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What Makes Mobile Ad Campaigns Work?

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"The next three years will see more transformation in marketing than the last 10-15."
- Marc Andreessen, IAB MIXX 2012

We love our mobile devices. Really, really, love them. More than 50 percent of U.S. adults now own a smartphone and nearly 30 percent own tablets. And the connections we're making with them are intense. Take a recent study that found 53 percent of people check their phones in the morning before showering or even saying "good morning" to their partners. Or the fact that over 26 percent confessed to sleeping with their mobile phones in bed, effectively taking spooning to a whole new level. In another recent study, subjects responded to the sound of their phones as they would the presence of a girlfriend, boyfriend or family member.

Yes, our relationships with our mobile devices are more intimate than ever.

To explore the magnitude of this shift and understand just how much and how consumers rely on their mobile devices, SAY Media and comScore conducted a new in-depth qualitative and quantitative research study that reveals exactly how consumers are really using these devices, and what really works in mobile marketing campaigns. Through a survey of more than 1,200 mobile users, the results show that consumers are increasingly using their mobile phones for media and entertainment, as a personal assistant, as a life coach – and as a shopping companion. 

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Facebook hits 1 BILLION users

112987077Facebook has officially reached one billion active users, Facebook CEO and co-founder Mark Zuckerberg has announced.

In an official blog post, he writes:

This morning, there are more than one billion people using Facebook actively each month. If you're reading this: thank you for giving me and my little team the honor of serving you.

Helping a billion people connect is amazing, humbling and by far the thing I am most proud of in my life. I am committed to working every day to make Facebook better for you, and hopefully together one day we will be able to connect the rest of the world too.

Facebook had 955 million active users in July 2012, and though gaining 45 million users is not a small task, it seems as if the world's biggest online social network took a little bit more time than expected reaching the 1 billion milestone.

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Ad Supported Internet added $530bn to U.S. Economy in 2011 [STUDY]

112987077The ad-supported internet and the ecosystem that supports it contributed $530 billion to the U.S. economy in 2011, according to a study by Harvard Business School researchers that was commissioned by the Interactive Advertising Bureau. This total would account for 3.7% of the country's GDP, up from 2.1% in 2007.

The study found that this ecosystem directly employed about 2 million people last year, up from about 1 million in 2007. The study also found that the ecosystem is also "indirectly" responsible for another 3.1 million jobs at companies that service the businesses at the core.

While much has been said about the lack of growth of ad-supported Internet giants like Yahoo and AOL, the study's authors said growth is happening among small businesses.

Among the fastest growing company types were ad networks, exchanges, analytics firms and digital ad agencies, the study found. 19% of the 2 million direct jobs are the workings of sole proprietorships and small businesses involved in freelance writing, web programming, app development, and the production of crafts and products sold on websites such as Etsy, according to Leora Kornfeld, one of the researchers.

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Facebook: We're not liking brand pages for you

112987077Facebook users may hand-pick brand pages to Like on the site, but a series of new reports suggest that the social network has been auto-Liking some additional pages based on links sent to friends.

However, Facebook told Mashable it is not auto-Liking pages for its users and isn't invading anyone's privacy.

It's been widely reported on Thursday that Facebook is scanning messages sent to others with attached links to better gauge their interests and add to a brand's Link count. Although clicking on a link will add to the Like number on a brand page, it's used only on the back-end for publishers to see the analytics of articles and shared URLs.

This is how the Share and Like count for web pages has always worked, according to Facebook.

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Five ways to avoid social media fragmentation

112987077The most common problem I've come across in social media is what I'll call 'fragmentation'. It's the attempt by marketers to use as many platforms as possible in an effort to reach a potential audience.

What generally occurs is a fragmentation of attention and resources away from what suits the company best – and whatever 'strategy' was in place consequently falls flat because it lacks focus.

This post is a five step guide to approaching a multi-platform social media strategy. Hopefully you'll be even more resistant to tech press hype and clearer on how to integrate your social media platforms by the end of it.

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