In this interview Professor Neal M. Burns, director, Center for Brand Research, Department of Advertising, University of Texas at Austin, answers the following questions:
0:15 What makes mobile a great platform for engaging minority groups?
2:00 Do different ethnic groups respond to mobile campaigns differently?
3:30 Does targeting campaigns towards each group deliver better results?
4:35 What are the dos and don’ts of campaigns that target minorities?
6:25 Which brands are getting this right?
There are ten video interviews in the North America mobile experts series:
• Using mobile to tap into millions of concert-goers – Russell Wallach, Live Nation Network
• What marketers need to know about mobile in China – Jia Zheng, AKQA
• Meeting the needs of mobile customers with mobile Web/HTML5 – Stephen Gates, Starwood Hotels
• What should brands develop first – mobile Web or mobile app? Chet Fenster, MEC Entertainment
• Weather Channel’s guide to targeted mobile advertising – Scott Jensen, Weather Channel
• Fostering shopper loyalty with mobile retail – Matt Martin, Sam’s Club
• The dos and don’ts of mobile marketing to minority groups – Professor Neal Burns, University of Texas
• How device detection helps Smart AdServer target ads at mobile devices – Sandrine Cardi, Smart AdServer
• Your customers are mobile, are you? Mike Yonker, Rockfish
• Insights into mobile advertising from a mobile ad exchange – John Phenix, Nexage
For the European perspective see the European mobile experts series
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And don’t miss:
• The mobile city project – the blueprint of a truly mobilized city
• The insider’s guide to mobile device security.
• The insider’s guide to device detection
• The insiders' guides to world’s greatest mobile markets
• Guide to mobile agencies
• Guide to mobile ad networks
• Guide to mobile industry awards
• The big compendium of global mobile stats
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