Tag Archives: mobility

This Week in MarTech: Mobile Technologies and Contextual Marketing To Drive the Next Marketing Technology Wave

We’re observing some trends within the digital marketing industry that are already having an impact on budgets and resources – and will continue to in the future. Mobile technologies, contextual marketing and automation tools are altering the MarTech landscape sooner than we expected. Read on to keep yourself abreast of the latest insights from the digital marketing industry.

Here’s how marketers are using different mobile technologies to reach consumers – Business Insider

According to the article, mobile marketing has gained momentum recently. Per IAB, revenue from mobile advertising accounted for 30% of total ad spend in the first half of 2015, and it’s on track to account for more than one-third in the second half of the year. In a new report from BI Intelligence, the article takes a close look at the different mobile marketing tactics being used today, spanning legacy mobile technologies like SMS to emerging capabilities like beacon-aided location-based marketing. It also identifies some of the most useful mobile marketing technologies that mobile marketers are putting to good use as parts of larger strategies.

Let’s Put Enterprise Marketing Technology Into Context – Forrester

In this post, analyst Rusty Warner takes a deep dive into why it’s critical for marketers to embrace customer context. According to Rusty, winning in the age of the customer depends on the interactions that people have with brands, and compelling customer experiences materialize only when a firm understands its customers and anticipates their needs.  The context of all those interactions determines whether customers will engage and, more importantly, transact with your brand again. Marketing’s job is to harness the power of customer context to create a repeatable cycle of interactions, drive deeper engagement, and learn more about the customer in the process.

Facebook opens Messenger to publishers – Business Insider

At Facebook’s annual F8 conference, CEO Mark Zuckerberg introduced new tools that developers can use to harness the power of Messenger, positioning the messaging platform as a way for businesses and publishers to connect with consumers they wouldn’t otherwise reach.

Today the messaging apps have evolved beyond simple tools for communicating with family and friends. They are full ecosystems that include communication, commerce, and more.

Everything the tech world says about marketing is wrong – Tech Crunch

The biggest problem in marketing in the tech world today is that too many marketers do not know the first thing about marketing. Digital marketers — who, as marketers, really should be cynical enough to know better — have fallen into an echo chamber of meaningless buzzwords.

5 Essential Facts for Marketing to Millennials – Huffington Post

Advertising has evolved at lightning speed over the past decade, with millennials – now totaling 77 million (or about one-fourth of the US population) – leading the charge against old ad platforms.

Millennials view traditional forms of advertising as dishonest. When they make purchasing decisions, they rely on the opinions of their friends and family, their own research, customer reviews, and use every tool at their disposal before making a buying decision.

Airports around the world to embrace mobile apps 2018 – Business Insider

According to Skift, an industry intelligence platform provider, by 2018 it is expected that 91% of global airports will have navigation tools within their mobile apps and 83% of the airports will offer mobile notifications about the airport’s status. Another report by Business Insider suggests that mobile will make up over half of all digital bookings (including lodging and airfare) by the end of this year. And this share is forecast to jump to almost 70% by 2019.

It has become more important than ever for travel companies to expand their mobile capabilities in order to better reach their customers.

Forrester Consulting study confirms that best-of-breed marketing stacks are “thriving” – Marketing Land

In a recently released Forrester Research study commissioned by a data management provider (DMP), titled “Put Data Management at The Core of 1:1 Marketing,” 74 percent of all surveyed marketers are employing a “best-of-breed” approach as they mix and match their choice of tools. Only 23 percent are choosing a “full-stack” provider that offers a marketing cloud or suite.

The report points out that high-maturity teams usually have more leeway to experiment, so they could consider different mixes of tools and approaches. In other words, they have the resources and authority to mix and match their marketing stack, which could offer both bigger integration headaches and a more “flexible customization.”

