Subscriber-Only Benefits Deserve Greater Attention From Publishers https://ift.tt/3nx9Uty Apple Inc.'s introduction of new privacy restrictions gives publishers another taste of how limitations on online audience tracking can affect the value of their ads. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH April 28, 2021 at 04:37PM
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Google Sued For Allegedly Exposing COVID-19-Related Data https://ift.tt/32UBKpW Google has been hit with a lawsuit for allegedly exposing sensitive medical data of people who used its COVID-19 contact tracing app on Android devices. The lawsuit, brought Tuesday by California residents Jonathan Diaz and Lewis Bornmann, comes several days after the security company AppCensus reported that Google's implementation of a joint Google-Apple exposure notification system places information in a system log that can be read by pre-installed apps on Androids. “Google unequivocally assures that it completely safeguards the sensitive information necessarily involved with COVID-19 contact tracing,” Diaz and Bornmann allege in a class-action complaint brought in U.S. District Court for the Northern District of California. Diaz and Bornmann, who say they downloaded the contact-tracing app to Android devices last December, allege that Google's implementation exposed people's “private personal and medical information associated with contact tracing.” advertisement advertisement The lawsuit claims that Google violated their right to privacy under California law, as well as a state law regarding medical information. Google spokesperson José Castañeda says the company has updated its code and is “ensuring the fix is rolled out to users.” Joel Reardon, co-founder of security company AppCensus, wrote this week that his company disclosed the potential data leak to Google in February. “As more than 60 days have elapsed, we are following Google’s recommendation that researchers publish their findings about the vulnerability,” he wrote. “Even if a patch were released to stop this logging, however, log data may have been already uploaded. It is crucial that any entity that has collected system log data from Android devices sanitize any entry containing contact-tracing data, and that this unnecessary logging be stopped as soon as possible.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH April 28, 2021 at 03:54PM
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Marketer’s Toolkit: 10+ New Tools To Enhance Your B2B Marketing Stack https://ift.tt/3xxfaSs How can B2B marketers improve their content in refreshing new ways, and also add to their stack of marketing skills? In 2021 most B2B marketers are busier than ever due to the pandemic, the challenges of remote work, and increased expectations to show results. This makes finding the time to research and locate useful new marketing-related software tools and services a challenge. Don’t worry, however, as we’ve got 10+ new or updated tools that can enhance your B2B marketing stack, from digital imaging and video to data insights and more. We’ll take a look at some of these helpful tools for today’s busy marketers, to help refine and augment your B2B marketing strategy now and into our post-pandemic future. Sorting through vast lists of seemingly endless marketing tools and platforms can be frustrating, as well as a hit and miss proposition, so we’ve put this collection together so that you can skip the search and get right into tools you can use today to help create memorable B2B marketing stories. Let’s start right in with our collection of 10+ handy tools to augment your marketing stack. 1 — MindMeisterWith MindMeister, a mind mapping tool from MeisterLabs, marketers can visually organize and diagram all manner of information and uncover fascinating connections that might otherwise remain hidden. Brainstorm new ideas, map out project plans in a variety of ways, mark up information, all in a collaborative and sharing online environment — these are all areas where MindMeister can prove helpful in many B2B marketing efforts. MindMeister offers a free basic version that lets you create three mind maps, along with subscription plans suited for anywhere from personal to enterprise uses. Find @MindMeister on Twitter.2 — Google StackArea 120 is Google’s in-house project incubator, which recently released Stack — an experimental document digitization and organization app that uses artificial intelligence (AI) to analyze all scanned content. For B2B organizations that have found the move to paperless less of a paradise and more of a digital abyss, Google’s Stack and it’s AI technology — along with easy and secure integration with Google Drive — will be a welcome addition to the organization category. Conversion to PDF is done by taking snapshots of documents, and presently the app is available only for Android devices. Read Google’s Stack announcement on the Area 120 blog.3 — CoSchedule’s Subject Line Tester ToolMarketers looking for a fresh take on potential new email campaign or newsletter subject lines can try CoSchedule’s Subject Line Tester tool. This tool offers numerous