Everything marketers need to know about Gen Z: Authenticity with individuality

After years of reading about the woes of marketing to millennials, it’s time for a new group of headlines. We’ve already seen articles that exhort the challenges of connecting with the first generation of consumers who have practically grown up online: Gen Z.

But Gen Z, for all the ways they seem to be changing the world around us, aren’t a mystery. We know exactly what these consumers want and, even better, we know exactly how to connect with them.

This is about to become a huge factor to...

The harm of social media validation: A question of responsibility and protecting the vulnerable

Humans have an innate desire to be liked by peers and to feel a sense of belonging — and nowhere is this more prevalent than social media. The more likes, comments, and shares a post gets, the more socially validated the poster feels.

In fact, studies show that just these online reactions...

Five things to consider when planning an app: Usage, UX, and more

The app designing process will be a bumpy road if you don’t take a methodical approach. Your business doesn’t just need an app: it needs a user-friendly app that provides substantial value. If you know you want an app, then break out the whiteboard and start drafting out your plan.

There are some vital considerations you’ll have to make during the formative stages of mobile app development to assure that...

Oh Snap: Snapchat launches new gaming and AR features in bid to play catch-up

Snapchat has announced the launch of various new features focused around augmented reality (AR) and camera search.

The launch, at the company’s first Snap Partner Summit, sees greater integrations with Lenses and Scan. The social media network is updating Lens Studio, its desktop app which enables users to build and distribute Lenses on Snapchat, to include capabilities such as hand and body tracking. The company has...

By James Bourne, 08 April 2019, 0 comments. Categories: Advertising Technology, Mobile Marketing, Social Media Marketing.

Blink and you’ll miss it: How to get the most out of short-lived social content

It is no secret that social media marketing is an ever-moving target. Up until recently there was a firm belief that the longer content remained accessible the more impactful it would be. Now, as counterintuitive as it may sound, there is a swing towards short-lived content, which has to do with Instagram’s rise in popularity.

Instagram is increasingly being seen by brands as a dynamic platform from which to share their more informal...

Mobile understanding and holistic experiences: What marketers can learn from MWC19

The great and the good of the telecoms industry descended on Barcelona at the end of February for this year’s MWC. The tech hype that surrounds this landmark event is hard to miss, but still, it was clear from the many delegates that we spoke to that marketers are primarily focused on addressing their current business challenges.

The frequency and regularity that new channels, platforms...

By Daniel Kahtan, 19 March 2019, 0 comments. Categories: Advertising, Customer Experience, Mobile Marketing.

Mobile marketers seeing ‘significant’ gains in data initiatives and investments

If you’re a mobile marketer and not putting a laser focus on data-driven campaigns, then where have you been? According to new figures from marketing platform YouAppi, almost all mobile marketers have increased focus and investment on data over the past five years – with the vast majority seeing improvements as a result.

The study, which polled more than 500 global in-house and agency marketers, found an...

By James Bourne, 19 February 2019, 0 comments. Categories: Data-driven marketing, Mobile Marketing.

Moving from mobile-first and UGC: How the advertising industry is set to change in 2019

As the start of a new year dawns, it's time to reflect on 2018 and consider how the advertising industry will evolve in 2019.

Data’s been the word on everybody’s lips, with regulatory changes shining a light on how companies process, store and share information. Transparency and marketplace quality remain hugely important and a top priority for all advertising companies – and it’s been very...

By Anna Forbes, 08 January 2019, 0 comments. Categories: Content Marketing, Customer Experience, Mobile Marketing.

A mythbusting look at proximity marketing: Integrations and campaign best practices

The opportunities through location and proximity based mobile advertising are well recognised now, and retailers wanting to increase sales by bringing more people into their store have a variety of options when it comes to footfall tracking capabilities.

These allow retailers and advertisers to estimate the number of visits to a store and measure the incremental impact of proximity focused campaigns on the number of visits to...

By Noelia Amoedo, 06 November 2018, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Best Practice, Mobile Marketing.

Gone in six seconds: Getting the balance right between viewability and message in short form ads

The temptation to skip an advert when it is forced upon us is never terribly far away. When that option isn’t there, like the data capture gatekeeper making sure we can’t yet access the oasis of content ahead, it is almost as if a sense of foreboding has come over our very souls.

This admittedly might be a slight overreaction. Plus it could be worse – non-skippable ads are usually only six seconds in length,...

By James Bourne, 01 November 2018, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.