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Zappos Implements “Video Experience” (CIO Magazine)
Posted: 04/15/2010
Zappos recently launched interactive videos detailing Nike products, one of the shoe and clothing company’s largest brands. Initiated from customer queries that were best addressed visually, Zappos used software from Overlay.tv to link videos about various Nike items to its supply-chain system. Among the perks: shoppers can click on featured items to view any current promotions and find out if the product is available in stock. Customers can post video links on Facebook, upload their own videos to Zappos.com and post comments. Zappos objective is not necessarily the bottom line, but it will track stats on customer click-thrus and purchases. "The goal is to create a more pleasurable experience on our site," Kalma says. "The general philosophy is that will lead to purchases."
Industry: Marketing, Design, & Interactive Communications,  Retail & Products,  Technology, Consulting, & Professional Services
Topic: Creative & Design,  E-Commerce,  Experience & Interaction,  Marketing Communications,  Technology Implementation
Region: Global
Audience: Business to Consumer,  Peer Groups & Communities
Write It. Snap it. Post it. Done. Posterous Launches Mobile App PicPosterous (Fast Company)
Posted: 09/25/2009
Touted as the simplest blogging tool to date, Posterous makes it easier for bloggers to post content to multiple accounts with just one step: by emailing post@posterous.com. Anytime users send a document or upload a photo or link, Posterous autoposts the content to any other accounts users specify, including other administered blogs and emailing posts to subscribers. Add the photoblogging app PicPosterous to the mix for yet an even easier way to upload photos and video to your sites quickly. By replacing your built-in camera app and using Apple’s in-app emailing, you snap photos continuously and post them live instead of having to wait until the end of an event. With ease and speed at the forefront of this power-tool app, this may just be the app to woo even non-experts.
Industry: Marketing, Design, & Interactive Communications,  Technology, Consulting, & Professional Services
Topic: Experience & Interaction,  Technology Implementation
Region: Global
Audience: Peer Groups & Communities
World Wise: Navigating a Global Market with an Eye toward China (BtoB Online)
Posted: 05/24/2009
Domestic marketers looking to tap into international markets should set their sights on China. The best place to start? “Leveraging search engines, which drive close to 40% of most suppliers' traffic, is the best way to enter a lot of foreign markets at the moment, and for the best price,” said Marisa Edmund, VP-marketing and communications at Edmund Optics America. China’s gross domestic production (GDP) is projected to grow by 8% this year and new research from Accenture reveals ample opportunity exists for customer-focused U.S. companies. An alarming 55% of companies in China switched vendors last year due to a growing international intolerance for poor customer service.
Industry: Marketing, Design, & Interactive Communications,  Telecommunications
Topic: Marketing Communications
Region: North America,  Asia Pacific
Audience: Business to Business
Wise Foods’s Scan It To Win It Sweepstakes (Promo Magazine)
Posted: 03/31/2011
The 2009 launch of Wise Foods’s first sweepstakes generated 37,000 opt-in email addresses to its database. Last year, the company ran the same program during the same time frame and added another 20,000 addresses to its list. "The biggest chunk of our yearly database has come through this one promotion," said Kevin Foltz, marketing manager for Wise Foods. Designed to capture return visitors, this year, the 90-day sweepstakes is being tied to Wise’s 90th birthday celebration. The company promotes the sweeps via its Website and Facebook page, on partner Coupons.com Web pages, through text messages and banner ads and via in-store displays and header cards.
Industry: Marketing, Design, & Interactive Communications,  Retail & Products
Topic: Business Intelligence,  Content Strategy,  Experience & Interaction,  Marketing Communications
Region: North America
Audience: Business to Consumer,  Peer Groups & Communities
Where Only the Strong Survive: Market Testing on the Social Scene (Chief Marketer)
Posted: 09/25/2009
Given the ongoing technology explosion, it’s no surprise that consumers’ collective (and opinionated) voice is growing louder and marketers’ ears bigger, or at least more attune to what they’re hearing via the social web. Tapping in to social networks allows marketers to listen to what consumers are saying to not only drive, but refine market testing and distill the ideas that most deeply resonate with their audiences. Marketers must harness the power of social media by immediately engaging as many consumers as they can from the start. By the time ideas and messaging run through various tiers of sub-panels, what’s left is a virtual survival-of-the-fittest where only the strongest ideas survive and “smartness” is ruled only by the human imagination.