recommendations, visual previews, and ratings for potential subject line choices, including sentiment and length analysis and keyword insight. It also offers a word balance feature showing a particular subject line’s emotional power and whether it is particularly common or on the rare side, in addition to other helpful analysis. Similar subject line analysis tools exist, and for those who haven’t yet tried CoSchedule’s implementation, running a test may point out new considerations for improving and optimizing your next email campaign. The tool is just one of CoSchedule’s sizable array of marketing organization features. Find @CoSchedule on Twitter.4 — Keyword InsightsKeyword Insights is a combination keyword clustering, intent, context, and ranking tool presently in beta test status, providing a new glimpse into data that can help create a more informed content marketing strategy. Features offered by Keyword Insights include unique topic cluster reports and keyword search intent data, allowing marketers to import their keywords in nearly any format and see numerous data-backed suggestions. The tool can also show rank-tracked output with such information as search volume, suggestions on additional keywords to target, and which URLs may perform better if they were split into separate pages. Find @KeywordInsights on Twitter.5 — Monster MashGoogle AI recently released Monster Mash, a tool that allows marketers to turn basic sketches into 3D animations without the involvement of designers or developers, creating an element which can add more visual excitement to top-notch marketing content. An online example of what the new Google AI tool can accomplish lets users draw online and then inflate and animate their two-dimensional sketches into moving 3D works. Find @GoogleAI on Twitter.6 — WebVitals Cumulative Layout Shift Debugger (CLS)WebVitals Cumulative Layout Shift Debugger (CLS) is a free tool built by former Google engineer Fili Wiese, allowing marketers to examine and find where to improve on Google’s CLS user-centric metric for webpage layouts. “The Cumulative Layout Shift Debugger uses the Layout Instability API in Chromium to detect and measure the layout shifts in the viewport between when a web page starts loading and when it finishes loading and calculates its cumulative layout shift score,” the utility’s instructions note, and the tool presents this information visually using squares. CLS is a key part of Google’s Core Web Vitals measurements, and brands can use WebVitals Cumulative Layout Shift Debugger to optimize existing mobile and desktop page layouts, or test new ones.7 — GrammarlyGrammarly, while not necessarily a new tool, has continually refined and added to its online writing assistance product, which comes in plans ranging from free to those tailored to teams of up to 149 users. Going far beyond spelling grammar, and punctuation suggestions into areas including mobile writing tone detection, warnings to avoid overused language, and optimal formatting suggestions, the Grammarly of 2021 offers many new and helpful features for B2B marketers looking to take their writing to the next level. Find @Grammarly on Twitter. We’re also looking out for you on that front, and recently published “B2B Content Marketing: 10 Tips to Level Up Your Writing Skills,” by our senior content marketing manager Joshua Nite.8 — Ryte’s Keyword Cannibalisation ReportRyte’s Keyword Cannibalisation Report helps marketers track down multiple web pages that may be ranked by Google for the same keyword and which could potentially be digitally cannibalizing your own site, and instead allowing the pages to implement changes that avoid the issue. The Keyword Cannibalisation Report helps pinpoint situations including poor internal linking practices, similar or duplicate content, title or description markup, inconsistent anchor text use, and more. Find @Ryte_EN on Twitter. A similar free alternative Cannibalisation Explorer tool, using Google Data Studio and Google Search Console data, has been made available by SEO consultant Hannah Rampton, offering another take on this often-valuable data.9 — LoomLoom’s powerful video messaging tools have also been updated, especially during the pandemic, which has seen a massive increase in the use of online video communication. Recently passing the ten million user threshold, Loom has updated its cloud-based video editing capabilities, utilizing a real-time video transformation layer to make even the longest videos editable online. Loom has also continued to build integrations with other tools such as Miro and Pitch, creating new levels of dynamic collaboration opportunities for marketers who use the platforms. Find @Loom on Twitter.10 — Agorapulse Power ReportsAgorapulse has added new premium Power Reports, advanced tools for handling multiple social media accounts, adding to the social media management system’s fine existing collection of helpful inbox, publishing, reporting, monitoring and team collaboration tools. The new Agorapulse Power Reports options allow marketers to report on up to 10 social media profiles, with scheduled reporting, problem area