Making Sense of the Mobile Marketing Spending Disparity
Consumers’ relationships with media and mobile devices have changed. Advertising needs to change as well. The responsibility is with advertisers and their agencies and service providers to demand the granularity and specificity that you can only achieve with the targeted data you get from mobile advertising.
The New Proximity: A Second Phase in Mobile Brings Here and Now to Life
The first phase of mobile software relied on us to express a desire and thereby to enable a service. Our actions initiated services that capitalized on the phone’s ability to maximize proximity. Now we’re entering a second phase where, for many of us, connectivity and location awareness will be active for longer stretches of our days.
Gimbal Launches Proximity Data Platform for Mobile App Publishers
While more consumers own smartphones than ever before, they also face an unprecedented number of options when it comes to mobile apps. For app publishers, it can be hard to stand out in the crowd — even if your service is perfect for a a specific kind of user. As a way to help publishers […]
5 Hyperlocal Q&A Services That Connect Merchants to Customers
Most merchants think they’re reaching a targeted demographic when they advertise on neighborhood blogs or run geofencing campaigns, but a new type of hyperlocal marketing platform is taking consumer targeting one step further and giving merchants an organic way to connect with consumers who are primed and ready to convert.
4 Ways That Retailers Can Gain Traction on Mobile
As retailers continue to reimagine marketing to consumers using mobile, the tools to do so will evolve as well. Similar to marketing automation for B2B, retailer-focused solutions providers are enriching their platforms so that retailers can deliver marketing messages and offers to highly segmented consumers.
In 2016, the Local Economy Is No Longer Local
Yes, we still shop at local stores, but the Walmart in the nearby shopping plaza isn’t the only competitor the local store needs to keep an eye on. Increasingly, it’s a host of online vendors and the growing crop of on-demand startups that have become an indelible feature of the local business landscape — both enablers and usurpers of their merchant partners.
Is the Humble Phone Call Actually the Killer App for Local Businesses?
It turns out reports of voice calling’s death are greatly exaggerated. Despite an explosion in data usage and mobile messaging, voice calling — facilitated by search and virtual assistants — remains a popular activity among mobile users. A lot of those calls are going to local businesses, where they are more likely to convert to revenue than web forms or emails.
Local’s Next Battleground: In-Car Media
A few recent moves have begun to triangulate how Uber might build out auxiliary revenue channels. It will be all about enhancing your ride, then, down the road, an ad model. And it won’t involve in-car signage or digital displays.