A Changing Landscape , delivered by Neil Richardson at the eBusiness Club mobile marketing and apps conference

1. A Changing Landscape

2. A changing landscape?
The advent of Web 2.0 brought about a step-
change in how suppliers and consumers
behave.
It was effectively a process of „creative
destruction‟ where company‟s traditional
marketing abilities and consumer insights
were challenged by the new dawn of user
generated content
(Richardson, 2008) .

3. Why should we be interested?
Companies who don‟t predict (or react quickly ) to
emergent factors will suffer strategically
Emergent Strategy 1
PEOPLE impact
Realised
Strategy 3
Realised
Intended Marketing Strategy Strategy 1
Realised
(PROFIT) Strategy 2
Emergent Strategy 2 Emergent Strategy 4
PLANET impact Emergent Strategy 3 Change in consumer values
Macro-environment impact
The largest single cause of corporate failure is due
to the company failing to market itself effectively
(Slatter)

4. “REACH NEW” Heights Steps to e-marketing success
Reflect on • the role of e-commerce and your company
your orientation and readiness to change
your approach to marketing
Enable change • by recognising & removing barriers to adoption of good marketing
practices
by putting the „e‟ into your Marketing Mix
Actively communicate • by managing your message in a considered manner
using tools and techniques that help your customers
by getting your staff to „buy-in‟ to promoting internal change
your brand to your customers by tailoring your communications tools
to be fit for purpose
Consider your situation • so you know your strengths and weaknesses
and be able to exploit future opportunities
to understand how those around you can help (or hinder) your
progress
Harvest Knowledge • to know you‟re achieving what you want
to identify where you want to be
Nurture growth • by acquiring and satisfying new customers
through developing relationships
Embrace co-ordination • by planning your marketing campaigns
through monitoring your success in reaching your goals
Where do you stand? • On the key issue of sustainability
When technology keeps changing
(adapted from Richardson (2010))

5. A changing landscape?
Web 2.0‟s „step change‟ effectively made
companies‟ knowledge bases redundant. They
could no longer perceive users and customers
in the same way.
the last 10 years has seen many changes
 changing market place
 customer needs
 tumultuous economic conditions
2009 saw online advertising overtake that on
television to become biggest non-print advertising
sector in the UK (Sweeney, 2009)

6. A changing landscape?
Technology…
 has been central to driving much of
the change forward.
 has changed our own personal lives
 has infiltrated the very essence of our
daily activities,
 Increases the pace of how we live
whilst providing us with greater
choices than ever

7. Internet Generation
Amazon
Launch of
netbooks
Napster
3G phones
Launch of Launch of Launch of iPhone iPad
web Hotmail
browser Ipod
Mosaic
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

8. An identity Crisis
 Who are the „users‟?
 Are Users and Buyers the same thing?
 Can you treat users of Twitter in the same way
as you would Facebook or Linkedin?
 Research suggested that more than 90% of
business people use the Internet to research
major business decisions (Schmidt, 2007)

9. Multitaskers
People are increasingly media multi-taskers ie they can be accessing multiple
media platforms eg TV, online (say Twitter) and mobile simultaneously.
Media multi-taskers buy more online compared with those who don‟t and
worryingly for brand managers they are more discerning and hence likely to
switch brands after online research.
The number of multi-taskers has increased by 38% since 2006 (EIAA, 2009)
with 22% watching TV whilst going online simultaneously at least once a week.
The demographic is not restricted to the young with silver surfers (ie those over
55years old) seeing a 75% increase in multitasking since 2006.
Their willingness to „change mind‟ after online research is product dependent
with a much higher tendency to switch holidays or FMCG products whilst
remaining loyal to big ticket items such as cars.

10. Internet Segmentation of
consumers:
7 segments:
1. Quickies(8%): Short visits to a few familiar sites.
2. Just the Facts (15%): Search for specific information from known
sites.
3. Single Mission (7%): Information gathering or completion of a certain
task at an unfamiliar site.
4. Do It Again (14%): Visits to favourite sites.
5. Loitering(16%): Longer leisure visits to familiar sites.
6. Information, Please (17%): In-depth information gathering from a
range of unfamiliar sites.
7. Surfing (23%): Short visits to a lot of mostly unfamiliar sites.