identification, content ideas and suggestions, customized comparison and demographic data, and more. Find @Agorapulse on Twitter.Build Your Own B2B Marketing Super Stack Of Helpful Toolsvia GIPHY It’s not the marketing tools alone that make for enchanting customer experiences. Skilled and creative use of the vast digital palette we’re all fortunate to have at our fingertips requires dedication, time, and a healthy dose of vision. B2B marketers can create great content by combining existing tools in new ways, building digital assets that sing a unique song that will help brands weave stories that truly stand out. We hope you’ve found our look at a handful of new and updated marketing tools helpful as you build new campaigns throughout 2021, and that they’ll also contribute to your own team’s knowledge and inspiration. Need more useful marketing tools? Here are several articles we’ve written exploring additional tools for B2B marketers:
The post Marketer’s Toolkit: 10+ New Tools To Enhance Your B2B Marketing Stack appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh April 28, 2021 at 05:36AM A Cookie By Any Other Name Is Still A Cookie -- Even If It's An Apple https://ift.tt/3vsSYqv You can call it a "universal ID," a "cohort-targeted delivery mechanism" or any other made-up name, but a cookie is still just that. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH April 27, 2021 at 08:03PM
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T-Mobile Links With Telehealth Provider To Provide Patient Services https://ift.tt/3nyE67p T-Mobile is partnering with a company that provides telehealth and remote patient monitoring services, the wireless company said on Tuesday in a joint announcement with Maryland-based Zyter Inc. For T-Mobile, the partnership could let the company boast of a built-in ability to help rural medical providers reach their far-flung patients. As part of the Federal Communications Commission decision to allow the merger of Sprint and T-Mobile, finalized only a year ago, the wireless provider had to agree to a long list of promises to quickly bring upgraded 5G services to rural communities, where broadband services are often bare-boned. “We believe that every American has the right to quality healthcare that is safe and secure,” said Mike Katz, executive vice president of T-Mobile. “By partnering with Zyter, we can outfit healthcare organizations of all sizes with solutions that reach more people and enable faster and more reliable virtual care through familiar devices like smartphones and tablets.” advertisement advertisement Patients would be able to use any wireless service to interact with medical services, but T-Mobile and Zyter will offer deals that will make the so-called UnCarrier’s offer better. Because of the COVID-19 crisis, the Centers for Disease Control reported a 154% increase in telehealth visits in the last week of March 2020 over a year ago. That was the month Americans began to overwhelmingly realize the potential effect of the disease. The CDC encouraged the trend, noting, “Telehealth could have multiple benefits during the pandemic by expanding access to care,” and adding, “Telehealth policy changes might continue to support increased care access during and after the pandemic.” Michael Donner, the chief marketing officer at Zyter, told Marketing Daily, “Healthcare delivery organizations including integrated delivery networks, life science companies, hospitals, health systems and payer organizations who are customers of T-Mobile will now be able to access Zyter’s digital health solutions on their existing T-Mobile hardware. But they will need to license the Zyter digital health platform to access. “ Zyter has been in business since 2017 in what is an increasingly competitive field. The U.S. telehealth business was estimated at $10 billion last year and is predicted to grow at a compounded annual growth rate of 30% by 2025. Many analysts credit the pandemic for increasing consumer awareness and acceptance of getting medical attention via a laptop or smartphone. Last year, the health and technology website HITconsultant.com said the value of the top 20 digital health M&As totaled $50 billion. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH April 27, 2021 at 05:41PM Spectrum Mobile Should Stop Bragging 'Fastest Overall Speed,' Watchdog Says https://ift.tt/3eBKYgb Charter should stop boasting in ads that its Specturm mobile service offers the “fastest overall speeds” nationwide, a self-regulatory watchdog recommended. The decision, issued by the National Advertising Division of the BBB National Programs, came in response to AT&T's challenge to Spectrum ads that appeared on TV, radio and online. The ads bragged of “the fastest overall speeds and the most reliable service, coast to coast.” Some of the spots included disclosures in small print, stating that the “fastest overall speed” claim was based on cell and WiFi tests for Spectrum, Verizon, AT&T, T-Mobile and Sprint, in the Spectrum service area. Those disclosures were “immediately followed by a flurry of other claims and lengthy disclaimers,” according to the decision. AT&T