Tagged 'mobile strategies'

Exponential Advantages of Multi-Screen Advertising

Posted by Kamal Kaur on October 19th, 2012 at 12:19 pm

Multi-screen advertising is too powerful for advertisers and brands to overlook anymore. TV, the original screen, is an effective way to help build brand awareness, but the “spray and pray” method leaves many metrics to be desired. Desktop display fills the void of unknown audiences, as there are a bevy of targeting technologies and ability track ad impressions, engagement and ultimately ROI. And then there is mobile. Smartphones and tablets are the newest and final pieces of the multi-screen puzzle that some advertisers are hesitant about. As with any new platform, mobile brings confusion and anxiety to the marketplace, but it also brings new opportunities and the potential for huge rewards.
According to eMarketer[1], mobile spending will rise 62% in 2012, and for good reason. Mobile marketing provides advertisers the sole opportunity to connect with consumers already in the purchase mindset: in-store and researching products for the last time before making a final purchase decision. Brands should take advantage of the devices’ native capabilities such as GPS and search as well as the high user engagement rates with mobile creative and the availability of... Read more

Mobile is the New Black

Posted by Marla Schimke on January 17th, 2012 at 3:43 pm

Remember the time when cell phones didn’t exist? Or when car phones were the size of fax machines or laser printers?  How about when the only purpose a mobile phone served was to make and receive calls or play snake? The industry has come a long way from the first adoption of mobile. Mobile hasn’t just revolutionized a communication industry; it’s revolutionizing the advertising industry as well. In fact, Gartner predicts that mobile advertising will be a $20.6 billion market by 2015.
As the majority of our customers are spending time glued to their handheld devices, we continually have to find new and exciting  ways to engage with them. Long gone are the times when effective marketing simply included billboards, print ads, banners and TV spots. In the new era of mobility, brands have to find alternate ways to communicate, connect with and engage customers.
We all know that brand loyalty is emotional. Consumers who stick with one brand over another have a connection with that brand. There are distinct rivalries between Coke and Pepsi, McDonalds and Burger King, Nike and Adidas and of course Apple and everyone else. In an increasingly connected world, how do brands sufficiently and emotionally engage with... Read more

A Tale of Two Mobile Strategies

Posted by Adam Kleinberg on September 23rd, 2011 at 8:58 am

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.