Archive | Opinion

Opinion: Marketing Made for the Mobile Medium

Opinion Marketing Made for the Mobile MediumThe following is an exclusive guest contributed post to MMW from Dave Bell, CEO of Gummicube

Late in the 1990’s we were in the very early days of mobile. At this point in time wireless handsets started to become more than simple phones and there was a constant phrase that was used to describe the future of content. That phrase was “made for medium”. It represented awareness that to succeed with software for mobile devices, one had to create something that was specific and special for the platform. Bringing an app that was originally intended for the PC or web wouldn’t work because it didn’t cater to the unique ways people used their mobile device.

Since that time mobile devices have become more powerful and they themselves are a type of computer that is essential to everyday life. While this evolution has changed what can be done with a mobile device, what hasn’t changed is the fact that people still interact differently in a mobile environment than they do on the traditional web. The ways that mobile devices are used, the kinds of features that are popular, what people search for, and even the way that they search inside app stores are very unique to mobile. Understanding these differences are key for mobile marketers to succeed.

Continue Reading

Posted in Announcements, Marketing Strategy, Mobile Devices, News, Opinion, Platforms, Technology0 Comments

Star Trek, Mr. Spock, and a Highly Sought-After Future

Star Trek, Mr. Spock, and a Highly Sought-After FutureThe following is a guest contributed post by Dr. Nick van Terheyden, CMIO of Nuance Communications.

Like many others, I was deeply saddened to hear about Leonard Nimoy’s passing.  He was a great actor, but more importantly, a wonderful advocate who used his fame to raise awareness about the health dangers of smoking, and to serve as a role model who had quit.

For those of you who are non-Trekkies, Nimoy portrayed the character of Spock, the son of a logic-driven Vulcan father and an Earth-born mother. While he usually deferred to his empirical instincts, he did, in intense situations, react with human traits of concern, excitement, and relief, particularly in situations where he discovered his friend, Captain Kirk, had returned safely from that episode’s perilous dangers.  In many ways, Spock embodied the tension we all have—torn between our rational, logical selves and our more emotional, and reaction-driven selves.  And his careful logic made his sparing emotive outbursts that more endearing to fans, because it showed that even the most analytical mind—when concerned for another— could not fully disengage and address it dispassionately.

Continue Reading

Posted in Opinion, Platforms, Technology0 Comments

Op-Ed: Why You Shouldn’t Leave Your Social Media to a Niece or Nephew

Op-Ed Why You Shouldn’t Leave Your  Social Media to a Niece or NephewThe following is a guest contributed post to MMW from Jay York, a social media strategist at EMSI Public Relations.

It’s true that millennials are massive users of social media, but does that mean any young friend or family member has the background to be enlisted to give your business’ social media campaign the attention it needs?

Probably not.

Let’s take a look at several good reasons to put your social media marketing in the hands of a pro.

Posted in Announcements, Marketing Strategy, Mobile Devices, Mobile Social, News, Opinion, Platforms, Technology0 Comments

MMW Op-Ed: Granular Politics Demand Granular Campaign Management

MMW Op-Ed Granular Politics Demand Granular Campaign ManagementThe following is an exclusive op-ed contributed to MMW by Targeted Victory Co-Founder, Michael Beach.

The amount of time between election cycles ensures that the best political campaigns from one cycle can look antiquated by the next election year. This was the case in 2014, when campaigns demanded more from digital strategists than ever before; relying on sophisticated audience-based targeting, campaigns served a medley of persuasion, fundraising, Get-Out-the-Vote and issue-specific messages to specific audiences, using language and content that resonated with them.

It meant substantially more than just reporting analytics. Campaigns and clients ask for A/B testing and optimization – for copy, design, and other variables – backed up by established metrics, coupled with aggressive real-time implementation of successful test results across every medium.

Continue Reading

Posted in Announcements, Mobile Advertising, Mobile Devices, Mobile Marketing, News, Opinion, Platforms, Technology0 Comments

MMW Op-Ed: It’s Too Cold to Shop

MMW Op-Ed It’s Too Cold to ShopThe following is an exclusive guest contributed post to MMW by Samantha Stallard, Content Marketing Manager of Fluent.

As a girl growing up in Georgia, I had no business moving to New York as an adult. I don’t know how to function in the bone-chilling winter months. It still baffles me that my daily responsibilities don’t come to a screeching halt when it’s snowing outside – in Atlanta, schools close, work pauses, and chaos ensues at the mere threat of inclement weather.

As much as I want to hibernate in my apartment with nothing but Netflix and flannel blankets until spring, I’m slowly learning to function in the cold.

Continue Reading

Posted in Mobile Marketing, Mobile Shopping, Opinion, Platforms, Smartphones, Technology0 Comments

MMW Op Ed: The Cross-Channel Conundrum

MMW Op Ed The Cross-Channel ConundrumThe following is a guest contributed post to MMW from Andrew Hoeberichts, Senior Vice President of Merkle’s Travel, Media, and Entertainment Practice.

Applying insightful analytics begins with the ability to have a clear and unified view of the consumer. This is becoming more and more difficult with today’s cross-channel consumer.

Direct marketing was built around the idea of a single household with each household having a single decision maker. In today’s world, however, the household structure is far more complex. There are now multiple decision makers interacting across multiple devices in both linear and digital modes. Given this dynamic, it has become very difficult to design an accurate picture of today’s consumer behavior at the individual level.

Continue Reading

Posted in Announcements, Marketing Strategy, Mobile Advertising, Mobile Devices, Mobile Marketing, News, Opinion, Platforms, Technology0 Comments

Top 5 Mobile Marketing Trends to Watch for in 2015

Top 5 Mobile Marketing Trends to Watch for in 2015The following is an exclusive guest contributed post to MMW from Hanit Marinov, VP of Marketing at Perion Network.

“Mobile-first” has become a mantra for most businesses and mobile marketing has become a top strategy for acquiring and engaging customers.

How exactly will we see the mobile marketing industry grow in 2015?

Continue Reading

Posted in Marketing Strategy, Mobile Marketing, News, Opinion, Predictions, Technology0 Comments