Mel Exon, managing partner and co-founder, BBH Labs

Facebook is forcing you to reappraise your social strategy
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Facebook is forcing you to reappraise your social strategy

The Facebook platform is evolving, as marketers' attitudes toward it must too, writes Mel Exon.

Why Beacons are poised to take proximity-based marketing to the next level
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Why Beacons are poised to take proximity-based marketing to the next level

Sometimes talk of frictionless mobile payments and proximity-based targeting has felt a little like waiting for jetpacks.

It's time to take stock of social marketing, before our exhausted users do it for us
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It's time to take stock of social marketing, before our exhausted users do it for us

The development of the social web is reaching a tipping point for brands and users, writes Mel Exon.

What the tech developments of 2013 signal for the year ahead
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What the tech developments of 2013 signal for the year ahead

At the end of last year I suggested 2013 would be the year of the "Real World Web".

Know the most appropriate form of testing
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Know the most appropriate form of testing

I would wager that "pre-testing" would top a list of the least-popular terms in advertising. By contrast, responses to the word "prototype" range from excited apprehension to outright evangelism.

The future of display advertising is native
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The future of display advertising is native

A wise person recently told me that, statistically, a person is more likely to die in an aeroplane crash than click on a banner ad. As I'm writing this month's column on a long-haul flight to San Francisco, this is something I'm hoping not to be true.