Two newspaper publications have recently evolved their mobile strategies. One is an example of what not to do. The other represents an evolution in the thinking around mobile and a case study model for a thoughtful and effective mobile strategy for a content publication.
Let's take a look at the San Francisco Chronicle and the Financial Times.
Tags: app, app.ft.com, apps, financial times, financial times web app, mobile apps, mobile strategies, mobile strategy, san francisco chronicle, sf chronicle
Posted in Emerging Platforms, Opinions, Websites, Wireless | No Comments »
Who says iFart was all bad?
In part three of my conversation with Orabrush CMO Jeff Harmon about the grassroots, social media efforts that Ad Age has placed among the top 10 of the last year, we learn that the popular iFart app inspired Orabrush's own iPhone app - The Bad Breath Detector.
This last week, the brand even launched a paid version of the app, Bad Breath Detector Pro.
Here, we'll learn more about this app, the brand's Facebook integration, and most important of all, what Orabrush's 24-year-old CEO Jeff Davis - another Jeff - calls "Reverse Branding."
IPHONES, FACEBOOK & REVERSE BRANDING: THE JEFFREY HARMON INTERVIEW (PT 3)
Audio Interview: Orabrush CMO Jeff Harmon (Pt 3)
(Approx. 5:49)
Tags: advertising, app, bad, breath, cmo, detector, harmon, iPhone, jeff, marketing, mobile, orabrush, Video, viral, youtube
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Social Media, Video, Websites, Wireless, Word of Mouth | No Comments »
In part three of this source interview for my new book, THE ON-DEMAND BRAND, AKQA CEO Tom Bedecarré shares insights on a few more of his agency's most successful initiatives - including Design The World a Coke and the holiday iPhone app for Target - as well as how AKQA organizes itself around its #1 core value.
Tom Bedecarré, CEO, AKQA (Pt. 3): Coca-Cola, Target and AKQA's #1 Core Value
>> Click Here to Listen to Audiocast <<
(Approx. 4:56)
Tags: advertising, akqa, app, bedecarre, coca-cola, coke, design, digital, iPhone, marketing, media, social, target
Posted in Creative Best Practices, Emerging Platforms, Social Media, Websites, Wireless, Word of Mouth | No Comments »
It's always about location, location, location.
Except when it's not.
Facebook has just launched Places. And in the world of retail, Shopkick has made its debut as a new app that sends you offers when you're in stores. Along the same lines, Foursquare has been a social shopping cause celebré since its inception.
But as a growing number of people are complaining, such services rarely bring more value than basic signage in stores would accomplish. After all, why do I need to use my mobile phone to access a special offer at Starbucks, when a sign with the same offer would suffice? What's more, many people are already complaining that the actual offers aren't worth the login (or check-in) required.
And let's face it. The minute, the moment, the nanosecond you and I find ourselves receiving - or finding ourselves needing to ask for - dubious offers at 20 different retailers as we walk down the street, it's all going to get very old, very fast.
Don't get me wrong. I'm a big fan of Dennis Crowley, co-founder of Foursquare (I interview him in my new book THE ON-DEMAND BRAND - listen the source interview with Crowley here). If anyone can make a go... Read more
Tags: app, Facebook, foursquare, gap, location, mobile, places, retailing, shopkick
Posted in Emerging Platforms, Opinions, Social Media, Targeting, Wireless | No Comments »
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