Industry: Marketing, Design, & Interactive Communications,  Technology, Consulting, & Professional Services
Topic: Business Intelligence,  Content Strategy,  Creative & Design,  Experience & Interaction,  Marketing Communications
Region: Global
Audience: Business to Business,  Peer Groups & Communities
Where New Technologies Emerge: The Consumer Electronics Show in Las Vegas (New Media Knowledge)
Posted: 03/18/2010
Driven by innovation, the annual Consumer Electronics Show in Las Vegas again brought hot products to the forefront. A traditional showcase for new and emerging technologies and gadgets, the show provides an interactive forum for companies to reveal their latest and greatest products and services. This year, Yahoo announced a host of new partners for its Connected TV project, which aims to provide Internet service to televisions. In addition, Panasonic TV’s new built-in video camera allows customers to make Skype video calls. Andrew Lim, editor of mobile reviews site Recombu, told NMK, “It's about giving consumers better access to existing services….” Car manufacturer Ford is integrating social media into their services with its Sync MyTouch in-car Internet system, which allows on-the-go drivers to access the Web via WiFi or 3G mobile connection. CES 2010 demonstrated that once-complex technology continues to become more user-friendly.
Industry: Retail & Products,  Technology, Consulting, & Professional Services
Topic: Experience & Interaction,  Technology Implementation
Region: Global
Audience: Business to Consumer
What's In A Name? The Term Cloud Computing Breathes New Life Into An Existing Technology (Forbes)
Posted: 08/05/2010
In an industry where fancy buzzwords abound, "cloud computing" really signifies more of a generational evolution than a new technology. While there may be some hype related to doing business "in the cloud," on-demand, internet-based computing leverages the same technology companies like Google and Amazon pioneered and perfected through trial and error. Now, companies can access even more highly evolved programs like Google App Engine and Apache Hadoop - as well as a steadily increasing list of other options - to write their own data center infrastructure applications. In a virtual world where complete computer security is always somewhat questionable, the flexible and economical strengths of cloud computing remains very attractive to corporate computing operations. The end-goal is to partner with trustworthy, security-focused services that respond to and eliminate threats as they are exposed.
Industry: Technology, Consulting, & Professional Services
Topic: Business Intelligence,  Technology Implementation
Region: Global
Audience: Business to Business
Wharton’s Future of Advertising Project (Knowledge@Wharton)
Posted: 11/19/2009
According to Wharton School's SEI Center for Advanced Studies in Management, advertising has gone the way of the black and white television. Asking the question, “what will replace it?” Wharton’s effort is aptly named the Future of Advertising Project. Practicing what it preaches, Wharton is not only collecting case studies, data and fresh expert insight to identify best practices for the future; it is employing New Media techniques to expand its own audience. Wharton’s approach includes partnering on the launch of a new channel on Google's YouTube site called Fast.Forward. The site features short video clips called "quick perspectives" that elaborate on the future of marketing from executives, ad gurus and academic thought leaders. The project examines the creative combinations of old and new media that are defining the radical new terrain of advertising and expands it to a wider audience.
Industry: Marketing, Design, & Interactive Communications,  Technology, Consulting, & Professional Services
Topic: Business Intelligence,  Content Strategy,  Experience & Interaction,  Marketing Communications,  Technology Implementation
Region: Global
Audience: Business to Business,  Business to Consumer
Web Analytics Key to Performance (Target Marketing)
Posted: 05/13/2009
Carol Ott, director of e-commerce finance and web analytics, of the San Diego based company PETCO gets a fond feeling when she considers how web analytics serve her company. In a discussion with Target Marketing she explains why following the complete picture of customer behavior online can more clearly gauge marketing ROI than first and last click. She emphasizes the importance of continuous assessments and optimization of online programs to stay on top of and adjust to the constant changes in customer behavior. This combined with benchmarks and key performance indicators will help companies evaluate their success.
