Medium's CEO and Twitter's biggest individual shareholder, Ev Williams, who co-founded each company, has called digital advertising a broken system, saying corporations fund online content to advance goals. Williams owns 6% of Twitter, which draws the majority of profit from paid advertising.
2017: The Year of the Mobile Coupon There are over 104 million mobile coupon users in the US and that number will only continue to rise in 2017. To reach these consumers, you need to know what type of offers your audience wants, how they want to receive them, and exactly when they want to receive them. Download the report now!
Augmented reality developers need to move beyond games such as "Pokemon Go" and focus on integrating apps with everyday life to help brands harness more money-making opportunities, writes Allison Schiff. AR app Blippar is taking steps in the right direction by working with brands including Kraft and Coca-Cola to let smartphone users unlock content by pointing their devices at objects such as brand packaging.
Seventy percent of US parents have an internet of things device, and more than one-third say that device improves their parenting, a BabyCenter report states. The number of moms who use virtual assistants such as Google Home and Amazon Echo has doubled in the past six months, and the study builds on an IAB finding that smart-device owners are likely to be parents.
Facebook Creative Shop teamed with The Story Lab and Commonwealth//McCann for a Chevrolet campaign that includes a Facebook Messenger chatbot and 360-degree video. The "New Year New Roads" spots show real people overcoming adversity and their fears to achieve goals such as training to scale Mount Everest.
Lilly Pulitzer is targeting millennial shoppers through its "After Party" campaign aimed at creating dialogue among shoppers on social media. The campaign includes an effort to get brand fans to share "SALEfies" to express their excitement for the retailer's post-holiday sale.
Pandora is rolling out expandable display and muted video ads that change album covers to ads. A six-month testing period with Express, Lexus and Google showed double-digit increases in brand awareness and favorability, per Millward Brown.
User-generated content is trusted over brand-created marketing by 76% of millennial and baby boomer shoppers, according to an Olapic survey. Millennials show more trust in user-generated content, however, with 47% of the demographic looking to the category for content they trust, compared with 36% of boomers, according to survey data.
Smartphone users don't use 5% of the functionality of devices and mobile apps, and the industry is losing out because of poor consumer support, writes My Mobile Genius' Rick Schedlbauer. Brands and developers must invest in self-help to improve app adoption and return on investment, he writes.
Research is challenging the traditional theory behind what creates a rainbow, writes physicist Jon Butterworth. "Scientists must avoid falling into the trap of defending all aspects of current thought because we feel the underlying truth needs protecting," he argues.
There is a distinct lack of effective educational content after the initial sale, leaving smartphone consumers to blindly stumble through the functionality of the devices, resulting in frustration, lost time, and dissatisfaction.
Rick Schedlbauer, president of My Mobile Genius, as quoted by SmartBrief/Marketing
Andy Sernovitz, Editor at Large Andy Sernovitz builds organizations that help people help each other. His company, GasPedal, builds peer-to-peer communities for people leading meaningful change at the world’s biggest companies, including SocialMedia.org and SocialMedia.org Health. He wrote the best-selling book Word of Mouth Marketing that teaches you how to earn the respect and recommendation of your customers.
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