Category mobile web

Taking The Long View In The Rivalry Between Mobile Web And Apps

A couple of weeks ago, I wrote about the domination of apps in the battle for┬áthe time we spend with digital media. Over a recent lunch with a friend of mine who runs a company specializing in mobile marketing, I asked if he thought that mobile apps had secured a permanent advantage over mobile web. […]

Five Foundational Steps To Achieving Mobile Marketing Success

Many times over the last couple of months, I’ve found myself in the company of old friends and new acquaintances who have asked me a version of the following question: “How would you go about using mobile marketing to advertise my product or service?” I tell them that the marketing world, while more complex than […]

Why The Creatives In the Room Still Matter As Ad Dollars Shift To Mobile

A few years ago, I called a friend who had just left a mid-size ad agency to start his own agency. Digital advertising had already asserted itself as a muscular marketing channel, and he bemoaned the impact of dollars shifting away from old media – e.g. television, print, billboards. “Writing 10 words of copy for […]

Mobile App Metrics: How To Select The Right Ones For Your App

Most marketers have adopted the view that nothing is worth doing if it can’t be measured. That’s good. It forces us to articulate what success looks like and invest in those programs that are most likely to achieve that success. It also forces us to think carefully about what we should measure. Sometimes, that’s easy. […]

What If Print Magazines Never Existed? Three Ways to Improve the Digital Reading Experience

In preparation for my appearance at this week’s SWIPE 2.0 conference, I read The Association of Magazine Media report on magazine readers and smartphones. You can view the report here. The data in this report suggests that the industry is doing a lot of things right in what is undeniably its early days. It also […]

What You Need To Know About the Return of (Fundamentally Flawed) “Do Not Track” Legislation

Some of you may have read this past week about Sen. Jay Rockefeller’s (D-W.Va.) Do Not Track Online Act, which he has reintroduced this year after it failed to emerge from committee in 2011. Anyone who operates a website or mobile app should read the bill, which you can do here. The bill would force […]

Do I really need to build an app?

Intelligent people with lots of mobile industry experience still debate this topic aggressively, which is understandable given the stakes. All of us in the industry can see users surging toward mobile. The question is how best to serve those users: app or web (or both)? In this post, I’m not going to answer the question. […]