Emojis and video: Does your comms strategy need an overhaul for the mobile consumer?

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The emoji heart was, perhaps not surprisingly, the most used ’word’ of 2014. It is the first time that the Global Language Monitor has awarded the title to a symbol, a significant moment for the English language.

New digital formats continue to change communications; text speak was the first widespread digital vernacular and, although it might be out of fashion now, we still use words derived from that language today. We live in an era of images and video,...

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

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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.

How marketers need more integrated tools for cross-channel success

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Marketers want to move away from the complex array of tools they currently use to more interoperable tools for improving their deployment of customer engagement data across devices and channels.

The conclusion comes from a study by Winterberry Group and the IAB entitled Marketing Data Technology: Cutting through the complexity. It found that opinion is divided when choosing between suite or best-of-breed solutions and that marketers say neither completely serves their needs of...

Consumer handset manufacturer demographics reveal mobile ad preferences

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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 clicks overtake desktop in UK for the first time

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Consumers are now reported to be clicking more on mobile devices than desktop for the first time in the UK, with mobile impressions, spend and conversions not far off desktop either.

A new study from cross-channel performance advertising cloud Marin Software reveals that mobile devices, including tablets and smartphones, now account for 44.8% of ad impressions, 50% of clicks, 46% of spend and 43% of conversions in the UK.

Tablets continue to be the go-to device for consumers...

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

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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.

How to build branding packages around mobile

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Omni-channel marketing is a concentrated, seamless approach to the consumer experience. Since the turn of the millennium, the internet has grown to encompass all forms of media; and within the past few years, mobile devices have grown in popularity to surpass traditional electronic devices.

What are you doing to leverage these platforms? And are you taking full advantage of these linked mediums?

Based on the target audience I build almost 100% of my clients branding packages around...

By Blake Howard, 16 January 2015, 0 comments. Categories: Advertising, Branding, Mobile Marketing, Social Media Marketing.

Omni-channel by default

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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...

Why email marketing is not dead yet

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The focus on social and mobile as hugely growing marketing channels has meant the spotlight has gone off email marketing somewhat. But, according to a new report from Salesforce, 2015 State of Marketing – email marketing remains as important a tool than ever with marketers increasingly citing it as being core to their business.

The report shows that nearly three quarters (73%) of respondents said that email marketing was core to their business. When asked why 60% said it was a...

By Liz Morrell, 14 January 2015, 0 comments. Categories: Email marketing, Mobile Marketing, Social Media Marketing.

Is this the definitive marketing technology landscape graphic?

Lumascape kicked off the trend for bringing an entire industry together on a single graphic while others have followed too, but Scott Brinker’s latest offering adds some vastly improved organisation to this bustling industry.

Brinker’s marketing technology supergraphic manages to incorporate almost 2,000 different companies without ever looking too chaotic. It is no mean feat given how his annual project...

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

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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.

Mobile advertising and the immersive user experience

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Nucleus [noo-klee-uh s, nyoo-] - A central part about which other parts are grouped or gathered; core.

While this is a term usually reserved for chemistry, it is also a perfect description for mobile devices, as they have become the centre of human existence.

What science tells us is that it is very difficult to penetrate nuclei, which is also the case when it comes to getting to the centre of consumer media engagement. The best way to reach and resonate with mobile...

Retailers' m-commerce strategy results in astonishing growth

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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

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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

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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...

Mobile’s dual personalities

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Mobile has emerged like a juggernaut. It has smashed both the public’s and business’s perception of computing and transformed a gadget into something more akin to a life support system. Yet mobile devices and the software they run exist in parallel worlds.

There is the “just like a computer or TV only smaller” contingent, which is mostly B2C. There is the “gateway to the enterprise” market, which is pretty much all B2B. And there is the B2E...

General Motors extends agile marketing to the connected car

US-headquartered General Motors has announced a new product called AtYourService, through its OnStar subsidiary, that lets retailers and merchants target drivers with contextual marketing and promotions.

It was only a matter of time before car manufacturers made it possible for advertisers to target drivers with marketing and General Motors has been the one to blink first.

General Motors has already partnered with several third-party companies including performance marketing publisher RetailMeNot for coupons...

Eight reasons why 2015 will be a huge year for mobile marketers

The average person checks their mobile as much as 221 times a day and spends roughly three hours and 16 minutes enjoying mobile content each day. With statistics like this it is clear that consumers are desperate for mobile content and this is a trend that is likely to continue to grow into the new year and beyond.

Mobile’s popularity among consumers and brands continues to rise rapidly. However, despite this increase in interest, so many brands are yet to fully capitalise on the evolving relationship....