Flipboard launches new Promoted Items function for advertisers

Marketers can finally look to distribute their content more widely on Flipboard after it announced the introduction of a new tool called Promoted Items this week.

From the beginning of February Levi’s and NARS Cosmetics will become two of the first brands to distribute content on Flipboard via the new Promoted Items feed. Such content – which can range from articles, videos, products or photos – will be incorporated into the Flipboard experience but will clearly be signposted as being...

By Liz Morrell, 21 January 2015, 0 comments. Categories: Commerce, Mobile Marketing, S-Commerce, Social Media Marketing.

The continuing failure of the mobile media channel


Somebody told me five years ago that “this is the year of mobile or if not this year it will be next year – maybe”.

As a person on the go I like mobile, but to me the mobile media of today is like most other trending, shape-shifting and emerging media, a single legged stool. Interesting to look at and discuss, but tough to actually use.

I wonder if mobile, when looked at as a single-source media (and maybe only partially mobile – it all depends on how...

By Thaddeus Kubis, 21 January 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing, Personalised Marketing.

Consumer handset manufacturer demographics reveal mobile ad preferences


Ensuring engagement of mobile ads can be tough but new research from Opera Mediaworks claims that users’ preferences can be identified simply from the handsets they own. It claims that user traits and personalities differ according to brand but that each handset defines their app and mobile web-browsing habits, making targeting of ads a little easier. 

The research, which forms part of the UK Mobile Audience Insight report from Opera Mediaworks, showed that...

By Liz Morrell, 21 January 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing, Personalised Marketing.

Mobile in omni-channel marketing: A purpose-driven design paradigm


Janet, a working mother who is elbow deep in household chores, suddenly remembers that her kitchen has run out of cereal. She quickly grabs the tablet lying nearby, and adds cereal on her tablet app, knowing it will sync with the mile-long shopping list she was already building on her smartphone. She loves how she can pick up the experience exactly where she left off, regardless of the place or time. Almost like a conversation with an old friend.

Now, there is a marketer who is...

Google halts Glass sales days after Tesco announces its first Glass app

Tesco announced earlier this week that it was the first retailer to realise the potential of Google Glass. Yesterday Google revealed that it is halting sales of the device. It was a marketers worst nightmare especially for a retailer that has endured PR disaster after disaster in recent months.

Tesco had triumphed the launch of its Tesco Grocery Glassware, allowing users to browse goods, view nutritional information and add items to their shopping basket all hands-free. This would then allow shoppers to...

By Liz Morrell, 16 January 2015, 0 comments. Categories: Advertising, Branding, Commerce, M-Commerce, Mobile Marketing, Wearables.

Omni-channel by default


Today there are more devices connected to the internet than there are people in the world. In fact, looking specifically at mobile, the GSMA reported that global mobile connections passed the 7 billion mark in April 2014; predicting that by year-end, global connections would match the 7.2 billion global population total projected by the United Nations.

Mobile devices are increasingly becoming the first go-to device for communications and content consumption, according to Gartner. Its...

New research highlights why retailers need a robust m-commerce strategy


There was never much doubt that mobile commerce was set to take off in a big way in the last year or two. But what has perhaps come as a surprise is just how comfortable users have become with their devices.

Mobile now contributes more across the whole purchasing funnel, with smartphones now overtaking tablets to generate more transactions, according to the first quarterly State of Mobile Commerce report from Criteo.

The research shows that understanding cross-device behaviour will...

By Liz Morrell, 13 January 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing, Personalised Marketing.

Retailers' m-commerce strategy results in astonishing growth


Usage of lifestyle and shopping apps grew a whopping 174% in 2014 against an average app usage increase of 76% according to Flurry Analytics. Its figures were particularly staggering on Android where the shopping category increased by 220%.

The usage, defined as a user opening an app and recording a session, is a move on from previous years where casual usage in areas such as games and entertainment were the biggest growers. Apps in utilities and productivity and messaging and...

By Liz Morrell, 12 January 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing.

The path to purchase: Tracking the consumer journey


The relationship between shoppers, brands and consumers has changed. The internet, combined with the growth in the number of channels, devices and means by which the average consumer shops and considers purchases, has made the path to purchase a very different process.

Although the five steps, awareness, consideration, interaction, purchase and advocacy are unchanged, the means by which consumers engage with them is very different.

Google have referred to the process as the path...

How to embrace the growing appetite for video content


Do you remember the days when you actually had to read something to get the message? In today’s world it is the visual medium that is becoming the way to communicate whether that is through video or pictures.

The trend to capture life through imagery rather than words is feeding through to advertising too and forcing marketers to rethink how they communicate with their customers.

But it is Facebook that is proving one of the biggest mediums for communicating via video. As...