Don’t Mess with Mom, Marketers: Personalized Advertising Dissed by UK Mothers

While much marketing talk today is about personalization of advertising, it’s still a prickly area for both advertisers and consumers.

One proof comes from an April, 2017 poll of UK users of online parent site Mumsnet, which “showed respondents had little love for being pursued so directly, with privacy concerns a primary reason why.”

An April, 2017 survey of more than 1,000 Mumsnet users in the UK found some positive sentiment toward personalized ads: 46 percent of respondents agreed that personalized ads made sense since “personalization is the future.” Forty nine percent said they would rather see “ads that fit my age, personal situation or online behavior than random ads.”

The remainder of respondents were generally more against than in favor of personalized or retargeted advertising.

“The study found only 6 percent of respondents liked seeing ads from a previously viewed website show up on subsequent sites, while just 16 percent were indifferent about it,” reports eMarketer. “The largest share of respondents (32 percent) said they “hate” the practice.”

Significantly, two-thirds of those surveyed said they would be unhappy to see targeted advertising that is based on either their online behavior or on data they had provided to an advertiser.

Bottom line? The strategy failed with 68 percent of respondents, who admitted they would not be more likely to buy an advertised product because of personalized advertising.

“It’s in nobody’s interests to show people ads they don’t want to see, or that make them scrabble for the ‘close tab’ button,” said Mumsnet CEO Justine Roberts of the study’s results. “If personalized advertising isn’t done sensitively, the risk is that users will opt for the nuclear ad blocker option. Transparency is absolutely key—web users need to be consulted, to feel informed and to be offered tools that allow them to easily opt out.”

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CMO Study Hopes to Help Marketers ‘Separate Hype from Reality’ in Mobile Marketing

For mobile marketers seeking to separate hype from reality, help is on the way.

To assist CMOs in taking advantage of mobile technologies to increase customer engagement, The CMO Club, in partnership with Oracle Marketing Cloud, has just released “The CMO Solution Guide, Beyond the Hype, What Really Works in Mobile Marketing.”

According to the official media release emailed to MMW, The study details best practices that CMOs can apply to build a “fit-for-use,” effective and integrated mobile marketing approach within existing budgets. It includes insights from senior marketing executives from leading brands such as Mastercard, Brocade, Cirque de Soliel, Staples, Lenovo, CAN Capital, RealMassive and The Mobile Marketing Association.

Mobile devices are increasingly becoming the primary way that consumers interact with brands. For marketers, this shift to mobile presents a huge opportunity to increase customer engagement and deliver truly personalized experiences that generate tangible and predictable business results. To help marketers cost-effectively capitalize on this opportunity and integrate mobile marketing best practices across the marketing mix, the study includes insights from a range of industry leaders.

From the announcement:

CMOs can use the study to learn about the eight mobile strategies that senior marketers deploy to effectively engage customers and prospects. In addition, the study provides a step-by-step guide on how to develop a mobile marketing action plan that covers eight key areas:

  • Advertising on mobile devices: the benefits of low vs. high frequency
  • Mobile optimized search marketing
  • Mobile apps that focus on fewer and more functional capabilities
  • Mobile optimized websites
  • Mobile messaging using SMS, MMS and in-app systems
  • Mobile friendly email optimization
  • Social media sharing
  • Cross device identity management

“Mobile marketing is all about visibility, velocity and value for customers and consumers from brands who tailor individual customer needs and customize content throughout all steps of a customer’s journey,” said Pete Krainik, CEO and Founder, The CMO Club. “Having a clear roadmap to decipher what really works is essential. This CMO curated guide provides senior marketers a way through the hype via proven CMO insights to build a viable mobile strategy that aligns marketing spend with customer preference and business results.”

To download the report, click here.

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Mobile Marketing: Here’s What Happened This Week

Mobile-MarketingIn case you missed it, here are some of the top stories in mobile marketing and advertising we’ve been following this week.

IAB Touts New First for Mobile Ad Spend
Citing data from IAB, MAW is out with a new report noting that mobile advertising accounted for more than half (51%) of the record-breaking $72.5 billion spent by advertisers last year.

Marketing Magnets: TripAdvisor Reveals Most Visited Spots by Travelers
TripAdvisor has just launched its first-ever mobile Check-Index revealing travelers’ and locals’ most frequented hotels, restaurants and attractions in major world tourism destinations.

GetResponse Rolls Out New Mobile Editor for Landing Pages
MMW learned Friday that GetResponse — an online marketing platform — is launching its newest tool for SMBs, Mobile Workspace, a landing pages editor specifically for mobile.

Mobile Marketing Platform Aims for Industry First with Location-Based Data
This week, MMW learned that Reveal Mobile — a leading innovator in monetizing location-based audience data — is rolling out Social Direct, a new platform that enables advertising agencies, retailers and brands to leverage location-based audience data for highly targeted social media campaigns.

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Mobile Marketing: Here’s What Happened This Week

Mobile-MarketingIn case you missed it, here are some of the top stories in mobile marketing and advertising we’ve been following this week.

