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Mobile has been heralded as the next big thing in marketing for, oh, something like the last five years. And where are we now? Just past the front gate, really.

Is 2014 really the year of mobile? Unlikely, but maybe next year…or the year after. There are more mobile phones (six billion!) than toilets and toothbrushes, and if that’s not shocking enough what about the 4 million sheep that pre-ordered the iPhone 6 in the first 24 hours (me being one of them, of course)?

 

 

The point is: we’re all mobile mad, so why aren’t brands? 52% of all UK retail ecommerce visits now come from mobile devices, yet visit any number of your favourite sites and chances are you’ll find that it’s not optimised for the tiny computer in your hand.

It’s not just about having responsive design on your site. Second screen is now second nature, as we spend more and more time online in front of the TV. It’s a no-brainer, then, to link your TV campaign with your digital campaign – or more to the point scrap the divide all together.

 

 

You’ve probably seen the TV tagging efforts of ‘Shazam’ on a few TV ads. Viewers see the logo pop up in the corner suggesting you open the app to get more information, or the Blippar logo on the top of a Pizza Hut box or on a print ad in your favourite magazine. These aren’t really efforts to bring mobile into the fold; they’re just today’s QR codes.

Embracing mobile involves joining the offline and online worlds seamlessly and offering an enhanced experience rather than just linking to another piece of corporate gumpf. A great example of mobile done right is ADT Security’s 2014 campaign showing the traumatising after-effects of burglary, not just the financial cost.

 

 

This TV spot creates a world and captures the viewer with an emotional bond. Knowing that most viewers have their trusty mobile device close at hand, ADT prompted viewers to visit a mobile microsite where they could see ‘spot the difference’ style images of a burgled house and, using the built in GPS, check the crime rates in their area.

More excitingly, we’re seeing the offline/online worlds collide with beacon technology, which can enhance the shopper’s physical shopping experience with digital information. Obvious examples of how this tech can be used in-store is with products demos and videos, but also in bringing products to life and sharing personal promotions for repeat visitors (think of it like real-world retargeting).

 

 

So it really is an exciting time for mobile, Marketing technology is catching up with consumer expectations and with a mobile device in nearly every pocket, and desktop use dwindling, brands should be thinking mobile-first, not mobile-last.

Facebook experiments with disappearing posts

Facebook has begun testing a new feature for its iPhone app that lets users schedule posts for deletion after a certain interval of time – anything from one hour to seven days. The feature is currently being piloted and it only available to a very small number of users.…

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Is augmented reality finally fulfilling its promise?

by Emily Todd on 12 September 2014

QR codes are dead – and stepping over their lifeless digital corpses come augmented reality apps.

No more awkward scanning (and scanning again) until a “secret” link or code (which you will probably never use) is clumsily spat out; by the time you’d actually successfully scanned a QR code, the novelty had worn off, and the “I could’ve got this in my email more easily (and less awkwardly)” realization had set in.…

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Global spotlight | Social media in the Middle East

by Abeer Mansour on 11 September 2014

Social media in the Middle East has truly come of age. Working throughout the region over the years for clients such as Microsoft, and having recently opened our office in Dubai, we’ve seen the early tweet-led upheaval of the Arab Spring develop into a passionate legacy for the potential of social channels.…

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Stay aHead: Ringly and FlikNote

by Annabel Sampson on 09 September 2014

September is here, a time that signifies the dreaded return to school for the under 18s. Traditionally, back to school involved a trip to WHSmith to fuel another year at the grind stone. However, technology is now revolutionising ‘back to school’ as we know it, and a bank of tips, tricks and tools have emerged to aid learning and maximise productivity whilst ensnared within school’s four walls.…

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Reddit creates stand-alone AMA app

The popular social news curating site Reddit has created a stand-alone application for its “Ask Me Anything” format of question and answer forums. The app is simply called “Ask Me Anything” and it retains all of the standard features of an AMA on the web, but the presentation has been changed for ease of browsing.…

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Stay aHead: Lapse It and Framelapse

by James Freemantle on 02 September 2014

Since Instagram unveiled their latest offering, Hyperlapse, we have already seen huge amounts of wildly creative videos – everything from the planes landing to dancing animals. Brands have been quick off the mark adopting the app too, with Mercedes Benz, Arizona Iced Tea and many more posting their own creations.…

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Facebook aims at taking down click bait

Facebook is taking a more targeted approach to getting rid of click-bait, or content that is focused on generating clicks no matter the content, from users’ news feeds. Facebook has said that the changes to how that content is prioritized in the news feed will only affect a small amount of users, and it is emphasizing the use of links through the status update format, versus writing the link out in the written content, or photo captions, of a post.…

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Making chocolate sundaes...

by Robbie Dale on 29 August 2014

Last night I was at dinner with a friend explaining what we do at 1000heads. I’d just got going when his attention was diverted.

“What’s that?” asked my dining partner not apparently talking to anyone in particular. I turned in the direction of his glazed gaze.…

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Facebook testing using stickers in comments

A popular feature across many messaging applications and services, Facebook is now testing allowing certain users to place stickers in comments on status updates. Facebook has confirmed that the feature works the same way that it does in Messenger, the standalone app that lets users message their friends.…

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