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Cool is Currency: How to Market Paid Services to the Freemium Generation

Gen Z, I-Gen, Post-Millennials. Whatever you may call them, there is no denying they are important and they are powerful. In just a few short years, these individuals will account for 40% of the global population and will have close to $600 billion in spending power. (B2C)

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Topics: Gen Z, marketing strategy, mobile strategy, mobile advertising, Influencer marketing, social media, VAS

Three Keys for Effective Mobile Engagement

Over the past 20 years, we have become increasingly dependent on mobile technology in our daily lives and routines. Now in 2017, having a flip phone, or no phone rather, is almost unheard of. Nearly everyone has a smartphone (some people even use more than one on a regular basis) and they carry it with them everywhere to do pretty much anything.

In fact, according to WirelessWeek, 65% of digital media is consumed with mobile devices. With such an immense amount of media being digested via mobile, reaching consumers on their smartphones is absolutely essential.  However, to engage effectively with your customers via mobile you must transform the way you think about it.

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Topics: mobile strategy, mobile advertising, mobile engagement

4 Ways to Improve the Efficiency of Mobile Ad Spend with Data-driven Insights

As an advertiser – and especially a digital marketer – it’s safe to assume that a day doesn’t go by where you’re not concerned about the quality of your mobile ad spend. You may even begin to wonder whether you’re spending too much.

According to the BIA/Kelsey Industry Watch report, mobile ad spending in the U.S. will grow from $33 billion in 2016 to $72 billion by 2021. In addition, there’s an eMarketer report published in November 2016 showing that digital ad spending surpassed TV ad spend for the first time in 2016.

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Topics: mobile strategy, mobile advertising, mobile engagement, big data, machine learning, data mining

Revitalize Black Friday with Contextual Mobile Engagement

Twas the weeks before Christmas and all through the towns, retailers are stirring over chaos all around. The shelves were stocked with ultimate care, in hopes that Black Friday shoppers soon would be there.

The holiday season is coming and brick-and-mortar retailers are feeling the pressure to handle high store foot traffic and satisfy customer demand throughout the omnichannel path-to-purchase. According to the National Retail Federation, Black Friday, the official kick-off to the holiday shopping season, can account for up to 30 percent of retailers’ annual sales. To whip up a holiday buying craze with their customers, retailers are offering early bird promotions and discounts. However these strategies backfired last year, with Black Friday sales falling to $10.21 billion in 2015 — nearly a 12 percent decrease from 2014.

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Topics: mobile advertising, mobile strategy, mobile engagement, mobile devices, omnichannel marketing strategies, retail

Mobile: A Marketing Opportunity Like No Other


“Let me tell ya, you gotta pay attention to signs. When life reaches out with a moment like this, it’s a sin if you don’t reach back.”   – Matthew Quick, Silver Linings Playbook

As Gartner proclaimed way back in 2014, customer experience is indeed the new battlefield for marketers. Now for most B2C enterprises, mobile is recognized as a key component of customer experience and core to business growth. Unfortunately, mobile’s vast potential has gone largely untapped, as most businesses aren’t willing “to go the extra mile” with mobile content, mobile paid search advertising, and push notifications, according to Forrester research. Even when “mobile-first” strategies have been executed, the results have not been promising.

 

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Topics: mobile strategy, mobile advertising, mobile engagement