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App-hopping gives way to integrated mobile experiences in 2016: Forrester – Mobile Marketer

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App-hopping gives way to integrated mobile experiences in 2016: Forrester
The shift to mobile picks up speed in 2016 as consumers look for contextual, integrated experiences, setting the stage for deeper assimilation by businesses and major acquisitions, according to new predictions from Forrester Research.
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McDonald’s fuels up on mobile native advertising in GasBuddy test
A group of approximately 18,000 McDonald’s on the East Coast plans to begin testing a native advertising campaign inside the GasBuddy crowdsourcing application before Thanksgiving travelers hit the road this month.
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Oreo crushes quick-hit content with mcommerce via customized holiday packaging
Mondelez International’s Oreo brand is enabling fans to personalize cookie packaging with holiday motifs on a mobile-optimized site, part of a longer-term initiative to drive mcommerce with fun digital experiences.
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