Mobile Marketing

The way we communicate is moving-literally. Smart phones are outselling PCs, and tablet sales are expected to outpace desktop sales by 2013. But although the screens may be smaller, the possibilities for engagement are larger than ever.

You'll find the following covered in this handy whitepaper:

- What Does Mocial Mean for Marketers?
- Determining Your Mocial Strategy and Goals
- Growing Your Email Database Through Social and Mobile
- Making Email More Social
- Extending the Reach of Social and Mobile
- Deploying Integrated Programs Across Email, Social and Mobile

J.C. Penney is running mobile ads inside the Hulu Plus iPhone application that let users shop via the retailer's mobile site. The J.C. Penney ads promote the company's new month-long sales that are part of a larger rebranding move.

During the 2011 holiday season, the top retail apps and websites combined — Amazon, Best Buy, eBay, Target and Wal-Mart — reached nearly 60 percent of smartphone owners, according to Nielsen. “The majority of smartphone owners used their devices for shopping this past holiday season,” said John Burbank, president of strategic initiatives at Nielsen. “Mobile shopping has reached scale and is only going to grow as smartphone penetration continues to rise.”

Beauty retailer Sephora is testing its iPad program in select stores this month, inspired by what it believes is a close relationship between its customers and Apple.

The Mobile Shopping Survey Series, Part 2: CPG Shopping Behavior, revealed that nearly 75 percent of consumers would switch brands if offered real-time mobile promotions delivered to their smartphones while shopping in a store aisle. 

It's not just startups that are trying to push what's possible with mobile advertising. Gap recently completed an ad campaign combining traditional transit ads with geo-fencing technology.

From electronic information kiosks to full-service menus, the iPad is increasingly ingratiating itself with in-store retail experiences. The latest of these comes from designer Joseph Abboud, who released an iPad app this week that enables shoppers to order made-to-measure suits from Joseph Abboud stores at Nordstrom.

To launch Ikea's iPad catalog, agency SMFB had to circumvent the Norwegian winter, when gloved fingers can't swipe a touchscreen device. The solution is called Berora, a simple sewing kit that lets you stitch a conductive thread onto your glove's index finger so that you can swipe away without fear of frostbite. 

Etsy, online seller of various handmade hipster goodness, has reached a major milestone. After less than four months on the App Store, the Etsy for iPhone app has surpassed 1 million downloads.

About 11 months after Walgreens became the first national advertiser on foursquare, the retailer is running the first nationwide coupon campaign on the mobile app. The initial coupon offers 50 percent off Arizona Ice Tea in a can. The coupons, limited one per customer, are available through March 10.