Public Relations & Social Marketing Insight

Need more proof that mobile advertising is working? Okay, you twisted our arm.

The most recent salvo comes in a new report from NinthDecimal, a mobile audience intelligence company. In its consumer packaged goods (CPG) “Mobile Audience Insights Report,” the company notes that “70 percent of consumers tried a new product as a direct result of seeing a mobile ad.”

That represents a 49 percent increase over 2013. Indeed, the research suggests that mobile is increasingly influencing every stage of a consumer’s path-to-purchase....

While most marketers continue to think of mobile as a channel — one that runs somewhat parallel to its Internet presence — a new report from Forrester Research says it’s time to reverse that perspective.

“Mobile eliminates the notion of channels by blurring the distinction between the physical and digital worlds,” writes analyst Julie A. Ask. And brands like USAA, using mobile as a way to sell expanded services; Starbucks, which is continually finding new ways to streamline purchasing, or Guinness building passionate beer communities, are finding that “mobile generates new revenue, improves customer relationships and reduces costs throughout all channels.”...