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Chris Brassington
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Blog Entries by Chris Brassington

Shop 'Til You Drop: Will the dot.com Economy Take Over the High Street?

Posted February 21, 2012 | 02/21/12 03:44 PM ET

There is little doubt that multichannel commerce is being reborn. The traditional ways of describing multichannel commerce no longer work because customers no longer interact with companies from a 'channel' perspective.

Customers now use a rapidly evolving set of devices as a means of engaging across touch-points, which they...

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The Mobile Shopping "Thumb" Generation

Posted December 17, 2010 | 12/17/10 11:59 AM ET

The changing face of shopping and the part the mobile is playing in this revolution via the "thumb" generation. Folks are moving from high street shopping to "high street browse," try on and then go back to the internet to look for the deal, read the reviews and then purchase...

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The Personal Shopper

Posted October 6, 2010 | 10/06/10 01:43 PM ET

Given that economists are continuing to forecast tight trading conditions in to next year, the top two challenges facing most retailers in the coming twelve months are:

1. How do I give myself the best chance of capturing the biggest share of their customer's wallet?

2. How do I...

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Big Brother or Guardian Angel - Insight on Mobile

Posted August 26, 2010 | 08/26/10 06:06 PM ET

Is mobile just another channel to factor in to the mix or does it stand head and shoulders above all other channels because it promises deeper insight driven from detailed analytics that no other channel can provide? Does mobile offer us marketers the chance to achieve ROIs on campaigns that...

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Mobile Coupons Are Failing to Catch On: Why?

Posted July 21, 2010 | 07/21/10 06:33 PM ET

According to a 2010 Juniper Research study, mobile retail opportunities in coupons, smart posters and advertising will together create a market worth more than $12 billion by 2014, up from $4.1 billion in 2009. Forrester Research also predicts that in 2014, interactive marketing will approach $55 billion, representing 21% of...

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Statistics or Just More Lies?

Posted June 16, 2010 | 06/16/10 11:17 AM ET

According to a 2010 Juniper Research study, mobile retail opportunities in coupons, smart posters and advertising will together create a market worth more than $12 billion by 2014. This will be up from $4.1 billion in 2009. The TowerGroup estimates that the number of active mobile banking users in the...

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The Holy Grail of Marketing

Posted March 31, 2010 | 03/31/10 03:14 PM ET

The Holy Grail for mobile marketers now is to create campaigns that have an impact on consumers because they arrive when they're most needed and, crucially, wanted. Pivotal moments in our lives, such as the passing of our driving test, the purchase of our first home, or the birth of...

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Green Banking - It's on a Mobile.

Posted March 26, 2010 | 03/26/10 12:46 PM ET

In the UK they are building a Green Bank - banking by mobile is the closest thing to green banking I can think off.

While the idea of replacing your wallet with a mobile phone has yet to be adopted by mainstream America, Juniper Research predicts that the overall remote...

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Is the Next Frontier Here? The Consensus Is Yes!

Posted October 28, 2009 | 10/28/09 02:41 PM ET

A recent BusinessWeek article covered the bullish predictions about the mobile Internet by Mary Meeker, a Morgan Stanley analyst well known for her keen insight and predictions on the tech sector.

As a mobile technology executive, it is exciting to hear her state that mobile Internet usage is "bigger...

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Is It Possible to Track ROI in the Mobile Marketing Space?

Posted October 21, 2009 | 10/21/09 12:18 PM ET

We've all heard about "the year of mobile" and speculation that it was last year ... or maybe this year ... or maybe next year. We've also heard from skeptics of mobile marketing about the channel's lack of metrics that show true successes in mobile marketing campaigns. Everyone is asking,...

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I Want What I Want and I Want It Now

Posted October 16, 2009 | 10/16/09 11:34 AM ET

In a recent Mediaweek article, Mike Shields talks about how mobile Web usage is growing exponentially.

In his piece, he quotes recent research: "According to a new report issued by Nielsen, there were 56.9 million mobile Web users in July of this year. That represents a healthy 34...

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McDonald's Not the Only One Touting "Over 2 Billion Served"

Posted October 2, 2009 | 10/02/09 12:50 PM ET

Back in the day, McDonald's used to tout the billions of customers they
served. It took the company many years to scale and become large enough
to promote this number. Undoubtedly, they are one of the rulers in the
fast food world, but now we have a...

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Farewell to the Sunday Circular?

Posted September 25, 2009 | 09/25/09 02:34 PM ET

Remember when the Sunday paper would arrive and the family would split the sections up. Dad would grab sports and business, the kids would devour the comics and Mom would sit in the room, scissors in hand, massacring the Sunday circular. Her only goal? Savings on everything from food to...

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Lost at the Intersection of Mobile and Travel? Read On for Directions

Posted September 18, 2009 | 09/18/09 12:20 PM ET

The mobile industry continues to speed along with smarter phones, faster networks and easier to use on-the-go applications delivering everything from top headlines and GPS-based restaurant recommendations to this week's weather forecast.

Eighty-six percent of the U.S. population owns at least one mobile phone, and more than half of...

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Text Heard 'Round the World: Marketers Embrace Mobile Messaging

Posted September 10, 2009 | 09/10/09 05:08 PM ET

Personalized mobile interaction, which includes text and picture messages, has become one of the most popular ways on the planet for people to communicate, and its growth is staggering. According to a report from Tomi Ahonen Consulting, the number of global mobile messaging users has climbed to more than three...

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Longing For a Paperless Existence

Posted September 3, 2009 | 09/03/09 03:01 PM ET

A few weeks ago, I returned home from a week's vacation to a stack of mail, or should I say, direct mail. Only about 10 of the 50 or so envelopes I received were actually correspondence that needed to be attended to. The others were all direct mail pieces, or...

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Why Turn to Mobile Marketing in a Down Economy?

Posted August 26, 2009 | 08/26/09 02:41 PM ET

With the economy still struggling, marketers, brand managers and their agencies are looking for ways to cut budgets for the remainder of 2009.

Some industry pundits have brought into light the fact that technologies such as mobile, virtual worlds and widgets will be hit hard by the downturn. Often...

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Commentary on FOX News and Its Recent Mobile Site Redesign

Posted August 19, 2009 | 08/19/09 05:54 PM ET

A recent interview in Mobile Marketer with Scott Margolis, director of digital business evelopment for FOX News, a 2ergo client, outlined the importance of consistency and user experience in the development and design of a mobile Web presence. Scott echoed a number of the key best practices we...

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English Speaking Hispanics Lead in Mobile Internet Growth...

Posted August 12, 2009 | 08/12/09 03:41 PM ET

Last week and article ran in Mediaweek on the impressive gains English-speaking Hispanics have made in their use of the mobile Internet. The study, which was conducted by the Pew Internet & American Life Project, stated that the percentage of English-speaking Hispanics who reported going online via a mobile...

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Opportunities Abound: Mobile Couponing and the Value Chain

Posted August 5, 2009 | 08/05/09 05:12 PM ET

Have the days of the Sunday circular disappeared? As marketers seek new and innovative ways to reach the connected consumer, digital executives are deploying technologies that are displacing traditional methods of communicating with consumers in the offline world. Increasingly, consumers are turning to their mobile phones for information and offers...

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