The Waterfall Quick6 LookBook provides an insider’s perspective into how mobile fits into a retail communication strategy so that companies can execute successfully.
Mobile marketing and measurement snapshot by John Barnes - Incisive Create Mo...Incisive Create
The document summarizes key findings from research on the current state of mobile marketing and measurement. Some of the main findings include:
- 87% of marketers plan to increase emphasis on mobile in 2013 due to growing belief in the channel.
- While most plan to increase emphasis, mobile measurement is new for many, with over half being novice or inexperienced.
- Opportunity exists for brands to create more customer-centric apps that provide utility and inspire repeat use.
- Measuring mobile ad effectiveness is the top challenge faced by marketers.
Google analytics john barnes - mobile marketing & measurement research reportJohn Barnes
The document summarizes key findings from research on current and future trends in mobile marketing and measurement. The main points are:
1) A majority (87%) of marketers plan to increase emphasis on mobile in 2013 due to growing belief in the channel's potential.
2) Mobile measurement is new for many marketers, with over half having little experience. Measuring mobile ad effectiveness is a key challenge.
3) While apps and mobile sites are common tactics, integrated mobile strategies are less developed. Location data use is also emerging.
4) Data is helping marketers see opportunity in mobile, with 53% planning increased spending based on metrics.
5) Looking ahead, marketers will
"Social Media and IT - What IT Needs to Know" - Lotusphere 2012Mark Heid
This document discusses how social media is impacting marketing and IT. It notes that social media compresses information relevance and speed, forcing businesses to re-examine processes like sourcing, sales, and customer service. The majority of CMOs feel underprepared to manage social media's effects. Understanding customers through interaction, attitudinal, descriptive, and behavioral data from both traditional and social media channels is key. When developing a social media strategy, businesses must determine the right balance of offense and defense and properly organize ownership of various social media tools.
When it comes to planning a retail mobile marketing program, the good news is the bad news: there's practically an unlimited number of ways retailers can use mobile to augment their customer communication strategy. "Good" because limitless possibility means well thought out and executed strategies will return significant value. "Bad" because settling on a starting point can be difficult.
This webinar discusses exactly how to differentiate "good" from "bad" and reveals what it takes for retail mobile marketers to be successful. As with all webinars from the Waterfall Industry Insights series, the presentation includes an analysis of stats, case studies, and actionable next steps for effective implementation.
Programmatic TV is still nascent but growing, with less than half of respondents currently using it. Most expect it to become a larger portion of TV budgets within a year. Better targeting is the primary driver of interest. Performance will be evaluated using digital video metrics like brand lift. Responsibility for programmatic TV is unclear, with digital, TV, and video teams all involved today. A variety of data sources beyond Nielsen/comScore will be important to inform future programmatic TV buying.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
The document discusses the need for improved metrics to evaluate the effectiveness of digital advertising for brand campaigns. Specifically, it calls for (1) measures of efficiency in reaching the target audience (quantity) and (2) validating the value digital media adds to a brand (quality). It proposes that audience reach and frequency metrics (quantity) combined with engagement measures like dwell time (quality) can provide meaningful evaluations of digital advertising campaigns.
Mobile marketing and measurement snapshot by John Barnes - Incisive Create Mo...Incisive Create
The document summarizes key findings from research on the current state of mobile marketing and measurement. Some of the main findings include:
- 87% of marketers plan to increase emphasis on mobile in 2013 due to growing belief in the channel.
- While most plan to increase emphasis, mobile measurement is new for many, with over half being novice or inexperienced.
- Opportunity exists for brands to create more customer-centric apps that provide utility and inspire repeat use.
- Measuring mobile ad effectiveness is the top challenge faced by marketers.
Google analytics john barnes - mobile marketing & measurement research reportJohn Barnes
The document summarizes key findings from research on current and future trends in mobile marketing and measurement. The main points are:
1) A majority (87%) of marketers plan to increase emphasis on mobile in 2013 due to growing belief in the channel's potential.
2) Mobile measurement is new for many marketers, with over half having little experience. Measuring mobile ad effectiveness is a key challenge.
3) While apps and mobile sites are common tactics, integrated mobile strategies are less developed. Location data use is also emerging.
4) Data is helping marketers see opportunity in mobile, with 53% planning increased spending based on metrics.
5) Looking ahead, marketers will
"Social Media and IT - What IT Needs to Know" - Lotusphere 2012Mark Heid
This document discusses how social media is impacting marketing and IT. It notes that social media compresses information relevance and speed, forcing businesses to re-examine processes like sourcing, sales, and customer service. The majority of CMOs feel underprepared to manage social media's effects. Understanding customers through interaction, attitudinal, descriptive, and behavioral data from both traditional and social media channels is key. When developing a social media strategy, businesses must determine the right balance of offense and defense and properly organize ownership of various social media tools.
When it comes to planning a retail mobile marketing program, the good news is the bad news: there's practically an unlimited number of ways retailers can use mobile to augment their customer communication strategy. "Good" because limitless possibility means well thought out and executed strategies will return significant value. "Bad" because settling on a starting point can be difficult.
This webinar discusses exactly how to differentiate "good" from "bad" and reveals what it takes for retail mobile marketers to be successful. As with all webinars from the Waterfall Industry Insights series, the presentation includes an analysis of stats, case studies, and actionable next steps for effective implementation.
Programmatic TV is still nascent but growing, with less than half of respondents currently using it. Most expect it to become a larger portion of TV budgets within a year. Better targeting is the primary driver of interest. Performance will be evaluated using digital video metrics like brand lift. Responsibility for programmatic TV is unclear, with digital, TV, and video teams all involved today. A variety of data sources beyond Nielsen/comScore will be important to inform future programmatic TV buying.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
The document discusses the need for improved metrics to evaluate the effectiveness of digital advertising for brand campaigns. Specifically, it calls for (1) measures of efficiency in reaching the target audience (quantity) and (2) validating the value digital media adds to a brand (quality). It proposes that audience reach and frequency metrics (quantity) combined with engagement measures like dwell time (quality) can provide meaningful evaluations of digital advertising campaigns.
This document summarizes the findings of a 2014 programmatic study. It shows that while programmatic buying is growing significantly year-over-year and expected to continue growing, there are still concerns around issues like fraud, viewability and transparency. Partnership in programmatic is seen as important and defined by factors like trust, credibility and transparency. While the major players like Google, Yahoo and Rubicon are recognized, other entities like ad networks, agency trading desks and data management platforms showed much lower recognition levels. Overall, the future is seen as one of continued growth, improved transparency and integration across additional media platforms.
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
The efficiency of online advertising (Andrew Felbert - Nielsen)SEMPL
The nature of online advertising allows us the chance to deeply understand performance but in the past we haven’t done a very good job of making these capabilities work for us. The Nielsen representatives will show us how we are able to understand the effectiveness of brand based advertising online and use this information to become more efficient, but this requires organizational and attitudinal change.
This document discusses the need for consistent and transparent metrics to evaluate the effectiveness of digital advertising, particularly for brand campaigns. It addresses two key measures: 1) Reach and frequency metrics to evaluate audience delivery and campaign efficiency, and 2) Engagement metrics to validate the value digital media provides to brands. The document argues that combining publisher data with panel data allows calculating digital metrics like audience reach and frequency comparable to traditional media. However, engagement metrics are also needed to measure attention to ads and correlate it with subsequent brand behavior.