argued that Spectrum's boast of fastest nationwide speeds wasn't supported because it reflects a combination of Charter's fast WiFi speeds with its cellular speeds. AT&T also said Spectrum's claim only applies to speeds within its service areas. advertisement advertisement Charter countered that mobile consumers connect to the web through cell networks as well as WiFi networks, and understand that the phrase “overall speeds” includes WiFi speeds. The company also presented evidence that WiFi accounts for most mobile data consumption. The watchdog concluded that Charter didn't deliver an “overall fastest” speed, writing: “It is only when the consumer is located in certain markets or connected to Spectrum WiFi (at home or via hotspot) that she or he gains a speed advantage over competing providers.” The organization acknowledged Charter's argument that faster WiFi speeds benefit consumers, but added that Spectrum Mobile subscribers “will never receive the fastest speeds nationwide when connected to its cellular network.” Charter said it plans to appeal to the National Advertising Review Board, arguing that the decision “is based on an outdated view of mobile communications,” according to the written opinion. “For today’s consumer, mobile communications are an integrated experience involving both WiFi and cellular communications, with the vast majority of 'mobile' communications occurring over WiFi,” the company reportedly stated. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH April 27, 2021 at 05:06PM
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Google To Fix Issue That Allowed Other Apps To Access COVID-19 Contact-Tracing Data https://ift.tt/3gK2qlA Remember the Google and Apple COVID-19 contact-tracing API that the two companies co-developed in 2020? An issue in Android reveals an issue with Android’s implementation of the COVID contact-tracing API. The problem resides in the Google-Apple Exposure Notification (GAEN) system used by many countries and regions to do digitally assisted contact tracing, according to Joel Reardon, the forensics lead and co-founder of AppCensus. AppCensus analyzes free, publicly available Android apps and reports the private and personally identifying information that different apps access and share with other parties over the Internet. Since at least February 2021, some apps that didn’t need access to the data in the contact-tracing logs were able to see it. advertisement advertisement Reardon explains that the GAEN logs important pieces of information to the system log, which can be read by hundreds of third-party app users and used for the privacy attacks that the site previously warned about. The GAEN uses what Reardon calls random-looking rolling proximity identifiers (RPIs) that broadcast through Bluetooth in a user’s phone and can be heard by other nearby Bluetooth-enabled phones. Every 15 minutes, these RPIs change, so a user cannot be tracked through the RPIs that they broadcast. While there is no evidence that the data has been compromised by apps other than those that use COVID-19 APIs, the post clearly calls attention to the data logged, and explains why this logging is so concerning. The only apps that can access the are those pre-installed on the device. Among the data Google Mobile Services (GMS) logs, the current Bluetooth MAC address of the sending device. A more technical description is found here. A Google spokesperson told 9To5Google that the company is committed to rolling out a fix for this issue. “ We were notified of an issue where the Bluetooth identifiers were temporarily accessible to specific system level applications for debugging purposes, and we immediately started rolling out a fix to address this,” said a Google spokesperson. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH April 27, 2021 at 02:51PM Mother's Day: Average Order Size, Mobile Search Share May Surprise Marketers https://ift.tt/3sYaUHW For marketers still trying to figure out what Mother’s Day ecommerce sales will look like this year, Udayan Bose, NetElixir founder and CEO, might have some answers. This year, despite other predictions of consumers flocking to physical locations and stores, Bose estimates consumer spend online will rise. He says this Mother’s Day, online sales will grow at least by 30%, based on the company's data -- and the average order size for Mother’s Day is forecast to range between $238 and $240. The National Retail Federation estimates consumers spent an average of $208 for Mother's Day in 2020. As others have noted, the shift to ecommerce that retailers experienced in 2020 due to COVID-19 lockdowns is not temporary. Bose continues to track spikes in ecommerce by analyzing consumer buying behaviors. advertisement advertisement Bose saw online gifting rise in 2020 during Mother’s Day, about 80% year-over-year. This year he expects to see a 40% increase compared with 2020, based on new behavior. “We believe Mother’s Day will kickstart a hyper-boom … and it will be the first event in which we experience real growth,” he said. Mobile devices continue to drive more than 72% of all searches, although people are spending more time at home, which Bose attributes to ease of use. It’s becoming easier to complete a sale on mobile devices. “We didn’t expect the percentage of sales to rise as much,” he said. “When we tracked mobile during 2020, it was about 43% of all sales, and rose to 48% during the holiday season.” People are spending more. In February 2021, the personal saving rate in the United States amounted to 13.6%, down from 19.8% in January. Personal saving rate is calculated as the ratio of personal saving to disposable personal income, according to Statista. “We are expecting consumers to buy more expensive gifts this year,” he said. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH April 27, 2021 at 01:25PM
