Mobile


Lauren Sanborn, director of social media at Schafer Condon Carter, discusses the organic ways brands can use social location features to gain exposure.

Some consumers don’t mind handing over personal information, such as their phone number, in exchange for something in return—like a discount. But if they feel they're getting flooded with too many messages from brands, they'll simply unsubscribe.

Think romance is dead? Think again. While dating apps are relatively commonplace, most people are reluctant to use them.

Consumers have become more comfortable sharing location details, but they’re also more choosey about when they share. At the same time, marketers have a better understanding of how to use location data and which data to avoid. eMarketer has curated this Roundup of articles, insights and interviews to help you dig into location intelligence.

Ben Whattam, managing and founding partner of Keko London, explains why luxury brands have to break the mold of traditional marketing.

Even though groceries are still mostly bought in-store, many consumers use digital tools before, during and after a visit to a supermarket. These multiple touchpoints provide opportunities for grocers to engage with shoppers.

Nearly three-quarters of marketers in North America said that knowing how customers spend time in the real world helps inform their future marketing efforts.

Ryan Chapman, co-founder and CEO of Motive.io, talks about the state of augmented reality in the aftermath of Pokémon Go's success, the most popular use cases for brands and what's next.

Maximiliano Firtman, a mobile web developer and founder of ITMaster Academy, talks about the advantages and challenges associated with technologies that can give mobile web users an experience closer to that of a native app.

Michael Zimbalist, chief strategy and innovation officer at the Philadelphia Media Network, discusses the changing relationship between publishers and the internet's biggest behemoths.

Anasofía Sánchez Juárez, director general of operations and country manager for Waze in Mexico, explains why more brands are considering advertising in map and navigation apps.

Ky Tang, senior director of business development at connected car and advertising solution provider Telenav, discusses the possibilities connected cars create for advertisers.

Nearly 40% of US mobile gamers think games are relaxing, which is good news for mobile ad buyers, because many gamers say they tend to be more receptive to ads when they're in a relaxed mood.

Tune and Forrester Consulting polled 300 US mobile marketers in January and found that one-third of them said managing data quality is a real challenge.

App reinstalls aren't limited to emerging markets. Three in 10 app users in North America have also engaged in the practice, according to Tune.

Mobile apps might be getting the lion’s share of attention (and ad dollars) right now, but marketers ignore the mobile web at their own peril.

Nadya Kohl, executive vice president of business development and marketing at location data platform PlaceIQ, explores the shift in the way retailers use location data.

Using location data to personalize ads has given a lift to marketers trying to engage with their target audience. But driving customers into the store? That's not so clear.

User acquisition is a major app marketing goal, but the next step for retailers is boosting users' lifetime value, since fostering loyalty can pay off down the road.

Steve Newcomb, CEO of instant app creation firm Famous Industries, talks about the future of web apps, and why many brands might abandon native apps altogether.