Transcript COMM464 eMarketing class 17 Blogging and

COMM464 eMarketing class 21
• News
• Mobile trends and marketing implications
– What are the big themes, changes and
implications?
– How is your client set to benefit or suffer in
mobile?
– What does it mean for your digital-M career?
• International digital: similarities and
differences with North America – on
mobile – bring your experience to the
discussion
• Next Steps
Forrester: Embrace the Mobile
Mind Shift
7 slide
Don’t click here, go to next
Exercise
• View Forrester: Score Your Mobile
Marketing Maturity Assessment: The
Mobile Marketing Playbook
– Melissa Parrish November 06, 2012
– http://www.forrester.com/Score+Your+Mobile+Marketing+
Maturity/fulltext/-/E-RES81281
• Activity 1:
– Estimate a score for a consumer packaged
goods’ company, such as MacDonalds
• What questions or issues arise?
• Activity 2:
– Estimate a score for your client company.
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Mobile web trends: a decade or
more coming
• NOT a technology primer BUT a look at
marketing implications of evolving technological
capability
• convergence of:
– Time
– Location
– need
• Context to frame specific value propositions.
• Provide convenience and superior value to
customer vs. their current behaviour
Mobile web-M
What the West can learn from Asia
• Japan
–
http://www.forrester.com/Research/PDF/0,5110,41753,00.pdf 2007
Why Japanese Mobile Internet Is A Success And What European Operators Should Do To Catch Up
• Korea (KT Wi-bro, Samsung), China, India
• Europe: Nokia mobile culture project
• “Minority Report” view of future
interactivity and individualization!
– http://www.youtube.com/watch?v=oBaiKsYUdvg&NR=1
Mobile future:
possibilities
Projecting the
future in time of
rapid change
http://www.youtube.com/watc
h?v=KKchgm9Nslk
•What does NTT docomo think the
future will look like, in terms of
wireless web applications?
•What has already happened?
•What is near to happening?
•What seems unlikely or irrelevant?
Why?
•What are the implications for
marketers?
Mobile, multi-channel and
integrated campaigns
• Mobile shrinks time and location
• New implications in terms of decisionmaking and behaviour
• Think CDJ
• Multiple parallel devices
1) How can you bring speed and utility to the customer using mobile?
2) How do you make the customer’s life easier?
3) What are the mobile touchpoints in the customer experience?
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Macro considerations in incorporating mobile – not an add-on
14
Wearable Web: Google Glass is
coming
Next steps: Tuesday class
• Guest speaker:
– eMail Marketing
– Running tests and measurement
• Projects!
• Blogs
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