NFC Mobile Marketing Leader Touts New Partnerships http://ift.tt/2oDObVB 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’.” The post NFC Mobile Marketing Leader Touts New Partnerships appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG April 27, 2017 at 09:21PM
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IAB Touts New First for Mobile Ad Spend http://ift.tt/2ozEibr 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. The post IAB Touts New First for Mobile Ad Spend appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG April 26, 2017 at 10:56PM Increasing Marketo Value and ROI the Impetus for New Partnerships http://ift.tt/2p6SqYi 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. The post Increasing Marketo Value and ROI the Impetus for New Partnerships appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG April 26, 2017 at 10:33PM
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Squashing the Influencer Marketing Buzz(words): What You Really Need to Know http://ift.tt/2p6WPdE On Google, there are more than 14 million results for the phrase “influencer marketing”. And within those result, most of what you’ll find are “What is Influencer Marketing?” posts (P.S. you can find one from us here). But the problem is that most of these posts have a different variation of what influencer marketing is, who needs it and what you should do. Talk about confusing! Some of the types of definitions you’ll find include:
And while some of those definitions do describe the essence of influencer marketing, our CEO Lee Odden describes it as follows: “Influencer Marketing is the practice of engaging internal and industry experts with active networks to help achieve measurable business goals.” So here’s the truth: Expecting that you can simply tap the shoulder or fill the bank account of an “influencer” will not help you meet your business goals. In order to truly have an IMPACT with an influencer marketing program, it’s important to sift through the buzz and develop a program that has real intent. Influencer marketing isn’t for everyone. If we’re being honest, influencer marketing may not be a fit for every company. While it’s true that there are experts in every field, your audience may not be particularly motivated by expert content. Working with popular people does not make your brand popular. When starting your search for industry experts, it’s essential to align with influencers that can become an extension of your brand message and whose outlook already aligns with yours. A good mix of well-known experts or “popular influencers”, internal experts, up-and-comers and other expert types make for a well-rounded program to delight your audience. Influencer marketing should not = compensation only. The real goal should be to develop mutually beneficial relationships with experts to co-create content that works for your audience, their audience and your mutual audience to build credibility. While it’s true that you may have to pay some influencers from time-to-time, a 100% pay-to-play model is not sustainable. There’s more to influencer marketing than awareness. Many brands are investing hundreds, thousands or even millions of dollars into influencer driven marketing programs that are simply focused on building awareness. Now don’t get me wrong, brand awareness is essential, but expert content has a place deeper in the funnel as well. While the rules differ slightly between B2B and B2C, an integrated marketing strategy that includes influencers can be used to actually generate revenue. Putting all the pieces together isn’t always easy. Access to influencer marketing tools and marketplaces absolutely make the process much easier. However, all the tools in the world are not a replacement for a sound strategy to incorporate influencers into your digital marketing mix. Your best chances for success are to have a dedicated team or agency help you build a strategy that is based on measurable business objectives. My team at TopRank Marketing has actively been engaging experts to co-create content for own marketing and our client’s marketing for years. We know that the road to influencer marketing success isn’t always easy, but it is attainable and if executed strategically can create many benefits for your customers, your brand and your influencers. Gain a competitive advantage by subscribing to the © Online Marketing Blog - TopRank®, 2017. | Squashing the Influencer Marketing Buzz(words): What You Really Need to Know | http://ift.tt/faSbAI The post Squashing the Influencer Marketing Buzz(words): What You Really Need to Know appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Online Marketing Blog – TopRank® http://ift.tt/faSbAI April 26, 2017 at 10:30PM