Mobile marketing remains largely untapped potential. While most marketers understand mobile opportunities, few have launched mobile-friendly websites or apps. To succeed, marketers must understand mobile user behavior on their sites, such as which devices are used and how users interact. Having this insight allows optimization of page design, navigation and more. Marketers also need to integrate mobile marketing into their overall marketing mix, including social media, to engage customers on all channels. However, security concerns currently limit mobile payments and transactions. As these issues are addressed, mobile will continue growing in importance.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
This document provides an overview of key topics in mobile marketing across Asia-Pacific in 3 parts and 6 sections. It covers the transformational impact of mobile on consumers and brands, trends and opportunities across the region, and highlights award-winning mobile marketing campaigns. Experts discuss mobile as a strategic imperative, the importance of location data and measurement, and how mobile is changing advertising, content consumption and the customer experience. The document is a valuable resource for understanding developments and best practices in mobile marketing across Asia-Pacific.
Programmatic mobile marketing is growing rapidly and becoming mainstream. Programmatic refers to an automated process for media placement and optimization in real-time using data. Mobile data provides unique targeting opportunities for programmatic buying. The primary mobile programmatic channels are real-time bidding (RTB) through ad exchanges and social/search inventory. Programmatic benefits include better targeting, greater scale, lower costs, and more predictability compared to manual buying. A case study shows how programmatic optimization technology helped an app grow business by 70% while lowering costs.
4C CMO Aaron Goldman and VP, Business Intelligence, Advertiser Perceptions Justin Fromm discuss recent research into audience-based advertising from 4C and Advertiser Perceptions on this webinar. www.4Cinsights.com/advertiser-perceptions
DataXu_Pointroll AdMythbuster Webinar - September 2011DataXu1
Digital marketing is evolving at lightning speed, resulting in a plethora of questions, myths, and preconceived notions across the ecosystem. One of the biggest questions: Can brands reach their audiences at scale with engaging rich media ads on exchange-traded inventory?
Adrian Tompsett of DataXu and Adam Carroll of PointRoll teamed up to answer the big questions and extinguish common myths once and for all. The myths busted during the webinar included:
Myth: Expandables can’t run on exchange-traded media
Myth: Exchange-traded media works best for direct-response advertisers – not for brand advertisers
Myth: Campaign performance is best measured through CPA and CTR
Myth: One size creative fits all
FACT: Expandables have outperformed their static counterparts by an average of 40-50%, and in some cases as much as 120-180%
Global Programmatic spend and growth by media format and device North American programmatic spend and growth, with a focus on the United States EMEA programmatic spend and growth, with a focus on the UK, Germany, France, Italy and Spain APAC programmatic spend and growth, with a focus on China, Japan and Australia Latin American programmatic spend and growth, with a focus on Brazil Glossary and methodology summary The most important findings from the September 2016 MAGNA Programmatic Intelligence update.
This document provides a guide for mobile advertisers on challenges and solutions in the mobile advertising landscape. It discusses that while mobile advertising is growing, calculating ROI and finding relevant success metrics are major challenges. Advertisers want metrics that align with traditional media to measure campaign effectiveness consistently across platforms. However, most mobile publishers provide metrics like clicks and impressions that are mobile-specific and don't address brand metrics. Adopting standardized metrics like GRPs and brand lift that are used offline could help advertisers better evaluate mobile campaigns and increase mobile advertising spend.
The document discusses analytics for digital advertising. It describes the 3MS initiative to standardize metrics for viewable impressions, online ratings points, and ad taxonomy. It provides data on in-view rates for ads across regions. The document also discusses comScore's tools for measuring ad visibility and validating impressions across devices and platforms. It shares case studies of Kellogg's use of comScore's analytics to improve ROI and digital strategies.
Channel Marketing Obsession with Appointment Setting Campaigns and What to Do...ZINFI Technologies, Inc.
With the passage of every day, month and year, content marketing continues to take over marketing (branding and lead generation). Unfortunately, most channel marketers still remain stuck in the archaic 20th century model for lead generation, using appointment setting for their business-to-business (B2B) channel partners. This model still requires a phonebook, a telephone and a script-driven telemarketer. What’s wrong with this picture?
What to Expect From Programmatic in 2015Extreme Reach
"Predictions for programmatic are plentiful. 11 experts forecast which are most likely to come to fruition, and how marketers should prepare."
Our Chief Digital Officer, Avi Brown, weighs in on the future of programmatic advertising and the importance of automating the direct buy.
Enormous opportunity exists for government agencies to take advantage of mobile. But tackling this endeavor without a roadmap can be overwhelming. That’s why we put together our Government Mobile Marketing Quick6 LookBook. It answers three questions:
- Why government and mobile?
- What examples are out there that government marketers can learn from?
- What are best practices for government mobile marketing initiatives?
Using content-based multimedia similarity search for learningsuzreader
The document discusses content-based multimedia similarity (CBMS) search, which allows users to search for visually similar images and media. CBMS works by automatically extracting features from images, calculating similarity scores between images, and returning a ranked list of the most similar results. The document outlines how CBMS can be used for applications like identifying objects, finding reused content, and open-ended discovery. It also discusses using CBMS for interactive learning by allowing users to search for educational material based on visual similarity.
This document outlines coaching in the workplace and its similarities to coaching in athletics. It discusses the roles of a coach including conveying information effectively, guiding employees to grow and develop, and promoting relationships and teamwork. Peer coaching and self-coaching are also described where peers mentor each other and employees assess their own strengths and weaknesses. A three-step coaching process is provided that involves preparation, discussion, and follow-up meetings between the coach and employee.
AgilData - How I Learned to Stop Worrying and Evolve with On-Demand SchemasDan Lynn
The document discusses how AgilData provides an agile database solution. It argues that traditional databases fail to meet the needs of rapid development required in mobile and big data. AgilData addresses this with a database designed from the ground up for streaming, scalability, and flexibility. It leverages log-oriented replication to enable arbitrary computation across distributed clusters with high reliability.
This document summarizes the findings of a 2014 programmatic study. It shows that while programmatic buying is growing significantly year-over-year and expected to continue growing, there are still concerns around issues like fraud, viewability and transparency. Partnership in programmatic is seen as important and defined by factors like trust, credibility and transparency. While the major players like Google, Yahoo and Rubicon are recognized, other entities like ad networks, agency trading desks and data management platforms showed much lower recognition levels. Overall, the future is seen as one of continued growth, improved transparency and integration across additional media platforms.
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
The efficiency of online advertising (Andrew Felbert - Nielsen)SEMPL
The nature of online advertising allows us the chance to deeply understand performance but in the past we haven’t done a very good job of making these capabilities work for us. The Nielsen representatives will show us how we are able to understand the effectiveness of brand based advertising online and use this information to become more efficient, but this requires organizational and attitudinal change.
This document discusses the need for consistent and transparent metrics to evaluate the effectiveness of digital advertising, particularly for brand campaigns. It addresses two key measures: 1) Reach and frequency metrics to evaluate audience delivery and campaign efficiency, and 2) Engagement metrics to validate the value digital media provides to brands. The document argues that combining publisher data with panel data allows calculating digital metrics like audience reach and frequency comparable to traditional media. However, engagement metrics are also needed to measure attention to ads and correlate it with subsequent brand behavior.
