The Future of Digital Marketing - English UK
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Transcript of The Future of Digital Marketing - English UK
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The Future of Digital Marketing?
Jon Aizlewood
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Who am I?
Ex E-Marketing Manager, Study Group Digital Sales:UK
Responsible for all things web marketing, ranging from email and SEM to social and multilingual marketing
Targeted ESL & HE students from 140 countries and 13 languages, driving conversions for 3 brands across 3 operating divisions.
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Who am I, now?
Digital marketing & design services for agencies, SMEs and freelancers
Specialising in email marketing, web marketing consultancy and site design & build
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How far we’ve come
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Web 1 =1-way conversations
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Web 2 =2-way conversations
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Web 3? =mobile conversations
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5B mobile subscribers in 2010
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SoonSmartphone sales will eclipse PC sales
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1.96B Global internet connections
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85%Handsets able to access the web, by 2011
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!( )
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It’s not all about Apple
South America Asia
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Egypt = 70%Ghana = 55%China = 30%Russia = 19%
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Responsive DesignMaking your site mobile-ready
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What is responsive design?
Making your site experience accessible to all viewers, all devices
Separating content and presentation
Progressively enhancement & graceful degradation
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Why use it?
Mobile penetration is growing
Designing for the desktop first will alienate your mobile users
Adapt your site to mobile & desktop using responsive design
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http://adactio.com/journal/1696/
Responsive in action
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How many of you have checked your mobile stats?
How many of your site visitors are arriving through a mobile device?
How many mobile visitors converted into sales?
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Some Resources
Mobify a list apart
Make your site mobile-ready (not responsive)
http://mobify.me/education/
For your design/dev team. Start from scratch.
http://www.alistapart.com/articles/responsive-web-design/
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QR codesBring your offline -> online
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What are QR codes?
A QR Code is a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones.
The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data.
Android & Symbian (Nokia) supports natively, iPhone will with the iPhone5. Until then, the app store contains several QR apps.
Jon Aizlewood
CarbonGraffiti
http://carbongraffiti.com
Thanks for listening!
=
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Where can they be used?
Print collateral
Billboards
In-store displays
Event ticketing
Conferences
Coupons
Direct Mail
http://www.flickr.com/groups/qrcodes/pool/
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QR codes and email
Email Marketing
List building
Fully trackable
Online/offline
Couponing
http://www.flickr.com/groups/qrcodes/pool/
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Equipment needed Students likely to have?
What’s needed?
Mobile device
Integrated camera
Mobile data connection
Native or purchased app
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What’s an example?
(mobile)
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GeoLocationWhere?
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What is Geolocation?
Primarily mobile-based geosocial networking
Gamification - points, awards, achievements, badges
Brings offline online, & mobile
Endless engaging marketing opportunities
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How can it be used?A case study
Gowalla (based in Texas) aspiring to get most US universities involved with check-ins and stamps
Helping students get familiar with their campus
‘Trips’ created for students to follow
Game-ified - makes it fun, engaging, competitive
ESL - learn English, induction, city/town immersion + a great branded experience
http://chronicle.com/blogs/profhacker/location-based-gaming-for/26720
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What’s needed?Equipment needed Students likely to have?
What’s needed?
Mobile device
Integrated GPS
Mobile data connection
Free or purchased GeoLoc app
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AppsThere’s an app for that
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There’s an app for that
Device-specific (native) appeal
Native vs web wrappers for development
Already hundreds of ESL learning apps
Over 10B apps downloaded
QR & Translation apps
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There’s an app for that
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Advertising is back
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Why use it?
Contextually-targeted
10 billion engaged users and counting
Fully trackable
Mobile-based
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What’s needed?Equipment needed Students likely to have?
What’s needed?
Mobile device
Integrated app store
Mobile data connection
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In conclusion
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Mobile is here, for goodThink about mobile across all channels
Design and build for mobile first, expand to desktop
Add mobile functionality to all existing collateral
Mobile is a channel. Give it budget
Cater to your mobile audience now, reap the rewards
Offer branded experiences through mobile first. Then desktop.
Stop focusing on the desktop!
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Others to watch
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Augmented Reality
Budget and resource-intensive
Useful for locating ESL branches
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NFC & RFID
Near-field communications
Radio frequency identification
Can be used for mCommerce (mobile commerce)
Remove credit cards from payment process
As seen in Pret a Manger!
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IP TV
Finally here - Apple TV, Google TV, boxee
Endless opportunities with TV apps, convergent experience across web, mobile, TV
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Watch this
http://www.slideshare.net/jwtintelligence/2f-100-things-to-watch-in-2011-6306251