xAd claims to launch first buying and selling platform of marketing locations


MWC Continuing the location theme of this year’s MWC xAd chose the show to launch what it claims is the first ever platform to allow brands to see real-world footfall in-store and across their high street competitors.

Its self serve MarketPlace platform allows for real-time, location-based campaign planning, buying and reporting – enabling marketers to use such location data to ensure creative, relevant campaigns are delivered at the point that they will have the biggest impact...

By Liz Morrell, 25 February 2016, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

The rise of mobile commerce – and the brands that do it best


The last 12 months have seen retailers adopt a host of new cross-channel shopping technologies, making it easier than ever for customers to buy from a mobile or tablet device both at home and when out shopping.

Through the adoption of in-store crossover functions such as click and collect, retailers are now able to combine online, offline and mobile approaches in order to provide customers with a truly omni-channel approach. For example, according to 

By David Bowen, 25 February 2016, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing.

Why mobile marketing strategies must focus on cross-device behaviour


Brands and retailers must invest in a mobile marketing strategy that meets the needs of consumers and what they want across all devices if they are to be successful this year.

The Q4 2015 State of Mobile Commerce Report from Criteo showed that in the last quarter of 2015 mobile transactions grew 15% on the year before and made up 30% of all ecommerce transactions.

The study showed that smartphones are becoming the mobile purchase device of choice, accounting for the majority of mobile...

By Liz Morrell, 19 February 2016, 0 comments. Categories: Branding, Mobile Marketing.

Brands warned: Deliver more relevant mobile advertising or lose engagement


Mobile advertising has long been in a tricky position – advertisers love it since it delivers the message on the go directly into the consumers’ hands but consumers often view it as intrusive, annoying and overpowering. Getting the right mobile advertising strategy is critical – especially since a new report suggests the need for advertisers to deliver more creative and relevant mobile advertising is more important than ever. Those advertisers that fail to take...

By Liz Morrell, 17 February 2016, 0 comments. Categories: Advertising, Branding, Mobile Marketing.

Brand errors on mobile: How to learn from the millennial experience

(c)iStock.com/Erik Khalitov

A study from mobile-focused agency Ampersand Mobile has revealed almost half of consumers surveyed have been given a poor mobile experience by brands, with one in three either being irritated or moving elsewhere as a result.

The survey, which polled more than 2,000 UK adults, argues brands should not simply provide a ‘tick box’ approach to mobile, with the need more pressing than ever given the continued proliferation of millennials in the workforce.

To demonstrate this...

By James Bourne, 12 February 2016, 0 comments. Categories: Branding, Customer Experience, Mobile Marketing.

Why the Super Bowl represents a great example of ‘moment marketing’ for brands

(c)iStock.com/Tomasz Wyszołmirski

The Super Bowl just gone may be the biggest and most expensive ever in terms of advertising spend but new research has revealed brands’ plans to “ad-jack” the event, taking advantage of customers second screening during the game.

For the Super Bowl itself, costs are a staggering $5 million per 30 second television advertisement. On average, 87% of consumers second screen whilst watching TV and, whilst this figure may not be as high during the game itself,...

By Liz Morrell, 08 February 2016, 0 comments. Categories: Advertising, Branding, Mobile Marketing.

IPG Mediabrands acquires Mubaloo for greater mobile marketing experience


Global media firm IPG Mediabrands has acquired enterprise app development house Mubaloo to improve its mobile experience and bolster its UK presence.

The deal, which has been completed for “around a week or two”, will see Mubaloo housed in IPG’s Ansible mobile agency arm. IPG sees its four main digital service areas as programmatic, search, social, and mobile, and while the agency giant has managed to grow some of these areas organically in its business, it has...

By James Bourne, 08 February 2016, 0 comments. Categories: Data-driven marketing, Mobile Marketing.

Mobile search victorious in digital for UK retail over Christmas


Digital prevailed in retail, particularly in the last quarter of 2015, according to the latest figures from the BRC-Google Online Retail Monitor Q4 2015 released earlier this week.

The figures showed that the internet played a pivotal role in driving sales for UK retailers with mobile the key devices in enabling this. Martjin Bertisen, retail director for Google said the dominance of mobile was obvious. “Over half of searches came from mobiles during peak periods and our retailers...

By Liz Morrell, 02 February 2016, 0 comments. Categories: M-Commerce, Mobile Marketing.

The year of video and data: Why mobile video is the route to follow


In the last few years, when asked to provide predictions for the year ahead, marketers have tended to lazily offer up one word on a consistent basis: mobile.

If you have followed the advertising industry during this time, you would be forgiven for thinking that the past five years were all the ‘year of mobile’. In reality however, aside from all this bluster, mobile has been here to stay for a while. So it’s about time brands consolidated and consider how to really...

By Will Proops, 01 February 2016, 0 comments. Categories: Branding, Mobile Marketing, Video & Audio Marketing.