11. What does digital landscape
involve?

12. A changing landscape?
Questions 37 million
In 2008 how many UK people were
online?
In 2008 how many people were online
globally? 1.7 billion
In 2008 how many people had mobile
phones globally? 4 billion
it‟s easy to see the long-term
potential for e-marketing

13. A changing landscape?
Young UK consumers spend more time
online than watching TV
(Smith & Chaffey, 2005)
50,000 UK homes were switching to
broadband each week
(ibid)
In 2009 65% of UK households had internet
access of whom 86% had broadband
(Advertising Statistics Yearbook, 2009).

14. Marketing as a social process:
Buyer
Something of value: Something of value:
Goods, services, ideas Money, credit, labour, goods
Seller
(Dibb et al, 2006)

15. What is digital marketing? (2)
“Digital Marketing is the management and
execution of marketing using electronic media
(such as the web, e-mail, interactive TV and
wireless media) in conjunction with digital data
about customers‟ characteristics and behaviours”
Chaffey et al. (2006, p10)
Customer Characteristics
 Demographics (age, income, etc)
- (To identify target groups)
 Psychographics (motivation, lifestyle)
 Geographic Location
 Price Sensitivity, etc, etc, etc

16. What is e-marketing?
Digital technologies can be described as electronic
devices, appliances, tools, techniques, technologies
and or systems.
Baines, Fill & Page (2011)
There‟s more to it than simply having a website
Many companies are already using some of the e-
marketing tools

17. What does e-marketing do?
E-marketing helps companies to
 adapt to the needs of your customers
 reduce transaction costs
 easily communicate key details with customers
eg changes to trading hours
E-marketing helps customers to move away from
traditional time-location based behaviours.

18. So it‟s all good???
There are „rumblings‟ that users are becoming
dissatisfied with the amount of „noise‟ and „clutter‟
starting to appear on SN sites and other such
digital media. It has been reported recently by the
BBC that users in the US are already logging in
less to SN sites such as Facebook, Bebo and
MySpace and once logged in, are actually
spending less time on the site.

19. So it‟s all good???
Industries and products are going to disappear
Print newspapers are doomed………Why
Estate agents?..........Why?
What about sat nav?........Sat Nav is dead

20. So it‟s all good???
When Google (the new entrant) announced their
iPhone sat nav app in 2009, shares in existing
providers fell sharply.
In January 2010 Nokia announced it was
providing a sat nav app with all of its smartphones
These are just two examples of Web 2.0‟s creative
destruction and it‟s a challenge for managers and
marketers alike

21. So it‟s all good???
In December 2009, online estate agents
Rightmove‟s shares dropped more than 10% in
one day when Google announced a potential
website for 2010 where estate agents could list
properties free of charge.
Even the suggestion of such a site was enough to
drive the incumbent‟s shares down

22. What does digital marketing
involve?
 Understanding the changes in the macro/micro
environment
 Understanding how customers behave online
and in other digital ways
 Understanding how to apply the 7Ps
 Knowing how to design a customer orientated
website
 Knowing how to build customer loyalty
 Developing a sustainable e-strategy
 Delivering value
 Managing your reputation

23. Tips to manage online reputations
1Socialise campaigns-
 users are increasingly using multiple SN sites for differing reasons eg Facebook, Twitter
for personal use and Linkedin or Smarta for business purposes.
 think creatively and combine invention with relevance in your communications.
 The battle now is for content AND style.
2 Location, location, location-
 mobile devices are driving improvements in m-commerce. The new 4G handsets will
drive this even faster
 multitaskers can no longer be assumed to be at a fixed point.
3 Timing can be everything-
 multitaskers are inclined to go online in the evening. Factor this into your promotional
campaigns and be aware of how their use of media is evolving-
 SN sites are evolving at ever increasing rates and the environment is more varied than
ever before.
4 Communicate to convert-
 multitaskers are heavily influenced by word-of-mouse – ignore their comments at your
peril.
 monitor the micro environment particularly ie how others are using SN sites - be aware of
how your company is being represented and discussed online and strive to manage this
more effectively.
 monitor the Macro environment continuously- multitaskers are into the latest technologies
hence you need to keep abreast of new developments and further convergence
EIAA (2009)

