Mobile Marketing Column

Business RCS messaging: Will it ever be a workable solution for marketers? – Mobile Marketing Article

Business rich communication services (RCS) messaging has been waiting for its turn in the spotlight for well over a decade now.  The long-awaited replacement to short message service (SMS) was first conceived back in 2008 but the progress of the new messaging platform has been stuttering at best. Many would call it an utter shambles. For consumers at least, RCS is now available to all android users in the U.S. as Google rolled out the new messaging platform in December.…

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App Annie picks up mobile advertising analytics provider – Mobile Marketing Article

Mobile market data and analytics provider App Annie will acquire mobile advertising analytics company Libring in a move the company says will help mobile publishers and brands to view market data and advertising analytics side-by-side. Why we should care Mobile execution and engagement is a critical component of many brands’ success. And with mobile ad spend projected to double to $375 billion globally by 2022, marketers can expect their organizations to double-down on analytics to show return on their investments.…

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