Mobile Marketing Column

In the battle for mobile engagement, branded apps hold untapped value

Consumers spend an overwhelming majority of their mobile internet time within apps. Recognizing this trend, the world’s biggest brands have developed apps as tools for providing services (like checking a bank balance) or making a purchase (through an e-commerce store). But many of these apps have untapped potential. Beyond basic transactions, branded apps can be […]

In the battle for mobile engagement, branded apps hold untapped value Read More »

Here’s why it is important to have a cohesive mobile customer experience

In the hyper-connected world we live in, it’s bewildering to see instances where brands activate lack-luster or even broken mobile experiences for their customers. The ultimate frustration though is when a company attempts to meet the minimum requirement of starting with a clean, mobile experience, but then links to other non-responsive digital properties to complete

Here’s why it is important to have a cohesive mobile customer experience Read More »

3 key components of mobile audience marketing

Channel: Mobile Marketing, Mobile Marketing Column / Good To SEO

The birth of digital advertising brought with it the sophisticated use of data for audience targeting. While the cookie has served as the de facto mechanism for building audiences across desktop advertising, privacy-compliant location data now serves as the primary component of mobile audience marketing, through the use of location-based marketing strategies like geo-targeting and

3 key components of mobile audience marketing Read More »

What the big UA players will be doing (more of) in 2019

Channel: Mobile, Mobile Marketing Column / Good To SEO

As the number of apps available to mobile users continues to grow in 2019, we are going to see even more fierce competition among mobile app developers/publishers to acquire (and retain!) those users. Below are six of the most important shifts in strategies and tactics that we predict will surface or expand further this year.

What the big UA players will be doing (more of) in 2019 Read More »

In-app advertising has come a long way: Here’s why you should use it

Channel: Mobile, Mobile Marketing Column, Mobile Marketing: App Promotion Ads / Good To SEO

Mobile apps are the most direct conduit to consumers. Americans love their cell phones and are rarely without them by their sides. Consumers spend 90 percent of their mobile internet time in them. And, according to Google, the number one smartphone activity outside of work is in-app shopping, and that 82 percent will “consult their

In-app advertising has come a long way: Here’s why you should use it Read More »

How to maximize value from push notifications

Analytics, Channel: Mobile Marketing, How To Guides: Mobile Marketing, Mobile Marketing, Mobile Marketing Column / Good To SEO

In my last post, I talked about how to use email to get even more out of your most valuable users (your customers!). Email is certainly a tried-and-true digital channel, but it’s also limited, especially in the case of app retention and engagement. In the go-go-go mobile world of 2018, adding any extra steps (e.g.,

How to maximize value from push notifications Read More »

Mobile is taking over the customer journey

Channel: Mobile Marketing, Mobile Marketing, Mobile Marketing Column / Good To SEO

With over 40 percent of online transactions and growing, mobile is eating the world day by day. When a customer sets out to learn and make a decision, the smartphone is the gateway to discovery. Smartphones, popular apps and on-demand services push consumer behaviors in new, disruptive directions. As a result, customers are introduced to

Mobile is taking over the customer journey Read More »

Using push notifications for mobile app retention

Apple, Channel: Mobile Marketing, Mobile Marketing, Mobile Marketing Column, Mobile Marketing: App Promotion Ads / Good To SEO

For mobile marketers, the stakes have never been higher. Apps are continuing to lose more and more users. How is this happening? And more importantly, how can we make it stop? Let’s face it, not every app can be Snapchat or Instagram, and even the largest iPhone or Android device isn’t big enough to house

Using push notifications for mobile app retention Read More »

Measuring real-world foot traffic results from 3 quick-service restaurant campaigns

Channel: Local, Facebook, Local Search, Mobile Marketing, Mobile Marketing Column, SEO BLOG, Social media marketing, twitter / Good To SEO

Over the course of 2017, three advertising campaigns in the restaurant industry caught our attention. Only one was a strategically created campaign, with the other two originating as social media events that were completely unplanned by the companies involved. To get a sense of how events like this drive store visits, we set out to

Measuring real-world foot traffic results from 3 quick-service restaurant campaigns Read More »

What are the mobile advertising alternatives to Facebook and Google?

Channel: Mobile Marketing, Display Advertising, Mobile Marketing Column, SEO BLOG / Good To SEO

Early this year, I was invited to attend a meeting with a digital sales team for a well-known media company and an agency with which they’ve been doing business for years. Our supporting role was to provide answers to anything related to location-based advertising. As the conversation progressed, the truth came out. The agency principal

What are the mobile advertising alternatives to Facebook and Google? Read More »