The Croydon and South London branch of the
Chartered Institute of Marketing aims to:
·
Promote a conducive environment where members and
guests who live or work in Croydon and South London can meet, share information
and exchange views on current developments with fellow professionals at all
stages of their marketing career
·
Create the right marketing connections for personal
and professional development
They hosted a meeting at the BBP Business School
in St Mary
Axe in the City of London on 27th October
.
http://www.cim.co.uk/shop/books/bookDetails/itsnotaphone.aspx
http://www.cim.co.uk/home.aspx
Much like Rene Magritte's painting
"This is not a pipe" Ceci n'est pas une pipe" smart phones challenge our pre-conceptions - for really a smart phone is mobile computer.
Much like Rene Magritte's painting
"This is not a pipe" Ceci n'est pas une pipe" smart phones challenge our pre-conceptions - for really a smart phone is mobile computer.
It can acts as our Address Book, Our calendar even our Hifi
.
Soon it is becoming our cash, our train ticket , a
homing device.
Mark used a quote from Albert Einstein " Simple as possible
not simpler" It might have well have come from the lips of the late Steve Jobs of Apple.
The smart phone is not replacing the mobile phone but superseding it.
Much as our life has changed from a division of work, social and domestic life we are now in the era of either on line or off. as likely as not our phone is always on and within three feet of us.
It knows…
What I we like
Where we are – location sensitive - ,
Mark showed a Burger King application of smart phone software where location alerts are sent to customers' smart phones within the vicinity and an order could be taken. The information then processed in time to meet the arrival of the customer to the outlet.
http://www.vouchercloud.com/burger-king-1-mobile-vouchers
http://www.vouchercloud.com/burger-king-1-mobile-vouchers
But smart phone mobile marketing is not just for the Global Corporations like Burger King and their kingdom- but is also within the smaller budget realms Local advertising campaigns which can be made time sensitive and be rolled out as a campaign in ten minutes
Mark Blaney-Stuart , Head of Research at CIM http://www.cim.co.uk/home.aspx
Mobile marketing is not about the technology for its own sake – it must be of use or benefit to the consumer.
It’s not a phone it's the future of mobile marketing
What customer does the customer need? What technology can they use?
There is so much information out their now - a deluge as Mark described it. We are suffering 'Choice paralysis'
Nowadays People want recommendations..not choice.
For example ,we no longer search for say a Restaurant in Soho -
but decent restaurant in Soho
Why do personal recommendations work? Referrals, testimonials and recommendations are more trusted because they are seen to be objective. However Trip adviser lose their power if a supplier is found to be faking it such action devalues the proposition.
Facebook conversations offer genuine real time market research – compared to a conventional focus group
which can never real time.
Smart phones enable fast and local incentive schemes but an offer o succeed it has to be literally an unbeatable offer e.g. 70 % discount with ten minutes to go or within 5
miles of the store
QR tags potential under-exploited –can we bothered to scan? Mark said their success depends a lot on situation and environment
They work well work in the art gallery, museum, zoo but in everyday
not so well– incentivisation
Mark suggested that most of us don’t like tech – what we we like is tech. solving stuff.
Privacy concerns have arisen with smart phone marketing but Mark suggested
“Yes Big brother is watching you – but if we like our big
brother , we don’t mind”
Is Tesco clubcard a terrible thing because it targets ?– not really because we
signed up for it.
Privacy has a price after all.
Amazon You viewed – Customers who liked this /bought this also viewed this
For specialists for this area of marketing Mark suggests we should look at the following who help clients attract new customers and build their on line reputation, assist in keeping in touch and building relationships plus advice on measuring monitoring and making more money from such technologies.
- Flowtown now part of demandforce http://www.demandforce.com/
When mobile is a is quick as the desktop Mark reckons we will use mobile
Either more and more sophisticated or a dumb cheap devise in
the cloud.
Cloud security Machine all life –loss
Usage patterns of life One click away from everything.
He advise the meeting to extend your brand / service to mobile intelligently.....by using your existing channels in integrated mobile experience.
James talked about the development of near field chip nfc with applications such as contactless payment, transport ticketing,health tagging, info tagging, location based networking like foursquare https://foursquare.com/, Google wallet http://www.google.com/wallet/and Pay pass http://www.paypass.com/Tap and Go.
He finished his session with a demostartion of some of the latest AR Augmented reality where a samrt phone's camera can view a piece of advetising such as a wrapper or poster whose elemnts are then augmented by computer generated sensory input as sound, video and graphics.
He finished his session with a demostartion of some of the latest AR Augmented reality where a samrt phone's camera can view a piece of advetising such as a wrapper or poster whose elemnts are then augmented by computer generated sensory input as sound, video and graphics.
What James referred to as 'cool' and I just felt "WOW"
The Blippar™ http://blippar.com/ platform uses image recognition technology to make an advert i the trigger for the virtual content. The advert can be poster or product wrapper or just about anything I gather.
What the content consists of... is totally brand dependent
Any advert is turned into an engaging interactive experience
In the video clips the camera of an ipad is pointed at advertisements which triggers the technology interesting demonstration.
In the video clips the camera of an ipad is pointed at advertisements which triggers the technology interesting demonstration.
Tesco promotion for video
Marmite
Oyster
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