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Alexa-Enabled Wearable Helps Seniors Maintain Their Health http://ift.tt/2pl8Lae Alexa-Enabled Wearable Helps Seniors Maintain Their HealthThe device called Wellnest is capable of reminding wearers to take their medicine and refill prescriptions San Antonio-based pharmaceutical company Mission Pharmacal has invested in Elements of Genius, Inc., as the company prepares to launch Wellnest—a wearable device for seniors that will be equipped with Amazon Alexa voice recognition capabilities— in July. The wearable will enable family members who are responsible for caretaking to track the location of their senior relatives, as well as allow the wearers to easily call 911 in the case of a slip-and-fall or other accident. Wellnest, which is set to launch on July 1, will let users refill their prescriptions through the built-in Alexa voice command feature and can also remind seniors to take their medication. Mobile Marketing via PSFK http://www.psfk.com/ April 26, 2017 at 10:19PM 2017 NAB Show Attendance Surpasses 103,000 http://ift.tt/2qaSpDM 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. The post 2017 NAB Show Attendance Surpasses 103,000 appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG April 26, 2017 at 10:17PM
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Jibo: Designing A Robot With Character http://ift.tt/2plmgqw In the lead-up to our PSFK 2017 conference, we look back at key speakers from past years. VP for Design Blade Kotelly shares why social robots will run our homes in the future Leading up to our PSFK 2017 conference on May 19, we are looking back at some of the key speakers from years past. Get your tickets today! Whether it’s IKEA furniture, the Curiosity Rover, or the Pixar lamp, humans have a tendency to anthropomorphize objects and bestow them with emotions. With the growing prevalence of AI assistants in people’s pockets and homes, designers must think about how these artificial personalities interact with their users. During his talk at PSFK 2016, our flagship conference in New York City, Blade Kotelly, VP of Design for the social robot Jibo, outlined how he helps give robots character so people may invite them into their homes and lives. Jibo is a relatively simple object. Standing at only 11″ tall, Jibo is comprised of three motors, a touch screen, and ring light to add expression to his communications as well as two cameras, six microphones, and touch sensors on the head to sense the environment in three dimensions. Kotelly describes it him as a “principle-driven, expressive, magical, cohesive, dependable, balanced, and endlessly livable social robot.” That is to say, it he is a character designed to live with and serve people in their homes. “He’s not a weather app, but rather a weather man,” Kotelly explains, “He can give you weather information, but he can experience it too. If your app experienced it too, that would feel a bit strange, but a character in your environment makes more sense.” Throughout his talk, Kotelly underscores how Jibo is built to care about people through its ability to add context and personality to the answers he provides. From a design perspective, creating a character presents unique challenges. Kotelly and his team use four techniques to craft the robot’s unique character:
Because Jibo is a social robot and not simply a remote control for the Internet of Things, he can become an expert for the home. He knows context and people in the environment; he has memory and can synthesize loads of data. Kotelly and his team argue that simply being able to connect technology isn’t enough. We need social robots who understand us and that is an Idea that Transforms. Mobile Marketing via PSFK http://www.psfk.com/ April 26, 2017 at 10:05PM
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Snoop-Proof Notebook Uses A Fingerprint Sensor To Keep Your Secrets Safe http://ift.tt/2plcKnj Snoop-Proof Notebook Uses A Fingerprint Sensor To Keep Your Secrets SafeLockbook is a new book that seals tight, protecting all of the secrets inside until its owner uses their fingerprint to unlock it Privacy is hard to come by in an era where nearly everything is hackable; where even our own cameras and phones can be used to spy on us. For all those secrets you feel you need to get down but not get out, enter Lockbook—a special notebook with a biometric fingerprint sensor on the side that can only be opened by its owner. The customizable outer shell of the book locks in such a way that it cannot be opened by anyone without the matching fingerprint. The book can also fit into small documents like passports, which makes it useful for business use as well. You can purchase the product by donating $59 to its Indiegogo campaign. The Lockbook also comes with paper that can be added to the binder clips inside, as well as a number of other accessories. Check out the commercial for the product below: Mobile Marketing via PSFK http://www.psfk.com/ April 26, 2017 at 10:05PM
