The Future is Mobile - AMA conference 2011, Roundtable discussion
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The Future is Mobile - AMA conference 2011, Roundtable discussion






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    The Future is Mobile - AMA conference 2011, Roundtable discussion The Future is Mobile - AMA conference 2011, Roundtable discussion Presentation Transcript

    • The Future is Mobile (and about more than just apps) Amy Clarke, Marketing Officer (Corporate) Amy Clarke
    • Introduction
      • 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 5 th 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
      Amy Clarke
    • Stats 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)
      Amy Clarke and Mary Butlin
    • 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
      Amy Clarke
    • Apps
      • 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
      Amy Clarke
    • Email Marketing Amy Clarke
      • 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 Centre Amy Clarke
    • 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
      Amy Clarke
    • Even more clever things (AXA insurance ad) Amy Clarke Using mobile technology to enhance a print ad
    • Conclusions
      • 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
      Amy Clarke