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Strategy

  • See, hear, touch: Brands capitalize on human senses to drive mobile value

    April 6, 2016

    A flurry of interactive features on branded digital experiences show how marketers are broadly ramping up mobile-first utility by appealing to the key human senses of touch, hearing and sight.

  • Mobile marketing week in review: Messaging resurges

    April 4, 2016

    Messaging is hot again as savvy marketers ramp up one-to-one engagements on smartphones via transactional alerts and chatbots, which are easy enough to build they could attract some of the brands still struggling to integrate mobile. Watch this video for the full analysis.

  • Coca-Cola’s Share a Coke undergoes lyrical reinvention with Shazamable bottles

    April 1, 2016

    Coca-Cola is kicking off the latest incarnation of its Share a Coke program by enabling music enthusiasts to scan lyrics on specially marked bottles via the Shazam application to create lip-sync videos and share them on social, underscoring the campaign's increasingly mobile-centric focus.

  • Content magic lies in right mix of channels, devices: PepsiCo exec

    March 28, 2016

    NEW YORK – A PepsiCo executive at the Mobile Marketing Association’s Mobile Location Leadership Forum emphasized that while it is easier to focus on measuring and developing creative for mobile only, bringing together multiple platforms is key for a successful content strategy.

  • Mobile marketing week in review: Fresh approaches on Giphy, Ibotta and Slack

    March 28, 2016

    The early results are promising as brands and publishers step up experimentation on mobile-first content and media strategies that look beyond typical Facebook engagements, landing instead on more tailored apps and sites such as Giphy, Ibotta and Slack. Watch this video for the full analysis.

  • How Heineken’s Bond-themed mobile campaign uncapped 14 million ad impressions

    March 25, 2016

    NEW YORK – A Heineken executive at the Mobile Marketing Association’s Mobile Location Leadership Forum discussed a recent mobile-first campaign centering on the latest James Bond film that resulted in more than 14 million ad impressions gained from an Ibotta partnership and nearly one million beacon-enabled impressions.

  • Domino’s heats up with early adoption of sponsored Snapchat lenses

    March 23, 2016

    Domino’s Pizza UK is rolling out new digital advertising initiatives with a slew of mobile-first components, including a branded channel on a GIF repository site and sponsored Snapchat lenses that play into the campaign’s mind-boggling theme.

  • Mobile marketing week in review: Social media marketing matures

    March 21, 2016

    Social media marketing is maturing, meaning brands need to be more thoughtful in order to succeed. Newer tactics such as virtual reality and contextual targeting are quickly ramping up, but still have plenty of room for experimentation. Watch this video for the full analysis.

  • Fleeting micro engagements rise as mobile further crunches time

    March 18, 2016

    Marketers continue to shrink their mobile engagements in an attempt to capture the attention of users who may be only glancing at their devices, but is five seconds enough to make a lasting impression?

  • Mobile marketing week in review: Travel soars on mobile Web

    March 14, 2016

    It was a big week for exciting new mobile Web experiences in the travel sector last week, with new offerings from Hyatt, Hilton and Google all pointing to the important role that smartphones are playing in travel discovery and planning. Watch this video for the full analysis.

  • Ford values mobile with a new subsidiary focused on innovation

    March 14, 2016

    Ford Motor Company is taking a bullish stance on mobile connectivity by creating a subsidiary focused on mobility technologies, expanding its current innovations such as smartphone integration, ride-sharing applications and a digital benefit platform.

  • Publishers hone in on strategies for tackling ad blocking

    March 8, 2016

    With ad blocking on desktop and mobile a big concern of marketers, the Interactive Advertising Bureau’s Technology Laboratory is showcasing some of the tactics that are working to change consumer behavior in a new primer.

  • Mobile marketing week in review: Cutting-edge mobile engagement

    March 7, 2016

    A new generation of killer mobile engagement strategies is emerging, with emojis, virtual reality, Snapchat and podcasts looking like they will continue to gain steam in 2016. Watch this video for the full analysis.

  • California Pizza Kitchen tosses up rewards via social scavenger hunt

    March 1, 2016

    California Pizza Kitchen is building on a recent push into social media by encouraging consumers to follow clues on Twitter or a mobile-optimized microsite and search for hidden pizza dough in 12 cities for a chance to win a year’s worth of pizza.

  • Mobile marketing week in review: Bolder third-party app strategies

    February 29, 2016

    Marketers are getting better at finding contextual opportunities to engage users more organically with third-party applications. For the full analysis, watch this video.

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