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Suave Campaign Fools Beauty Gurus With Just A Change In Packaging http://ift.tt/2qaUNun Suave Campaign Fools Beauty Gurus With Just A Change In PackagingThe beauty brand asked beauty influencers to try their product under a false name, then surprised them with the truth How much does packaging play in choosing a product? Suave did an experiment to find out by creating a fake product with chicer-looking packaging named Evaus to fool beauty gurus into thinking it was a more premium product. It worked—these influencers sang the praises of the product, believing that the shampoo and conditioner left their hair feeling shinier and softer because it was higher quality. Naturally the participants were surprised to find out they had been using Suave the entire time. “We know that women are skeptical of quality if the price tag is too low, so we really wanted to get to the root of that dichotomy,” Suave Brand Director Jennifer Bremner told Fast Company, “Each time a Suave Professionals line is launched, it goes through rigorous testing against a salon brand benchmark line and every time we have been able to claim that Suave works just as well as those salon benchmarks. Still, some women see our products as lower quality simply because they are available at a lower price point. As a brand, Suave really aims to show women that value and quality can, and should, co-exist, so we decided to peel back the label, and Evaus was born.” Watch the experiment in full below: Mobile Marketing via PSFK http://www.psfk.com/ April 26, 2017 at 10:05PM
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Opinion: How to Prevent 9 Ad Fraud Schemes Targeting Your Mobile Campaigns http://ift.tt/2qhX0Az The following is a guest contributed post from Andreas Naumann, Fraud Specialist at adjust. Not everyone is affected by the same fraud schemes and not to the same extent. Our research rather suggests that fraudsters constantly jump to the campaign with the highest ROI — meaning the risk of fraud will skyrocket for the most aggressive campaigns with high CPI/CPAs. It is important to understand your risks and the possible solutions to mitigate those risks. There are different types of fraud schemes that fall into either “Technical Exploits” or “Breaches of Compliance.” Technical Exploits In this case, fraudsters generate revenue by simulating some form of user interaction. This can be anything in the conversion funnel from the impression of ad media to a post install event. 1) Faked Impressions Here, a fraudster triggers an impression link, typically through bot traffic, which then counts an impression and potentially collects device data to later match an install to this impression for a CPI/CPA attribution, without the consumer actually seeing an advertisement. If you are running CPM campaigns, I urge you to employ the services of a digital advertising security service. Additionally, if you are running CPI/CPA campaigns attributing on impressions, I strongly suggest ensuring the campaign setup follows the standard conversion funnel of: impression > click > conversion. This way, you can spot sources delivering impressions and conversions, but missing clicks all together. 2) Click Spam Using forced clicks on mobile web pages or by running scripts in the background on mobile web that execute clicks on the page, a fraudster will attempt to execute a click link without any user interaction (i.e. finger actually touches the screen). In-app similar effects are achieved through so-called “pre-loading” executing click links without user interaction. While these tactics have a disastrous effect on CPC campaigns, it’s often overlooked that each click is stored for later reference to match installs for CPI attribution. Plenty of bad players in the industry use their massive reach to cash in on the random chance of a consumer converting for a popular app by executing click links for as many of them as possible. The tactic of spamming clicks either poaches organic installs that potentially were already paid for by other advertising activities (e.g. TV advertising or social media), or cannibalizes legit publisher’s activities placing the last click. Campaigns exploited in this way can easily be identified by their very low conversion rates, and should be detected by your tracking and analytics provider. 3) Faked Installs To earn CPI commissions, exploiters will fake an install, usually by faking also the device and the user at scale. This exploit is mostly used to target incentive CPI campaigns, as high conversion rates are normal (less costs due to simulating the clicks for the installs) and the post install activity of consumers are expected to be lower on incentivized campaigns. With more sophisticated exploiters, it’s hard to spot this method in your data, but it’s not impossible. Most simulation software has hard-coded identifiers in the user agent data that is passed on click. These clicks can be filtered out and not used for attribution. Additionally, installs originating from data centers will either show clusters in IP subnets (a number of IP addresses that belong to the same entity – here the data center) or they will be routed through VPN Services (Virtual Private Networks – used to tunnel traffic from one place or country to another, while masking the original IP address) resulting in much smaller clusters. Your tracking provider can either record and report on these clusters, or offer a service that denies attribution for installs originating from data centers and anonymizing services (such as VPN or TOR services). Breaches of Compliance Since compliance is inherently tied to the insertion order (IO) between the advertiser and the ad network or agency, and the purchase order (PO) between agency/network and the publishers, your tracking and analysis platform cannot lend much technical support in fighting these schemes. But, there are several digital advertising security platforms that offer protection and detection for the following compliances issues. Also your agency or ad networks should be willing and able to help mitigate the risks of being victim to fraudulent intent. 