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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?
Jon Aizlewood
Who am I?
Ex E-Marketing Manager, Study Group Digital Sales:UK
Responsible for all things web marketing, ranging from email and SEM to social and multilingual marketing
Targeted ESL & HE students from 140 countries and 13 languages, driving conversions for 3 brands across 3 operating divisions.
Who am I, now?
Digital marketing & design services for agencies, SMEs and freelancers
Specialising in email marketing, web marketing consultancy and site design & build
How far we’ve come
Web 1 =1-way conversations
Web 2 =2-way conversations
Web 3? =mobile conversations
5B mobile subscribers in 2010
SoonSmartphone sales will eclipse PC sales
1.96B Global internet connections
85%Handsets able to access the web, by 2011
!( )
It’s not all about Apple
South America Asia
Egypt = 70%Ghana = 55%China = 30%Russia = 19%
Responsive DesignMaking your site mobile-ready
What is responsive design?
Making your site experience accessible to all viewers, all devices
Separating content and presentation
Progressively enhancement & graceful degradation
Why use it?
Mobile penetration is growing
Designing for the desktop first will alienate your mobile users
Adapt your site to mobile & desktop using responsive design
http://adactio.com/journal/1696/
Responsive in action
How many of you have checked your mobile stats?
How many of your site visitors are arriving through a mobile device?
How many mobile visitors converted into sales?
Some Resources
Mobify a list apart
Make your site mobile-ready (not responsive)
http://mobify.me/education/
For your design/dev team. Start from scratch.
http://www.alistapart.com/articles/responsive-web-design/
QR codesBring your offline -> online
What are QR codes?
A QR Code is a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones.
The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data.
Android & Symbian (Nokia) supports natively, iPhone will with the iPhone5. Until then, the app store contains several QR apps.
Jon Aizlewood
CarbonGraffiti
jaizlewood@carbongraffiti.com
http://carbongraffiti.com
Thanks for listening!
=
Where can they be used?
Print collateral
Billboards
In-store displays
Event ticketing
Conferences
Coupons
Direct Mail
http://www.flickr.com/groups/qrcodes/pool/
QR codes and email
Email Marketing
List building
Fully trackable
Online/offline
Couponing
http://www.flickr.com/groups/qrcodes/pool/
Equipment needed Students likely to have?
What’s needed?
Mobile device
Integrated camera
Mobile data connection
Native or purchased app
What’s an example?
(mobile)
GeoLocationWhere?
What is Geolocation?
Primarily mobile-based geosocial networking
Gamification - points, awards, achievements, badges
Brings offline online, & mobile
Endless engaging marketing opportunities
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 experience
http://chronicle.com/blogs/profhacker/location-based-gaming-for/26720
What’s needed?Equipment needed Students likely to have?
What’s needed?
Mobile device
Integrated GPS
Mobile data connection
Free or purchased GeoLoc app
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 learning apps
Over 10B apps downloaded
QR & Translation apps
There’s an app for that
Advertising is back
Why use it?
Contextually-targeted
10 billion engaged users and counting
Fully trackable
Mobile-based
What’s needed?Equipment needed Students likely to have?
What’s needed?
Mobile device
Integrated app store
Mobile data connection
In conclusion
Mobile is here, for goodThink 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!
Thank you! Jon Aizlewood jon@carbongraffiti.com
Others to watch
Augmented Reality
Budget and resource-intensive
Useful for locating ESL branches
NFC & RFID
Near-field communications
Radio frequency identification
Can be used for mCommerce (mobile commerce)
Remove credit cards from payment process
As seen in Pret a Manger!
IP TV
Finally here - Apple TV, Google TV, boxee
Endless opportunities with TV apps, convergent experience across web, mobile, TV
Watch this
http://www.slideshare.net/jwtintelligence/2f-100-things-to-watch-in-2011-6306251
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