Who goes there?, or, Your most important marketing resolution for 2016


In 1938, John W. Campbell, under the alias Don Stuart Jr, presented to the world one of the very best science fiction stories of all time: Who Goes There? This novella, converted to multiple film versions, presents a creature from a world beyond the Earth that, when it devours its prey, can shift to its prey’s shape, memories and personality, while still retaining its own personality.

I see this creature as analogous to the various demographic segments that rule marketing...

With blocking rocking the mobile ad industry, contextual marketing reigns supreme


In 2016, mobile advertising spend is set to top $100 billion worldwide.  Businesses large and small continue to invest in this rapidly-growing form of advertising and reap the rewards. One example is Facebook: the social media giant has revealed that during the third quarter of this year, mobile advertising revenue accounted for $10 billion in sales –

By Andrew Ford, 21 December 2015, 1 comment. Categories: Advertising, Advertising Technology, Mobile Marketing.

Omnichannel or Multichannel: Which marketing strategy should you consider in 2016?

(Image Credit: iStockPhoto/Rawpixel Ltd)

Omnichannel marketing offers a seamless experience and consistent message across different channels, and has emerged as a term vital to B2C marketers, but some may confuse this with the term multichannel – the experience of a customer who makes purchases using multiple channels.

Opportunities to work across new channels have emerged from the channel and data explosion:...

By Tomás Puig, 18 December 2015, 1 comment. Categories: Mobile Marketing.

Bluetooth low-energy beacons to go mainstream next year

(Image Credit: iStockPhoto/YiuCheung)

Their potential has long been touted, but a new report says that 2016 will finally be the year that Bluetooth Low-Energy (BLE) beacons hit the mainstream. 

ABI Research is tracking the BLE beacon contract and shipment data across more than 20 verticals – through its new research division BLE Beacon Technologies and Services. It says that a strong third quarter or shipments in...

By Liz Morrell, 15 December 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Mobile email opens increase but conversions fall in third quarter


Mobile email opens are at their highest point ever, and yet mobile email conversions are on the decline, according to a new report published this week.

The research shows that mobile email opens are now at their highest rate yet in the third quarter of 2015 despite a dip in the second quarter. Mobile email opens now account for 73% of email opens, compared to 69% last quarter and 71% in Q1.

The growth is being particularly driven by a growth in the rate of opens on smartphones – up...

By Liz Morrell, 27 November 2015, 0 comments. Categories: Email marketing, Mobile Marketing.

Advertisers not going mobile can’t afford to wait any longer


Mobile advertising is growing at an exponential rate and one of the best illustrations of its growth comes from Facebook’s most recently quarterly results. The company revealed earlier this month that for its third quarter ending in September mobile advertising revenue accounted for around 78% of advertising revenue or a whopping $10 billion in sales. This compares to 66% for the same period in 2014.

The number of ads shown has also increased dramatically and video advertising...

By Liz Morrell, 24 November 2015, 1 comment. Categories: Advertising, Advertising Technology, Mobile Marketing.

Marketing and ad tech M&A activity hits near record heights for Q3


The advertising and marketing tech sectors have continued to see buoyant merger and acquisition activity in the third quarter of this year with activity only just falling short of Q3 2014 figures which saw the strongest activity on record.

The data comes from a study released by specialist technology and marcoms corporate finance advisor Results International.

112 deals were announced in Q3 2015 compared with 113 for the same period last year. Compared to the previous quarter, total...

Why the marketing bubble may be about to collapse – and how digital fits into it


Over the past 25 years, multiple economic and related bubbles have negatively impacted the United States and the world. These bubbles include the very famous dot.com bubble, the not-so-famous technology bubble, and the very financially damaging housing bubble and real estate bubble.

Whether you believe in the concept of bubbles or not, I believe that the marketing sector is on the verge of a bubble that is truly about to pop.

Let’s be real; not all media and not all trends last....

By Thaddeus Kubis, 05 November 2015, 2 comments. Categories: Best Practice, Mobile Marketing.

Brand errors on mobile: Poor design and optimisation hamper customer experience


Brands are making basic mistakes on mobile that could be costing them money, according to a new study from strategic multichannel consultancy Practicology and UX testing provider WhatUsersDo.

The report is the second joint Mobile Usability Report from the duo and follows UX testing of the mobile sites of 15 UK retailers that included Amazon UK, AO.com, Argos, B&Q, Boohoo, Boots, Debenhams, House of Fraser, Littlewoods, Paperchase, Pets At Home, River Island, Schuh, Sports...

By Liz Morrell, 28 October 2015, 0 comments. Categories: Branding, Customer Experience, M-Commerce, Mobile Marketing.

Situational marketing: The rise of the hyper-personal experience


If you take a moment to pause and review the evolution of marketing, one thing is very clear: marketing has gone from big and broad to small and hyper-personal.

Once upon a time, advertisements were virtually exclusive to newspapers and yellow pages. Then, technology leapt forward and we progressed to television advertising. Next, the internet age brought digital marketing to the forefront and, with it, a whole new set of marketing opportunities.

By Manish Patel, 14 October 2015, 1 comment. Categories: Advertising, Customer Experience, Mobile Marketing, Personalised Marketing.