Columns

There are four different use cases for personalized push notifications, each offering a unique opportunity to reach consumers in real-time via their mobile devices.

Mobile is advancing, much like summer. But we still have a ways to go to deliver on all of the medium’s promise.

If the FTC were to take the position that a statement or omission regarding Do Not Track compliance is deceptive or that the failure to honor the DNT signal is unfair, that could radically change the legal liability analysis.

Thanks to this small, one-in-all device, consumers today have become more mobile-centric, me-centric and present-centric. They want everything now, delivered at one place – on their handsets.

I have seen brands approach rebranding in every conceivable way and with varying degrees of success. That is because even the best agencies and clients cannot overcome the negative pull of poor planning.

This is the final article in a series geared toward decision-makers who are currently exploring or are in the midst of developing a mobile presence.

Whether you are launching a pilot project in 2013 or budgeting for 2014, understanding the return on your investment in your retail store solutions is a critical measurement of success.

Lost in the hubbub about Britain’s newest prince was the symbolism implicit in his name, which in fact speaks volumes about affluent millennials and luxury today.

Good brand storytelling, like all good storytelling, is rooted in authenticity and originality. It results in qualities that resonate with audiences – entertainment, intrigue and engagement – and is not going anywhere any time soon.

Mobile and social media marketing both tried to solve the open rate problem, but they have faced hurdles that limit their effectiveness at achieving open rates that are greater than 30 percent to 50 percent.

The smartest way to ensure that shoppers stick around on your mobile site is to expand the role of search in the user experience.

When the 1,400-plus new gTLDs begin to launch in the latter part of 2013, a paradigm shift begins that will dramatically affect the way that Internet users search and navigate online.

Luxury shoppers are a highly lucrative, yet complicated demographic to capture. Because of their elusive nature, marketers may find it difficult to engage with these shoppers, especially on digital and mobile.

This is not cryptic adland talk but rather a question to provoke your thoughts on what you like and hate about advertising and, especially, about mobile ads.

The question that marketers are increasingly asking themselves is how to effectively engage customers through these ever-present, always-on mobile devices.

This holiday season will solidify the sea change in online shopping that has been shifting to mobile over the last few years.

There seems to be an influx of luxury brands jumping on the charity and philanthropy bandwagon. Often, this is under the guise of corporate social responsibility.

Retailers, financial institutions and others that want to maximize mobile for customer acquisition need to find ways create a simple, seamless, safe mobile user experience. To do this, organizations must solve two key issues.

The spray-and-pray approach to mobile advertising – serving ads to as many people as possible and hope they click – is a fool’s errand. It is disruptive to the user and hugely wasteful.

As Web traffic rapidly shifts to mobile devices, online marketers scramble to adapt. What do ads look like in a mobile environment? Where do you even place them? How do the mechanics of a click work? Where does that click land you?

Just as mobile can be an effective consumer metrics accumulator and behavior modifier, it has additional omnichannel implications.