Peggy Anne Salz, Lead Analyst & Founder at MobileGroove
The mobile app market is a monstrous place for marketers and brands. We are witnessing an avalanche in the number of mobile apps, triggered by unprecedented growth in smartphone adoption and usage globally. The good news: the global App Economy is firing on all cylinders. The not-so-good news: this rapid expansion is stretching the search, marketing and brand protection models that have allowed this new economy, and the global business ecosystem it supports, to flourish.
In short, massive growth confronts marketers with massive challenges. Continue reading →
As an industry, we’re increasingly understanding the critical role mobile plays at at each stage of the consumer journey. While these journeys will undoubtedly change and fragment, the role of mobile is here to stay as mobile data plays an ever-important role in how we identify, target and measure retail behaviours.
Historically, we’ve always treated the retail journey as a linear process, with the key aim to move the customer through the funnel: building awareness, driving consideration and intent and, ultimately, encouraging purchase. The importance of loyalty and advocacy were only considered once the customer had been acquired, rather than considered as an integral part of an evolving process. Continue reading →
Today mobile users are spending more and more time in few daily apps and it’s clear that messaging apps continue to dominate mobile usage. Certain activities are now completely done in apps. For example instant messaging and communication apps dominate 94% of user’s time spent in this activity. This presents a huge opportunity for brands to leverage messaging platforms and engage with consumers directly from mobile advertising campaigns.
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Love it or hate it, Mobile World Congress (MWC) never fails to turn heads in the marketing world. This year was no exception.
Despite a look back – in the form of Nokia’s nostalgic 3310 re-launch – stealing the show early on, the main headlines were all about looking forward. From IoT, VR and AI to driverless cars and 5G, marketers’ appetites were whetted by a future filled with endless new opportunities to turbocharge consumer engagement. Continue reading →
Pratick Thakrar, MD Inspired Mobile
With attendees growing year on year, MWC is now THE event on the mobile calendar. I only wish Scotty had the transporter working to get me between Hall 1 and 8!
New handset launches, features and operator announcements took the limelight; but this year, we saw new acronyms of the digital world come to the forefront, namely AI/IoT/VR/CH (Connected Homes). Continue reading →
Stephen Upstone, CEO & Founder of LoopMe Media
Another Mobile World Congress has come and gone, with over 2000 exhibitors and over 108,000 attendees. This year I found that attention had moved away from the topic of connected devices and to the trilogy of AI, VR and AR.
While virtual reality headsets completely take over your vision to give you the impression that you’re somewhere else, augmented reality adds to your current vision, projecting info on top of what the consumer is already seeing. Continue reading →
Noelia Amoedo, CEO of Mediasmart Mobile
Much has been written about ad fraud as a growing advertising concern recently and various studies have attempted to quantify the scale of the problem. The Association of National Advertisers (ANA), for example, suggests that the corresponding wasted advertising investment due to bot fraud amounts to $7bn this year alone.
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Rohit Dadwal, Managing Director APAC at The Mobile Marketing Association
What a whirlwind 2016 has been for the mobile marketing industry. We have been seeing more creative, integrated mobile marketing campaigns that go beyond conventional display advertising, as new technologies and innovations unlock a myriad of possibilities for deeper, more meaningful consumer engagement.
It’s not surprising then that among marketers we surveyed, 61% believe that mobile is critical to the future of the company. Here are five key predictions for mobile marketing in 2017. Continue reading →
Stephen Upstone, CEO & Founder of LoopMe
When auto brands launch a new car it is crucial to get the advertising strategy right. A good ad campaign will make consumers aware of the car. A great campaign can be the deciding factor in getting a customer to book a test drive.
For the launch of Renault’s new C-Class Crossover release, the All-New KADJAR, Manning Gottlieb OMD challenged LoopMe to create an award-winning mobile video campaign. The campaign used the original TV creative and additional video content to drive awareness of the brand among the target audience, increase brand uplift and brand perception, while promoting the car’s features through UK specific storytelling. Continue reading →