Opinion


Where is the innovation in mobile advertising?

July 30, 2014

In the last decade, mobile devices have changed the way we communicate with one another, access information and consume media. Surprisingly, it has not really changed the way advertisers use these devices to communicate with consumers.

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Alipay’s ecommerce solution for luxury brand expansion in China

July 29, 2014

It turns out that the Chinese, both in rural and urban areas, empowered by China’s steadily solidified infrastructure, prefer conducting all commercial transactions online or on their mobile phone.

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3 quotes that guide my mobile and cross-channel strategy

July 28, 2014

Like most people, I read and listen to mobile marketing pundits as much as I possibly can. From that sea of facts and opinions, there are three quotes that truly stand out and guide my mobile and cross-channel strategy. They are simple yet profound, and I believe they will stand the test of time.

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When to use push notifications versus SMS messaging

July 24, 2014

Businesses are still learning and discovering new ways to use SMS mass texting and push notifications as consumer engagement forces. Each technology possesses its own strengths and it is important to understand what those are when creating a mobile marketing strategy.

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What the AmEx-Uber partnership signals about customer engagement

July 23, 2014

American Express’ recently announced partnership with Uber on a first-of-its-kind loyalty program represents the latest attempt to evolve from executing transactions to creating meaningful human interactions.

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When closeness via mobile is too close

July 17, 2014

It did not have the stench or uneasy feeling of that “Close Encounter of the D Train” kind, but a moment at this week’s CEO/CMO Summit put on by the Mobile Marketing Association had even the hardened of marketers turning up their noses.

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Brands must rethink their approach to CRM via mobile

July 3, 2014

As prevalent as mobile advertising has become, one of its more powerful applications remains fairly idle: targeting the customers and prospects in your CRM database.

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5 tips to optimize the site for mobile business

June 19, 2014

More than two-thirds of United States consumers now use smartphones, according to the latest Nielsen research. And, increasingly, more of those users are searching for something near them, whether it is a location, business hours or directions.

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The 7 “Cs” of mobile advertising

June 17, 2014

The seven “Cs” I am referring to are the seven pricing models used for buying ad campaigns on mobile. If you are not familiar with the various cost structures, you are likely to be shocked when the pricing model you chose does not align with your campaign goals.

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Big 3 challenges of mobile advertising have finally been solved

June 16, 2014

For years, the digital marketing industry has been waiting for mobile advertising to “pop.” Even as mobile consumption jumped to more than 50 percent for major Web properties, advertiser adoption continued to lag. Despite valiant efforts by the Mobile Marketing Association and the Interactive Advertising Bureau, marketers never seemed to move past the experimentation stage.

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