4) Viewability Make sure your ad media is visible to the consumer according to the rules set in your IO. Special ad tags can report on the exact display location on a page, the percentage of ad media displayed and the time the ad media was displayed. 5) Brand Safety Ensure that your advertisement is shown next to content that you allowed in the IO. Specialized brand safety services have vast databases of content categorization for websites, crawl the web for ad media and recheck referrer links for brand safety compliance. 6) Creative Misuse Control the ad media used in the advertising that will introduce consumers to your product. Making sure third party ad tags are enforced (through a digital advertising security service) and deliver insights on viewability and brand safety. 7) Re-brokering Enforce policies around exclusivity and direct partnerships. Re-brokering can also be prevented and detected by brand safety services as long as their tags are enforced. 8) Targeting Geo (country, city, long./lat.), device, carrier and audience targeting are ways to ensure your advertisement reaches your target consumers. However, staying in control of correct targeting is hard. I suggest a holistic approach providing pricing that incentivizes correct targeting, and still offers minimal compensation for acquired users outside of core targeting. Device and Geo (on a country level) targeting can be enforced on a tracking level. For instance, by denying attribution for installs outside of a campaign’s targets; however, I advise against such strict measures as they very well will obscure the real user acquisition statistics and will drive up CPI/CPA prices. 9) Incentivized Installs Incentivized campaigns are usually strictly separated from non-incentivized ones. The most important reasons are generally lower turnout in engaged users (and thus ROI) and significantly lower CPI prices that are paid for the resulting installs. Sources still sending incentivized traffic to campaigns that forbid it, or mixing both types of traffic, might be hard to spot. Set up the most possible granularity in sources for your statistics drilldowns. Even then, a good mix of traffic is hard to uncover. In this case, rely on your ad network to lend expertise comparing post install metrics between sources and compare with other apps in the same categories to uncover and eliminate underperforming sources. Understanding Your Options With more of a view now into the different fraud schemes as well as the potential ways you and your ad network, or digital advertising security company can mitigate them, you may be asking yourself: How do I find out if I’m affected by fraudulent exploitation or breaches of compliance? And, should I build my own anti-fraud solution? Your mobile marketing or user acquisition team will certainly have a good idea about the quality of installs coming. They will also know about the biggest compliance issues as consumers tend to communicate brand damage due to malicious content or creative misuse. But, most will not have full fraud detection capabilities. Should suspicions about an acute fraud case arise, you must gather data from your tracking provider and ad network, agency or publisher. To be proactive, I suggest at least running a trial period with a digital advertising security company for an overview of your vulnerabilities related to CPC/CPM budgets and compliance breaches. If you do decide to build your own anti-fraud solution, I highly recommend a dedicated and well-trained team of mobile UA experts to cover campaign management and identify fraud behaviors. Regular trainings or participation in expert summits will keep your people up-to-date with new technical developments and potential new threats. Develop a close collaboration with your advertising partners, and tracking and analytics providers to cut down on fraud. Finally, speak to all of your partners and let them explain their methods and technology, none of their anti-fraud measures should be a secret or too hard to explain. In an anti-fraud platform, you will likely use a variety of methods including pattern recognition, machine learning, data modelling, IP blacklisting and more. Ultimately, one thing will always be true in the case of a fraud incident — your dataset is comprised with events that happened in the past. Identifying, tracking and reacting to it will always be a pain point. I recommend taking all preventative measures as mentioned above in the top 9 types of fraud schemes in order to minimize any potential future breaches and ensure your data quality, your most valuable asset. The post Opinion: How to Prevent 9 Ad Fraud Schemes Targeting Your Mobile Campaigns appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG April 26, 2017 at 10:00PM |
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