24. Marketing opportunities through
mobile phones:
 Voice calls for telesales
 SMS ad or voucher for promotion
 MMS rich video promotion
 Bluecasting – location based ad
 Bluetoothing – billboards and messages sent to
mobile phone (e.g. Coldplay)
 Mobile Email – viral / permission marketing
 Mobile connection to Internet to promote
Co./products/services
 Mobile TV

25. increased awareness and enlightenment in
a crowded and cluttered environment.
reach customers at the point of evaluation/decision-making

27. Why mobile?
The DMA argues that m-marketing has a
number of unique benefits –
 it is „always on, always with you and messages
are always read‟.
 UK mobile penetration reached over 91% of the
population in Q4 2010 which is truly exceptional.
 Its virtues in dynamically tracking responses and
its speed in responding to events make it the ideal
medium for direct marketers
 its potential for growth which will ultimately
outstrip traditional PC based browsing.

28. Why mobile?
Internal Marketing
The basic requirements for good internal communications include:
 General information about the organization
 Specific information about their role in the organization
 Clarity around their role
 A clear understanding of the organizations vision
 Information on workplace practices
 Opportunities to be involved and consulted
 Feedback on performance
 Access to training and development
 Access to communication channels.
(Richardson & Laville, 2010)

29. Why mobile?
Internal Marketing
 Companies such as Procter & Gamble, Oracle and
Cisco seek user-generated feedback on products
and ideas for new products.
 They‟re increasingly using the mobile platform to
enable dialogue. Cisco (UK)‟s I-zone encourages
employees to submit ideas and even rewards non-
employees with an I-Prize for ideas.
 Often external perspectives can remove hurdles
when internal stakeholders can‟t provide solutions

31. Why mobile?
Search marketing
Arguably the largest use of Web 2.0 is for search
purposes and this is accelerating with mobile
applications.
Twitter acknowledged the importance of „searching‟
when they bought Summize in 2008 which is used
to search online conversations and for tapping into
the collective knowledge of web users. This would
involve users posting questions to be answered by
fellow Twitterers in an evolution of the “Answers ”
model pioneered by Yahoo! and adopted by most
other biography portals

32. Why mobile?
Advertising
Apple‟s purchase of Quattro Wireless, a mobile
advertising company, for $275 million and Google‟s
purchase of AdMob (for $750million) are indicators
of how seriously these giants view the potential for
mobile advertising.
Mobile ads must be tailored to suit the mobile
platform. A study of Kit Kat consumers found that
mobile ads boosted brand awareness by up to 36%.

35. Where mobile?

36. 2010 2011 2012 2013 2014 2015
Global 13,976,859 31,860,295 78,855,662 188,375,368 487,426,725 788,324,804
Asia Pacific 2,448,932 6,768,196 20,543,294 67,012,433 240,350,642 420,277,951
Latin America 1,329,853 4,040,217 12,720,259 26,665,349 49,199,321 71,548,055
North America 2,615,787 4,218,310 6,550,322 14,257,565 38,783,886 55,646,710
Western 5,237,113 10,348,319 21,163,143 33,524,429 58,670,609 83,364,841
Europe
Japan 441,060 1,021,441 3,322,664 10,780,236 21,462,108 31,876,998
Central and 1,156,893 3,140,746 8,252,679 20,303,462 38,480,441 58,717,045
Eastern
Europe
Middle East 747,221 2,323,065 6,303,302 15,831,895 40,479,719 66,893,204
and Africa

38. Text Message facts:
The first text message (or 'telenote' as it
was originally called) was sent on 3rd
December 1992 by Neil Papworth to
colleagues at Vodafone and said 'Merry
Christmas'. The commercial launch of
SMS took place in 1995
(source: www.text.it)

40. Text Message facts:
In 2009 UK mobile users generated …
 a daily average of 265 million text messages and
 1.6 million picture messages daily
 A text message total was 96.8 billion
 600 million picture messages across the whole year
 4.5 million picture messages being sent on Christmas Day itself
Text messaging traffic over the recent festive period continued to rise
proportionately.
Christmas Day Increase on New Years Eve/Day Increase on
2009 2008 2009/10 2008
441,805,870 31% 874,033,799 21%
(source: www.text.it)