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B2B Content Marketing: 10 Tips to Level Up Your Writing Skills https://ift.tt/3nxgLTK What is the biggest challenge a writer faces? Nothing. Well, by “nothing,” I mean a blank white screen and a blinking cursor. It mocks you with its unlimited potential. It fills you with fear that anything you put on that screen won’t be an improvement over its pristine emptiness. We content marketers have to face this challenge nearly every day, and somehow find a way to write content that connects, engages, and persuades. I’ve spent my entire adult life working in the content trenches — first as a comedy writer, and now as a content marketer. Here are a few tips I’ve picked up that can elevate your writing and make that blank screen less daunting. 10 Tips for B2B Marketers to Elevate Their Writing Skills#1: READ In his excellent book On Writing, Stephen King says: “If you don’t have time to read, you don’t have time to write.” And if one of the world’s most prolific and celebrated authors can take time to read, we can, too. Read marketing content, for sure, to see what the competition is up to. But don’t stop there. Read poems, novels, fiction, nonfiction, good stuff and guilty pleasures. Anything you read will help you continue to develop a distinct voice — even a bad example can show you what not to do. #2: Be Aware of Rhythm Now, I’m not saying you should write blog posts in iambic pentameter (but if you do, please link me). But it’s good to keep an eye on the rhythm of what you’re writing. For example, watch out for parallel structures. In time, these will bore your reader. Soon enough, they’ll tune out completely. Notice how all three of those sentences in the last paragraph have the same cadence? The same goes for short sentences. You put them one after the other. They’re all the same. Vary the rhythm in your sentences — string them together with punctuation; let one stretch out like a rubber band. Then, snap! Put in a few short ones. Maybe a fragment, even. See how the writing comes alive? #3: Practice Introductions For many writers, just getting started is the hardest part of writing an article. Many will even write the entire body of the text and add the introduction after the fact. Too many of us were scarred by high school English class, where an introduction had to introduce every point we were going to talk about, and had to start with something like, “Throughout recorded history,” or “Webster’s dictionary defines…” Practice writing introductions that break the mold:
In short, think less about introducing every talking point, and more about hooking the reader and pulling them in. #4: Don’t Tell the Audience What They Already Know This one goes along with the last point, because frequently introductions are all about stating the obvious. “Everyone knows that…” “We all understand that…” Whenever you find yourself lecturing the audience on something you both know, take a step back. What can you tell them that they haven’t heard yet? What’s the quickest way to get to the good stuff? #5: Let Go of Obsolete Rules And speaking of high school English class: It is better to be clear, natural and genuine in your prose than to follow archaic rules of grammar. Language is a living thing that is constantly changing. So don’t feel beholden to what Mrs. Funke told you back in 9th grade. For example:
And many more. Basically, you should sound like a real live person, not a textbook. #6: Read It Out Loud When we talk about writing in a “conversational tone,” we’re saying the writing should feel more like talking to a friend than reading something stiff and formal. What better way to make sure you’re conversational than actually reading your work out loud? Now that we’re all in home offices instead of open-concept half cubicles, this one’s easier to do. Back in the before times, I would sometimes duck into a conference room or huddle room to read my work out loud. It’s amazing how many opportunities you’ll find to make your writing sound more natural when you’re hearing it instead of reading it. #7: Experiment with Editing I love the way that Google Docs saves a version history of everything I write. It makes editing so much easier, and the stakes so much lower for making major changes. You can try something, and if it doesn’t work, it’s easy to revert to the previous draft. Experiment with the structure of your content — move paragraphs