Paddy Power and Telegraph to Deliver Masterclass Keynotes

Jamie Reeve, product manager at Paddy Power, and Mark Challinor, head of mobile platforms at Telegraph Media Group, will deliver the keynote addresses at the final two Masterclass events before the summer, taking place in London next Tuesday.

Reeve will deliver the keynote at the Mobile Gaming & Gambling Masterclass in the morning session, outlining Paddy Power’s approach to mobile and the development of its mobile offerings.

Before that, delegates will hear from mobile expert speakers from Flurry, PixelPin, OpenMarket, Arbitron, Amobee and Somo. Each will deliver a 10-minute presentation, before the event moves to a round table format, with each speaker spending 20 minutes with a small group of delegates. 

More than 50 delegates are confirmed to attend the event from companies including Sky Bet, Rank Interactive, Capcom, Ladbrokes, Sega, Square Enix, William Hill, Marmalade, Playmob, Betvictor, Palace Bingo, Betfair, and bwin.party. There are a few delegates spaces remaining for this event. You can register for free here.

In the afternoon, in a slight departure from the usual, vertical-focused format, we are running a Mobile Advertising Masterclass, in which delegates will take a deep dive into the fast-moving, ever-changing, and, let’s be honest, more than occasionally confusing world of mobile advertising.

Delegates at this event will hear from Millennial Media, Celtra, Pubmatic and Somo, before Mark Challinor, director of mobile platforms at Telegraph Media Group, delivers the keynote address. The Telegraph has embraced mobile in a big way across its smartphone and tablet properties, and Challinor will explain how and why it has done so.

This event is a sell-out, with 60 confirmed delegates from News International, Bauer Media, Carat, Starcom Mediavest, RBS, Michael Page, Barclays, American Express, Debenhams, Haymarket, Virgin Atlantic, Lastminute.com, US Airways and Rightmove.

There is one speaking slot remaining at this event. For more details, contact fraser@masterclassing.com. For details of the remaining 2013 Masterclass events, head for Masterclassing.com

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Adobe to Acquire Neolane for $600m

Adobe is buying the cross-channel marketing company Neolane, which includes a platform to automate campaigns across the web, email, social, mobile, call centres, direct mail and point of sale.

Neolane’s functionality will be integrated into the Adobe Marketing Cloud campaign tool so its customers can deliver consistent cross-platform customer experiences, personalised messasging and increase their ROI.

Neolane is the sixth acquistion made by Adobe to sit in its Cloud,  complementing analytics, targeting, social, customer experience and optimsation solutions. The deal, which was paid for in cash, is expected to close in July.

“Neolane has more than 400 customers worldwide, many of whom are Adobe customers as well,” said Stéphane Dehoche, CEO and co-founder of Neolane. “Combining our capabilities into Adobe Marketing Cloud will open up a level of visibility that makes these marketers’ day-to-day work easier and more effective.”

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Driving Growth Through Social Marketing

The days of ‘spray and pray’ marketing activities involving mass emails to large volumes of untargeted prospects have long gone – although no doubt it’s still considered a ‘strategy’ for some.

Like every other area of business, marketing has become much more sophisticated and accountable, thanks to the advancement and adoption of new technologies. Marketing today is much less of a black art, and much more about an applied discipline. And thanks to the latest technology developments, it’s now also possible to measure the amount of revenue contribution that marketing is delivering back to the organisation, including measuring the all-important power of social media. 

The majority of small businesses and start-ups typically adopt an email marketing strategy with basic drip nurturing and simple scoring. That’s a great first step, but why stop there? Even a small marketing department of one can adopt more sophisticated marketing campaigns that drive lead generation efforts. The best ones integrate marketing automation with social marketing.

Automating elements of your marketing minimizes the work, so you can focus on the creativity and quality of your messaging and offers, and act like a marketing department 10 times your size. The result? More interest, more leads, and more revenue. Likewise, social marketing captures and leverages sharing behaviour, greatly increasing the reach and impact of your messages.

Key considerations

Here are three key considerations for harnessing social marketing to help drive new business. The first is that people trust what their friends and peers have to say about a company, much more than they trust what the company has to say about itself. Understanding how to tap into the power of peer-to-peer influence to amplify the reach and impact of every marketing campaign drives both lead generation and revenue growth. Thanks to the fluid and real-time nature of social, you can build community engagement initiatives, developing content with the purpose of educating and informing, to establish early relationships with prospects online, and earn their trust.

The second point is that social is more than just a channel or tactic; it is a strategy that should be present in every aspect of marketing. In the past, marketers have thought of social marketing primarily as listening, responding, and publishing social updates. Although these are all important, the real promise of the social explosion for marketers isn’t about updating a corporate feed; it’s about turning fans and customers into an army of powerful brand advocates.