41. Text Message facts:
Total number of text messages (SMS) sent in:
2009 total 96.8 billion………YoY growth (2009 vs 2008): 23% growth
2008 total 78.9 billion
2007 total 56.9 billion
Video and Picture messages (MMS)
Total number of picture messages (MMS) sent in:
2009 total 601 million
2008 total 553 million
2007 total 449 million
(source: www.text.it)

42. New speak?
all int valy o Dth rd t 600."^ T LB! Chrg
4t gns" he sd:In2 T valy o Dth rd t 600
All in the valley of Death rode the six hundred. "Forward, the Light Brigade!
Charge for the guns!" he said: Into the valley of Death rode the six hundred
The Charge Of The Light Brigade
by Alfred, Lord Tennyson

43. New speak?
2 rds dvrgd in a wd & i, i tk the 1 les travld by & tht hs mde al th difernc
Two roads diverged in awood and I, I took the one less travelled by,
and that has made all the difference
The Road Not Taken by Robert Frost

44. New speak?
4 Im a br f v ltl brn & lng wds bthr me
For I am a bear of very little brain and long words bother me
Winnie the Pooh with a little help from AA Milne

45. New speak?
ggggUK4gg
A horse! A horse! My kingdom for a horse!
Richard III according to some dodgy bloke

46. New speak?
YY UR, YY UB, ICUR YY4me
Too wise you are, too wise you be, I see you are, too wise for me

47. Moving from Text messaging to
Email via mobile phones
 Improvements need to be made in the manner
that people key in the text (authoring issues)
 Issue of Attaching files needs to be addressed
 Ability to forward content to other users needs
to be refined if viral marketing is to take a role in
m-commerce

48. Using a mobile platform to
acquire customers
Some practical steps you can take are…
 Divide your contacts by heavy or light smartphone
usage, time slots, information seekers etc
 Target your m-comms towards timing-driven users with
messages such as “sale ends at 9pm”.
 If you‟ve established permission use Bluetooth to
highlight bargains when users are within proximity of the
supplier

49. Using a mobile platform to
acquire customers (cont‟d)
Some practical steps you can take are…
 Send time-related messages when most likely to affect their
behaviour eg when people are leaving work to remind them to stop
on the way home.
 Keep messages short so that they are easily read on mobiles,
 Provide notices, e-vouchers and regular say monthly newsletters-
they need to be suitable for computers but still be readable on
mobile devices.
 Link your m-comms to your other marcomms eg establish whether
they sometimes access emails on their mobile phone. Look to
segment your mailings with increasing accuracy to target mobile
email readers as a distinct group.

50. E-loyalty
Reid-Smith (2009) suggested a Seven-Step e-
Loyalty Consulting Process as follows:
 Clearly Establish e-Loyalty Goals and Objectives
 Identify the Most Valuable Customers (MVC's) and their
loyalty drivers
 Develop a Strategy to Create an Intelligent Dialogue with
Customers
 Design a Web offering to fulfill on MVC's loyalty drivers
 Formalize an e-Loyalty Program for MVC's
 Persuade Customers to Want a Relationship
 Develop Feedback and Measurement Tools

51. Key strategic areas that m-
comms can affect
 Supporting major change
 Communicating messages from the management
 Communication the business
mission/vision/values
 Raising awareness of business issues and
priorities

52. Key strategic areas that m-
comms can affect (cont‟d)
 Raising and maintaining the credibility of the
management
 Employee motivation
 Allowing for staff to feedback
 Improving the communications skills of
management.

53. Monitoring m-comms
 Controls must be established to assess how well
your marketing plan is being put into practice and
again m-comms can make this easier and more
accurate.
 There should be scheduled opportunities to reflect
on the plan‟s effectiveness.
 All stakeholders should be aware of the
timescales and encouraged to „feedback‟ via the
mobile platform either in the form of messages, a
social network site or a blog.

