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

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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-MWhat 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

•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?

Projecting the future in time of rapid changehttp://www.youtube.com/watch?v=KKchgm9Nslk

Mobile, multi-channel and integrated campaigns

•Mobile shrinks time and location•New implications in terms of decision-making and behaviour•Think CDJ•Multiple parallel devices

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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

Wearable Web: Google Glass is coming

Next steps: Tuesday class

• Guest speaker:– eMail Marketing– Running tests and measurement

• Projects!• Blogs

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