Industry: Retail & Products
Topic: Business Intelligence,  E-Commerce,  Experience & Interaction
Region: Global
Audience: Business to Consumer
Watch Out iPhone – Dell’s Android Mini 3 Smartphone is Coming to China (Tech News World)
Posted: 12/17/2009
Dell is well-known for its PCs, but smartphones? That’s right. Dell’s answer to the iPhone, the new Android Mini 3, hits the global market in both China and Brazil in December with help from companies like China Mobile and Brazil’s Claro. Facing competition from a crowd of Android smartphones already on the market, Dell’s decision to focus its Mini 3’s release outside of the U.S. could prove to be a smart move. According to Gartner’s predictions, “[the Mini 3] could take the No. 2 spot in global marketshare by 2012, overtaking the iPhone.” Foreign consumers base purchasing decisions more on the brand’s name, which could position Dell to be first to market in China and Brazil. The technological goodies included in the Mini 3 are yet to be revealed. For now, consumers will have to wait until the smartphone is released.
Industry: Technology, Consulting, & Professional Services,  Telecommunications
Topic: Business Intelligence,  Technology Implementation
Region: Asia Pacific,  South-Central America
Audience: Business to Consumer
Voices From The Crowd: Crowdsourcing May Be Ineffective Tool for Government (Fast Company)
Posted: 09/02/2010
Can the rise of crowdsourcing sway public policy? According to a Fast Company article, government should stick to the polls rather than relying on crowdsourcing platforms like IdeaScale, which allows the public to raise its collective voice and vote on ideas from state budgets and federal transparency to health care priorities and education. Government 2.0 crowdsourcing is an ineffective tool because it’s not reflective of the entangled way new public policy is brought to fruition – officials can’t simply tap into public opinion and then implement those ideas into law, no matter how popular they are. The article suggests that “what the government needs isn't more lofty suggestions ("End the income tax!"), but grounded ideas on how to actually get things done in Congress.”
Industry: Marketing, Design, & Interactive Communications,  Technology, Consulting, & Professional Services
Topic: Business Intelligence,  Experience & Interaction,  Marketing Communications
Region: North America
Audience: Business to Consumer,  Peer Groups & Communities
Video Voyeurs: Nordstrom Rack Previews New Store At Construction Site (Marketing Vox)
Posted: 06/09/2010
The Nordstrom Rack at Union Square in New York City generated buzz for the launch of its new store by integrating video screens into the facade of the construction. Peephole boxes offered the chance to preview the store’s up-to-the-minute fashion in 30–90 second looped video displays of models browsing racks of clothes and trying outfits on in a virtual dressing room. Touted as 'fun, provocative and playful,' digital out-of-home (DOOH) campaigns like this extend the reach of marketers looking to connect with consumers in places beyond their living rooms. Other successful DOOH campaigns include interactive exhibits and place-based video networks, reaching an estimated audience of 237.4 million in 2009. One Los Angeles shopping mall provides visitors the experience to transform themselves into Avatar’s blue-skinned Na’vi while video screens in Lego stores prompt reality checks when visitors hold a Lego product box in front of the screen.
Industry: Marketing, Design, & Interactive Communications,  Retail & Products
Topic: Creative & Design,  Experience & Interaction,  Marketing Communications
Region: North America
Audience: Business to Business,  Business to Consumer
Video Girl Barbie Goes Viral (Promo Magazine)
Posted: 09/30/2010
In true Barbie fashion, the social girl charged the virtual social world this July to build the buzz for her latest professional stint: videographer. Mattel tapped into social networks Foursquare and Twitter to launch a campaign that criss-crossed the boundaries of traditional marketing. The campaign celebrated the new Video Girl Barbie with a scavenger hunt that had fans scouring San Francisco, Los Angeles, Chicago and New York to locate Barbie’s real whereabouts. The first follower to find the fashion-forward doll in each city won a Barbie Video Girl doll. “We really embraced social media as a marketing platform a year ago as part of a major campaign in support of Barbie’s 50th anniversary,” says Lauren Dougherty, director of Barbie marketing at Mattel. Barbie currently has 17,600 Twitter followers and about 440,000 likes on Facebook—more than 200,000 of those added since January. Future plans include a promotion that puts the camera in the consumers’ hands with user-generated video, as well as introducing other members of Barbie’s entourage, including Ken, onto the social platforms.
