Category Archives: Editorial

The Pesky PIN prob­lem: Mobile PIN usage in quick ser­vice restau­rants (QSRs) as a way of dri­ving sales is as old as mobile mar­ket­ing  - suc­cess­ful pro­mo­tions hit the street ten years back in the UK. The chal­lenge has always been … Con­tinue read­ing →

We are on the cusp of a new wave of media con­ver­gence. Today, inde­pen­dent tele­vi­sion pro­duc­ers are find­ing them­selves com­pet­ing with soft­ware engi­neers who code mobile apps, casual games and vir­tual worlds, and tar­get con­sumers directly. Not every­one believes these … Con­tinue read­ing →

Down­load the Ora­cle whitepaper: Retail has been per­ma­nently trans­formed. Begin­ning in 2000, the indus­try began to be rede­fined by macro­eco­nomic, sociode­mo­graphic and con­sumer tech­nol­ogy dynam­ics. “The key to lever­ag­ing mobile suc­cess­fully is to see it as an inte­grated part of the … Con­tinue read­ing →

Gary is the pres­i­dent of Impact Mobile, as well as the founder and chair emer­i­tus of the Mobile Mar­ket­ing Com­mit­tee for the US Inter­ac­tive Adver­tis­ing Bureau (IAB), and the chair of the Amer­i­cas for the Mobile Enter­tain­ment Forum (MEF) In his … Con­tinue read­ing →

Gary Schwartz, Pres­i­dent of Impact Mobile and Chair­man of MEF North Amer­ica, cau­tions retail­ers to think out­side the mobile screen, as an enhanced mobile strat­egy goes beyond bring­ing a stan­dard e-commerce site to the mobile device. “Mobile is not about shrink­ing … Con­tinue read­ing →

Gary Schwartz, president/CEO of Impact Mobile: Steve had to answer to the scathing Con­sumer Reports and 20 days of unchecked dis­cus­sion in the blogosphere. Apple should have addressed the issue at least two weeks ago. Now Steve had no choice but to … Con­tinue read­ing →

“YouTube today sent a clear sig­nal to the mar­ket that the mobile brower is maturing,” said said Gary Schwartz, president/CEO of Impact Mobile, New York. “Developers need to take heed. It is nat­ural that Google should lead this inevitable trend. Apple is … Con­tinue read­ing →

Is mobile mar­ket­ing finally com­ing of age? More impor­tantly is it acces­si­ble to the small busi­ness owner? In this episode of Power to the Small Busi­ness, we dis­cuss how take your first steps with mobile to begin a new rela­tion­ship a new kind of rela­tion­ship cus­tomers. A rela­tion­ship in which they actu­ally ask to hear from you. Con­tinue read­ing →

Are you explor­ing the mobile chan­nel, excited to lever­age its obvi­ous poten­tial, but con­fused as to where to start? If so, here’s a basic, seven-point check­list to help you build out and man­age the mobile chan­nel. Con­tinue read­ing →

If you run mobile as a stand­alone cam­paign, it is doomed to the grave­yard of “Yes-I-tried“mobile case stud­ies. Mobile is an inte­grated part of the buy and would not exist, in most cases, with­out the 360-degree plan. Why? Mobile is pri­mar­ily a pull media. It needs to be added to the tra­di­tional push media to come to life and work its magic. The most touted exam­ple of mobile “pull“is when the brand uses the phone as a “mobile mouse“and the short code as the “mobile click“to acti­vate its media. Con­tinue read­ing →

A modern-day gro­cery or phar­macy is not a friendly zone for the brand. Gone are the hal­cyon days of “Leave-it-to-Beaver” when brands worked hand-in-hand with the local store owner to sell stuff. Now many retail chains com­pete on the shelf with com­pet­i­tive generic brands. Con­tinue read­ing →

http://www.mobilemarketer.com/cms/opinion/columns/5135.html While media com­pa­nies dis­cuss mobile appli­ca­tions and other leading-edge ways to engage the con­sumer, the real­ity of what we debate and what actu­ally works are often two dif­fer­ent things. His­tor­i­cally, mobile busi­ness has been dri­ven by unas­sum­ing but uni­ver­sally … Con­tinue read­ing →

http://www.gomonews.com/mobile-bundled-not-bought With the Google Admob rum­pus of 2009, we all are look­ing to the pos­i­tive fall­out in 2010. Maybe it would be over sim­plis­tic or apolo­getic to say that up until the $750M drop we were all just build­ing net­work … Con­tinue read­ing →

http://www.mobilecommercedaily.com/growth-of-mobile-commerce-inevitable-in-2010/ “In nine years of agency pizza lunches, indus­try pan­els and client pre­sen­ta­tions, the pitch was always mobile engage­ment,” said Gary Schwartz, pres­i­dent of Impact Mobile. “For every pizza slice they ate we made them lis­ten to the mantra: ‘Mobile … Con­tinue read­ing →

http://www.mobilemarketer.com/cms/opinion/columns/4317.html There is no ques­tion that push media met­rics such as cost-per-click (CPC) and cost-per-thousand (CPM) are valu­able mea­sure­ment tools. But mobile mea­sure­ment can accu­rately tackle “place” of engage­ment, “qual­ity” of engage­ment, “dura­tion” of engage­ment, and the Holy Grail of … Con­tinue read­ing →

Gary Schwartz is pres­i­dent of Impact Mobile By Gary Schwartz There is noth­ing like a good old BBC nature series. And after eight years in the mobile mar­ket­ing world, I can safely say that the mobile ecosys­tem is as com­plex … Con­tinue read­ing →

http://www.mobilemarketer.com/cms/opinion/columns/2875.html Mobile can­not be just about impression-based adver­tis­ing but must extend beyond-the-click acti­va­tion and bridge to point-of-sale, point-of-entry, etc. The brand misses half the mobile ecosys­tem if he/she does not explore passed the mobile dis­play. Mobile is all about “what next.”

Before you qui­etly gasp and run off to can­cel your sub­scrip­tion to Mobile Mar­keter, look around. The world con­tin­ues to buy media ver­ti­cally – tele­vi­sion, radio, print, even online is farmed off to the dig­i­tal agency and bought as a seg­mented buy.

If you run mobile as a stand­alone cam­paign, it is doomed to the grave­yard of “Yes-I-tried” mobile case stud­ies. Con­tinue read­ing →

Search­ing for a recession-proof mar­ket? Look no fur­ther than the col­lege stu­dent across from you on the sub­way. While main­tain­ing a con­ver­sa­tion with friends, she’s also stag­ger­ingly adept at using her cell­phone to fire out text mes­sages, browse pho­tos and lis­ten to music — seem­ingly all at once.

In a few years, the once rare — and expen­sive — cell­phone has evolved into a more afford­able, fully fea­tured mini com­puter. What’s more, peo­ple are will­ing to pay for the plugged-in lifestyle these devices offer — and for all the bells and whis­tles, too. Con­tinue read­ing →