Mind the Gap…and its Approach to Mobile

Clothes and accessories retailer Gap claimed last week that its investment in mobile has helped the company treble its online conversions over the past 12 months. Citing its new mobile commerce platfrom, targeted mobile ads and a GPS-based store locator, Gap told its investors that integrating mobile into its overall strategy is beginning to pay [...]

Can you afford to be Mobile-Lazy?

There has been significant adoption of mobile web over the last 12 months and the impetus is growing. I’ve noticed various studies citing 2010 mobile website figures at about 3 million and with the recent growth in this sector I imagined these numbers to now be well in excess of this. So this week I [...]

Mobile Should Think Globally, Promote Locally

McDonalds gets a very bad press. While its food is never going to be recommended by Jamie Oliver, it is still a very successful company that is not only a fast food company but also an innovative company. McDonalds likes to set up shop in remote areas, then other shops set up around it, then [...]

OPINION: The time has come for the mobile web, says Wapple

Brands and developers that don’t optimise sites for mobile are failing their customers, writes Wapple COO Anne Thomas… These are heady days for the mobile web. After any number of false dawns, it would appear that its time has finally come. While it is difficult to pinpoint any particular tipping point for the channel, the [...]

Summer holiday mobile marketing campaigns must be thought out, not rained off

As the end of July approaches and thoughts turn to lazy afternoons spent lolling in the sun reading books that haven’t been touched all year, this may not be the most propitious time to be thinking about mobile campaigns. But ignoring them could be a big mistake and brands may rue the missed opportunity. Why [...]

Canvas Campaign Groups

As part of our overhaul to Canvas reporting (more on that soon), we’ve created a new feature in Canvas called Campaign Groups. What it allows you to do, is create a group with a name, then place your campaigns into these groups. We’ve got some fancy new reports coming soon that will display your campaigns [...]

Tidy URLs for Wapple Canvas Powered Mobile Sites

Previously on Wapple Canvas powered mobile sites, URLs weren’t the prettiest or most SEO friendly they could be. Sure, you could insert text at the start of the URL and create a shortcode to identify your site, but essentially, everything was managed and displayed with pretty ugly looking variables. But that has all changed. We’ve [...]