Industry: Marketing, Design, & Interactive Communications,  Retail & Products
Topic: Content Strategy,  Creative & Design,  Experience & Interaction,  Marketing Communications,  Technology Implementation
Region: Global,  North America
Audience: Business to Consumer,  Peer Groups & Communities
Uplift Modeling: The Upside to Marketing (Ecommerce Times)
Posted: 07/08/2010
The key to spending a lot less on marketing while receiving better sales results may be uplift modeling. Specific customers have specific wants and needs; uplift modeling uses intelligent predictive analysis to target relevant needs specific to certain customers. Uplift divides customers into segments, allowing companies to focus solely on the “Persuadables”- customers likely to respond to being contacted through marketing outreach tactics and begin or renew their purchasing as a result. Time and money isn’t wasted on “Sure Thing”, “Lost Cause”, and “Sleeping Dog” customers- those who always buy, never buy or just don’t want to be bothered. Uplift modeling saves valuable company time and money, while avoiding the negativity associated with uninterested customers.
Industry: Marketing, Design, & Interactive Communications
Topic: Business Intelligence,  Content Strategy,  Experience & Interaction,  Marketing Communications
Region: Global
Audience: Business to Business
U.S. Hispanics Prime Target for Internet and Mobile Advertisers (Marketing Vox)
Posted: 01/06/2010
The Hispanic online demographic is growing more than twice as fast as the overall national online population. Add to the equation that 88% of Hispanics consume content from their mobile phones, and the environment grows even riper for advertisers to target a population just shy of 50 million. Mobile initiatives from Yahoo include mobile search, US and global news in Spanish, and email and social networking connections, among others while those via internet from Orange Advertising Network include site-specific placements, customized branded entertainment, and direct-response campaigns. Mobile advertisers including HBO, Harley-Davidson, Rite Aid, Arby's and Cheetos have sent opt-in offers and ads to Hispanic users through HipCricket's Hispanic Mobile Marketing Network, which projects that Hispanic buying power will exceed $1 trillion in the next year.
Industry: Marketing, Design, & Interactive Communications,  Retail & Products,  Telecommunications
Topic: Content Strategy,  Creative & Design,  E-Commerce,  Experience & Interaction,  Marketing Communications
Region: North America,  South-Central America
Audience: Business to Business,  Business to Consumer
Twitter’s New Swan Song (Fast Company)
Posted: 06/19/2009
Twitter’s new change may appear to be one small chirp in the Twitter universe, but has the potential to turn up the volume even further on the lifecasting powerhouse’s increasing relevance. Tweeters now have access to “hive-minded” buzz through the new “search” and “trending topics” additions that appear on every homepage, reflecting real-world trends and socially-relevant topics. With its speed and real-time social relevance that even extends beyond Google’s reach, the powerful new tool could help Twitter top the charts with marketers seeking to spread their latest advertisements and become even more relevant to Tweeters looking to connect with the world around them.
Industry: Marketing, Design, & Interactive Communications
Topic: Business Intelligence,  Content Strategy,  Marketing Communications
Region: Global
Audience: Business to Business,  Business to Consumer,  Peer Groups & Communities
Turning a New Page: Penguin Demos Interactive Books For The iPad (Digital Arts)
Posted: 04/01/2010
Imagine pointing on an interactive screen to accurately reveal constellations lighting up the night sky. Penguin Books recently unveiled fantastically interactive books like this one, which uses iPad’s compass app, at the Financial Times Digital Media and Broadcasting Conference in London. Taking Apple’s ePub application beyond the traditional narrative text it is designed to support, CEO John Makinson demoed how a number of titles ranging from popular children's literature to medical textbooks could be ported for the iPad. Makinson views the iPad as an out-of-the-box approach for e-book publishers, saying that "the definition of a book itself, as we can see, is up for grabs." Extended capabilities include embedded audio, video and streaming for both “learning and leisure apps” to further strengthen “Pearson’s, the publishing powerhouse that owns both Penguin Books and The Financial Times, push into digital and online education.”