Thirdly, the world of social marketing ROI is still evolving. In most cases, we have to rethink traditional metrics to include the ways that people interact with social media. By leveraging peer-to-peer social engagement, marketers can look at metrics such as brand lift, social engagement, and influencer reach. In marketing terms, “influencers” are individuals who have the power to affect the purchase decisions of others, because of their real or perceived authority, knowledge, position, or relationship. The growing practice of influencer marketing can measurably impact purchase decisions.

Social profiles
Simply put, today’s marketers need to be social business professionals. It’s not a case of creating social campaigns –  every campaign should be social, and reach all the places where you’re already touching prospects – from your website, to your landing pages, to your Facebook pages, and your emails. By incorporating social profiles of individuals, their sharing behaviours, and the impact to your bottom line, you can make all your lead scoring, nurturing and overall marketing activities even stronger and more effective.

Tapping into this powerful channel will give a lift to all your campaigns and content, increase conversions, and set up your sales team to close the deal. Marketers are in a unique and exciting position to be the ambassadors for a new era. The real demand is for professionals that understand social business – not just social media.

Liz Smyth is EMEA Marketing Director at Marketo

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The Computer Says No

Yesterday, I experienced what hundreds, possibly thousands of people suffer every day – a cracked phone screen. A drop from a height of around 18 inches was all it took to do the trick.

Now the crack wasn’t too bad and my contract is up in a few months so if it had just been a crack, I probably could have lived with it. But in fact, the screen stopped functioning completely, so I dug out an old spare phone and rang my insurance company – yes, I’m one of those smug types who pays £7 a month for phone insurance, and believe me, I’ve had my money’s worth over the years.

My insurance company, SuperCover Insurance, were very helpful, took down all the details, but said they needed proof of purchase, by way of a receipt, before they could take things any further. That, I’m sure, is in the office, and for reasons I won’t bore you with, I’m not in the office much the next couple of weeks. Not to worry, I was told, call your operator and ask them to email a copy of the Customer Agreement to us and that will do the trick.

Five minutes later and I’m on the phone to Orange, talking to a guy with a lovely Irish accent and demeanour, who is telling me that won’t be a problem. Until it got to the bit about sending an email. At which point he said words to the effect of: “I’m not sure we’ll be able to send it via email. We normally send it out by post, takes up to four working days, then when it arrives, you can scan it and email it on to the insurance company.”

The stupidity of this as a process wasn’t lost on him, to the point where, before I asked him to, he said he would ask his manager if there was a way round it. He asked. There wasn’t. So instead of attaching a PDF to an email and sending it to the insurance company to arrive three seconds later, he’s going to print something off, stick it in an envelope, send it to me, so I can scan it, attach the scan to an email, and send it to the insurance company to arrive (up to) four days and three seconds later.

I’m sure someone at Orange can tell me there’s a very good reason why this is the best possible solution. You can’t go giving call centre staff access to email. It’s tempting to say it might be the best solution for Orange, but not for the customer, but even that can’t be right, if the costs of the two alternative resolutions are compared. If this is the best the network can do for its customers, something’s gone badly wrong. This sort of thing is why so many people churn.

Now I know not everyone has this sort of a platform to air their grievances, and I rarely abuse my position in this way, if that’s the right word, but when a mobile operator’s systems are this bad, and it exhibits such a ‘Computer says no’ attitude, it’s only right that the world should hear about it.

David Murphy
Editor

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Relaunched Myspace Sees 10.5m Mobile Visitors in Two Weeks

[img_assist|nid=26333|title=|desc=|link=popup|align=left|width=78|height=150]You might not have noticed, but on 12 June Myspace officially relaunched its social network.

Over the following 14 days, its site saw approximately 10.5m unique visitors on mobile, accounting for 34 per cent of the total 31m.

The new Myspace has a greater focus on music – understandably, given that Justin Timberlake is now a co-owner – and launched in beta in January. The official relaunch was marked with the release of an iOS app, and has seen 995,000 downloads in the last two weeks. It is worth noting, however, that this figure actually includes users upgrading from a previous version.

The relaunch has been supported with a $20m TV and digital marketing campaign.

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Facebook Launches Android App Beta

Facebook has launched a beta testing program for its Android app, which will enable it to try out – and get feedback on – new features going forward, as well as improve the user experience on the wide range of Android devices. 

Users who opt in to the program will receive a monthly update containing a small batch of fixes and new features.

“Performance and reliability are top priorities across Android, but when we marry the platform’s diversity of devices and OS versions with Facebook scale, the ability to test quality across experiences can become a challenge,” said Ragavan Srinivasan, Facebook product manager for Android in a blog post.

