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What’s so special about 4g?

There’s nothing special about 4g itself, it’s just a better mobile data connection. ‘Home Wifi speeds when you are out and about’ is the simple way to describe it. The services that become possible on 4g make it really interesting, and the availability of wifi-like connections away from the home opens up creative possibilities that…

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Mobile is dead – long live multi-channel

I’ve made some mileage from mobile. Nowadays I’m a ‘mobile expert’, I’m presented to clients as the ‘mobile guy’, and, to my astonishment, grown up people in real businesses often want to hear what I’ve got say. After years of being in the wilderness, it feels good to be basking in the heat of the…

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Can the smartphone save the high-street?

The UK home entertainment retailer HMV called in the administrators earlier this week after nearly 100 years of operations. A little time before Christmas I clicked on a mobile banner campaign for a new release DVD, behind it was a serviceable microsite with an ‘order now’ button – clicking led to the HMV website, the…

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Is targeted marketing really bad for you?

Increasing use of connected devices means that our activity across screens is not only being recorded, but the data is being analysed, aggregated and used to inform marketing and content push.This multi-channel data aggregation is not new. Googlemail has been reading our e-mails for years, and pushing us ads generated by keywords in our messages.…

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Advertising – just one piece of the mobile jigsaw

Is the future of brands on mobile really going to be based on mobile advertising? This is the question I was prompted to answer after reading two recent pieces on GigaOm and the Guardian. I would argue that mobile advertising has not really been 100% successful to date. Sure, the increased relevance that might come from location, social network integration and actionable offers might lead to more consumer value (and for analysis of that see the GigaOm piece). But mobile display advertising, whatever the format, however relevant, will still be push marketing. Push marketing on such a small screen, with so much else vying for your attention is not ever going to create…

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The Mobile Challenge

Mobile is a rapidly growing, dynamic and exciting communications channel, but remains immature, imperfect and inconsistent. This is a very short introduction to the strategic and practical challenges facing anyone planning mobile marketing activity.   You might think this is a surprising stance for a mobile consultant to take, but it is only through being aware of mobile’s faults that I believe clients can seize its current potential. The mobile challenge is complex, but derives from some key characteristics. Device and Usage Fragmentation Mobile usage is socially and geographically fragmented, and different audiences will own and use technology in divergent ways. This means that product design and development needs to…

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The Heavy Air Revolution

The air around us is thick with data. The mobile internet has arrived. The phones and portable devices of the mass market consumer buzz with incoming messages and updates as we enter a new era of hyper-connectivity. The power and potential of this new channel has yet to be realised, but from a marketing and advertising perspective, the promise of sophisticated and meaningful mobile marketing is finally reaching a point of credibility. As teens tout Blackberrys and middle aged parents cradle iPhones,  real people and real money are starting to flow through apps and mobile retail sites. For clients and their customers, the streets of our towns and cities now…

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