This Week in MarTech: Tech Giants Continue Acquisition Spree

According to a Gartner survey, 98% of marketers no longer see digital as a distinct approach from other marketing practices. Digital marketing is now the context for all marketing. Consequently, last week saw a spate of deals in the digital space, including IBM acquiring Bluewolf Group, one of the biggest independent services firms specializing in Salesforce’s cloud services. Read on to know the latest in the MarTech Space.

Why IBM Is Buying One of Salesforce’s Biggest Consulting Partners – Fortune

IBM’s services division disclosed its intention this week to snap up Bluewolf Group, one of the biggest independent services firms specializing in Salesforce’s cloud services with more than 9,500 projects under its belt over the past 15 years. Bluewolf’s 500-strong team will add predictive analytics capabilities to IBM’s Interactive Experience (iX) division. This is the fourth acquisition this year for IBM iX, already one of the world’s largest digital agencies with over 10,000 people providing marketing, creative, analytics, applications, and UX design services.

Rocket Fuel and Eyeota partner on data – Mobile Marketing Magazine

Ad tech players, Rocket Fuel and Eyeota, have inked a new global partnership that sees Eyeota’s local audience data segments available in Rocket Fuel’s programmatic marketing platform. The new capabilities will allow advertisers to target specific audiences for online advertising through Rocket Fuel’s SaaS-based data management platform (DMP) and demand-side platform (DSP). The vendor’s platform uses artificial intelligence to undertake real-time calculations of each ad opportunity based on goals established by the marketer around consumer engagement. Eyeota claims to have 1.8 billion unique profiles globally.

Facebook is reportedly bringing video ads to Instant Articles – Business Insider

Facebook Instant Articles has been a hit with publishers, and the social media giant is making another adjustment to the service. According to Wall Street Journal reports, Facebook will soon let publishers insert video ads (both autoplay and click-to-play) to Instant Articles. The platform would also support pre-roll ads that typically play before video content. Furthermore, Facebook will let publishers sell more ad units at the bottom of Instant Articles. This advertising expansion should increase monetization potential for both Facebook and the publishers, and should also secure Facebook’s role in video going forward.

Starbucks plans to spend even more to improve its mobile app – Business Insider

Starbucks has put significant effort into its mobile app, and that strategy has paid off in spades. The company plans to increase spending on mobile in 2016 after great success with its app in 2015, according to Bloomberg. By the end of last year, 21% of all transactions at Starbucks in the U.S. occurred through the mobile app. This has positioned the app as one of Starbucks’ core business strategies, according to chief digital officer Adam Brotman.

10 myths marketing technology vendors want you to believe – CIO

Real Story Group analyst Theresa Regli busts the most common myths marketing technology vendors tell customers and prospects, and other martech experts share insight on how marketing pros can navigate the dynamic digital landscape.

MarTech Landscape: What is a demand-side platform (DSP)? – Marketing Land

Demand-Side Platforms (DSPs) are used by digital advertising buyers — advertisers, agencies, ad networks — to help them manage programmatic ad buying across ad exchanges. In this installment of Marketing Land’s MarTech Landscape Series, we explain what DSPs are and why ad buyers use them.

Mission Statement for MarTech: If You Don’t Have One You’re Screwed – MarTech Advisor

Madeline Rich, global client ambassador at Lotame, discusses the benefits of using a mission statement for organizations implementing MarTech. According to Madeline with a clear mission statement, it becomes a lot easier for companies to filter out irrelevant pitches and only spend time vetting the technology vendors they need.

This Week in MarTech: The Inevitable Move Towards Mobile Marketing

With more than seven billion mobile devices worldwide and 1.8 billion smartphones in use (a 25% increase in the past year alone), we can’t over-emphasize the fact that the adoption of mobile devices is still accelerating. We are witnessing a clear shift towards a mobile-first world; this change creates both opportunities and new challenges for brands that are constantly coveting the most effective marketing strategies.  Organizations are tasked with finding the right moment to attract, convert, and retain the right customers in a crowded and evolving mobile-first ecosystem. No wonder Google is changing its search algorithms to encourage mobile adoption for marketing purposes. Below is a recap of the latest news and insights from the marketing technology industry.

