1. 1
MARKETING SUMMARY, AND
FUTURES
JN2702

2. 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

3. 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

4. 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

5. 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

6. Mind mapping the course
▪ What are the key take-
aways from the course
as a whole?
6

7. 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 traditionalTV
!
▪ 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

8. Dual screen consumption
▪ 75% of smartphone users are
engaging in second screen
interaction every month
(Nielson)
!
▪ 72% are more likely to watch
aTV 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

9. A monochrome video…
9

10. Future trends
▪ Research time!
10

11. flickr images
harrypope - 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