Yes, effective advertising is about using mobile to track an offer from the moment the ad is served to the moment the consumer (who fits the target demographic) responds. Brands have more than visibility into what works (and what fails), and can use this new data to gain a holistic view into the performance of their advertising and marketing campaigns. This is huge, when we consider that brands are already focusing their campaigns — and their mobile strategies — further down in the purchase funnel. But it’s a new pilot in the U.S. Mobile’s true role. MORE >>

Things have certainly changed in advertising over the last 50 years. While the industry has seen major shifts, it’s in looking at the people driving advertising that we see the most noticeable changes. Advertising principals have changed. As a result, advertising must be at least somewhat interactive to truly work today. Even if there are no true social elements to the advertising, the consumers have the ability to make them social. Business Social Media Social Media Marketing Social Media Strategy ad execs advertising infographic marketing MORE >>

Developers are replacing a “lost enthusiasm for developing smartphone apps” with a new passion for tablets, according to a survey by Strategy Analytics. Companies of all sizes seem to be expanding their allocated budgets for mobile marketing, but not all are developing the comprehensive mobile strategies they need to wring the most value out of the money they invest in mobile. Mobile Marketing Budgets Grow, But Not Their Strategies (mobilemarketingwatch.com). SOURCE: [link]. Ever find yourself lost and desperately needing a coffee? SOURCE: [link]. MORE >>

The following post by Cheryl Burgess ( @ckburgess )  was initially published as a contribution to T he Wharton Future of Advertising Program’s Advertising 2020 Project. Your mind wanders in the silence of the night, and you begin to reflect on how lucky you are to still be a cutting-edge advertiser in a cutthroat world.  The one-way street model of advertising has never been ideal, but today it’s poised for a precipitous collapse.  Crowdsourcing today is still very much an unknown phenomenon that advertisers are just now learning how to harness.  MORE >>

T here’s a decades old saying in advertising that bears repeating: “People don’t read ads – they read what interests them. Traditional advertising is less so. Content is more effective than traditional advertising, because: People  seek out  content. Content is the “there, there” (h/t  Mike  and  Kim ) and advertising is the “it happens to be there.” Innovation Plus Opinion advertising Branded Content Content Content (media) Content Marketing Content Strategy Content versus Advertising Writers ResourcesSometimes. MORE >>