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CPG brands must avoid blanket approach on mobile: report – Mobile Marketer

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November 14, 2014

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CPG brands must avoid blanket approach on mobile: report
Mobile is driving the need for consumer packaged goods brands to have a deeper understanding of different consumers, as some are clamoring to engage directly while others are open to the possibility if approached correctly, according to a new report from IBM Business Value.
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Leverage creative media over banner ads to stay competitive
While banner ads are still a ubiquitous form of mobile marketing that are not yet nearing extinction, brands should focus on leveraging creative advertising such as videos, interactive campaigns and look books to build a storytelling platform.
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CMT tunes in to viewers’ passion for playbacks with deep linking
Country Music Television, acknowledging shifts in how consumers consume content, is leveraging deep linking in a mobile ad campaign that lets users program DVRs from their phones or tablets to record episodes of the series Party Down South 2.
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United Healthcare’s Baby Blocks encourages healthy prenatal behaviors
Health insurance provider United Healthcare’s new mobile program Baby Blocks gives employers the ability to alert pregnant women and new parents of incentives.
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BCBG boosts Wi-Fi to drive store visits, increase business efficiency
BCBG Max Azria is expanding in-store Wi-Fi access for its shoppers and incorporating an enhanced retail networking solution to drive more store visits and improve business efficiency.
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