Mobile marketing remains largely untapped potential. While most marketers understand mobile opportunities, few have launched mobile-friendly websites or apps. To succeed, marketers must understand mobile user behavior on their sites, such as which devices are used and how users interact. Having this insight allows optimization of page design, navigation and more. Marketers also need to integrate mobile marketing into their overall marketing mix, including social media, to engage customers on all channels. However, security concerns currently limit mobile payments and transactions. As these issues are addressed, mobile will continue growing in importance.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
This document provides an overview of key topics in mobile marketing across Asia-Pacific in 3 parts and 6 sections. It covers the transformational impact of mobile on consumers and brands, trends and opportunities across the region, and highlights award-winning mobile marketing campaigns. Experts discuss mobile as a strategic imperative, the importance of location data and measurement, and how mobile is changing advertising, content consumption and the customer experience. The document is a valuable resource for understanding developments and best practices in mobile marketing across Asia-Pacific.
Programmatic mobile marketing is growing rapidly and becoming mainstream. Programmatic refers to an automated process for media placement and optimization in real-time using data. Mobile data provides unique targeting opportunities for programmatic buying. The primary mobile programmatic channels are real-time bidding (RTB) through ad exchanges and social/search inventory. Programmatic benefits include better targeting, greater scale, lower costs, and more predictability compared to manual buying. A case study shows how programmatic optimization technology helped an app grow business by 70% while lowering costs.
4C CMO Aaron Goldman and VP, Business Intelligence, Advertiser Perceptions Justin Fromm discuss recent research into audience-based advertising from 4C and Advertiser Perceptions on this webinar. www.4Cinsights.com/advertiser-perceptions
DataXu_Pointroll AdMythbuster Webinar - September 2011DataXu1
Digital marketing is evolving at lightning speed, resulting in a plethora of questions, myths, and preconceived notions across the ecosystem. One of the biggest questions: Can brands reach their audiences at scale with engaging rich media ads on exchange-traded inventory?
Adrian Tompsett of DataXu and Adam Carroll of PointRoll teamed up to answer the big questions and extinguish common myths once and for all. The myths busted during the webinar included:
Myth: Expandables can’t run on exchange-traded media
Myth: Exchange-traded media works best for direct-response advertisers – not for brand advertisers
Myth: Campaign performance is best measured through CPA and CTR
Myth: One size creative fits all
FACT: Expandables have outperformed their static counterparts by an average of 40-50%, and in some cases as much as 120-180%
Global Programmatic spend and growth by media format and device North American programmatic spend and growth, with a focus on the United States EMEA programmatic spend and growth, with a focus on the UK, Germany, France, Italy and Spain APAC programmatic spend and growth, with a focus on China, Japan and Australia Latin American programmatic spend and growth, with a focus on Brazil Glossary and methodology summary The most important findings from the September 2016 MAGNA Programmatic Intelligence update.
This document provides a guide for mobile advertisers on challenges and solutions in the mobile advertising landscape. It discusses that while mobile advertising is growing, calculating ROI and finding relevant success metrics are major challenges. Advertisers want metrics that align with traditional media to measure campaign effectiveness consistently across platforms. However, most mobile publishers provide metrics like clicks and impressions that are mobile-specific and don't address brand metrics. Adopting standardized metrics like GRPs and brand lift that are used offline could help advertisers better evaluate mobile campaigns and increase mobile advertising spend.
The document discusses analytics for digital advertising. It describes the 3MS initiative to standardize metrics for viewable impressions, online ratings points, and ad taxonomy. It provides data on in-view rates for ads across regions. The document also discusses comScore's tools for measuring ad visibility and validating impressions across devices and platforms. It shares case studies of Kellogg's use of comScore's analytics to improve ROI and digital strategies.
Channel Marketing Obsession with Appointment Setting Campaigns and What to Do...ZINFI Technologies, Inc.
With the passage of every day, month and year, content marketing continues to take over marketing (branding and lead generation). Unfortunately, most channel marketers still remain stuck in the archaic 20th century model for lead generation, using appointment setting for their business-to-business (B2B) channel partners. This model still requires a phonebook, a telephone and a script-driven telemarketer. What’s wrong with this picture?
What to Expect From Programmatic in 2015Extreme Reach
"Predictions for programmatic are plentiful. 11 experts forecast which are most likely to come to fruition, and how marketers should prepare."
Our Chief Digital Officer, Avi Brown, weighs in on the future of programmatic advertising and the importance of automating the direct buy.
Enormous opportunity exists for government agencies to take advantage of mobile. But tackling this endeavor without a roadmap can be overwhelming. That’s why we put together our Government Mobile Marketing Quick6 LookBook. It answers three questions:
- Why government and mobile?
- What examples are out there that government marketers can learn from?
- What are best practices for government mobile marketing initiatives?
Using content-based multimedia similarity search for learningsuzreader
The document discusses content-based multimedia similarity (CBMS) search, which allows users to search for visually similar images and media. CBMS works by automatically extracting features from images, calculating similarity scores between images, and returning a ranked list of the most similar results. The document outlines how CBMS can be used for applications like identifying objects, finding reused content, and open-ended discovery. It also discusses using CBMS for interactive learning by allowing users to search for educational material based on visual similarity.
This document outlines coaching in the workplace and its similarities to coaching in athletics. It discusses the roles of a coach including conveying information effectively, guiding employees to grow and develop, and promoting relationships and teamwork. Peer coaching and self-coaching are also described where peers mentor each other and employees assess their own strengths and weaknesses. A three-step coaching process is provided that involves preparation, discussion, and follow-up meetings between the coach and employee.
AgilData - How I Learned to Stop Worrying and Evolve with On-Demand SchemasDan Lynn
The document discusses how AgilData provides an agile database solution. It argues that traditional databases fail to meet the needs of rapid development required in mobile and big data. AgilData addresses this with a database designed from the ground up for streaming, scalability, and flexibility. It leverages log-oriented replication to enable arbitrary computation across distributed clusters with high reliability.
This document contains descriptions of 20 artworks from various time periods and locations. The artworks include sculptures, paintings, and architectural structures from ancient Greece, Rome, the Middle East, and Byzantine Europe. Materials range from marble, bronze, and stone to mosaics, ivory, and frescoes. The pieces are housed in prominent museums such as the Louvre, British Museum, and sites in Rome, Athens, and Istanbul.
Personalizing Mobile Interaction To Create Lasting Customer LoyaltyWaterfall Mobile
Experience, loyalty, satisfaction, engagement. No matter the goal, marketers are responsible for creating compelling experiences that keep customers coming back. Whether the first line of communication occurs via phone or SMS, marketers must use these channels to create personalization and engagement in order to drive ongoing interaction with their customer base.
This joint webinar, brought to you by Angel and Waterfall Mobile, analyzes how to make mobile interaction more compelling. As with every webinar from the Getting It Right In Mobile series, the webinar examines best practices, analyzes relevant case studies and presents actionable next steps to launch a mobile marketing strategy to the next level.
Accountability Initiative is holding a bar-camp on June 5-6. This bar camp would focus on accountability issues in India. This presentation is being made to facilitate ideas on what can be done in India.
Mobile's Data Game: How to Play by the Rules and WinWaterfall Mobile
The document summarizes a webinar presented by Waterfall Mobile about developing a cross-channel mobile strategy. The webinar covered how mobile drives cross-channel marketing, the different mobile channels including SMS, IVR, push notifications, social media, and passbook. It also discussed managing the complex mobile messaging ecosystem and how the mobile landscape is evolving with technologies like mobile wallets, 1-to-1 communication, and augmented reality. Key takeaways included implementing a cross-channel strategy in phases, optimizing the messaging value chain, and focusing on customers.
