The Future is Mobile - AMA conference 2011, Roundtable discussion

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 http://youtu.be/LGDNxb_pI4M

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

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The Future is Mobile - AMA conference 2011, Roundtable discussion

by amyclarke_uk on Jul 25, 2011

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