• How Do We Define And Measure Mobile Engagement Effectively?
    Mobile advertising has a content problem on its hands -- how can engagement, data, and creative all correlate with one another? A consumer's ability and willingness to engage with content is the biggest factor in determining its consumability. But the industry still lacks a standard set of best practices for gathering and utilizing consumer data. The result is a data collection free-for-all, where brands and advertisers try to collect as much data as possible.
  • Jacking Into Moments: Conquesting, User Modding And The Ongoing Disconnect About Mobility
    Mobile marketers are looking for countless ways to interrupt and modify user behavior, in much the way they have in other media for a century. They still only half-grasp how much mobility is tied up with people's sense of empowerment and self.
  • Better Understand Customers Through Smart Technologies, Predictive Analysis
    Marketing, in its purest form, tells a story -- ideally, a good story. However, the reception of the story, similar to the reception of a marketing campaign, can be highly subjective. A nail-biting account of the sudden death, come-from-behind win of the Super Bowl underdog will likely command a better reaction, and have a higher degree of engagement, when delivered at a sports bar than shared at a bridge club meeting. The customer response to marketing efforts, similar to the response to fairy tales and sports stories, can fluctuate greatly depending on the audience.
  • Why User-Generated Content Is The New Marketing Currency
    With user-generated content so rich and freely available online, straight marketing messages just aren't cutting it like they used to. Marketing must move into a participatory age where user-generated content sits at the center of the customer journey and brand Web sites emerge as social hubs in their own right. Marketers that recognize the true potential of social content will reap the benefits.
  • Amex Hands Over Instagram POV To Cardmembers
    In its new Instagram campaign, Amex allows members to take over the feed for a day. The model recognizes that the real energy of mobile media is personal perspective and appreciation of moments.
  • A Relationship Is More Than A Moment
    The best marketing is based on relationships, which can truly encourage behavior and an emotional response in a way that banner ads, coupon offers and pop-up messages cannot. This is especially relevant in the mobile environment, where consumers have a deep and emotional relationship with their smartphones. They expect the experiences they engage with from publishers and advertisers to be equally tailored and relevant. The goal is to build the relationship through strong, relevant content and enable consumers to participate, thus enabling your brand to join the conversation.
  • What If Politicians Paid You To View Their Ads?
    In another scheme to pay consumers directly for their attention, a new platform will put cash in your PayPal account if you take an SMS message from political candidates. Can they actually pay us enough to voluntarily expose ourselves to more of this stuff?
  • Over-Beaconed Shoppers Opt Out
    As retail apps are increasingly accepted by consumers, it is imperative that retailers utilize beacons to retain customers, vie for their discretionary spending, and motivate them to return. Through the use of beaconing, retailers can obtain valuable data about consumer in-store experiences.
  • My iPhone, My Self: Fumbling For Life's New Remote
    We are only beginning to understand the extent to which these devices are blending the functionality of media with that of real world tools. It is becoming an extension of ourselves in that classic McLuhanesque way: a method of asserting power and reach.
  • How iPhone 6 Sensors Will Change Mobile Advertising
    All our research suggests that people are spending more and more time on their mobile devices - searching, shopping, communicating, sharing, and gaming. But most take for granted the superior hardware inside our devices that enables us to perform these daily tasks in a seamless, fluid manner. A significant piece of hardware will be the key that unlocks more utility from both a consumer and advertising perspective: namely, sensors.
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