The Future of Digital    Marketing?      Jon Aizlewood
Who am I?Ex E-Marketing Manager, Study Group DigitalSales:UKResponsible for all things web marketing, rangingfrom email an...
Who am I, now?Digital marketing & design services foragencies, SMEs and freelancersSpecialising in email marketing, webmar...
How far we’ve come
Web 1 =1-way conversations
Web 2 =2-way conversations
Web 3? =mobile conversations
5B   mobile subscribers in 2010
Soon Smartphone sales will eclipse PC sales
1.96B   Global internet        connections
85%   Handsets able to access      the web, by 2011
(    !   )
It’s not all about AppleSouth America     Asia
Egypt = 70%Ghana = 55%China = 30%Russia = 19%
Responsive Design Making your site mobile-ready
What is responsive           design?Making your siteexperience accessibleto all viewers, alldevicesSeparating contentand p...
Why use it?Mobile penetration isgrowingDesigning for thedesktop first willalienate your mobileusersAdapt your site tomobile...
Responsive in actionhttp://adactio.com/journal/1696/
How many of you have checked yourmobile stats?How many of your site visitors arearriving through a mobile device?How many ...
Some Resources           Mobify                                  a list apartMake your site mobile-ready (not      For you...
QR codesBring your offline -> online
What are QR codes?A QR Code is a specific matrix barcode(or two-dimensional code), readable bydedicated QR barcode readers ...
Where can they be                                         used?                                Print collateral           ...
QR codes and email                                Email                                Marketing                          ...
What’s needed?  Equipment needed       Students likely to have?Mobile deviceIntegrated cameraMobile data connectionNative ...
What’s an example?(m obile)
Some Resources http://www.qrme.co.uk/
GeoLocation   Where?
What is Geolocation?Primarily mobile-basedgeosocial networkingGamification - points, awards,achievements, badgesBrings offli...
How can it be used?                                                                        A case study                   ...
What’s needed?  Equipment needed       Students likely to have?Mobile deviceIntegrated GPSMobile data connectionFree or pu...
AppsThere’s an app for that
There’s an app for that Device-specific (native) appeal Native vs web wrappers for development Already hundreds of ESL lear...
There’s an app for that
Advertising is back
Why use it?Contextually-targeted10 billion engagedusers and countingFully trackableMobile-based
What’s needed?  Equipment needed       Students likely to have?Mobile deviceIntegrated app storeMobile data connection
In conclusion
Mobile is here, for good Think about mobile across all channels Design and build for mobile first, expand to desktop Add mo...
Thank you!Jon Aizlewood jon@carbongraffiti.com
Others to watch
Augmented RealityBudget and resource-intensiveUseful for locating ESLbranches
NFC & RFIDNear-field communicationsRadio frequencyidentificationCan be used for mCommerce(mobile commerce)Remove credit card...
IP TVFinally here - Apple TV,Google TV, boxeeEndless opportunitieswith TV apps,convergent experienceacross web, mobile, TV
Watch thishttp://www.slideshare.net/jwtintelligence/2f-100-things-to-                  watch-in-2011-6306251
The Future of Digital Marketing - English UK
The Future of Digital Marketing - English UK
The Future of Digital Marketing - English UK
The Future of Digital Marketing - English UK
The Future of Digital Marketing - English UK
The Future of Digital Marketing - English UK
The Future of Digital Marketing - English UK
The Future of Digital Marketing - English UK
The Future of Digital Marketing - English UK
The Future of Digital Marketing - English UK
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The Future of Digital Marketing - English UK

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What will be the future of Digital Marketing, speaking specifically to the ELT (English Language Training) industry. This presentation was given on Jan 27th at the EnglishUK Marketing conference in London.

