Mobile Marketing Column

    • How marketers should be thinking about voice search

      Generation Z and early Generation Alpha will likely be the last of us to type. Keyboard users are a dying population. Who is the next generation? Voice users. If you spend time with young kids, you’ll notice that they favor voice assistants over keyboards. And who can blame them? People rarely turn down easier ways of doing things! Marketers need to be thinking about this s ...

      Marketing Landin How To's- 23 readers -
    • Why mobile marketers need to start measuring ROI right now

      Photo by LendingMemo and used here via the Creative Commons license. When apps exploded into our lives almost a decade ago, and mobile marketing was in its infancy, the install was the KPI and marketers were measured by the scale of new users they delivered. However, now over 4 million apps are available, and retention rates are suffering.

      Marketing Land- 21 readers -
  • 3 ways your business can leverage third-party location data

    … with their customers: Know thy customer: Most companies build personas or representations of their customers to help with targeting on marketing vehicles like websites, mobile apps, email and digital advertising. Most have significant research behind them but tend to be a little one-dimensional and are based on customer buying behavior, a select number…

    Aaron Strout/ Marketing Land- 18 readers -
  • How to keep your app users from dumping you

    … Rejection stinks — especially after what you thought was a good first date. Yet in the world of marketing and apps, getting dumped is all too common. There has been a fundamental shift in the way users think, as well as the way they engage, thanks to mobile. Back when apps were first launched, people were enthralled by the excitement of what…

    Josh Todd/ Marketing Landin How To's- 12 readers -
  • How mobile marketers can prepare for when tragedy strikes

    Am I glad that 2016 is over. From David Bowie to Carrie Fisher and George Michael, the year was full of tragic news of the losses of our childhood and teen heroes. Tragedies such as celebrity deaths should by no means be considered branding opportunities, but there are times when brands’ plans are affected by the events and they need to pivot quickly.

    Marketing Land- 15 readers -
  • 5 tips for gaining a competitive advantage with your enterprise mobile app strategy

    … productivity, easing tasks, enabling information-sharing and building connections with customers and stakeholders behind the scenes like never before. Welcome to the world of enterprise mobile apps. Adobe (my employer) recently surveyed 1,500 enterprise decision-makers (registration required) across the globe in sales, marketing and human resources…

    Marketing Land- 16 readers -
  • Mobile marketing predictions for 2017 from 11 industry veterans

    Yes, it’s time to look forward to 2017 and take a stab at predicting what important events and developments will impact mobile and location-based marketing. And while I have several thoughts of my own in terms of what will move the needle, I find it’s always helpful to get some outside perspective, particularly from smart people both inside and outside the industry.

    Aaron Strout/ Marketing Land- 30 readers -
  • 7 key components to a winning mobile marketing budget in 2017

    Now that 2017 is here, it’s time to start planning your mobile strategy for the year. If you think mobile success is about landing pages and app install ads, I have some news for you: In 2017, your mobile marketing strategy will have to include a lot more than just an advertising plan for your app. No, it won’t inflate your mobile marketing budget — it’ll just make it a lot more effective. 1.

    Marketing Land- 17 readers -
  • Individualization: Mobile marketing’s next step

    … Throughout my column this year, a few topics have come up again and again. Most notably, I’ve discussed the Mobile Engagement Crisis — the idea that marketers are failing to connect with users, despite spending a huge amount of resources on winning them over in the first place. Yes, they’re getting the initial download. But getting those users…

    Josh Todd/ Marketing Land- 19 readers -
  • SEO in 2017: Mobile optimization as a competitive advantage

    … In 2016, the inevitable happened, and mobile overtook desktop as the primary device used to access websites. This didn’t come as a huge surprise because, as far back as 2015, Google reported that more searches were conducted on mobile than on any other device category. In many industries, this may be conservative and, at the agency I head up…

    Marketing Landin SEO- 24 readers -
  • Pokémon, mobile SEO and more: Our top mobile columns for 2016

    … We’ve already known for quite some time that mobile is the future of marketing, but 2016 drove that point home even further, with mobile making up nearly half of all online ad revenues in the first half of the year, according to the Interactive Advertising Bureau. And as more people continue to eschew desktops in favor of their smartphones…

    Marketing Landin SEO- 19 readers -
  • Hold that SDK: Mobile app advertising help is on the way

    … Mobile app advertising has been an ongoing, complex challenge for the ad industry in almost every way. Most notably, mobile apps make it hard to scale a targeted media buy and measure accurately — basically, mobile apps don’t play nice with the adtech ecosystem. Why native mobile apps hold back advertisers and publishers Apps you install from…

    Marketing Landin Mobile- 16 readers -
  • AMP’s long game

    … and not necessarily Marketing Land. Staff authors are listed here. About The Author Barb Palser is head of product for Relay Media, Inc., a San Francisco-based AMP conversion and mobile distribution platform. Her 20-year career in digital content spans traditional media companies, digital publishing technology, product strategy and audience development. Full bio on LinkedIn. …

    Marketing Landin Google- 12 readers -
  • Location-based marketing: Where is it today, and where is it headed?

    … Six years ago, when Wiley asked me to write a Dummies book on location-based marketing, I was equal parts thrilled and terrified. For one thing, I have several friends who are authors, and I know how much hard work goes into writing a book. For another, we were in the early days of location-based applications, and while new players were popping…

    Aaron Strout/ Marketing Land- 23 readers -
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