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Marketers getting more adept at mobile targeting, but challenges loom – Mobile Marketer

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May 6, 2015

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Marketers getting more adept at mobile targeting, but challenges loom
While recent mobile campaigns show a more sophisticated grasp of custom audience creation methods, marketers need to overcome challenges related to efficiently collecting, storing and accessing data at scale to gain a complete picture of a consumer and the likelihood he or she will engage with a particular ad.
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Amazon, JetBlue partnership brings Prime Instant Video to skies
Amazon and JetBlue are partnering up to bring the retail conglomerate’s Prime Instant Video service to airplanes this year via the airline’s Fly-Fi broadband internet, enabling fliers who are Prime members to access tens of thousands of television shows and movies via their mobile devices while in-flight, further augmenting the airline sector’s move to mobile-enhanced entertainment systems.
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Mobile social’s growth continues, except among younger consumers: study
Social media usage continues to grow faster on mobile – especially on iPhones – than on desktop, suggesting that marketers must acknowledge that mobile is now the first screen, necessitating the creation of campaigns that involve the consumer as much as possible in content creation, according to a Temkin Group study.
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AMC Theatres focuses on matching mobile content to film tastes
AMC Theatres is centering on creating more personalized advertising campaigns through social media, mobile and digital to reach the correct demographic with appropriate content, with a focus on generating more buzz for independent films that tend to get lost in the content overload.
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Canopy by Hilton introduces itself by showcasing local culture via social influencers
Hilton Worldwide’s Canopy by Hilton subsidiary is ramping up brand awareness by unrolling a three-month social media campaign that showcases local tastemakers’ food, art and designs on Instagram, Twitter and Facebook in locations that will soon become home to new properties, displaying the potency of social influencers.
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