54. Monitoring m-comms
 Managers need to be seen to act on these feedback from
staff and other stakeholders.
 Managers can measure twitter behaviour using resources
such as www.tweetstats.com and www.twitterholic.com .
 These allow managers to see the volume of tweets by
week, day or even hour.
 They also allow monitoring of retweets and replies. In
doing so managers can follow key trends, identify new
issues… as well as who‟re the biggest Twitterers.

55. Codes of Practice
 Direct Marketing Association (DMA) provides an
excellent guide entitled “Mobile Marketing Best
Practice Guidelines” which covers collecting and
managing data, mobile campaigns, measurement
and reporting.
 Have no doubt that at times dealing with
consumers can be difficult and the guide refers to
tricky areas such as adult content, complaints and
dispute resolution.

56. Codes of Practice
A copy of the code of practice can be obtained
from the website for the Independent Mobile
Classification Body (IMCB)‟s website
(http://www.imcb.org.uk/classificationframe/).

57. Codes of Practice
The DMA suggests that when setting up a mobile campaign
you need to ensure that
 The customers have given permission to communicate with
them specifically via this medium
 You‟re clear about the data being used (preferably make
sure that it has been collected in-house or that the exact
collection methods are known)
 The medium is appropriate to that specific offer/target
group (what is trying to be achieved – how will mobile
support it?)
 The message is appropriate for the medium (can it be
communicated by text or via images)

58. Codes of Practice (cont‟d
The DMA suggests that when setting up a mobile campaign
you need to ensure that
 Any cost to the consumer can be justified and is clear in
the communication (remember that they pay to send
messages and can be charged to receive any
acknowledgement – or „bounce back‟ – message, so make
clear that they understand the full cost to them)
 The consumers understand that any downloadable content
within your campaigns (eg ring tones or wallpapers) are
reliant on the compatibility of their handset and also how it
will be charged
 You are clearly identified to the mobile user
 Your message includes the ability for the user to opt out
from further messages

59. Problems with Mobile Technology
Barriers to SME adoption of e-commerce do
exist such as
 SMEs lack awareness in terms of
sources of assistance eg grants
 They perceive IT skills problems
 They feel their company size is too small
to benefits.
 They perceive the required technology to
be too expensive/complicated or
incompatible with in-house systems

60. Bluejacking
 Chaffey (2010) suggests “Bluecasting involves
messages being automatically pushed to a
consumers Bluetooth enabled phone or they can
pull or request audio, video or text content to be
downloaded from a live advert. “In the future ads
will be able to respond to those who view them”.
 Bluejacking involves sending a message from a mobile
phone (or other transmitter) to another mobile phone
which is in close range via Bluetooth technology. It has
potential for:
 Viral communication;
 Community activities (dating or gaming events);
 Location-based services – electronic coupons as you pass
a store.
(Chaffey et al., 2006, p.124).

61. Earn the right to Bluetooth
Bluetooth Example Distance In context or Call to
application relevant action
Very close range at shows and events & a few centimeters Yes- the consumer Yes
positive consumer in interactive outdoor has to interact by
interaction posters offering their
mobile to the
Bluetooth point.
The DMA
Close range ‘in the user is attending a Dozens of meters Yes-the content is Yes- it’s
suggest four context’ Bluetooth concert & receives a in context & implied
activation ringtone download by directly relevant to
broad Bluetooth interaction the band they’re the location/event
marketing seeing & reflects the
consumer’s likely
applications – interest in the
message
Close range general a general environment Dozens of meters No- consumers no clear
Bluetooth activation in which the message may regard it as an call to
interaction is not necessarily in invasion of privacy action
context eg a shopping and consider this and
mall the basis of a
grievance
Wide range general a wide area general up to 100m and No- consumers no call
Bluetooth activation environment where beyond if may regard it as an to
interaction the message is not in networked- invasion of privacy action
context eg a street or possibly vast &consider this the
train station location distances basis of a
grievance

62. Future of Mobiles
 More people will access the internet
through Mobile devices
 Google ANDROID operating system
will become a very powerful player
 Mobile phones will have more
processing power than current PCs
 Mobile phones will be able to
communicate with many devices
 Mobile phones may be equipped with
MICROPROJECTORS.