Mobile marketers are embracing emojis to reach consumers – Business Insider

A new report by Appboy, a marketing automation company, reveals that mobile marketers are using more emojis in their email and push campaigns. Appboy analyzed almost 9,400 marketing campaigns across iOS and Android platforms and discovered that emoji usage within those messages had soared 775% year-over-year in the period ending March 2016. The analysis also revealed that annual emoji usage growth was greater on Android (1,070%) than on iOS (662%).

Google’s latest mobile search algorithm update makes having a mobile-friendly site even more important – TechCrunch

To give publishers even more of an incentive to offer mobile-friendly pages, Google announced recently that, in May, it will increase the importance of having a mobile page, and sites that are not mobile-friendly will rank even lower than before. The search giant wants to focus on mobile friendly real time search results and it has also introduced a mobile friendly Inbox.

Don’t believe (all) the martech hype – CIO

In this article, Sharon Goldman, reporter at CIO, explains that while advances in marketing technology can help companies discover, track and engage with customers in new ways, one should not be fooled into thinking that martech is the silver bullet for all marketing needs. Sharon explains that instead of relying heavily on Martech solutions to drive ROI, companies first need to determine specific end goals, then use marketing technologies to help them reach those said goals.

The Hottest Trend in Marketing – Huffington Post

In this contributed article, Joanne Tombrakos, Marketing and Sales Consultant and an adjunct Professor at NYU recaps a presentation by Scott Galloway, founder and chairman of L2 Inc. at the Digital Bok World conference. Scott explains that many companies end up losing their customers because they never listen to what their customers are saying or how they are reacting in real time. Per Joanne, today customer service is a differentiating factor and it’s easier to keep a customer than get a new one.

5 marketing trends surfacing at SXSW 2016 – VentureBeat

SXSW Interactive 2016 wrapped up last week with thousands of marketers descending upon Austin, Texas for food, fun, and a glimpse at new and emerging technologies that will impact how brands connect with consumers. Even in its 23rd year, SXSW Interactive’s influence and role in innovation is not waning. Several trends surfacing this year will greatly impact how brands and consumers interact, including – virtual reality is here to stay, social media is evolving into social messaging, and an era of connected everything is upon us.


Salesforce Launches Field Service Lightning and Salesforce IQ Inbox to Transform Field Service – MarTech Advisor

Salesforce has taken note of the growing demand for tools that connect the on-field workforce with the announcement of Field Service Lightning – a product that promises to connect field service agents with customer data on a single platform. The competition for the field service software market with new entrants such as ServiceMax, as well as rivals Microsoft and Oracle, all competing to build a field service platform.


HP Software Simplifies Digital Experience Management for Marketers – MarTech Advisor

This week, HP Software announced the launch of HP TeamSite 8.1 which aims to help marketers move easily from design to templates, adds push notifications for mobile apps, and delivers integrated analytic insights. According to HP software, the upgrade adds a new way to enhance mobile experiences with push notifications, making it faster and easier to send reminders or announcements to app users, and includes geo-fencing to specific locations or regions.

What’s New in App Development #1

Your regular digest of “What’s New in App Development” gathered and collected by the 10Fold Enterprise, Mobility & Telecom Practice Team.

Big items to consider: WhatsApp, a popular messaging app, recently announced app updates and mobile platform changes as it celebrates its 7th anniversary. Apple may also be getting us closer to making the term, ‘Anybody can code,’ a reality, with its Apple Swift programming language. Finally, a recent survey by InMobi focuses on the mobile app ecosystem to examine the most popular apps – and where the app money truly lies.

