News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
eMarketer / July 8, 2013
Categorizing tablets has vexed marketers since Apple first introduced the iPad in 2010. Several years into the tablet market’s dramatic expansion, the distinctions between smart devices are becoming clearer.
According to a new eMarketer report, “Key Digital Trends for Midyear 2013: The Fragmentation of Mobile,” diverging use cases on smartphones and tablets herald the end of mobile as a monolithic category. Increasingly, advertising and commerce solutions will need to respond to not just different screen sizes, but also different screen uses.
Distinctions in use between theRead More
Shannon E. Denison / ClickZ / June 26, 2013
For over 25 years, the basic approach to targeting has been centered on identifying a demographically similar subset of consumers and messaging them uniformly. As someone who’s spent much of her career as a data analyst and demographer, I acknowledge this approach actually works – to a point. After all, if you send your message to everyone, vs. sending your message to a clearly defined subset of the population, the latter will almost always perform better.
Questioning the Standard
Just because something works doesn’t mean it’s the right or best way to do it. If I wasRead More
Chris Warden, CEO, Spread Effect / Convince & Convert / June 26, 2013
Mobile marketing is the future. Any marketer, or marketing firm worth their weight in invoices knows that the key to future success is adapting to and optimizing for the mobile market. When you’re in a public place, you don’t have to look far to find someone pre-occupied with a smartphone. This very same occurrence that you see on a day-to-day basis also happens at home, with tablets. Tablets and mobile devices are taking over the market and that makes for an exciting piece of Internet history that many are recognizing, but few are really cashing in on.
The following 7 statistics will giveRead More
Chantal Tode / Mobile Marketer / June 20, 2013
Early mobile marketing efforts were focused heavily on leveraging data, often to the detriment of strong creative executions. This is beginning to change as marketers gain more expertise in mobile, paving the way for more visually appealing mobile campaigns in the future.
Marketers have long wrestled with which is more important to the success of their efforts: research insights or beautiful campaigns. Mobile brings some unique nuances to the conversation because of the wealth of information available about mobile users and the challenges inherent in such small screen sizes.
With thisRead More
Michael Della Penna / ClickZ / June 20, 2013
I’ve spent a lot of time talking about how marketers can leverage multiple touch points, including social communities, to engage users, create great experiences, and ultimately build brand advocacy and results. But building great, engaging customer experiences within and across channels is no longer a nice-to-have – it is table stakes.
According to Forrester Research, consumers increasingly expect that brands “deliver any desired information or service on any appropriate device, in context, at the customer’s moment of need.” Consequently, marketersRead More