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The role of mobile technologies

Watch Tom Chapman talk about how digital marketing is increasingly moving towards mobile.
LISA HARRIS: Hi. I’ve got Tom here with me today. And he’s brought a load of kit with him. And he’s going to be talking about what all of this technology means for digital marketing. So what opportunities do these present for marketers then?
TOM CHAPMAN: They’re with us all the time. These technologies that go in our pockets, that go around our necks, that we surf the web with, mean that these companies have so much more information about what we’re doing, where we are– especially in terms of location now– that they’re able to target and understand and appreciate us as individuals almost, rather than just being broad segments of customers as it was in the past.
LISA HARRIS: OK. But there must be a downside as well, I guess. What are the challenges associated with these devices?
TOM CHAPMAN: There are two challenges, actually. I’m going talk to it in slightly two ways. There’s a challenge for us as consumers because we’re giving up an awful lot that we may or may not appreciate. And there’s a challenge for the businesses because they’re getting all this information. They are playing flooded with data. There’s lots of talk in industry about big data and what it can do. But there’s also an awful lot of people in industry that don’t know what to do with it. So the pressure is on to take all this information and turn it into something that you can work with to then move your business forward.
LISA HARRIS: So is this something that small, ordinary businesses can make use of as well? Or is this really just for the big guys?
TOM CHAPMAN: No, no. Any business can make use of this, but this technology does not replace the fundamentals– in my opinion– of business. You’ve got to appreciate who your customer is. You’ve got to appreciate why you’re in business and what you’re trying to achieve. And if you can then match the two up using more information that’s available, then that’s fantastic. But don’t just assume just because a company does something that you should do it. Don’t spend lots of money on a big swanky website if all your customers don’t have access to the internet. It’s a silly question. It’s an obvious question.
But too many people, I think, follow what they read in the press and don’t really necessarily understand who their customers are. If we look at, for example, I’ve got an iPad. And other tablets are available. I’ve got on Android tablet there as well. But there’s a lot of stuff in the press about the way in which people can buy things through these devices. And there has been stuff in the press about children, mainly, spending an awful lot of money on games and things without necessarily their parents’ knowledge. There’s been lots of people with fast internet connections suddenly realising that they’ve spent an awful lot of money downloading a film.
So I know that Apple have recently released or will be releasing with their next version a way in which the child’s device will communicate with the parents device to ask permission, is it OK for a child to purchase this app? Now that’s fantastic. So our behaviour has driven a change in technology, in my opinion. Or a change in the way a company operates and the use of their technology. If we’re looking at it the other way, does technology change the way in which we behave? Yes, I think it does. But the way in which we behave with one device compared to the other is very, very different.
We spend half our time looking at the back of the screen to see the photo we’ve taken. Whereas 30 years ago, there was the excitement and fun of actually getting the films developed. Nowadays, I can sit, I can go out, I can take lots of pictures rather than a few. I can plug them straight into a tablet device, look at them at a large scale size, plug them into a computer, order prints through the tablet. I don’t even have to go home with an internet connection. Often, the pictures can be waiting for you before you’ve even got back from holiday, which is a complete change in the way we see or interact with these things.
LISA HARRIS: OK, great. Thanks very much, Tom.
Tom talks about the increasingly central role played by mobile devices in digital marketing. He introduces the opportunities and challenges that these developments present for marketers.
What other opportunities do you think that these devices present?
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Digital Marketing: Challenges and Insights

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