The document discusses how political and economic inequality are mutually reinforcing in the United States. The affluent have different policy priorities than lower-income Americans, prioritizing issues like tax cuts over investments in education and upward mobility. As the affluent participate more in politics through campaign donations, lobbying, and civic engagement, they have more influence over policy outcomes. This shapes an economic system that further concentrates wealth and power at the top.
The document discusses the history and development of listening instruction. It summarizes that listening was incorporated into language instruction in the 1980s and became an important area of study in the 1990s. However, listening is still regarded as the least important skill. It then outlines different models of listening instruction, including listening and repeating, listening and answering comprehension questions, and listening and carrying out tasks. The focus has shifted from pattern drills to developing communicative competence.
Berkley Building Materials Project Gallery introduces composite wood as an environmentally friendly alternative to natural timber that uses wood powder. It has undergone 20 years of research and development to create composite timber profiles in various shapes and applications. The benefits of composite wood include a long life of 10 to 20 years, natural wood appearance and aesthetics, cost savings from reduced weight, and water and fire resistance. It also offers a wide color range and wood grain textures without requiring further coating. Key features are superior qualities compared to timber and PVC, including water resistance, no insects or finishing needs, maintenance free, light weight, fire resistance, and UV and impact strength.
Too many adult language learners drop-out of language courses, the EU funded project, 'Dont Give Up' offers language schools, teachers and students a complete set of motivational Best Practices for every level of adult language learning to ensure student success.
Project websites:
www.dontgiveup.eu
Cooridnator:
www.jazykova-skola-pelikan.cz
The document discusses how political and economic inequality are mutually reinforcing in the United States. The affluent have different policy priorities than lower-income Americans, prioritizing issues like tax cuts over investments in education and upward mobility. As the affluent participate more in politics through campaign donations, lobbying, and civic engagement, they have more influence over policy outcomes. This shapes an economic system that further concentrates wealth and power at the top.
RETAIL: The Power of Personalizing The Mobile ExerienceVideoBeet.TV
In questa ricerca i retailers identificano i 3 punti prioritari per una strategia di personalizzazione mobile: informazioni sui nuovi prodotti, disponibilità e prezzo.
Il sondaggio chiamato: The Power Of Personalizing The Mobile Experience, è una guida per i retailer che intendono sviluppare strategie di personalizzazione vincenti.
Accenture selling-more-with-mobile-solutionsTony Smith
The document discusses the challenges that companies face in effectively enabling their sales teams with mobile solutions. It identifies three main challenges: 1) defining a proactive mobile strategy before sales representatives define it themselves, 2) continuously innovating mobile solutions to exploit new capabilities, and 3) developing a distinctive sales representative and customer experience through mobility. The document provides examples of how some companies are addressing these challenges and emphasizes the need for a disciplined approach to defining a mobile strategy and continuous innovation to capitalize on the significant benefits of mobile solutions.
1) Marketers are looking to bridge the gap between data analysis and taking action based on insights. Many have abundant data but struggle to use it effectively.
2) Marketers are increasingly letting customers lead interactions through inbound channels like websites and call centers, delivering personalized messages during customer-initiated transactions.
3) Marketers see behavioral web data as highly valuable for understanding customers and will increasingly leverage it in campaign decision-making over the next year.
1) Marketers are looking to bridge the gap between data analysis and taking action based on insights from customer data. Many have abundant data but struggle to use it effectively.
2) Marketers are increasingly letting customers lead interactions through inbound marketing like websites and call centers, responding to customer-initiated contacts.
3) Marketers see online customer behavior data from websites as highly valuable for understanding customers and will increase use of this data in campaign decision-making. Leveraging different data sources is key to improving personalization.
1. The document summarizes the key marketing trends for 2011 based on Unica's annual marketing survey.
2. Some of the top trends include marketers bridging the gap between data analysis and action, letting customers lead interactions through inbound marketing, and leveraging online behavioral data.
3. Marketers are also focusing on improving email integration and segmentation, treating mobile as multiple channels, and getting more serious about cross-channel attribution to understand effectiveness.
The survey found that while most conference attendees described their workplaces as encouraging innovation, barriers still exist. Finance (30%) and CEOs (28%) were identified as the main barriers to new marketing strategies, but many companies also lacked basic knowledge, training, and technology for digital marketing. For example, while most planned to use mobile marketing in 2011, over half had only just started planning and many had not used technologies like QR codes before. The survey concluded that further progress is still needed in areas like social media training, mobile compatibility, and measuring ROI.
Mobile advertising spending through agencies reached £83 million in 2010, with 99% of agencies involved. Planning and buying mobile campaigns is time-consuming due to hurdles with user tracking and third-party ad serving. However, the IAB's Mobile Adserving Directory shows progress among publishers, ad servers, and the industry. Agencies expect mobile spending to increase by 14% in 2011 and 88% believe mobile will be the fastest growing media in the next 5 years.
Analytics & MIS Planning for Your Internet Retail Store By Manish Chaturvediiamwire
This document discusses planning analytics and business intelligence for an internet retail store. It outlines key challenges retailers face like identifying best customers and matching inventory to demand. The agenda covers the difference between business intelligence and analytics, retail key performance indicators, and how strategic management and operations teams can use insights. Top influencers in retail chains are also examined.
This document discusses the growing importance and opportunities of mobile marketing. It notes that mobile phone and tablet usage is increasing dramatically, with nearly 200 million mobile internet users in the US by 2016. Effective mobile marketing requires a closed-loop approach of understanding audiences, engaging them with targeted mobile ads, and driving responses through mobile transactions. However, there are challenges in measurement, proving ROI, delivering engaging content, and enabling transactions on mobile. Carriers are developing solutions to help marketers with audience understanding, targeted engagement, and driving mobile transactions. Privacy is also a key consideration, with transparency, choice and control being important.
This document summarizes 10 key online marketing trends for 2010 based on a survey of 155 marketers. The trends include: 1) Marketing budgets and focus continuing to shift online. 2) Marketers working harder to keep email relevant. 3) Search remaining an important channel but growing in complexity. 4) Increased use of website targeting and personalization. 5) Proliferation and adoption of emerging online channels like mobile and social media. 6) Mobile marketing growing in significance. 7) Increased use of social media marketing. 8) Efforts to unify web analytics across channels. 9) Adoption of on-demand marketing solutions to overcome IT bottlenecks. 10) Personas becoming a mainstream tactic.
Explore how mobile technology is changing customer experiences, in-store engagement, and retail strategies in this concise deck, courtesy of SAP and TechValidate.
Stores Under Siege: Balancing Sales, Service and Execution in an All-Channel ...RedPrairie
Traditional bricks-and-mortar stores are still the primary way people acquire merchandise. As physical retailers’ extension into a multi-channel world grows – along with consumers’ expectations – the pressure on retail stores to be the heartbeat of an all-channel customer experience has never been greater. Making the most of every dollar invested in labor is critical to ensuring optimal service levels, timely task execution, maximum revenue and loyalty-building store visits.
In this presentation, Dave Bruno, Director of Commerce Studies for RedPrairie, explores the latest research into the challenges facing modern retail workforce managers and discusses modern techniques that many leading companies leverage to engage, empower and mobilize their workforce to deliver optimal all-channel store experiences.
