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Individualization: Mobile marketing’s next step

Throughout my column this year, a few topics have come up again and again. Most notably, I’ve discussed the Mobile Engagement Crisis — the idea that marketers are failing to connect with users, despite spending a huge amount of resources on winning them over in the first place. Yes, they’re getting…

Square rolls out in-app payments mobile SDK

…Complex or overly long mobile checkout flows often cause shopping cart abandonment. The majority of retail traffic over the holidays was on mobile devices, but most e-commerce transactions still happen on the desktop. One of the reasons is complexity or friction in the mobile checkout process.…

Kiip undertakes ‘first’ blockchain-recorded mobile ad campaign

…than a few blockchain startups have declared a goal of making the digital ad ecosystem transparent. But mobile ad platform Kiip has now launched what it calls the “first-ever blockchain mobile ad campaign.” The effort actually involves several separate campaigns for Anheuser-Busch InBev, the world’s…

Kochava launches deterministic attribution for mobile web

…cookie with the mobile device ID so that, the next time it sees this user’s mobile browser, it can assign a definitive mobile device ID. In other words, the web activity can now effectively be identified by a mobile device ID. “Previously,” he said, “there was no way to attribute mobile web ads to…

Mobile devices offer special vulnerabilities to fraud

…fake mobile device IDs to download the apps. The window For John Hugg, founding engineer at high performance database firm VoltDB, there’s a specific 50 to 100 millisecond window that is left open to mobile fraud. It’s the time between entering a username/password and being authenticated for mobile

Mobile marketer Leanplum buys Connecto’s conversational marketing

…propelled by $47 million in Series D funding raised by Leanplum last November — is another capability in the mobile marketing platform’s quest for a “next generation marketing cloud,” where mobile is employed to build “personalization at scale.” Leanplum co-founder and CEO Momchil Kyurkchiev told me…

Tracking the Accelerated Mobile Pages (AMP) Project

…AMP Project is a response to the rise of of the mobile web, along with the proliferation of clunky advertising and poorly optimized website design. Its goal is to bring faster — even instant — rendering to web content, especially via mobile devices. If you’re wondering whether this optimization…

Marketers cautiously experimenting with mobile AR

…that brick and mortar retailers are also benefiting from mobile AR. “Starbucks and Walmart have shown how in-store mobile AR can deliver higher sales,” she said. “In particular, Walmart is using mobile AR to shrink core user loops.” Mobile AR also offers substantial new data insights to marketers…

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