– Retailers Begin To Turn To Mobile For Immersive Marketing Campaigns

Up to now, the staple of mobile marketing has been SMS messaging, a channel traditionally used for below-the-line marketing purposes. But mobile is about to become the next battleground for above-the-line campaigns as consumers spend increasing amounts of time on their smartphones and apps create opportunities for creative campaigns.

Rather than looking at traditional SMS messaging, brands and retailers are jumping into mobile messaging using apps like Snapchat and WhatsApp as platforms to create a more immersive and narrative-driven marketing experience.

“Consumers are spending a lot of time on these free mobile messaging apps, but the marketing opportunities are just starting to open up,” says Julian Smith, global head of strategy at mobile marketing agency Fetch. “So it’s quite a challenge, as WhatsApp has always said it doesn’t want to accept advertising, but others are more content rich and offer better brand opportunities.” Read more at

The Sun – Here come the fashion-mistas: Style-savvy men get clothes industry booming

GONE are the days when blokes would sulk, bored, outside changing rooms while their girlfriends shopped.

In fact, the UK menswear industry is so big that men now have their very own fashion week, a four-day event that draws to a close today…

Petah Marian, senior editor of retail intelligence at trend forecasters WGSN, says: “There has been a slow redefinition in ideas of masculinity.

“Where men showing an interest in their appearance and taking care of themselves was once considered metrosexual, those behaviours have now become mainstream.

“Dressing well is now a firmly established part of lad culture.

“Men want to look as good as their peers and that is driving growth.” Read the rest of the article here.