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Understanding the difference between aspirational marketing and marketing to affluent customers can affect your media buy, placement strategy, creative execution and messaging.

By being selected as one of the VIAs, a consumer has identified your app as crossing over the velvet rope, making it consciously or subconsciously part of their daily lives.

With the 2012 London Olympics behind us, I think it only fitting to get brands focused on another race of significant importance – the race to establish mobile relevance.

With the emergence of new MMS-based platforms, we need to be embracing the technology as the best choice for direct messaging in the mobile space.

The fourth quarter of the calendar year has always been a busy time for advertising. With Halloween, Thanksgiving, Christmas and the New Year all in Q4, it is no wonder why this quarter has always seen the busiest advertising activity of the year.

What constitutes a positive in-app experience? And, more importantly, how do you monetize future mobile engagement opportunities?

Consumers are increasingly spending more time on mobile, using smartphones to gain product information, find stores and interact with the brand once in the door.

Retailers despise showrooming because they are assuming all the risk by stocking products and gaining none of the benefit of the sale, which is lost to a lower-priced, online-only seller or a competitor.

There is a pattern we have seen with marketers that have edged into enterprise mobile applications which holds promise, but falls short of exploiting the power of mobility.

One of the mobile user’s primary goals is to get information as quickly as possible while completing online tasks on the go.

With so many getting so down on the future of mobile advertising, the time is ripe for the optimistic among us.

Pre-sale, purchase and aftercare are the new holy trinity of the luxury retail experience, and the brands that activate this will see results.

Responsive Web design is a powerful and flexible approach that is being used by organizations of all shapes and sizes to address a critical need.

The entire retail ecosystem is converging because consumer buying habits are becoming conditioned around mobile commerce and smartphones.

Would you have $47 million to make up for a mistake you made in your business? Or, for that matter, a client?

Whether businesses have a mobile strategy or not, there will always be a place for opt-in bulk SMS within their marketing mix.

In mobile advertising today, value has to flow three ways: between publishers, users and advertisers. Giving better value, not buying better space, is where advertisers need to focus.

When laptop, smartphone and tablet are all disconnected devices, will reach be counted as three people or one person?

For the past few years, each year has been heralded as “the year for mobile payments.” Yet, for a variety of reasons, the uptake of mobile commerce has been slower than expected.

We have been reading about location-targeted mobile marketing for a few years now. We all have a top-level understanding: “I can serve ads to phones based on their location!” But do you really understand the details?

There is no doubt that hyperlocal mobile targeting is an effective and powerful method of pinpointing the “where” and reaching mobile consumers.