Shoppers don’t just use one channel to interact with brands, but many different ones. According to a recent Criteo study, 40% of consumers use multiple devices to complete a purchase. And their experience interacting with brands at each touchpoint must be a seamless and contiguous user experience. There shouldn’t be a service disruption at any point in the journey. Consumers may begin perusing your online catalog from your mobile app, make the purchase on a desktop, and physically pick it up at your store. Rather than being multi-channel, this omni-channel process should be fluid and easy. Continue reading
The 11th Annual Smarties™ Awards program is just around the corner. It will showcase the best of the best in mobile marketing from the UK, EMEA and globally, recognising teams and talents that have created new benchmarks and engaged consumers in a way that is only possible through mobile. This year’s jury panel includes an impressive list of over a dozen brand marketers and agency leaders in mobile marketing from Fortune 500 companies. Included on the list is industry guru and R/GA London’s Integrated VP Executive Creative Director, Rodrigo Sobral. As co-chair, Rodrigo has discussed the theme of the awards, lessons learnt from the Smarties™ and shared his personal views on the future of mobile marketing during a Q&A session. Continue reading
No brand will ever want to advertise on mobile if the ads through which they are represented are intrusive, disruptive or low quality. For this reason, mobile native advertising has gained considerable attention in the past 12-18 months, and this is good news for advertisers, publishers, and users alike.
An increase in mobile spend, without affecting any of the other channels, will considerably increase the overall ROI of a cross-channel campaign, according to the recent SMoX report from MMA. Further, mobile is a strong driver of campaign performance across the entire funnel.
Now, add the power of native advertising. The ads are relevant and driven to the right audience segments via either keywords or audience insights, but also fit the form and the function of the content in which they’re shown.
We understand the mobile opportunity, but why focus on in-app native advertising? Here’s why. Continue reading