WhatsApp to only support phones with the latest mobile platforms by 2017; Bad news for Blackberry, Nokia? – Lawyer Herald

Big changes are coming to WhatsApp, the popular messaging app. WhatsApp Inc. recently announced that in order to improve its mobile messaging app’s speed, reliability, and security, it will only support phones with the latest mobile platforms. This move might affect users of Blackberry and Nokia devices, which do not run iOS or Android platforms. WhatsApp has also finally decided to get rid of its $1 annual subscription fee to attract more users.  The company continues to grow as it celebrates its 7th founding anniversary (WhatsApp was introduced in 2009). Today, WhatsApp has an estimated one billion monthly active users worldwide.

Apple Swift language gains traction among mobile app developersTech Target

Apple’s latest programming language, Swift, is becoming more popular among developers — largely due to its ease of use.  It has ability to analyzes the code and detect any mistakes, and “ready to use” SDK frameworks.

Swift’s biggest benefit is that it makes it simpler to write apps. It requires less text to code a given command. Plus, using the Swift Playgrounds feature in XCode, Apple’s suite for building apps, developers can get a real-time preview of the app. To help avoid common coding errors, Swift programmers can enter an evaluation command that analyzes the code and detects any mistakes — a feature Objective-C lacks. These new developments will definitely help app developers save precious time, though it does leave us with one important question: what will happen to custom app developers? Only time will tell.

It’s the end of “euphoric times” for custom app developers – Tech Crunch

For the first time in about eight years, we saw a decline in the small business customer base of app developers (in terms of revenue and per-project value). The primary reason cited is the rise of white labels and SDKs. “Uber for X” toolkits have indeed become a force to reckon with. Small businesses increasingly rely on “ready to use” frameworks rather than opting for custom development.

Research: Insights on the State of App Developers 2016 – Developer Tech

The mobile revolution and the surge in smartphone usage is driving the market for mobile applications while mobile app development is a prospering industry which continues to expand. The growth in consumer demand for mobile apps and the increase in time spent on the apps is encouraging for both aspiring and seasoned developers to innovate across mobile devices.

InMobi surveyed mobile developers across the world to better understand the ever-growing ecosystem. These insights were drawn from over 1,000+ respondents across 155 countries on the latest trends in the mobile app ecosystem, including developer mindshare, platform of choice, revenue models, challenges and motivations, and mobile ad network preferences. The survey found that Android is by far the most popular platform among developers (86%), followed by Apple iOS (57%). However, when it comes to making money, Windows Phone apps developers seem to earn the highest per month, per app, when compared to iOS and Android developers.



We are tethered to our mobile devices 24×7 and expect instant access to every app and every piece of data whenever, wherever.  Behind the scenes is a complex maze of wireless protocols, telecommunications infrastructure, programmable chips and so much more that make our mobile moments memorable and accelerate the speed of business around the world.

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Barefoot Networks is a team of visionaries, experienced technologists and engineers who have created a blueprint for designing and operating the world’s fastest and most programmable networks. Barefoot Networks’ technology provides the necessary hardware and software for building a speedy and highly programmable network while leveraging the power of the open and thriving community around the P4 programming language. <Read More>

The CBRS Alliance believes that LTE-based solutions in the CBRS band, utilizing shared spectrum, can enable both in-building and outdoor coverage and capacity expansion at massive scale. In order to maximize CBRS’s full potential, they aim to enable a robust ecosystem towards making LTE-based CBRS solutions available. <Read More>

 Silver Spring Networks enables the Internet of Important Things™ by reliably and securely connecting things that matter. Cities, utilities, and companies on five continents use the Silver Spring’s cost-effective, high-performance IoT network and data platform to operate more efficiently, become greener, and enable innovative services that can improve the lives of millions of people. <Read More>

versaVersa is an early innovator in the rapidly growing network function virtualization (NFV) market, which is forecast to grow to $11.6B in 2019 (Infonetics/IHS). The company has more than 35 patents filed around its unique system-level approach for creating virtualized network functions (VNF), a core NFV building block. Versa solutions enable service providers and large enterprises to transform the WAN and branch networks to achieve unprecedented business advantages. Versa’s VNF software provides unmatched agility, cost savings and flexibility vs. traditional network hardware. <Read More>


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