Find out how Digital Transformation, helps organisations lead seamless engagement across mobiles and retail outlets with cross platform UX, real-time engagement and in-store customer experiences.
programmatic Buying in Mobile Advertising Sumit Roy
74% of marketers are now using programmatic media buying on mobile for retargeting users, 62% use it for performance marketing and 61% for branding. • This represents a huge opportunity for the industry to build targeting and measurement solutions that deliver greater effectiveness and efficiency for upper-funnel campaigns. Of those not using programmatic, the biggest barriers for adoption are complexity of the ecosystem (58%), skills shortage (42%) and lack of education (33%).
ptimal site performance directly impacts the customer experience, preventing shoppers from abandoning retailers’ sites. However, smartphones and tablets are now impacting customer expectations regarding traditional web sites. As many as 70% of mobile shoppers expect a page to load as quickly on their phone as their desktop. But in reality, mobile pages load 3 to 4 times slower than an average web page. Join Steve Rowen, Managing Partner of Retail Systems Research (RSR), and M.J. Johnson, Director of Product Marketing for mobile and site performance at Akamai, to learn how to deliver optimized site performance.
Big Data and Mobile Analytics - MMA SF Jan13jenveese
This document summarizes Jennifer Veesenmeyer's presentation on leveraging big data in mobile marketing. The presentation covers 7 deadly sins of mobile analytics, 5 table stakes for mobile analytics, and big data ideas for mobile marketing including using multichannel CRM data, location data, and social data. The presentation provides examples of how location and CRM data can be used to target customers, test coupons, and integrate mobile with other channels. It emphasizes getting the right analytics tools, metrics, process and integration plan in place to avoid common mistakes in mobile analytics.
This document summarizes the key findings of an annual marketing survey. It identifies 11 major marketing trends for 2011, including marketers focusing on improving integration between data analysis and campaign execution, letting customers lead through inbound interactions, and leveraging online behavioral data. Other trends include keeping email relevant through better segmentation/targeting, treating mobile as multiple channels, and adopting an integrated marketing suite to improve effectiveness. The majority of marketers agree that an integrated approach across channels is needed to achieve interactive marketing.
Forrester Research mobile analyst Melissa Parrish takes you on a guided tour of how brand marketers are going from experimentation to executing high-impact, rich media mobile marketing campaigns.
Mobilizing a group of supporters requires more than communication. To effectively unite people around a common cause for social action, marketers face the task of creating a massive, engaged, online and offline community. Without numbers, the community’s voice lacks punch. Without engagement - both on the ground and the web - the community only thinks and talks about, rather than activating, change.
To build, engage and support this community, marketers need to capture supporters anywhere and everywhere. Communication need to be immediate in order to take advantage of any political or societal developments. Location data remains vital in order to pinpoint concentrated groups of followers. Above all, social-action organizations need to transform supporters into advocates and activists empowered by each other.
This webinar discusses how mobile addresses all of the above and enables development of an effective community with engaged constituents. Part of the Waterfall Industry Insights series.
Waterfall Client Webinar: Information on the October 16 TCPA Rules ChangesWaterfall Mobile
In addition to our earlier email, we wanted to provide a forum for Waterfall clients to ask questions about the October 16 changes to the Telephone Consumer Protection Act. This webinar is not mandatory, rather it's meant to be an open discussion for those who feel like such a forum would be beneficial.
In the webinar, Waterfall CMO Matt Silk will:
1) Walk through the changes to the TCPA
2) Describe the current discussion and reaction from the mobile industry
3) Provide some insight into the options mobile marketers have at their disposal
Note: this webinar is not, nor should it supplement, legal advice. We'd like to remind clients to personally consult an attorney for specific counsel about telemarketing legalities.
Activating 1 to-1 Customer Service Relationships with MobileWaterfall Mobile
Organizations like the National Dating Abuse Helpline (NDAH) and DoSomething.org have found overwhelming success using mobile to connect with their constituents. This success stems from the fact that mobile establishes a direct, 1-to-1 connection with the end user, as opposed to a more impersonal, 1-to-many interaction.
Brands and agencies should take note, as this same line of thinking applies to consumer-focused, customer service communication. Drawing on best practices from organizations like NDAH and DoSomething.org, for-profit corporations can learn to modernize customer service communication and retain lasting customer satisfaction.
Viewers will walk away understanding what type of mobile communication produces 1-to-1 customer relationships, as well as the process for monetizing these best practices.
7 Killer Tactics to Catapult a Mobile Marketing StrategyWaterfall Mobile
A mobile marketing strategy is just that – unless, of course, you've got some specific tactics to enhance mobile creativity, tracking and success. But how do these tactics play out in the real world? How can marketers apply them within their own business?
Find the answer to all these questions (and more) in the latest webinar from Waterfall Mobile: 7 Killer Tactics To Catapult Your Mobile Marketing Strategy. From the Getting It Right In Mobile series.
Passbook. It tracks. It organizes. It reminds. It has everyone from marketers to retailers and event organizers really excited. This webinar discusses exactly how Apple's iOS Passbook factors in to an effective cross-channel mobile marketing strategy. It covers case studies, best practices and actionable next steps to help your business reach the next level. From Waterfall's Getting It Right In Mobile webinar series.
The competitive landscape for Email Service Providers (ESPs) has undergone significant change. Sure – marketers more than ever understand the need to invest with an ESP, as tools to boost email communication, targeting and tracking have become essential. However, with 90%+ of the U.S. owning cell phones and 90%+ of cell phone owners keeping their mobile within arms' reach 24/7, the digital world has shifted off of people's desktops and into their pockets. Moreover, email's non-optimal open and time-to-open rates make it ineffective for two-way and time sensitive communication – both hallmark qualities of mobile communication.
That's what makes integrating SMS mobile messaging so powerful for ESPs. SMS complements email elegantly, providing a direct, interactive and immediate pipeline to consumers. Plus, SMS and email strategy are similar, given the importance of developing a subscriber list mapped to various segmentation data.
During this webinar, we analyzed SMS integration for ESPs, putting specific focus on the keys to be successful.
5 Strategies For Effectively Integrating SMS, IVR and SocialWaterfall Mobile
Waterfall Mobile and Angel's presentation of the top strategies for effective cross-channel integration of SMS, IVR and social. Gain a clear understanding how:
- SMS text messaging services can integrate into IVR systems to form a key facet of businesses' customer care strategy
- Business intelligence, customer analytics and reporting can help deliver better customer engagement
Integrating SMS Into Your Cross-Channel Messaging StrategyWaterfall Mobile
Waterfall Mobile and Bronto present an insider's perspective about the current state of mobile marketing, where the industry is headed, and what you can do now to stay ahead of the curve. Learn rich insights and clear takeaways that you can integrate right away to augment your communications strategy, including:
- Best practices and examples of effective SMS integration with email
- Required standards for successful testing of integrated SMS
Kane Russell discusses how to create effective SMS calls to action. He outlines four key ingredients: 1) compliance with regulations, 2) incentives to motivate consumers, 3) clarity to avoid confusion, and 4) a mobile-specific strategy. An effective call to action also requires a "secret sauce" of aligning with the brand's overall strategy. He provides examples and emphasizes that SMS is best used to enhance cross-channel mobile experiences.
QSR marketers juggle tight budgets, high budgetary accountability and thin margins attempting to connect with consumers who care about one thing: value. But it's not just cost savings. QSR marketers have to deliver a mashup of convenience, time-savings, speed of service and low prices.
This reality is what makes mobile such a powerful marketing channel for QSRs. Mobile is an integral part of consumers' on-the-go mentality and provides numerous ways to maximize customer lifetime value. Part of the Waterfall Industry Insights series.
Msgme's viral solution provides complete visibility into your organic and referred subscribers while providing a user-friendly and more engaging experience for your participants.
