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Articles by Jeff Hasen
Advertisers get failing grade for mobile marketing during Super Bowl broadcast
ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news. By Jeff Hasen It is a different kind of call to action that is on my mind after mobile marketing?s virtual absence from the Super Bowl broadcast.
WWDC 2019 Flash Briefing
Yesterday, June 3rd, 2019, Apple kicked off WWDC 2019, its annual developer conference. This briefing reviews the major announcements and offers POSSIBLE Mobile’s view on the opportunities for our clients and other brands. To download our full flash briefing, please click here. iOS 13 Apple introduced iOS 13 at WWDC 2019, which will be available to the public this fall and will bring performance improvements to increase speed.
Vita Coco Found the Internet's Most Negative People and Made Them Try Its Coconut Water
It's a pretty fun approach, and the "Impossible to Hate" line is a nice way of acknowledging the category stigma while setting the new drink apart from it. Paul Caiozzo, founder and chief creative officer of Interesting Development, says finding the people for the campaign wasn't easy. "We had to find someone to build this algorithm on a challenging timeline," he tells Muse. "Scraping all of these sites isn't a small task. There are literally billions of reviews.
Vita Coco Found the Internet's Most Negative People and Made Them Try Its Coconut Water
The films will run on streaming TV and digital media (Hulu, YouTube, Amazon, Spotify Sessions) and paid social. Radio spots will play on iHeartMedia and Spotify, and out-of-home advertising will hit New York City, Los Angeles, Chicago, San Francisco, Dallas, Denver and Boston throughout the summer.
The Art of Creating Emotional Connections on Twitter
Note: The following is an excerpt from the author's new book, The Art of Digital Persuasion. Brands have long been keen on creating relationships with customers and prospects. As you've surely picked up by now, it's the how, the what and the where that have seen the most change. Stacy Minero has been one of the most important change-makers. Minero's experience in content marketing and what she calls emotional connection pre-dates Twitter's launch in 2006.
Luxury Daily
Comment Retail April 10, 2019 Jeff Hasen's new book, "The Art of Digital Persuasion," focuses on how innovative brands use new technologies to influence people By Jeff Hasen To read the entire article, please subscribe or sign in...
How 'out with the old' can leave you out in the cold
The following is a guest post from Jeff Hasen, strategist at POSSIBLE Mobile. Artificial. Virtual. Augmented. Machine-driven. These and other words have entered the marketer's lexicon. Out with the old. In with the new. Or not. "There's going to be a lot more innovation and disruptors," Stacy Minero, Twitter's head of content creation, said in an exclusive interview for my new book, "The Art of Digital Persuasion." "I'm not sure how it will play out.
How 'out with the old' can leave you out in the cold
The following is a guest post from Jeff Hasen, strategist at POSSIBLE Mobile. Artificial. Virtual. Augmented. Machine-driven. These and other words have entered the marketer's lexicon. Out with the old. In with the new. Or not. "There's going to be a lot more innovation and disruptors," Stacy Minero, Twitter's head of content creation, said in an exclusive interview for my new book, "The Art of Digital Persuasion." "I'm not sure how it will play out.
What wasn't at CES matters most
Opinion Across the 2.7 million square feet of exhibit space, mobile technology absent from this year's show was far more noteworthy than those present, writes Possible Mobile's Jeff Hasen. Author By Jeff Hasen Published Jan. 14, 2019 The following is a guest post from Jeff Hasen, strategist at Possible Mobile. There were 2.7 million net square feet of exhibit space at this year's Consumer Electronics Show (CES) in Las Vegas.
What wasn't at CES matters most
The following is a guest post from Jeff Hasen, strategist at Possible Mobile. There were 2.7 million net square feet of exhibit space at this year's Consumer Electronics Show (CES) in Las Vegas. For mobile marketers, what wasn't there was far more noteworthy than what was. 5G was nowhere, despite claims made all around the expo.
Infographic: A Glance at Mobile in Q4 2018
Mobile Stats That Matter Q4 2018 If you blinked, or, for whatever reason, were not paying attention, you missed another notable year in mobile. Especially in Q4 2018. For instance, new behaviors emerged. Some technologies were disrupted. Fear not. Here are some of the most meaningful numbers coming out of 2018 Q4 and, more importantly, how we recommend you think about them. Need help making sense of these numbers and figuring out your app strategy? Feeling like your brand is unprepared for 2019?
Serving A Consumer Who Actually Wants To Be Retargeted
Prev. [Title for Previous Page] Next [Title for Next Page] January 18, 2016 The idea of targeting and retargeting is not new. What’s changing is the potential for cross-device efforts. We now have the capability to take the search done for an Armani necktie on a PC and use it as a trigger to send a mobile user a related communication at a later point. But should we?
The Top 10 Mobile Marketing Essentials for 2015
With more phones than toothbrushes on Earth, and people accessing the Web more frequently via mobile than desktop, a marketing plan to reach your customers and prospects on their wireless devices is no longer a nice-to-have. Here are the Top 10 mobile marketing essentials for 2015: Those of us in mobile for a long time groan every time that someone declares it the "Year of Mobile." It's a line that lost its impact when it was said for about eight years in a row.
Is limiting the unlimited the way to serve the mobile appetite?
