The Future is Mobile (and about more than just apps)

The Future is Mobile (and about more than just apps)Amy Clarke, Marketing Officer (Corporate)Amy Clarke, Marketing Officer (Corporate)

Amy Clarke 1

IntroductionIntroduction Introduction – my role and what the RSC has done with mobile to date –

Adelaide Road

The growing relevance and importance of mobile to date:

- A phone is no longer a phone; it’s a powerful computer, that just happens to make phone calls

- AND the phone is always on…

- In 2011 sales of smartphones and tablets are estimated to outstrip the combined sales of desktops and laptops

- UK has the 5th highest population of 3G subscribers in the world (after US, Japan, Korea and Italy

- The market for 3G subscriptions is growing at a rate 34% per year

Introduction – my role and what the RSC has done with mobile to date – Adelaide Road

The growing relevance and importance of mobile to date:

- A phone is no longer a phone; it’s a powerful computer, that just happens to make phone calls

- AND the phone is always on…

- In 2011 sales of smartphones and tablets are estimated to outstrip the combined sales of desktops and laptops

- UK has the 5th highest population of 3G subscribers in the world (after US, Japan, Korea and Italy

- The market for 3G subscriptions is growing at a rate 34% per year

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Stats from the RSC websiteStats from the RSC website• June 2011 – 14,100 visits to RSC website were via a mobile device (8% of

total visits)

• In total these visits accounted for £11,389.20 of online income

• Iphone and Ipad are the most popular devices

• Ipad users are the biggest spenders – accounting for 76% of this income (although Iphone accounts for more visits)

• Number of visits from mobile devices is increasing month by month (compare with June 2010)

• June 2011 – 14,100 visits to RSC website were via a mobile device (8% of total visits)

• In total these visits accounted for £11,389.20 of online income

• Iphone and Ipad are the most popular devices

• Ipad users are the biggest spenders – accounting for 76% of this income (although Iphone accounts for more visits)

• Number of visits from mobile devices is increasing month by month (compare with June 2010)

Amy Clarke and Mary Butlin 3

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Discussion topics Discussion topics

Is there anything particular people would like to get out of the session?

Possible discussion points are:

- Smart phone apps

- Mobile and email marketing

- Mobile friendly websites

- QR codes

- Integrating mobile marketing into campaigns and other media

Is there anything particular people would like to get out of the session?

Possible discussion points are:

- Smart phone apps

- Mobile and email marketing

- Mobile friendly websites

- QR codes

- Integrating mobile marketing into campaigns and other media

AppsApps

• Why create a smart phone app? – sales? audience development? Just because…

• What makes a good smart phone app?

• “As long as a customer need or want is answered, the app stands a good chance of being taken up”

• Smart phone v Iphone app – cost implications

• Need to consider the objective and whether the technology solves the problem in a cost effective way

• Why create a smart phone app? – sales? audience development? Just because…

• What makes a good smart phone app?

• “As long as a customer need or want is answered, the app stands a good chance of being taken up”

• Smart phone v Iphone app – cost implications

• Need to consider the objective and whether the technology solves the problem in a cost effective way

5Amy Clarke

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Email MarketingEmail Marketing• Increasing number of people now access email via mobile phone

• How do your emails render on various devices?

• New customer habits, altering the perceived “best times” to send out communications

• Get clever! Voucher codes, timings, clear call to actions

• Think about the user journey – can they click through to a mobile website from your email and complete their purchase

Mobile website: Warwick Arts CentreMobile website: Warwick Arts Centre

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QR Codes and NFC Chips QR Codes and NFC Chips

- Not widely used but do offer opportunities

- Integrate into ad / print campaigns

- Use around a venue

- NFC chips is further development

- Not widely used but do offer opportunities

- Integrate into ad / print campaigns

- Use around a venue

- NFC chips is further development

Even more clever things (AXA insurance ad)

Even more clever things (AXA insurance ad)

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Using mobile technology to enhance a print ad

http://youtu.be/LGDNxb_pI4M

ConclusionsConclusions

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With increased usage and savvy users mobile is likely to become an increasingly important part of the promotion mix

Important to get the small things right first, then move onto the big things (if they are relevant)

Need to stay abreast of developments, so we’re not playing catch up

Think about ROI and meeting your overall objectives

With increased usage and savvy users mobile is likely to become an increasingly important part of the promotion mix

Important to get the small things right first, then move onto the big things (if they are relevant)

Need to stay abreast of developments, so we’re not playing catch up

Think about ROI and meeting your overall objectives