63. Future developments
4G
 New ranges of applications will make the most of these developments
particularly based on video which at times still struggles under 3G.
 V-logging will increasingly replace traditional blogging where the
users use their mobile sets in situ rather than sat at a desk.
 Mobile enabled video conferencing will become commonplace as the
camera and microphone technologies improve.
 Hence you‟ll be able to have more, better quality interactions with
remote colleagues whilst reducing your carbon footprint.

64. Future developments
4G
 The next generation of phones will have substantially
more functionality than the current 3G versions.
 The bandwidths will be substantially better, the
processing power and storage will continue to double
every 18 months and downloads will take place at up
to 100MB per second.

65. Paying via your Mobile Phone
 The Major Mobile
phone companies have
launched a payment
system called Payforit
to permit their
customers to pay for
items.
Paying for parking via your
phone

66. Future developments
 Anti-virus protection
 Personalisation and customisation
 Intranet / extranet access
 Multimedia messaging
 Location-based services
 Mailbox management
 Multiple subscriptions and devices
 Secure transaction billing
 Audio / video streaming – video
conferencing
 Speech Recognition

67. Future developments
Personalisation and customisation
 Suppliers will increasingly seek to personalise their full and mobi
websites in order to improve the user experience. iGoogle lets you
create a personalised homepage that contains a Google search
box at the top, and your choice of gadgets. You‟ll access it from
your smartphone and have access to
 your Gmail messages
 headlines from Google News and other news sources,
 weather forecasts, stock quotes, movie showtimes etc
On top of this you‟ll be able to store bookmarks whilst mobile giving
you quick access to the sites when you‟re next plugged in.

68. Future of m-commerce
Clothing
integrated
with
technology
Bracelet mobile Fingerprint
phones Access:
Biometrics
The trend for customisation will continue on a number of fronts.
Mobile phones embedded in watches are already available.
Increasing miniaturisation means this trend (of embedding the
Slim card phone) will be extended to clothing and possibly even jewellery.
mobile Bluetooth motorcycle helmets are old hat (sorry!) so don‟t be
phones surprised if more clothing becomes integrated with technology

69. Online reference sites
 http://www.payforituk.com/pages/news/news1.html [accessed 31-01-10]
 www.epinions.com
 http://www.myspace.com/
 http://www.kontraband.com/index.asp
 http://www.allowe.com/
 http://www.viralx.com/
 www.milliondollarhomepage.com
 www.vfestival.com
 www.wkd.com
 www.vouchers.com
 www.pcworld.co.uk
 www.ebay.co.uk
 www.pricerunner.co.uk
 http://www.forrester.com
 www.citizensonline.co.uk
 www.statistics.gov.uk
 www.clickz.com
 http://www.trafficranking.com
 http://www.internetworldstats.com/stats.htm
 http://www.zdnet.com/intweek/
 http://www.e-consultancy.com/
 http://www.cim.co.uk/home.aspx
 http://www.adage.com/
 http://www.internet.com/sections/marketing.html
 http://www.marketingterms.com/
 http://www.brandrepublic.com/magazines/marketing/
 http://www.adassoc.org.uk/inform/content.html
 http://live.emarketer.com/
 www.imc.org
 www.electronicmarkets.org/
 http://www.dbmarketing.com/
 http://www.knowthis.com/crm/customer.htm

70. References
Advertising Standards Yearbook (2009) available via http://www.warc.com [Accessed 12-10-09]
Armstrong, G & Kotler, P. (2008) Marketing- An Introduction. 9th ed Pearson Education: London
Baines, Fill & Page (2008) Marketing. Oxford University Press: Oxford
Chaffey (2009) http://www.davechaffey.com/ [accessed 10-10-09]
DIbb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (2006) Marketing: Concepts and Strategies. 5th
European ed. Houghton Mifflin: Abingdon
Fill, C. (2009) Marketing Communications: Interactivity, Communities and Content 5th ed FT
Kotler, P., Armstrong, G., Wong, V. & Saunders, J. (2008) Principles of Marketing. 5th European
ed. FT Prentice Hall: Harlow
Sweeney, M. Internet overtakes television to become biggest advertising sector in the UK,
Guardian.co.uk (http://www.guardian.co.uk/media/2009/sep/30/internet-biggest-uk-
advertising-sector) [accessed 21/11/2009]