Today’s constantly connected consumers are using smartphones in-store more than ever. A recent Google survey states that a staggering 80 percent of shoppers are using smartphones to make purchasing decisions. Retailers and start-ups have taken notice, and the concepts of mobile location analytics and proximity marketing are emerging out of that. But when you clear away all the buzzwords, what exactly is this shift we’re seeing? It’s the world customizing itself to you. The world is reacting to your presence, specific to you as an individual.

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Kiip works with thousands of developers, so it only makes sense for us to interview the masterminds behind the apps we integrate into. In this Q&A, we meet Alex Kozachenko, President of Apps-O-Rama and Hyperbeard Games, which we will be featuring in this Developer Spotlight. Check out Alex’s responses below and the lessons he’s learned while developing and monetizing apps.

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According to a Forrester study, 63% of apps are discovered through app store searches. This makes app store searches the most used method for discovering and downloading new apps. That’s why as an app developer, the most critical part of your app marketing strategy and ultimately your app’s success is app store optimization (ASO). Don’t know where to start? We’ll cover the basics.

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Our team is comprised of the best and brightest from every field but their dazzling personalities are what really make Kiip the amazing company that it is. That’s why every month we like to profile a Kiiper so the world can know just how awesome our team is.

In this edition of Meet a Kiiper we chatted with Catherine Flint our rockstar Sales Director for US East and Central regions. When she’s not busy connecting with clients, Catherine can be found hitting the slopes and having a good laugh with friends.

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Testing back-ends is easy. You take your language of choice, pair it with your favorite framework, write some tests, and hit “run.” Your console says “Yay! It works!” Your continuous integration service runs your tests on every push, life is great. Sure, test-driven development (TDD) is weird at first, but a predictable environment, multiple test runners, test tooling baked into frameworks, and continuous integration support, make life easy. Five years ago I thought tests were the solution to every problem I’ve ever had. Then Backbone got big. We all switched to front-end MVC. Our testable backends became glorified database servers. Our most complicated code moved into the browser. And our apps were no longer testable in practice. That’s because testing front-end code and UI components is kinda hard.

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This Spring will usher in the inspiration to tidy up and a continuation of Awards Season. As top second screen events, Awards Shows offer brands the opportunity to become an extension of the experience by engaging viewers across trending mobile moments during and after the awards. Learn more about maximizing the second screen and making the most of the spring cleaning mindset in this month’s M.I.C. Drop!

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People’s attention spans are decreasing and so is their trust in advertising. 96% of people believe that the advertising industry does not act with integrity. 69% of these people attribute their mistrust to the advertisers’ desire to sell more effectively. What can brands do to overcome this attention deficit and build customer trust?

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