IAB Touts New First for Mobile Ad Spend
Citing data from IAB, MAW is out with a new report noting that mobile advertising accounted for more than half (51%) of the record-breaking $72.5 billion spent by advertisers last year.

Marketing Magnets: TripAdvisor Reveals Most Visited Spots by Travelers
TripAdvisor has just launched its first-ever mobile Check-Index revealing travelers’ and locals’ most frequented hotels, restaurants and attractions in major world tourism destinations.

GetResponse Rolls Out New Mobile Editor for Landing Pages
MMW learned Friday that GetResponse — an online marketing platform — is launching its newest tool for SMBs, Mobile Workspace, a landing pages editor specifically for mobile.

Mobile Marketing Platform Aims for Industry First with Location-Based Data
This week, MMW learned that Reveal Mobile — a leading innovator in monetizing location-based audience data — is rolling out Social Direct, a new platform that enables advertising agencies, retailers and brands to leverage location-based audience data for highly targeted social media campaigns.

Want to get the latest MMW news and insight delivered straight to your inbox every morning? Click here to sign up for our free newsletter.

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Mobile Marketing: Here’s What Happened This Week

Mobile-MarketingIn case you missed it, here are some of the top stories in mobile marketing and advertising we’ve been following this week.

IAB Touts New First for Mobile Ad Spend
Citing data from IAB, MAW is out with a new report noting that mobile advertising accounted for more than half (51%) of the record-breaking $72.5 billion spent by advertisers last year.

Marketing Magnets: TripAdvisor Reveals Most Visited Spots by Travelers
TripAdvisor has just launched its first-ever mobile Check-Index revealing travelers’ and locals’ most frequented hotels, restaurants and attractions in major world tourism destinations.

GetResponse Rolls Out New Mobile Editor for Landing Pages
MMW learned Friday that GetResponse — an online marketing platform — is launching its newest tool for SMBs, Mobile Workspace, a landing pages editor specifically for mobile.

Mobile Marketing Platform Aims for Industry First with Location-Based Data
This week, MMW learned that Reveal Mobile — a leading innovator in monetizing location-based audience data — is rolling out Social Direct, a new platform that enables advertising agencies, retailers and brands to leverage location-based audience data for highly targeted social media campaigns.

Want to get the latest MMW news and insight delivered straight to your inbox every morning? Click here to sign up for our free newsletter.

The post Mobile Marketing: Here’s What Happened This Week appeared first on Mobile Marketing Watch.

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GSMA Shines Spotlight on Mobile for Girls in ICT Day

Ahead of the weekend, the GSMA celebrated the annual ITU Girls in ICT Day with students from The Bridge Academy in Hackney, highlighting the exciting learning and career opportunities in science, technology, engineering and mathematics (STEM) areas.

According to a provided statement outlining the efforts, the group of Year 8 (12-13 year-old) schoolgirls from The Bridge Academy spent the day at Wayra, Telefónica’s start-up accelerator, where they worked with developers to create a virtual reality (VR) experience, heard success stories from young entrepreneurs from Acorn Aspirations, and learned more about careers experiences from a number of female executives.

“We are thrilled to again be participating in the ITU’s Girls in ICT Day,” said Michel O’Hara, Chief Marketing Officer, GSMA. “Mobile technology has become central in the everyday lives of billions of people around the world and this will only increase in the years ahead, as nearly everyone and everything is connected by mobile. We want to ensure that young women are preparing themselves to take a leading role in this mobile-first future, by focusing on STEM subjects in their education and then pursuing and advancing in careers in technology.”

Speakers for the London Girls in ICT Day programme included:

Elena Sinel, Founder and CEO, Acorn Aspirations
Georgie Barrat, Technology Journalist and Broadcaster, and Presenter on Channel 5’s ‘The Gadget Show’
Roisin Hartshorn, Research and Programme Manager, GSMA
Natasha Rooney, Internet Engineering Director, GSMA
Ramat Tejani, Advocacy Marketing Manager, GSMA
Peter Falcone, Google Expeditions
Rukshan Mehra, TMT Strategy Consultant, RedShift Strategy
Ada Rose Edwards, Senior Engineer & Web Developer/Advocate, Samsung
Anthea Greco, Head of Partnerships, Wayra

We’re told that a major highlight of the day was the virtual reality experience led by Ada Rose Edwards of Samsung, where the students had the opportunity to do some basic programming and to edit a VR environment using the Google Cardboard viewer, mobile devices and laptops.

The girls later put their VR experiences to use with an immersive virtual tour from Google Expeditions.

“Following on the Women for Tech programme and the Youth Mobile Festival, both launched at this year’s Mobile World Congress in Barcelona, Girls in ICT Day offers another opportunity for us to highlight the importance of technology in education and careers for young women in Barcelona,” said Therese Jamaa, General Manager, Mobile World Capital, GSMA. “We also want to help young women understand the breadth of careers available to them in the technology industry, from engineering and technical roles, to marketing and sales, and more. The possibilities are endless!”

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NFC Mobile Marketing Leader Touts New Partnerships

Thin Film Electronics, a global player in NFC (near field communication) mobile marketing and smart packaging solutions using printed electronics technology, announced this week new technology partnerships with three leading providers of NFC-reader hardware – Socket Mobile, Famoco, and SpringCard.

