1

MARKETING SUMMARY, AND FUTURES

JN2702

IN OUR FINAL OFFICIAL JN2702 SESSION

▪ Recap from last week !

▪ Recap from the course !

▪ Mobile marketing: challenges !

▪ Over to you…: What the future of media marketing may hold?

2

Assignment One feedback▪ Agility in covering the various nuanced elements of

the topic !

▪ All submissions acknowledged, to varying extents the challenging nature of the social media and digital landscape for marketers !

▪ Some basic issues around presentation and articulating a direct response to the essay question !

▪ Stronger submissions were also ones that addressed data and profiling !

▪ Some submissions also tackled the production of digital psychographics: which was a welcome element of the narrative !

▪ Marks will be released by the end of the week (subject to moderation)

3

Assignment 2 and post-Easter arrangements▪ deadline for second

assignment is May 2nd @ 5pm !

▪ Assignment is now active on blackboard/turnitin !

▪ Sessions after Easter will be option drop in sessions, or workshops - if you’d like !

▪ Quick update on how we’re all progressing with assignment 2, and general questions 4

Recap from last week▪ Core elements of the assignment 2

structure ▪ executive summary ▪ background/situation analysis ▪ objectives ▪ strategies ▪ tactics and implementation

▪ Implementation allows you to demonstrate both knowledge and flair

▪ Key point: understand your client, the landscape and the audience

▪ Key point: think about the full range of opportunities the digital realm !

▪ If your assignment takes into all of the above, you should be moving along the right lines 5

Mind mapping the course

▪ What are the key take-aways from the course as a whole?

6

Mobile marketing▪ Ubiquity: Mobile devices an essential

part of everyday existence !

▪ Replacing traditional mediums: 46% of US device owners watch video feeds in bed, rather than a traditional TV !

▪ Speed of response: 50% of direct mobile message engagement occurs within 15 minutes !

▪ Gallup research; “Organisations that understand a customer’s actions and optimise engagement with behavioural insights, outperform peers by 85% in sales growth and more than 25% in gross margin.” !

▪ Multi-screen experiences beginning to take effect - dual screen consumption

7source

Dual screen consumption

▪ 75% of smartphone users are engaging in second screen interaction every month (Nielson) !

▪ 72% are more likely to watch a TV show after engaging with its social media page (wowsa) !

▪ 51% of people use social networks to connect with people watching the same show (wowsa)

8

A monochrome video…

9

Future trends▪ Research time!

10

flickr imagesharrypope - Back to the future car !The LEGO woman - Sad !Steven Shorrock - Listen, understand, act !Rob Wright - Assignment experiment !madstreetz - mind map !Ambernectar 13 - what james left in my mobile phone case !James Whatley - 2screenfail !Dan Coulter - robot attack

11