Mobile marketing is going to make some major moves in 2013 - just not how most imagine.
Following up on our list of Top 10 Mobile Marketing Initiatives of 2012, it's time to look at some trends we'll see emerge and/or evolve in the year ahead.
Among the most prominent (not necessarily in this order):
5. Mobile Advertising Picks Up Speed (For A Time)
According to Forrester Research, mobile ad spend will boom next year - to $15 billion. Why? Because consumers now spend 10% of their media consumption time on mobile devices, yet mobile attracts less than 10% of ad dollars. The firm reasons that the old school Internet's ad growth from 8% of spend to 22% of spend means mobile must follow course (even though marketers get less and less from that increased Internet spend). But, the firm says, even a small step toward closing the gap will mean big dollars for this medium.
I'm not completely convinced. As a marketer, I find mobile advertising a bore (even some of the newer, much hyped expandable ad units). As a consumer, I find it all a snooze fest.
Mobile's far more powerful than just trying to replicate ad models from the old school Internet and... Read more
We've been on a James Bond kick recently, and with Skyfall breaking the record for biggest Bond film opening weekend, it's worth discussing how the brand has evolved.
More than once in my relatively brief advertising career, I’ve heard the words “It should be sort of… sort of James Bond-ish.” or “You know Double-O seven s%@*, man.” The iconic character that became a brand has evolved into an adjective. And this is the greater truth. After almost 60 years of being in existence, the James Bond brand is one of the most easily recognizable and desired the world over.
Class. Style. Technologically-advanced elegance with an edge. Women love him and men want to be him. So why wouldn’t companies want to hitch a horse to Bond’s proverbial wagon?
In fact they have been doing so for decades. Bond has hawked everything. From cars to cell phones, and airlines to eyelash curlers, big brands have been picking up the tab for Bond films since the conception of product placement.
Still, the premier of the new Bond film “Skyfall” this past weekend will mark a seemingly momentous occasion. And NO, not because it’s the first time Bond has reached for a beer instead of his classic vodka martini (It’s not... Read more