“Each partner is collaborating with Thinfilm to bring Thinfilm-validated, enterprise-ready NFC readers to the market and help position NFC as an enabling technology for a range of applications within the Industrial Internet of Things (IIoT) space,” reads a formal media announcement.

We’re told that together, these partnerships allow enterprises to easily integrate Thinfilm NFC technology with installed desktop, embedded, and mobile infrastructure, including iOS (iPhone, iPad) and Android devices.

“Just as brand marketers use NFC to add smartphone interactivity to everyday consumer products, industrial users can use NFC to streamline factory operations and protect supply chains,” said Davor Sutija, Thinfilm’s CEO. “Thinfilm’s technology partnerships with Socket Mobile, Famoco, and SpringCard – established leaders in the NFC reader hardware space – allow industrial users to implement NFC at any stage of operations while leveraging deployed IT infrastructure. This simplifies the creation of turnkey systems that will expand the basic IIoT into a comprehensive ‘Industrial Internet of Everything’.”

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IAB Touts New First for Mobile Ad Spend

Citing data from IAB, MAW is out with a new report noting that mobile advertising accounted for more than half (51%) of the record-breaking $72.5 billion spent by advertisers last year.

The full report was released Wednesday by the Interactive Advertising Bureau (IAB), and prepared by PwC US.

The total represents a 22 percent increase, up from $59.6 billion in 2015. Mobile experienced a 77 percent upswing from $20.7 billion the previous year, hitting $36.6 billion in 2016.

“Mobile fueled the internet economy in 2016, with advertisers showing their confidence in digital to achieve their marketing goals,” said Randall Rothenberg, President and CEO of the IAB. “This increasing commitment is a reflection of brands’ ongoing marketing shift from ‘mobile-first’ to ‘mobile-only’ in order to keep pace with today’s on-the-go consumers.”

In a mobile world, it is no surprise that mobile ad revenues now take more than half of the digital market share, adds David Doty, the IAB’s Executive Vice President and CMO.

“Digital video’s powerful ability to attract engaged audiences is naturally attracting greater investments,” Doty notes. “Next week’s NewFronts presentations will showcase the latest in original digital video content, certain to spark even greater interest from marketers and media buyers.”

For additional insights, check out the full report here.

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Increasing Marketo Value and ROI the Impetus for New Partnerships

Oktopost, a B2B social media management and employee advocacy platform, announced this week that it is partnering with leading Marketo Digital Service Partners – Hileman, Digital Pi, Kapturall, Position2 and Marvel Marketers – to enable additional services to Marketo customers.

Based on the Oktopost-Marketo native integration, Marketo Digital Service Partners will be able to enhance the value of Marketo’s Engagement Platform by uncovering a whole new set of social activity data, for higher value and increased ROI.

“I speak for everyone here at Oktopost when I say that we are truly excited to start new relationships with key Marketo Digital Service Partners,” says Oktopost CEO Daniel Kushner. “The Oktopost Social Data will enable our ‘Marketo Digital Service Partners’ to improve lead data sets. For the first time, Marketo Digital Service Partners will be able to accurately attribute lead sources and enable businesses to personalize the content based on prospects psychographics from social media. I have full confidence that the Oktopost – Marketo Digital Service Partners will greatly increase the value and ROI of Marketo’s Engagement Platform.”

“We work closely with our LaunchPoint partners and Digital Service Partners to continuously create more value within the Marketo Engagement Platform,” says Shai Alfandary, VP Business Development at Marketo. “The new partnerships between Oktopost and our leading Digital Service Partners enable our users to take Marketo to even greater heights. With the trove of social data Oktopost is able to provide, our customers can exponentially increase the value and ROI they are attaining from the Marketo Engagement Platform.”

We’re told that the Marketo and Oktopost platforms, known for their data-driven focus on marketing, work together to bring customers into the era of the Engagement Economy. With this new trove of social lead data, Marketo users will be able to exponentially increase the capabilities of their existing Marketo instance.

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2017 NAB Show Attendance Surpasses 103,000

NAB News: The National Association of Broadcasters announced today preliminary registered attendance of 103,443 for the 2017 NAB Show, the world’s largest annual convention encompassing the convergence of media, entertainment and technology. The exhibition featured 1,806 companies spanning 1,091,792 net square feet of exhibit space.

“Once again, NAB Show is the premier destination for content creators, producers and distributors exploring the evolving world of media, entertainment and technology,” said NAB Executive Vice President of Communications Dennis Wharton. “We thank our exhibitors, program partners, speakers and attendees for their support in making NAB Show the must-attend event for bringing content to life.”

TOTAL REGISTERED ATTENDEES: 103,443

INTERNATIONAL ATTENDEES: 26,714

COUNTRIES REPRESENTED: 161

NEWS MEDIA ATTENDEES: 1,518

The 2016 NAB Show final attendance was 102,513 with 26,781 international attendees. Total exhibit space was 1,063,380 net square feet.

International and news media attendance figures are included in the overall registration number. All numbers are based on pre-show and onsite registration and subject to an ongoing audit.

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