The Future is Mobile - AMA conference 2011, Roundtable discussion


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The Future is Mobile - AMA conference 2011, Roundtable discussion

  1. 1. The Future is Mobile (and about more than just apps) Amy Clarke, Marketing Officer (Corporate) Amy Clarke
  2. 2. Introduction <ul><li>Introduction – my role and what the RSC has done with mobile to date – Adelaide Road </li></ul><ul><li>The growing relevance and importance of mobile to date: </li></ul><ul><li>A phone is no longer a phone; it’s a powerful computer, that just happens to make phone calls </li></ul><ul><li>AND the phone is always on… </li></ul><ul><li>In 2011 sales of smartphones and tablets are estimated to outstrip the combined sales of desktops and laptops </li></ul><ul><li>UK has the 5 th highest population of 3G subscribers in the world (after US, Japan, Korea and Italy </li></ul><ul><li>The market for 3G subscriptions is growing at a rate 34% per year </li></ul>Amy Clarke
  3. 3. Stats from the RSC website <ul><li>June 2011 – 14,100 visits to RSC website were via a mobile device (8% of total visits) </li></ul><ul><li>In total these visits accounted for £11,389.20 of online income </li></ul><ul><li>Iphone and Ipad are the most popular devices </li></ul><ul><li>Ipad users are the biggest spenders – accounting for 76% of this income (although Iphone accounts for more visits) </li></ul><ul><li>Number of visits from mobile devices is increasing month by month (compare with June 2010) </li></ul>Amy Clarke and Mary Butlin
  4. 4. Discussion topics <ul><li>Is there anything particular people would like to get out of the session? </li></ul><ul><li>Possible discussion points are: </li></ul><ul><li>Smart phone apps </li></ul><ul><li>Mobile and email marketing </li></ul><ul><li>Mobile friendly websites </li></ul><ul><li>QR codes </li></ul><ul><li>Integrating mobile marketing into campaigns and other media </li></ul>Amy Clarke
  5. 5. Apps <ul><li>Why create a smart phone app? – sales? audience development? Just because… </li></ul><ul><li>What makes a good smart phone app? </li></ul><ul><li>“ As long as a customer need or want is answered, the app stands a good chance of being taken up” </li></ul><ul><li>Smart phone v Iphone app – cost implications </li></ul><ul><li>Need to consider the objective and whether the technology solves the problem in a cost effective way </li></ul>Amy Clarke
  6. 6. Email Marketing Amy Clarke <ul><li>Increasing number of people now access email via mobile phone </li></ul><ul><li>How do your emails render on various devices? </li></ul><ul><li>New customer habits, altering the perceived “best times” to send out communications </li></ul><ul><li>Get clever! Voucher codes, timings, clear call to actions </li></ul><ul><li>Think about the user journey – can they click through to a mobile website from your email and complete their purchase </li></ul>
  7. 7. Mobile website: Warwick Arts Centre Amy Clarke
  8. 8. QR Codes and NFC Chips <ul><li>Not widely used but do offer opportunities </li></ul><ul><li>Integrate into ad / print campaigns </li></ul><ul><li>Use around a venue </li></ul><ul><li>NFC chips is further development </li></ul>Amy Clarke
  9. 9. Even more clever things (AXA insurance ad) Amy Clarke Using mobile technology to enhance a print ad
  10. 10. Conclusions <ul><li>With increased usage and savvy users mobile is likely to become an increasingly important part of the promotion mix </li></ul><ul><li>Important to get the small things right first, then move onto the big things (if they are relevant) </li></ul><ul><li>Need to stay abreast of developments, so we’re not playing catch up </li></ul><ul><li>Think about ROI and meeting your overall objectives </li></ul>Amy Clarke