Online marketing—we warned you about doing it wrong, and it seems as if most are agreeing that “mobile advertising blows.” When we ask young consumers which type of advertising they usually ignore or avoid, 62% say online ads, like banner and video ads, and 68% say mobile in-app ads. So how have we gotten here? One factor is that many brands have been approaching mobile the same way one would approach traditional advertising, rather than treating it as the very different platform that it is. Those that want to succeed in this territory focus on being in consumers’ “happy place,” like Instagram, and use proximity marketing to better target consumers by knowing where a person is. (MediaPost)
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