Industry: Retail & Products,  Technology, Consulting, & Professional Services
Topic: Creative & Design,  E-Commerce,  Experience & Interaction,  Technology Implementation
Region: Global
Audience: Business to Consumer
Trigger Happy: Ways To Create Successful E-Mail Campaigns (Practical eCommerce)
Posted: 02/03/2011
When it comes to e-mail campaigns, there are a handful of strategies to use that can help capitalize on the power of triggered mailings, which have a proven track record of phenomenal response and conversion rates. The best approach is to begin with the simplest e-mails proven to elicit conversion, and then scale up the campaign to include more nuanced and complex e-mails. Here are six proven examples that can help your company establish a personal connection with your customers: (1) Welcome e-mails; (2) Reorder or order reminder e-mails; (3) Birthday or special-occasion e-mails; (4) Transactional emails; (5) Abandoned cart e-mails and (6) Abandoned site browse or search emails. All these examples offer the marketer’s toolbox a number of ways to create and maintain long-term relationships with customers and stimulate repeat business at the same time.
Industry: Marketing, Design, & Interactive Communications,  Retail & Products
Topic: Business Intelligence,  Content Strategy,  E-Commerce,  Experience & Interaction,  Marketing Communications
Region: Global
Audience: Business to Consumer
Transforming Innovation: New Technology. New Speed. New Price. New Customers. (Massachusetts Institute of Technology)
Posted: 10/08/2009
Technology continues to transform the face of innovation at breakneck speed. Where it used to take major moxie, manpower and minutes to launch comprehensive testing campaigns, the newfound ability to incorporate new Web features faster and immediately measure consumer response means companies can now achieve rapid fire results for next to nothing cost. The result? Innovation–the lifeblood of growth–is not only more efficient and cheaper, it also more accurately pinpoints behavior to identify exactly what consumers want. Sophisticated tracking systems enable businesses–from web-based companies to retailers–to exploit new information technology to conduct testing and collect meaningful consumer data to ultimately capture even more consumer spending.
Industry: Marketing, Design, & Interactive Communications,  Technology, Consulting, & Professional Services
Topic: Business Intelligence,  Creative & Design,  E-Commerce,  Experience & Interaction,  Marketing Communications,  Technology Implementation
Region: Global
Audience: Business to Business,  Business to Consumer
Top Tips To Evaluate Online Ad Value (Internet Evolution)
Posted: 09/30/2010
When it comes to online adverstising, what is the best way to sift through the massive amounts of quantitative information available (impressions, clicks, repeat visits, context, etc.) to determine if a campaign has made any qualitative progress? According to one author, the best way is to follow six simple steps to gain measurable success: (1) Return on Investment (ROI) which, in essence, measures what you get vs. what you give; (2) Branding/awareness, which focuses on cultivating loyalty from existing clients vs. attracting new ones; (3) Positioning/SOV (share of voice), which focuses on edging out the competition; (4) CTR (click-through rate), although this dominant metric is slightly giving way to Engagement, it remains the best way to measure a campaign’s success; (5) Engagement, which is evidence that “the user did something more meaningful than clicking,” such as leaving a comment or playing a game; and (6) “Learning,” which means paying attention to all the different variables that could eventually play a role in future campaigns.
Industry: Marketing, Design, & Interactive Communications,  Technology, Consulting, & Professional Services
Topic: Business Intelligence,  Content Strategy,  E-Commerce,  Marketing Communications
Region: Global
Audience: Business to Business,  Business to Consumer
This Year’s Online Brand Messaging More Relevant Than Ever To Your Customers (Marketing Vox)
Posted: 05/13/2010
A consumer preference survey by Opinion Research Corporation suggests that consumers in 2010 have been more responsive to online advertising than ever. Sponsored by Adfusion, a division of ARAnet, the survey’s results showed that consumers scored every type of online advertising higher in 2010 than they did in 2009. Adfusion said consumers preferred brand-oriented articles over other types of online advertising, including banner ads, pop-up ads, email offers or sponsored links. According to ARAnet president Scott Severson, the survey data reveals key information marketers should be paying heed: overall, consumers are tuning in to all forms of online advertising; preference for article-based advertising continues to grow; and younger, wealthier audiences–a highly coveted segment of the population – are receptive to all types of online advertising.
