A Shift to Mobile Marketing

By Jestelle Irizarry, junior executive at The San Jose Group At the hands of every mobile device, lies a possibly untapped consumer. While social media has dominated most mobile advertising efforts thus far, social media isn’t always the right fit for every brand or company. In a constantly evolving digital consumer landscape, brands are shifting their focus from social media and are concentrating their efforts on mobile marketing. As it sounds, Mobile Marketing is marketing on a mobile device that provides personalized information to promote goods, services, and ideas. Mobile apps offer engaging interactions with targeted consumers, while also offering superior user experience. The 2015 State of Marketing reported that 68 percent of brands have integrated mobile into their larger marketing strategy, and 58 percent even have a dedicated mobile team. Brands doing mobile in house, or even those who are looking to begin implementing, should consider using agencies whose integration expertise would be able to align all media and advertising materials. A recent study found that the average person spends 90 minutes per day on their phone, making understanding how and where users are consuming messages one of the greatest assets mobile marketing offers. Ironically, the problem has never been collecting mobile data, but figuring out how to monetize it. Analytics could help brands understand how their target market is using mobile devices if brands could define what type of data they would like to collect and what types of insights they are seeking from that data. For instance, they could seek the number of impressions of a particular advertisement or the demographics of the users engaging with an advertisement. Relying on a strong web presence but ignoring mobile is almost worse than having no web presence at all these days because you risk frustrating or even turning off your consumers. Brands should work to optimize their websites for mobile use instead of hurrying to create an app because when done correctly, an app can not only engage users but also create a lasting mobile...

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The Hot Topic in Health: Preventative Healthcare

Mar 09, 15 The Hot Topic in Health: Preventative Healthcare

Posted by in Healthcare

By Jestelle Irizarry Disneyland, or more recently known as “measles kingdom,” is bringing light to an important consumer healthcare topic: parents’ decisions whether to take advantage of preventive care or not. Chronic diseases—like heart disease, cancer, and diabetes—are responsible for seven of every ten deaths in the United States each year and account for 75 percent of the nation’s health spending, but Americans are only using preventive care about half of the recommended rate. Even parents with insurance are not getting the proper immunizations for their children and themselves or the check-ups necessary to keep their families healthy. Thousands of people were exposed to the measles recently, a vaccine preventable virus the U.S. declared eliminated over a decade and a half ago. The current outbreak of the measles, an extremely contagious respiratory disease, proves that vaccines can only protect people if the masses take advantage of them. In the 1960s, healthcare providers led a widely successful national campaign to educate consumers and encourage them to take advantage of vaccinations, including the measles. Now Americans don’t spend time worrying about the measles because in the 21st century, the virus has not been an issue. When the measles were supposedly “eliminated” in the U.S. in 2000, they didn’t suddenly stop existing, but rather the virus no longer had a constant presence. Since, many parents have disregarded recommendations to vaccinate their children and have exercised their right to not do so. As of February 6, 17 states have reported a total of 121 cases of measles, one third related to the outbreak at Disneyland in California. In 2014, the CDC reported a total of 644 cases of measles in the U.S., 383 of those occurring among an unvaccinated Amish community in Ohio that drew national attention. To compare, between 2001 and 2011, the average number of measles cases reported per year was merely 62. Clearly the measles is once again a virus that concerns the general public. Besides the measles, the whooping cough virus, another vaccine preventable illness,...

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