JCPenney embraces on-the-spot purchasing capability of visual mobile search

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JCPenney embraces on-the-spot purchasing capability of visual
mobile search

JCPenney is bolstering its mobile strategy by teaming up with visual product
search platform Slyce, following in the footsteps of Amazon, Macys and other
retailers who are leveraging image recognition to enable customers to snap
photos and view similar items.
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Kohls rolls out mat for mobile social in fitness takeover
Kohls is ramping up efforts to bridge the gap between the retail world and the
fitness sector by partnering with popular bloggers and instructors to provide
workout tips on the retailers social media channels, in a bid to drive sales
of its expanded active wear offerings.
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Jay Z challenges Spotify with upstart Tidal streaming music
service

New music streaming service Tidal will focus on higher music quality to compete
with Spotify for subscriptions.
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70pc conversion-rate jump points to mobile email opportunity:
report

A 70 percent jump in mobile email conversion rates over the past year suggests
that with consumers more willing than ever to purchase on their mobile devices,
the biggest opportunity for marketers in mobile email lies in sales, according
to a report from Yesmail.
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Related content: Commerce, mobile, mobile marketing

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Mobile Minutes: Mobile voice search; FDA and Apple Watch; Cheaper Microsoft tablet; Musical community app

Apple Watch

Google, Microsoft take voice-search to new levels
Your voice coupled with a machine’s ability to recognize and process speech
assumes a bigger role as we usher in the era of wearable devices, connected
cars, home automation and “Internet of Things” appliances. And so
will the voices inside such devices and things.

Read more on USA Today

FDA ‘taking a very light touch’ on regulating the Apple
Watch

With Apple Inc. and fellow Silicon Valley companies edging further into health
care, the U.S. agency in charge of oversight says it will give the technology
industry leeway to develop new products without aggressive regulation.

Read more on Bloomberg

Microsoft makes cheaper version of Surface Pro 3 tablet
Microsoft is making a cheaper version of its Surface Pro 3 tablet computer in
an effort to reach students and budget-conscious families.

Read more on ABC News

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New app Saloote aims to create digital ‘musical
community’

In an interconnected social media age, one free mobile app is hoping to give
musicians access to digital video jam sessions that can take place coast to
coast or from around the world.

Read more on Fox News


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All detergent and Peanuts target moms with interactive BuzzFeed

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All detergent Peanuts

All detergent is teaming up with the Peanuts gang


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Senior Editor Chantal Tode covers advertising, messaging, legal/privacy and database/CRM. Reach her at chantal@mobilemarketer.com.

 
Related content: Content, all, Sun Products, Peanuts, BuzzFeed, Merkley and Partners, Scott Gelber, mobile marketing, mobile

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In-app ad revenue growth outpaces mobile, PC browser-based ads: report

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Michael Barris is staff reporter on Mobile Marketer and Mobile Commerce Daily, New York.

 
Related content: Software and technology, App Annie, IDC, mobile, mobile commerce, mobile marketing, Karsten Weide

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Justin Bieber’s popularity supports Comedy Central marketing through mobile

Justin Bieber Roast Mobile Ad

Mobile ads promote the Roast of Justin Bieber

The Comedy Central Roast of Justin Bieber took full advantage of every aspect of mobile advertising and marketing leading up to and during the event.

Consumers are pulling the entertainment industry away from live-viewing and more towards an on-demand environment, forcing media brands to promote television events not just for one night but in a timeless manner. That is exactly what Comedy Central did with the roast of Justin Bieber, leveraging his popularity through social media and mobile applications.

While it certainly isn’t difficult to get attention for anything Bieber, mobile and social efforts get people talking, teases the event by way of video clips, and enables the show’s producers to extend the buzz well beyond a one-night airing,” said Jeff Hasen, founder/CEO of Gotta Mobilize, Seattle. “Behind-the-scenes and first-look content lends itself to mobile.”

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The network has provided an array of behind-the-scenes photos and content through Facebook, Twitter and Instagram, a Tumblr poster-design contest and a partnership with new mobile application Whipclip.

Riding Bieber coat-tails
Justin Bieber is a widely popular music artist, especially in the millennial demographic. Whatever this demo is talking about on a large scale is shown through trending social media conversations, making the discussion even louder. 

This means that Comedy Central had a real opportunity here to fully market the roast via mobile for viewing beyond the original airing.

The musicians image has been tainted in recent years due to scandals in the tabloids, so promotion of this roast also benefits Mr. Bieber with hopes to rehab his public persona.

Before the broadcast of the full show a pre-show directors cut was available to view in the Comedy Central app. Advertisements for the show were featured on mobile games and apps leading up to also continued after the airing.

Celebrities who were apart of the roast provided selfies with digital autographs on Twitter. Comedy Central shared these posts on its own Twitter feed as well as collaborative Vine videos featuring multiple celebrities at the event.

A booth located at the red carpet of the event allowed celebrities and guests to take GIFs that were spread throughout social media with the hashtag #BieberRoast.


A sampling from the GIF booth at the Comedy Central Roast of Justin Bieber

Comedy Central urged fans to create ads for the event through Tumblr. Contestants downloaded media related to the roast, created their own ad posters for the show and shared them through social media.


The winner of the Comedy Central Roast of Justin Bieber Tumblr poster contest

The prize of the contest was the winning design featured during the televised show. This contest is a cost- effective way to drum up advertising.

Continuous promotion
The uncensored version of the Roast of Justin Bieber was available for streaming on the Comedy Central app immediately after it concluded.

For the Whipclip app fans are able to view whole episodes of TV shows and edit certain clips to share on social media. The app promoted the roast before and after airing, attempting to jump in on the social media buzz around the event.

Other entertainment brands are leveraging mobile marketing in ways similar to Comedy Centrals approach.

The Insidious horror film franchise used an interactive chat to let fans engage with teenage heroine Quinn Brenner on the Kik application in an effort to drive excitement around the recently released trailer for the third installment (see more).

ALSO, Universal Pictures partnered with the Mobile Motion GmbH application Dubsmash for promotion of its latest installment of the action film series Fast and Furious (see more).

Release of such material can be staged to maintain and build momentum, Mr. Hasen said.

The sharing element is key, so Bieber fans can spread the word and drive the audience size, he said.


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