Mobile coupons can get tricky from a from a strategic perspective. With mCoupon technology ranging from static to dynamic and dynamic verified, it’s imperative brands develop a clear understanding of what’s out there in order to execute campaigns successfully. In this webinar we analyze the mobile coupon ecosystem and develop action items for earning mCoupon ROI. From the Getting It Right In Mobile series.
Webinar-Daily Deals and Mobile-Engagement ExplainedWaterfall Mobile
In this webinar, from the Msgme Industry Insights series, we unpack the daily deals business completely and reveal why ongoing, interactive engagement is the key to success.
Mobile CRM Webinar: 6 Must Haves For Effective Cross Channel CRMWaterfall Mobile
Too often people talk about marketing channels within specific silos. The preferred alternative is cross-channel (as opposed to multichannel) marketing. In this webinar, featuring guest commentary from Constant Contact's Michael Karampalas, we unpack exactly how companies can launch an effective cross channel strategy focused on CRM. From the Getting It Right In Mobile series.
Mobile CRM Webinar: 6 Steps to Mobile ROI for Government AgenciesWaterfall Mobile
Given the importance of delivering meaningful content to a broad audience within the government sector, mobile presents a critical investment for government agencies. However, the mobile ecosystem’s complexity makes it challenging to scope a detailed roadmap. This webinar, from the Msgme Industry Insights series, details exactly how government agencies can be successful using mobile to engage their audience.
QR Codes Webinar: How to Think About and Use 2D CodesWaterfall Mobile
In this webinar we take a look at the dos and do not’s of using QR and other 2D Codes to launch marketing campaigns to new heights. From the Getting It Right In Mobile Series.
You can view a video recording of the webinar on the Msgme blog here: http://bit.ly/loghl2
Watch Out Social, Here Comes Mobile--Customer Response Summit 5/12/11Waterfall Mobile
2011 Presentation by Waterfall Mobile SVP Matt Silk given during CRS II in Florida. Discusses surging importance of mobile as a marketing channel and how to be effective running mobile marketing campaigns.
Presentation by Matt Silk, SVP of Waterfall Mobile, at the Bronto Summit. Outlines best practices and strategies for email service providers looking to integrate mobile into their service offering.
Getting it Right in Mobile: How to Use Mobile to Build RelationshipsWaterfall Mobile
Key goals for effective and efficient customer relationship management have not changed - acquire new customers, build loyalty, and reduce costs. With the advent of cell phones, consumers are forcing businesses to expand their thinking to now include the mobile channel to meet and further those fundamental objectives.
The mobile channel is evolving from one-time, one-off projects to Mobile CRM, where marketers are optimizing one-to-one customer communications and developing more meaningful relationships through this emerging medium.
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Speck&Tech
ABSTRACT: A prima vista, un mattoncino Lego e la backdoor XZ potrebbero avere in comune il fatto di essere entrambi blocchi di costruzione, o dipendenze di progetti creativi e software. La realtà è che un mattoncino Lego e il caso della backdoor XZ hanno molto di più di tutto ciò in comune.
Partecipate alla presentazione per immergervi in una storia di interoperabilità, standard e formati aperti, per poi discutere del ruolo importante che i contributori hanno in una comunità open source sostenibile.
BIO: Sostenitrice del software libero e dei formati standard e aperti. È stata un membro attivo dei progetti Fedora e openSUSE e ha co-fondato l'Associazione LibreItalia dove è stata coinvolta in diversi eventi, migrazioni e formazione relativi a LibreOffice. In precedenza ha lavorato a migrazioni e corsi di formazione su LibreOffice per diverse amministrazioni pubbliche e privati. Da gennaio 2020 lavora in SUSE come Software Release Engineer per Uyuni e SUSE Manager e quando non segue la sua passione per i computer e per Geeko coltiva la sua curiosità per l'astronomia (da cui deriva il suo nickname deneb_alpha).
TrustArc Webinar - 2024 Global Privacy SurveyTrustArc
How does your privacy program stack up against your peers? What challenges are privacy teams tackling and prioritizing in 2024?
In the fifth annual Global Privacy Benchmarks Survey, we asked over 1,800 global privacy professionals and business executives to share their perspectives on the current state of privacy inside and outside of their organizations. This year’s report focused on emerging areas of importance for privacy and compliance professionals, including considerations and implications of Artificial Intelligence (AI) technologies, building brand trust, and different approaches for achieving higher privacy competence scores.
See how organizational priorities and strategic approaches to data security and privacy are evolving around the globe.
This webinar will review:
- The top 10 privacy insights from the fifth annual Global Privacy Benchmarks Survey
- The top challenges for privacy leaders, practitioners, and organizations in 2024
- Key themes to consider in developing and maintaining your privacy program
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
CAKE: Sharing Slices of Confidential Data on BlockchainClaudio Di Ciccio
Presented at the CAiSE 2024 Forum, Intelligent Information Systems, June 6th, Limassol, Cyprus.
Synopsis: Cooperative information systems typically involve various entities in a collaborative process within a distributed environment. Blockchain technology offers a mechanism for automating such processes, even when only partial trust exists among participants. The data stored on the blockchain is replicated across all nodes in the network, ensuring accessibility to all participants. While this aspect facilitates traceability, integrity, and persistence, it poses challenges for adopting public blockchains in enterprise settings due to confidentiality issues. In this paper, we present a software tool named Control Access via Key Encryption (CAKE), designed to ensure data confidentiality in scenarios involving public blockchains. After outlining its core components and functionalities, we showcase the application of CAKE in the context of a real-world cyber-security project within the logistics domain.
Paper: https://doi.org/10.1007/978-3-031-61000-4_16
Building Production Ready Search Pipelines with Spark and MilvusZilliz
Spark is the widely used ETL tool for processing, indexing and ingesting data to serving stack for search. Milvus is the production-ready open-source vector database. In this talk we will show how to use Spark to process unstructured data to extract vector representations, and push the vectors to Milvus vector database for search serving.
Infrastructure Challenges in Scaling RAG with Custom AI modelsZilliz
Building Retrieval-Augmented Generation (RAG) systems with open-source and custom AI models is a complex task. This talk explores the challenges in productionizing RAG systems, including retrieval performance, response synthesis, and evaluation. We’ll discuss how to leverage open-source models like text embeddings, language models, and custom fine-tuned models to enhance RAG performance. Additionally, we’ll cover how BentoML can help orchestrate and scale these AI components efficiently, ensuring seamless deployment and management of RAG systems in the cloud.
Things to Consider When Choosing a Website Developer for your Website | FODUUFODUU
Choosing the right website developer is crucial for your business. This article covers essential factors to consider, including experience, portfolio, technical skills, communication, pricing, reputation & reviews, cost and budget considerations and post-launch support. Make an informed decision to ensure your website meets your business goals.
Ivanti’s Patch Tuesday breakdown goes beyond patching your applications and brings you the intelligence and guidance needed to prioritize where to focus your attention first. Catch early analysis on our Ivanti blog, then join industry expert Chris Goettl for the Patch Tuesday Webinar Event. There we’ll do a deep dive into each of the bulletins and give guidance on the risks associated with the newly-identified vulnerabilities.
Driving Business Innovation: Latest Generative AI Advancements & Success StorySafe Software
Are you ready to revolutionize how you handle data? Join us for a webinar where we’ll bring you up to speed with the latest advancements in Generative AI technology and discover how leveraging FME with tools from giants like Google Gemini, Amazon, and Microsoft OpenAI can supercharge your workflow efficiency.
