How Papa John's avoids marketing "FOMO"
Stephen WhitesideWarc
Smartphone owners, on average, check their devices around 220 times each day, a habit driven in large part by what has become known as "FOMO" – or the "Fear of Missing Out" on the latest social-media updates and pieces of breaking news.
Many marketers – enticed by everything from apps and augmented reality to beacons, QR codes and wireless payments – also seem to be displaying equally compulsive behaviour when it comes to this medium. Indeed, "we have marketing FOMO," Jim Ensign, vp/global digital marketing at Papa John's International, warned his...