around and see if that improves the flow. Try cutting out the sentences you’re most proud of — odds are they’re the most self-indulgent and least likely to connect with your audience. Believe me, I speak from experience. One easy way to experiment with editing: Cut the first paragraph of your introduction and see if you miss it. I frequently find that first paragraph is either wheel-spinning or scene-setting that the audience doesn’t really need. #8: Write, Wait, Review, Revise Writing and revising require two different mindsets. If you’re trying to do both at the same time, you’re likely not doing either as well as you might. For your first draft, concentrate on getting the words on the screen. When you’re done, walk away and let it rest — overnight, if possible. Then you can approach what you’ve written with fresh eyes, read it through, and revise. After that, make sure to have at least one other person review it before you publish, just to catch whatever you might have missed. [bctt tweet="“Writing and revising require two different mindsets. If you’re trying to do both at the same time, you’re likely not doing either as well as you might.” — Joshua Nite @NiteWrites" username="toprank"] #9: Spice Up Your Conclusions Lastly, in conclusion, at the end of the day, finally… there are many ways to begin a conclusion, and most of them are (yet again) holdovers from high school. Ditto the idea that you shouldn’t introduce new information in a conclusion, but just rehash the points you’ve already made. Thankfully, we’re not writing five paragraph essays anymore, and a conclusion can be more than an awkward recap. In fact, for marketing, it’s essential to make every conclusion a launchpad, a call to action that compels the reader to take the next step. Bland, by-the-book conclusions won’t get that job done. Beat the Blank ScreenIf you feel anxious when faced with that blank screen and its judgmental blinking cursor, start by letting go of some preconceived notions about what business writing has to be. It turns out that B2B buyers are actual people, and they would rather read something personable and expressive than something stiff and by-the-book. My tenth tip: Give yourself permission to write the way you talk, and you’re more likely to make a human connection with your reader. Need help leveling up your content? Contact us today. The post B2B Content Marketing: 10 Tips to Level Up Your Writing Skills appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh April 27, 2021 at 05:42AM German Advertising Federation Brings Complaint Over Apple's Privacy Settings https://ift.tt/3dTZ9hG The German Advertising Federation on Monday filed a complaint with Germany's competition regulator over Apple's new privacy settings, which will require developers to seek iPhone and iPad users' consent before tracking them across apps. The advertising federation alleges that the new settings, slated to roll out this week, will exclude competitors from "processing advertising-relevant data in the Apple ecosystem,” according to a translation of the group's statement. The German Advertising Federation is an umbrella group of organizations that represent marketing and media companies, including Facebook and Axel Springer. The complaint itself is unavailable because it contains confidential information, according to Hausfeld attorney Thomas Hoppner, who represents the German Advertising Federation. He said Monday in a LinkedIn post that the complaint outlines how Apple's new framework “is eliminating competition within the Apple ecosystem.” advertisement advertisement “Protecting consumers’ #data sovereignty must not be confused with protecting #gatekeepers’ data supremacy,” Hoppner wrote Monday. “Neither should #privacy serve as an excuse to deprive consumers of innovation and a choice between more and better products.” Apple hasn't yet responded to a request for comment. Business groups including the Interactive Advertising Bureau France filed a similar complaint against the company in France last year. That country's competition regulator rejected the complaint last month, clearing the way for Apple to roll out the new settings. Apple's updated mobile operating system only allows developers to access the “Identifier for Advertisers” -- alphanumeric strings, comparable to serial numbers -- if users consent on an app-by-app basis. The company is also prohibiting developers from using workarounds, like device fingerprinting, to track users who say they don't want to be tracked. Device fingerprinting involves identifying users based on data about their computers, including operating systems, IP addresses, browser versions, installed fonts and plug-ins. The major ad industry organizations oppose the new privacy configuration, arguing that requiring consumers to opt-in to tracking on an app-by-app basis will deprive companies of revenue. Facebook has also opposed the planned settings, warning in an ad campaign that Apple will “change the internet as we know it -- for the worse.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH April 26, 2021 at 05:21PM |
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