During the hour, we’ll take you through:
Guest Speaker Segment with Hannah Barrington: Dive into the world of dynamic real estate marketing with Hannah, the Marketing Manager at Workspace Group. Hear firsthand how their team generates engaging descriptions for thousands of office units by integrating diverse data sources—from PDF floorplans to web pages—using FME transformers, like OpenAIVisionConnector and AnthropicVisionConnector. This use case will show you how GenAI can streamline content creation for marketing across the board.
Ollama Use Case: Learn how Scenario Specialist Dmitri Bagh has utilized Ollama within FME to input data, create custom models, and enhance security protocols. This segment will include demos to illustrate the full capabilities of FME in AI-driven processes.
Custom AI Models: Discover how to leverage FME to build personalized AI models using your data. Whether it’s populating a model with local data for added security or integrating public AI tools, find out how FME facilitates a versatile and secure approach to AI.
We’ll wrap up with a live Q&A session where you can engage with our experts on your specific use cases, and learn more about optimizing your data workflows with AI.
This webinar is ideal for professionals seeking to harness the power of AI within their data management systems while ensuring high levels of customization and security. Whether you're a novice or an expert, gain actionable insights and strategies to elevate your data processes. Join us to see how FME and AI can revolutionize how you work with data!
Unlocking Productivity: Leveraging the Potential of Copilot in Microsoft 365, a presentation by Christoforos Vlachos, Senior Solutions Manager – Modern Workplace, Uni Systems
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfMalak Abu Hammad
Discover how MongoDB Atlas and vector search technology can revolutionize your application's search capabilities. This comprehensive presentation covers:
* What is Vector Search?
* Importance and benefits of vector search
* Practical use cases across various industries
* Step-by-step implementation guide
* Live demos with code snippets
* Enhancing LLM capabilities with vector search
* Best practices and optimization strategies
Perfect for developers, AI enthusiasts, and tech leaders. Learn how to leverage MongoDB Atlas to deliver highly relevant, context-aware search results, transforming your data retrieval process. Stay ahead in tech innovation and maximize the potential of your applications.
#MongoDB #VectorSearch #AI #SemanticSearch #TechInnovation #DataScience #LLM #MachineLearning #SearchTechnology
GraphRAG for Life Science to increase LLM accuracyTomaz Bratanic
GraphRAG for life science domain, where you retriever information from biomedical knowledge graphs using LLMs to increase the accuracy and performance of generated answers
Taking AI to the Next Level in Manufacturing.pdfssuserfac0301
Read Taking AI to the Next Level in Manufacturing to gain insights on AI adoption in the manufacturing industry, such as:
1. How quickly AI is being implemented in manufacturing.
2. Which barriers stand in the way of AI adoption.
3. How data quality and governance form the backbone of AI.
4. Organizational processes and structures that may inhibit effective AI adoption.
6. Ideas and approaches to help build your organization's AI strategy.
20240609 QFM020 Irresponsible AI Reading List May 2024
Retail Mobile Marketing Lookbook
1. Brought to you by Waterfall Mobile
Retail
This Waterfall Quick6 LookBook provides an insider’s perspective into how mobile fits into
a retail communication strategy so that companies can execute successfully.
2. Overview
How retailers should approach mobile
Case in point
Example retail mobile campaigns with positive and negative lessons learned
Summary
How retailers can best launch an effective mobile and digital communication strategy
3. “
overview
Which best describes your mobile
It’s about limitless possibility. strategy?
Don’t have a strategy
When it comes to figuring out a retail mobile
marketing program, the good news is the bad news: Have a strategy, currently
9% refining
there’s practically an unlimited number of ways
retailers can use mobile to augment their customer 29%
communication strategy. “Good” because limitless
possibility means well thought out and executed Early stage,
strategies will return significant value. “Bad” because developing a 34%
settling on a starting point can be difficult. strategy
Consider data from the Forrester report The State of
Retailing Online 2011: Marketing, Social and Mobile, 19%
which analyzed the state of U.S. retailers’ mobile and
digital marketing strategies. Note that 71% of retailers 9%
Have a strategy, starting to refine
fall under the umbrella of not having a mobile strategy
to actively refine: Have a strategy
4. overview
What are your company’s objectives for mobile? Forrester, 2011
Given that an effective mobile
82%
strategy requires refinement, as so Drive sales to website 87%
much of mobile is analyzing metrics Improve customer satisfaction 63%
65%
and optimizing according to these 63%
insights, you could argue pretty Develop brand loyalty 65%
62%
convincingly that 71% of retailers Be a ready source of info 61%
have an ineffective mobile strategy. Improve customer acquisition 58%
57%
Taking a look at retailers’ objectives 54%
Improve customer retention 56%
for mobile sheds light on why.
49%
Drive traffic in other channels 46%
As many as eight objectives are 49%
Keep up with competitors 48%
desired by more than 50% of 43%
companies. The top three objectives Learn from mobile 41%
double as the top three objectives for 37%
Drive sign ups 35%
business in general. Clearly, retailers 31%
Location-based targeting 22%
struggle to understand where to start 28% Smartphone Tablets
and focus with mobile given the Real-time marketing 26%
23%
vastness of both retailers’ needs and Drive 1:1 dialogues 19%
mobile’s capabilities. Reduce SG&A costs 6%
6%
5. overview
Fortunately, retailers can develop the
requisite starting point and focus for a solid
strategy by taking a step back. Rather than
Which metrics do you use to measure the success of approach mobile from a mobile-centric point
your mobile strategy? Forrester, 2011 of view, they should think about mobile from
a customer point of view. This is to say that
viewing mobile as a new and siloed channel
Mobile site traffic 80% will not result in the same degree of success
Revenue via mobile 75% as seeing mobile as a complement to the
Average order value 54% retailers’ current method of engaging
Number of mobile app downloads 32% consumers.
Product searches via mobile 20%
Number of opted in mobile consumers 20% Augmenting a customer communication
Repeat visits/logins 20% strategy with mobile is straightforward:
Mobile site/app satisfaction 14% simply take mobile’s various metrics and
Number of alerts sent to mobile 8% compare and contrast them to metrics from
other communication channels like email,
online and social.
6. case in point
There’s a fancy term for comparing and integrating metrics from various channels to
understand how the channels combined can best personally engage the desired audience:
cross-channel marketing. As opposed to multichannel marketing, where each channel
works individually, cross-channel marketing has each channel working together to better
communicate with and understand the target consumers.
It’s about creating a cross-channel strategy.
The below six campaigns demonstrate successes and failures of retailers using mobile. The
campaigns’ combined strengths and weaknesses provide an ideal road map for launching
mobile effectively within a retail environment.
★ Lane Bryant ★ Home Depot ★ Tic Tac
★ Forever 21 ★ Sephora ★ Neebo
7. case in point
Lane Bryant Instant Win
In 2011, Lane Bryant, a clothing retailer with over 750 offers and the general, much larger list with offers
locations, launched a mobile instant win campaign to from the Lane Bryant corporate brand.
deliver gift cards, discounts and other deals to their
customers. With calls to action placed throughout Another aspect of the Lane Bryant campaign that
stores, Lane Bryant set out to drive in-store traffic and works well is the company’s development of
build an opt-in list for ongoing consumer continuing, two-way communication. Mobile one-off
engagement. campaigns achieve only limited success because they
don’t take advantage of mobile’s ability to maximize
One of the smartest aspects of the Lane Bryant customer lifetime value. The below message flow
campaign is data collection. For example, each store closeup shows how Lane Bryant used mobile’s
had its own unique keyword to track store-specific interactivity and immediacy to increase the value
opt-ins. This way Lane Bryant has the ability to cross- received from customers over time.
channel message specific customers with localized
8. case in point
Lane Bryant Instant Win: Immediacy makes messaging compelling
Message Flow Closeup Notice how Lane Bryant includes a time element in each
outbound message. Phrases such as “Final weekend!”
and “7 days only,” ensure that a company can capitalize
on mobile’s central strength within the digital
communication channel portfolio.
