive Advertising Bureau Mobile Center's study shatters myths that mobile is used only randomly during the day. Instead, researchers found that usage builds steadily, peaking as a second-screen experience during TV prime time. While mobile devices are often thought of as personal tool, "almost every single consumer in our panel (92%) shared mobile video with others, and 49% shared video weekly or more frequently," Bager writes. ClickZ (12/19), ClickZ (12/19) LinkedInFacebookTwitterEmail this Story
  Making It Work 
  • NFC payments envisioned as a gradual movement, not a revolution
    If NFC-enabled mobile payments ultimately win consumers' hearts, it won't be because of any revolutionary technical merits, but because they offer an incrementally better experience, augmenting credit cards rather than replacing them, according to some participants at an MIT forum this week. "It's a better way of using your plastic. You don't necessarily need a proposition that something has to be 10 times better," said Mung Ki Woo, head of mobile at MasterCard. MediaPost Communications/The Third Screen blog (12/18) LinkedInFacebookTwitterEmail this Story
  Featured Content 

  MMA News 
  • MMA Forum San Francisco: The Power of Mobile in the Marketing Mix, Jan. 29-30
    As a channel, mobile has sparked a new age of connectedness and an infinite world of highly personal marketing engagement. When more than 90% of consumers have their mobile phone within arm's reach 24/7, it's abundantly apparent that mobile's "power of the personal" must be at the heart of the connected experience, supporting and strengthening all channels in a successful marketing mix. Join us at the San Francisco Forum 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. Learn more or register for the forum. LinkedInFacebookTwitterEmail this Story
Learn more about MMA ->Contact the MMA | About the MMA | Join the MMA | Events
Mobile Marketing Resources | Industry Directory

Position TitleCompany NameLocation
Director, Media StrategyCablevisionBethpage, NY
Director, Consumer Online MarketingCablevisionBethpage, NY
Media Tech EngineerWildTangent, Inc. Redmond, WA
Account Executive, MobileAOLMultiple Locations, United States
Director of Social MediaRatify, IncBellevue, WA
Online Advertising ManagerZendeskSan Francisco, CA
Regional Director, Sales DevelopmentPandoraNew York, NY
Digital Media Planner/BuyerShine United, LLCMadison, WI
Click here to view more job listings.

No man for any considerable period can wear one face to himself and another to the multitude, without finally getting bewildered as to which may be the true."
--Nathaniel Hawthorne,
American author

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