Posts Tagged ‘Marketing’

About ten years ago I helped conduct a cross-media study for a major Japanese automotive company. We were employing some pretty groundbreaking research to discover whether a company’s marketing budget was being put to good use. For this particular company, we found that 50 percent of its marketing budget in television was wasted. Literally wasted: Half wasn’t bringing in any value whatsoever.


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In July, the Pew Research Center reported for the first time that more than half of adult Americans (56 percent) own a smartphone. That’s up from 36 percent just two years ago. As MIT researchers found, other than the smartphone, “the only technology that moved as quickly to the U.S. mainstream was television between 1950 and 1953.” And like its once-dominant forebear, the smartphone – or, rather, mobile technology – is about the change the face of marketing forever.

Truly, there has never been a medium like mobile, because every moment is an opportunity to connect with customers with unprecedented relevance. What makes mobile unique are the three… (more…)

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