Every Thrusday I recap 9 mobile & tablet marketing news items from the previous week that struck me as important, insightfull or surprising. They are articles I believe we should all have noticed on our radar so this post is my way of sharing these.
GPS on smartphones has cleared the way for brands and retailers to launch highly targeted digital incentive programs, but the practice is still in its infancy, Robert Byrne and Abid Mohsin write. To take full advantage, businesses need to master databases to find just the right customers and then think carefully about what to offer and when.
Mobile advertising holds the potential to reshape and energize an overall ad campaign, panelists at the Mobile Marketing Day conference said, but some brands are holding back as they seek confirmation of mobile’s power and struggle with reconfiguring their ad budgets. Nonetheless, the realization is dawning that mobile has to be part of a complete ad mix, with each part serving its own purpose. “If you have a range of devices from tablets, smartphones and desktop, you need to start thinking about the types of behaviors and moments to engage with users,” said Tony Effik, managing director of media connections at R/GA, New York.