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A well-designed mobile app, tailored to its audience, has the ability to increase customer loyalty, encourage more frequent interactions and drive sales. If poorly designed, it runs the risk of falling into the vast pool of mobile apps that are used only once, then abandoned.
In this white paper from Appcelerator, you will learn the keys to creating "sticky" mobile apps that keep customers coming back. Using four pillars of the mobile relationship lifecycle - reach, loyalty, engagement and monetization - as guides, you'll learn the most effective ways to connect with customers at the right time, on the right mobile device.
As part of a campaign for the Virginia Museum of Fine Arts, the Martin Agency, along with Unit9, has created an iPhone app to help promote a new exhibit; Breathe Art into Life from glassblower Dale Chihuly.
The app allows users to blow into the phone's microphone to create Chihuly-inspired glass blown art. Creations can then be shared on Facebook, Twitter, emailed to friends and saved to a gallery on the Museum's Facebook page.
The app is being promoted through social media and with outdoor and print.
Smartphones and the social, local, mobile (SoLoMo) ecosystem are said to be the future of retail. Where once there was the yellow pages, today's mobile consumer may be accessing the local web through any number of search engines, local directories, mobile search apps and social networks to find businesses.
This shift in the way people search to buy in-store is a reality that needs to be addressed immediately for retail brands to survive in an increasingly hyper-local marketplace.
A recent report from eMarketer has pegged non-voice mobile usage at 82 minutes per day for 2012, an increase of 51.9 percent over 2011's 34 minutes per day. This growth is in contrast to slowing time spent online with non-mobile internet connected devices. This year, eMarketer estimates time spent online will grow just 3.6% to an average 173 minutes per day, compared to 7.7% growth in 2011 to 167 minutes per day.
Sadly, marketers' adoption of mobile as an advertising platform hasn't kept pace with its growth. While mobile is expected to account for 11.7 percent of time spent online, its share of ad spend will hit just 1.6 percent.
A new campaign from the brand whose sole mission is to make women's boobs look bigger than they really are, Wonderbra, is out with a new Digitas-created campaign. Print and outdoor ads, which debut tomorrow, will feature a fully clothed Adriana Cernanova. An app, entitled The Wonderbra Decoder, will detect a QR code on the ad and reveal what she is wearing underneath. All the usual social sharing options will be present as well.
Of the campaign, Wonderbra UK Marketing Manager Martina Alexander said, "We are showing Adriana in her clothes, including simple jeans and T-shirt, and through our new and unique app consumers can reveal the Wonderbra behind the look. It's really female friendly and links to the outfit which was important to us."
Martina, we're quite sure this app will be very male friendly as well.
According to Nielsenwire, in 2011, shipments of smartphones surpassed shipments of PCs and by early 2012, about 50 percent of U.S. mobile subscribers owned a smartphone, accounting for more than 100 million units.
The growing mobile market presents unprecedented opportunities for marketers. According to Statcounter, since January 2009, web traffic originating from mobile phones has doubled every year - accounting for 11.09 percent of global access by mid 2012. In the US, 69 percent of mobile users access the internet on their phones daily, with 46 percent of smartphone owners going online several times a day.
This Olympics-focused editorial series is written by Ronald Urbach, Chairman of law firm Davis & Gilbert LLP and the co-chair of the Advertising, Marketing & Promotions Practice Group at the firm.
The Olympics - I have been watching exciting events, fantastic competition and great stories. This week, I became the roving warrior, on the west coast in meetings. How was I going to stay connected to the Olympics? I became emotionally invested during Week One; I was not going to be happy merely reading the results online.
The good news of course is that we now live in a world where being away from a television no longer means having to miss the show. Most of us already carry in our pockets and handbags our principal communication device, our smartphone. But fewer of us are aware that our phone may soon be our principal entertainment and viewing device as well. Already for these Olympics, having a smartphone (and a cable subscription) means having the ability to watch all 302 competitions of all 32 Olympic sports, both as they happen in real time, and in many instances, on demand, in available taped programs.
Today, Foursquare has announced a new feature that will allow local merchants to send updates to those who've check in frequently at the given establishment. Called Foursquare Local Updates, the service will automatically send messages, offers and/or photos when the person is within proximity. Messages can contain offers or they can simply be friendly welcome messages or urgings to stop in and check things out.
These messages will come in the form of updates to the stream next to check ins, tips and likes as opposed to arriving as a push notification.
This is the year of mobile, right? Oh wait, that was last year. No, it was the year before. Who really knows when "the year of mobile" will arrive or whether it's already here. One thing is clear though, mobile has risen to a level of prominence where it is both Cannes-worthy as well as ubiquitous enough to warrant a marketer's attention.
A new white paper from Urban Airship aims to help brands better connect with consumers using mobile push messaging. In the white paper, you will learn the seven rules of good push. From proper timing to relevancy to personalization to engagement, this white paper will educate agencies and brands on how to make the most of push messaging as an integral component of mobile marketing.
Download the white paper now.
To find creative talent, Saatchi & Saatchi Germany tried something a bit different. They created an iPhone app which allowed them to share their creative idea with a Mobile Creative Director. And just as creative were having fun with the app submitting creative ideas for judgement, up popped a message that Saatchi & Saatchi was hiring.
Looks like it was quite fun. Check out the case study video below. Is it just us of does Mr. Mobile Creative Director look like the Cannes Lion?