Integrate with the point of sale
By including a unique code in each message (e.g. “Show code 000307741 @ checkout”), Lane Bryant
can track exactly when and where consumers redeem mobile offers. These analytics are crucial for
developing a clear picture of mobile ROI. In addition, tying unique codes to specific phone numbers is
ideal for building out a mobile component to an existing loyalty program.
Speak in the language of the consumer
Notice how Lane Bryant uses text-speak terms like “BOGO” and “Rply.” On one hand, overdoing it on
the text-speak can make a message confusing and hard to read. On the other, including text-speak
makes a message feel more realistic for the mobile medium. Bottom line, make sure mobile
messaging is easily scanned and understood, but include text-speak to make sure messaging doesn’t
seem too out of touch.
9. case in point
Forever 21 Mobile Club
Throughout 2011, Forever 21 ran consumers may not want to find out if
various promotions for an exclusive the “special updates” are worth their
mobile club. In particular, Forever 21 while. Using something specific and
launched Time Square billboards to concrete (e.g. 15% off, first look at new
engage mobile consumers as they styles) to set the relevant context for
passed by the Broadway store front. “special updates and promotions” will
These promotions stood out as bold positively impact consumer opt-in
reminders confirming the importance rates and engagement.
of mobile in the company’s corporate
communication strategy. One other point to note on the Forever
21 campaign. Though the company
The best aspect of the Forever 21 promoted the mobile club in the center
campaign is how the company created of Times Square, there was no
creating an air of exclusivity for mobile promotion about the mobile club on
alerts. Because a mobile phone the company’s website. Keep in mind
number is more personal than other that mobile requires a commitment
points of contact, consumers will only across channels. Not only will more
share this personal information if given consumer eyeballs see the benefits of
a compelling reason to do so. The only the mobile initiative, but trust in the
question is whether the incentive program will grow as the brand
advertised is compelling enough. establishes mobile in the multiple
Without putting a stake in the ground, places consumers seek information.
10. case in point
Home Depot Scan For More Martha
Home Depot’s More Martha QR code sets out to digitize catalog
readers and turn them into customers. Upon scanning the “More
Martha” code, readers access a mobile-optimized site where they
can sign up to receive email alerts, watch a video or shop online.
The strength of Home Depot’s QR code campaign is the call to action.
Namely: (1) the reason why consumers should scan is spelled out
clearly; (2) those who don’t have a QR code reader have instructions
for how they can still access the mobile content; (3) the 2D code
integrates perfectly into the ad’s context; (4) the code links to a
mobile-optimized website that presents a user-friendly experience;
(5) content access exists across channels.
On the other hand, Home Depot should rethink its sign up
experience, given the earlier discussion about ongoing
communication being more valuable than one-off contact. As it
stands now, the More Martha opt-in is a one-click-away email sign
up form. Instead, the 2D code could direct link to the email opt-in.
Home Depot could also use a QR code-to-SMS campaign to capture
mobile phone number before linking to the mobile page. At minimum,
Home Depot should capture analytics that provide insight into the
type of person or phone scanning the Martha code.
11. case in point
Sephora Scan. Watch. Learn.
In 2012, Sephora ran a 2D code campaign for Beyond the branded QR code, another lesson
the GLO Brilliant Personal Teeth Whitening to learn from this campaign is the importance
Device. By scanning the code, consumers link of cross-channel communication for 2D code-
to a video explaining the product’s benefits. to-video campaigns. Certainly getting a user to
watch a video has value for the promoting
Notice the custom-branded QR code that brand. However, the video should lead to a
Sephora uses for this campaign. 2D codes’ way that consumers can be targeted going
customizable error correction levels allow for forward. Simple enhancements such as a
flexibility in code design, which Sephora has direct message following the video’s
used to create a more engaging and eye conclusion about signing up for the Sephora
catching user experience. list would improve the value of the campaign.
12. case in point
Tic Tac Mints Mobile App Download
For those listeners of Pandora, you probably have seen those various
ads that have popped up next to your station controls. Given that
Pandora has data on (among other things) what types of music users
enjoy, seems like a perfect arena for marketers interested in directing
content at a specific audience.
That’s what made Tic Tac’s 2011 mobile app download campaign so
compelling. Recognizing the opportunity that people listening to
Pandora are tech savvy, Tic Tac ran an ad encouraging consumers to
download its viewer app by texting MINTS to the Tic Tac short code.
Plus, the language contained in the call to action perfectly aligned with
the music-centric Pandora environment.
One issue with using mobile to advertise on digital media sites like
Pandora is that it’s tough to engage people who probably aren’t looking
at a web page constantly. Thus, the campaign’s incentive
becomes extremely important, as marketers have one shot to catch a
consumer's attention (e.g. on Pandora when a person changes stations,
adjusts volume, etc.). Is downloading a viewer app cool enough that
people will whip out their phone? Maybe, maybe not. That’s why it’s so
important to have a clear understanding of a campaign’s goals and
expectations and effectively communicate them in the call to action.
13. case in point
Neebo Mobile Coupons
Leading textbook retailer Neebo has texted the code they would then be
one of the biggest challenges of any opted in to a mobile list for future
company out there: how to market to marketing and sales promotions.
millions of college students Perfect for reaching students during
nationwide across more than 280 the various textbook and college
campus bookstores. That’s why gear pushes that occur throughout a
digital marketing has been such a school year.
key piece of engagement for the
college outfitting company. One thing to learn from the Neebo
Targeting the college-age call to action is the importance of
demographic using a mix of mobile semantics when designing a call to
and social competitions and action. Not a huge deal, but including
promotions makes perfect sense. quotation marks in a call to action
may be confusing to some potential
One such example is a 20% off targets. By bolding and capitalizing
mobile coupon campaign the they key components of a mobile call
company launched in 2011. The call to action (in this case keyword and
to action was clear with a powerful short code), the chance for user
yet simple incentive. Once students error decreases significantly.
14. Summary
To tackle the inherent challenges of mobile retail marketers as they approach mobile. 1. Use cross-channel communication
marketing in a retail environment, marketers Taken together, they represent a roadmap to geared toward ongoing engagement to
need to focus on overall marketing goals and pick and choose from in order to develop a avoid the limitations of one-off marketing.
how mobile can help augment a current proprietary digital strategy.
2. Analyze the incentives used in a
communication strategy.
Whatever the implementation eventually campaign and make sure they are
The above case studies demonstrate various chosen for retail success, three takeaways sufficient and compelling enough to drive
ways that mobile can overlap with email, remain constant. By keeping the following in user interaction.
online and social using a variety of mind, retailers will be well on their way 3. Align mobile with overall branding efforts
promotion types. Overall, each case study toward capturing maximum mobile value. to develop a consistent voice throughout
presents simply a slice of what’s possible for the brand’s marketing portfolio.
Waterfall's retail brand campaigns and We appreciate you taking the time to read through our Quick6 Lookbook. Waterfall has been assisting
reference accounts include: retailers with their mobile marketing strategies since 2005. To learn more about Waterfall, please sign
up for our blog, read our case studies, or discover our featured solutions by visiting www.msgme.com.
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