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Chief MOBILE Marketer

CAMPAIGNS ON THE MOVE

from the editors of Chief Marketer, Promo and DIRECT

October 24, 2011

Is Geofencing Getting Less Creepy for Consumers?
Starbucks, Cathay Pacific Build Scavenger Hunts on Mobile
Mobile, Digital, Video Drive 2012 Ad Growth: MagnaGlobal
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Is Geofencing Getting Less Creepy for Consumers?

By Tim Parry

Geofencing, the tactic of pushing text messages out automatically to opted-in mobile users within a certain radius of your store or key location, has often served as a textbook example of off-putting technology: for example, the apparel store that detects passersby and invites them to come in and replace those tatty clothes. (OK, no retailer would ever be that blunt.)

But resistance to geofenced campaigns seems to be crumbling, especially among young consumers. That's the message conveyed at this month's Mobile Shopping Fall conference. Tim parry listened to the talk and reports in.

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Starbucks, Cathay Pacific Build Scavenger Hunts on Mobile

By Patricia Odell

Brands are turning to scavenger hunts as ways to build buzz, and there's no better device for such campaigns than a mobile phone-- with mobility, photgraphy and social sharing all wrapped up in a handheld package.

Not all these campaigns rely heavily on mobile, but recent promotions from Starebucks and airline Cathay Pacific encouraged their fans to take the hunt to the streets.

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Mobile, Digital, Video Drive 2012 Ad Growth: MagnaGlobal

By Richard H. Levey

Direct mail spending will drop and email spending slide precipitously in 2012, says media agency MagnaGlobal. But ad spending in other channels will grow, particularly in mobile and online video, despite a repeat of tight marketing budgets.

Mobile ad spend, for example, should increase 35% to $923 million in 2012, while online video will see a 22% increase to $2.3 billion next year.

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