I love a good debate, and there's no longer or more enduring debate in the world of mobile media than the classic "apps versus mobile Web." Well-reasoned arguments can be advanced on both sides, and rational, smart people whom I respect on each side make very valid points. On the other hand, it's not a debate where one or the other side is likely to ever win, at least not in the short or medium term, rendering it somewhat moot. But a couple of recent developments justify a look at the state of the debate....
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Wet Seal Meets its Fans on Their Favorite Platform
May 5, 2014
From Social Media Today
Most big brands are congregating on ad-accommodating social platforms like Facebook and Twitter. Teen retailer Wet Seal is one of them. Except it recently joined the more mobile friendly Snapchat platform, following in the footsteps of brands that can be counted on the fingers of two hands: 16 Handles, Acura, Bloomberg Businessweek
, Juicy Couture, New Orleans Saints, NPR, Seventeen
, and Taco Bell. Data shows that among cell phone users, 26 percent of 18- to 29-year-olds report using Snapchat. No wonder Facebook offered to buy the site for $3 billion late last year.
Tiffany Relies on Mother’s Day Timing for Mobile Ad Clickthroughs
May 6, 2014
From Luxury Daily
Jeweler Tiffany & Co. is aiming for last-minute Mother's Day purchases through mobile with an advertisement on New York Magazine's
The Cut. The brand ran two different versions of the ad for phone and tablet, adjusting for screen size. Even though the phone version of the ad doesn't mention Mother's Day explicitly, consumers might get the implied message and click through from brand recognition. "Tiffany has built a branding empire based on their jewelry quality, high-end reputation, beautiful storefronts and memorable packaging," said Philippe Poutonnet, vice president of marketing at HipCricket.