Industry: Marketing, Design, & Interactive Communications,  Retail & Products
Topic: Content Strategy,  E-Commerce,  Marketing Communications
Region: Global
Audience: Business to Business
The Winning Combination: Tracking Preference and Behavioral Data To Improve Email Campaigns (BtoB Online)
Posted: 06/17/2010
Want to increase your business through more successful email campaigns? All it takes is an effort to track customer behavioral data, which will make you better aware of your customer’s needs. Asking yourself if links are being clicked on, if emails are being opened, forwarded, or sent to the junk mail folder is beneficial. Monitoring your website to find out which customers are viewing your Web site and adding various links to your emails to track what customers are looking for will help you better understand their wants and needs. Collecting and analyzing your customer data will put you on the right track to increasing the success of your business.
Industry: Marketing, Design, & Interactive Communications
Topic: Business Intelligence,  Content Strategy,  Marketing Communications
Region: Global
Audience: Business to Business,  Business to Consumer
The Wine Connection: iPhone Application Uses Image Recognition (Red Herring)
Posted: 12/01/2010
Intent on increasing consumer interaction Snooth, a social site for all things wine, recently unearthed an iPhone application that gives consumers the low down about bottles of wine. All the consumer needs is a picture of the wine label to find out everything from the nearest place to find a bottle to how much it costs. Other details include reviews, similar products, and food pairing suggestions. The high tech app uses software from Canadian startup TinEye, which allows for a coded image on the wine to be taken by a photograph, despite the curved glass of the wine bottle or the mood lighting of the restaurant or winery. With 820,000 searchable wines and links to 11,000 wine merchants around the globe, the gist behind Snooth's image recognition tool is akin to QR codes, which use matrix codes to effectively marry digital and print information, bringing consumers even closer to information about the goods they consume.
Industry: Marketing, Design, & Interactive Communications,  Retail & Products
Topic: E-Commerce,  Experience & Interaction,  Marketing Communications,  Technology Implementation
Region: Global
Audience: Business to Consumer
The Virtual Dressing Room (CNET News)
Posted: 10/27/2010
Finding the right fit is often one of the most frustrating elements of shopping online. Now, with the help of a new, headless “shape-shifting robot mannequin,” shoppers don’t have to simply leave their purchases to chance. Created by Estonian start-up Fits.me, the virtual fitting room service allows customers to enter their measurements and presto! The “me”-shaped mannequin previews the coveted item in whichever styles and sizes the customer specifies. The service is being tested by retailers across Europe, including Germany's Quelle and U.K.-based Hawes & Curtis. Apparel has potential for huge e-commerce gains. "Only 8 percent of clothing is currently sold online, and Fits.me Virtual Fitting Room is the disruptive technology that will enable online apparel retailers to successfully compete with traditional brick-and-mortar clothing shops," Heikki Haldre, CEO and co-founder of Fits.me said. Initial findings are very positive with a 28 percent reduction in online apparel returns, while sales increased threefold, said Haldre.
Industry: Marketing, Design, & Interactive Communications,  Retail & Products,  Technology, Consulting, & Professional Services
Topic: E-Commerce,  Experience & Interaction,  Technology Implementation
Region: Global,  Europe
Audience: Business to Consumer
The Ultimate Question: To Optimize For Mobile Or Build An Application? (Marketing Vox)
Posted: 11/11/2010
A report by Taptu, “The State of the Mobile Touch Web," compares mobile web and applications and reveals upcoming trends business should keep in mind. These days, with so many vendors offering touchscreen devices, it’s not just a matter of optimizing websites or mobile, but determining if the site should also be optimized for nimble navigation and rapid loading pages on mobile touchscreens. While retail and service oriented sites are the most likely to optimize for the mobile touchscreen (20% compared to 3.6%), many consumers are already demanding the technology from the sites they frequent. The report states, "With support for HTML 5 features already being rolled out in these browsers, it's getting easier and easier to create rich touch screen user experiences with the browser without having to create platform-specific apps." Google has integrated mobile browsing into its service offerings. For instance, consumers that conduct searches will now pull up relevant apps accompanying the typical search results that can be downloaded to an iPhone.
Industry: Marketing, Design, & Interactive Communications,  Retail & Products,  Technology, Consulting, & Professional Services,  Telecommunications
Topic: Content Strategy,  Creative & Design,  E-Commerce,  Experience & Interaction,  Technology Implementation
Region: Global
Audience: Business to Consumer
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