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The Future of Digital Marketing - English UK

  1. 1. The Future of Digital Marketing? Jon Aizlewood
  2. 2. Who am I?Ex E-Marketing Manager, Study Group DigitalSales:UKResponsible for all things web marketing, rangingfrom email and SEM to social and multilingualmarketingTargeted ESL & HE students from 140 countries and13 languages, driving conversions for 3 brands across 3operating divisions.
  3. 3. Who am I, now?Digital marketing & design services foragencies, SMEs and freelancersSpecialising in email marketing, webmarketing consultancy and site design & build
  4. 4. How far we’ve come
  5. 5. Web 1 =1-way conversations
  6. 6. Web 2 =2-way conversations
  7. 7. Web 3? =mobile conversations
  8. 8. 5B mobile subscribers in 2010
  9. 9. Soon Smartphone sales will eclipse PC sales
  10. 10. 1.96B Global internet connections
  11. 11. 85% Handsets able to access the web, by 2011
  12. 12. ( ! )
  13. 13. It’s not all about AppleSouth America Asia
  14. 14. Egypt = 70%Ghana = 55%China = 30%Russia = 19%
  15. 15. Responsive Design Making your site mobile-ready
  16. 16. What is responsive design?Making your siteexperience accessibleto all viewers, alldevicesSeparating contentand presentationProgressivelyenhancement &graceful degradation
  17. 17. Why use it?Mobile penetration isgrowingDesigning for thedesktop first willalienate your mobileusersAdapt your site tomobile & desktop usingresponsive design
  18. 18. Responsive in actionhttp://adactio.com/journal/1696/
  19. 19. How many of you have checked yourmobile stats?How many of your site visitors arearriving through a mobile device?How many mobile visitors convertedinto sales?
  20. 20. Some Resources Mobify a list apartMake your site mobile-ready (not For your design/dev team. Start from responsive) scratch. http://mobify.me/education/ http://www.alistapart.com/articles/responsive-web-design/
  21. 21. QR codesBring your offline -> online
  22. 22. What are QR codes?A QR Code is a specific matrix barcode(or two-dimensional code), readable bydedicated QR barcode readers andcamera phones.The code consists of black modulesarranged in a square pattern on a whitebackground. The information encoded canbe text, URL or other data.Android & Symbian (Nokia) supports =natively, iPhone will with the iPhone5. Jon AizlewoodUntil then, the app store contains several CarbonGraffitiQR apps. jaizlewood@carbongraffiti.com http://carbongraffiti.com Thanks for listening!
  23. 23. Where can they be used? Print collateral Billboards In-store displays Event ticketing Conferences Coupons Direct Mailhttp://www.flickr.com/groups/qrcodes/pool/
  24. 24. QR codes and email Email Marketing List building Fully trackable Online/offline Couponinghttp://www.flickr.com/groups/qrcodes/pool/
  25. 25. What’s needed? Equipment needed Students likely to have?Mobile deviceIntegrated cameraMobile data connectionNative or purchasedapp
  26. 26. What’s an example?(m obile)
  27. 27. Some Resources http://www.qrme.co.uk/
  28. 28. GeoLocation Where?
  29. 29. What is Geolocation?Primarily mobile-basedgeosocial networkingGamification - points, awards,achievements, badgesBrings offline online, &mobileEndless engaging marketingopportunities
  30. 30. 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 experiencehttp://chronicle.com/blogs/profhacker/location-based-gaming-for/26720
  31. 31. What’s needed? Equipment needed Students likely to have?Mobile deviceIntegrated GPSMobile data connectionFree or purchasedGeoLoc app
  32. 32. AppsThere’s an app for that
  33. 33. 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
  34. 34. There’s an app for that
  35. 35. Advertising is back
  36. 36. Why use it?Contextually-targeted10 billion engagedusers and countingFully trackableMobile-based
  37. 37. What’s needed? Equipment needed Students likely to have?Mobile deviceIntegrated app storeMobile data connection
  38. 38. In conclusion
  39. 39. Mobile is here, for good Think 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!
  40. 40. Thank you!Jon Aizlewood jon@carbongraffiti.com
  41. 41. Others to watch
  42. 42. Augmented RealityBudget and resource-intensiveUseful for locating ESLbranches
  43. 43. NFC & RFIDNear-field communicationsRadio frequencyidentificationCan be used for mCommerce(mobile commerce)Remove credit cards frompayment processAs seen in Pret a Manger!
  44. 44. IP TVFinally here - Apple TV,Google TV, boxeeEndless opportunitieswith TV apps,convergent experienceacross web, mobile, TV
  45. 45. Watch thishttp://www.slideshare.net/jwtintelligence/2f-100-things-to- watch-in-2011-6306251

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