The all-you-can-eat buffet has been described in Food and Wine magazine as "the epitome of American gluttony." That title is now in jeopardy. To hear Apple and Google these days, mobile has become for some like the Bloomin' Onion, or the equivalent of 3,080 calories in one sitting. We know that we are full at 2,000, but we can't seem to help ourselves. Social networks. Push notifications. Time spent watching videos. Netflix. YouTube. And more.
Is limiting the unlimited the way to serve the mobile appetite?
Editor's Note: The following is a guest post from Jeff Hasen, mobile strategist at Possible Mobile. The all-you-can-eat buffet has been described in Food and Wine magazine as "the epitome of American gluttony." That title is now in jeopardy. To hear Apple and Google these days, mobile has become for some like the Bloomin' Onion, or the equivalent of 3,080 calories in one sitting. We know that we are full at 2,000, but we can't seem to help ourselves. Social networks. Push notifications.
How digital natives are making mobile the new prime time
Editor's note: The following is a guest post from Jeff Hasen, mobile strategist at Possible Mobile. To misunderstand today's youth is to view their digital habits as some sort of tectonic shift. Away from the TV set. Away from mass programming. Away from long-established viewing dayparts. For that to be true, Generation Z would have had to have started with large screens, habits of watching shows from the big networks and a regimen of primarily engaging with content during the evening hours.
How digital natives are making mobile the new prime time
To misunderstand today's youth is to view their digital habits as some sort of tectonic shift. Away from the TV set. Away from mass programming. Away from long-established viewing dayparts. For that to be true, Generation Z would have had to have started with large screens, habits of watching shows from the big networks and a regimen of primarily engaging with content during the evening hours. None of that, in fact, is the reality.
Mobile Strategy Essentials: A Q&A with Jeff Hasen - Possible Mobile
This article was originally published on the Carnival.io blog. When it comes to mobile, interacting with your favorite brands is either the greatest experience ever, or is so incredibly awful or mediocre that it makes you question why you’re interacting with that brand in the first place. Marketers know this. It’s probably why even though smartphone adoption has exploded across the globe, few brands are truly killing the mobile marketing and mobile strategy game.
3 things mobile marketers must know ahead of the holidays
Editor's note: The following is a guest post from Jeff Hasen, mobile strategist at Possible Mobile. New mobile technologies and shifts in consumer behavior have to be factored in as we enter the all-important selling season. Here are three areas to keep an eye on: An earlier start to holiday buying Here’s some bad news. If you haven’t started thinking about holiday programs, you are woefully behind.
3 things mobile marketers must know ahead of the holidays
New mobile technologies and shifts in consumer behavior have to be factored in as we enter the all-important selling season. Here are three areas to keep an eye on: Here’s some bad news. If you haven’t started thinking about holiday programs, you are woefully behind. According to the National Retail Federation, consumers have had the holidays in mind long before the first snow.
Luxury Daily
Columns April 9, 2015 Jeff Hasen...
What do mobile users really want from brands?
VIDEO Hype, myth and hyperbole live alongside reality in the mobile sphere, making it difficult for marketers to know where to turn. One of my favorites is the belief that mobile payments will be universally adopted ASAP. Some people suggest cash will be gone by Tuesday, which, of course, is nonsense. Just look at history — not only have mobile users been slow to use their devices for banking, but other customers still prefer to interact with tellers.
Unlimited moves? Nah, Super Bowl LI advertisers stand still
Receive the latest articles for free. to get the Mobile Marketer newsletters. Entertainer Justin Bieber and T-Mobile asked Super Bowl LI viewers Sunday, Feb. 5 to show their ?unlimited moves.? Brands did the opposite, following the same tired plan of ignoring the fact that more than 100 million people had a mobile device in hand or close nearby and were open to engagement. Let me list just some of the fumbles in Houston: 1.
Five essential takeaways when measuring mobile ROI
The results of a Forrester survey released a few months ago highlighted many marketers’ ineptitude when it comes to mobile ROI. The survey revealed two-thirds of marketers are unable to gauge the success or failure of their mobile programs. Newer information released from IBM and discussed at IBM Amplify demonstrated that almost 50 percent of the largest companies doing mobile are operating on an ad hoc basis rather than in a strategic fashion. Ladies and gentlemen, we need to do better.
How to Build an All-Star Mobile Force
It should go without saying: whether you run a mom-and-pop business or lead the digital team at a Fortune 500 company, mobile marketing should map to your business goals. Almost everything has changed in this wireless world, but at the end of the day we’re all still looking to sell more stuff. It’s just the how that is evolving. The mobile channel has become more important than ever to marketers. The average mobile user checks his or her device more than 200 times a day.
5 Words to Describe Ineffective Mobile Marketers
Google's Jason Spero refers to consumer actions on mobile devices as signals, rich with information that tells marketers a great deal—if they are on the lookout for them. "I have more marketers that I'm convincing to be curious about those signals than marketers who are overusing those signals to the point of abuse [like invading privacy]," Spero, Google vp of performance media, told me in an exclusive interview for my new book, The Art of Mobile Persuasion.
James 'Bonecrusher' Smith, the first college graduate to become...
LAS VEGAS, Nev. -- James 'Bonecrusher' Smith, the first college graduate to become heavyweight champion, plans to rely more on his fists than his smarts in Saturday night's bout with Mike Tyson. 'I'm going to go in there, let my punches fly and get the job over with,' Smith said of the scheduled 12-round fight that will unify the World Boxing Association and World Boxing Council crowns. 'The thing is just to take control of the fight.
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