“While Android allows us to push the limits of what’s possible on one end, we must balance that work by investing in providing optimal Facebook experiences on the incredibly wide diversity of devices that already exist.”

Hashtags go mobile

When Facebook launched its hashtag functionality earlier this month, mobile users couldn’t search for them or click on them in posts – though tags included in posts made from mobile could be clicked on desktop.

The Facebook mobile site now supports hashtags, though the function still isn’t available on its Android or iOS apps.

Branded stickers

Facebook has also launched its first branded pack of stickers for its Facebook Messenger app, promoting Despicable Me 2. It appears that Universal, the studio behind the movie, didn’t pay for the stickers to appear – but Facebook is most likely testing the water.

Stickers rolled out in Messenger last month and, if they prove successful, charging brands to sponsor them seems like an obvious way of monetising the product. It’s similar to OTT messaging app Line’s approach, although in most cases those stickers are monetised by making users pay for them.

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All Change

David Murphy talks to Tim Scoffham, UK head of mobile for GreyStripe EMEA about the firm’s evolution.

You can listen to the interview below, or download it as a podcast here.

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Weekly Highlights: £1bn, 72 Per Cent, and More Big Numbers

Welcome once again to our round up of the week’s biggest and best stories. 

Here at Mobile Marketing Towers, the big news this week was undoubtedly taking the wraps off the line up of speakers for our flagship event, Mobile Marketing Live. This October, you can expect to hear from Tesco, News International, Google, Domino’s Pizza, UBS, Yahoo, FT.com, Forrester, and many more. If that’s whet your appetite, you can read the full post here.

Looking at the week more objectively, though, the biggest story was probably the forecast from eMarketer that mobile ad spend will hit £1bn – or £999,000, to be annoyingly precise – by the end of this year. Great news, undoubtedly, but looking at the numbers next to mobile’s share of media time spend, the channel is still commanding a smaller share of ad budgets than it should.

Another number that made headlines this week was 72 per cent. In case you missed it, that’s the current level of smartphone penetration in the UK, according to Deloitte. With this stat in mind, Kirsty Styles spoke to some of the industry’s finest minds to find out where we go next.

This week also saw more retail brands speaking up about the swathes of customers coming to them via mobile – from Domino’s, whose mobile sales in 2012 were larger than its entire sales back in 1999,  to Dixons, who told Mobile Marketing exclusively that 40 per cent of its online traffic comes from mobile.

Have a good weekend, and we’ll see you on Monday.

Alex Spencer

Online Editor

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Coast, Oasis and Warehouse Bring iPads In Store

Aurora Fashions, owner of Coast, Oasis and Warehouse, is rolling out a fleet of iPads into its stores, which will be used by customers and staff to improve shoppers’ experience, as well as the company’s marketing efforts.

The iPads will be used as mPOS stations by its retail workforce, along with being information points for shoppers and, perhaps most interestingly, mounted in changing rooms to deliver interactive marketing messages. These will include image and video content on seasonal ranges, product info and special offers.

The company has already installed wi-fi in 60 stores for use by customers, as well as to power the iPads, with 50 further installations promised in the UK and Europe during the rest of this year.

“The use of mobile technology in a retail environment has become a critical part of the multichannel journey,” said Richard Glanville, Aurora Fashions CFO. “Being one of the first few fashion retailers to not just adopt iPad technology, but push the boundaries in terms of service delivered, demonstrates our innovation and ability to deploy solutions quickly – adding value for our customers in a competitive market.”

The project has been supported by Vodat International and Retail Assist

 

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Mysterious Payments App Clinkle Raises Largest Ever Silicon Valley Seed Round

Although the full details of the Clinkle payments platform are yet be revealed, its 22-year-old founder and Stanford graduate Lucas Duplan has promised something “fundamentally different from everything else out there.”

“There are close to one million apps in the Apple App Store,” he said in a blog post announcing the investment round, “yet, none let you comfortably go a week or even a couple of days without paper bills or plastic cards. The exchange of value is one of humanity’s most important inventions. But somehow, the way in which we transact hasn’t significantly changed in decades… So we’ve decided to do something about it.”

The launch of an app is being touted for this year starting with university students in the US, so September or October look to be likely targets. More than 25,000 people have already entered their contact details for an opportunity to be among the platform’s first users.

Duplan has said that the software is focused on creating enough of an incentive for both consumers and merchants to swap cash and cards for mobile – not a particularly incovenient existing system. Peer-to-peer payments are also on the cards.

The range of backers has stirred considerable interest so expect to see more on this in the coming months. Perhaps we will all be clinkling as often as we Google by this time next year. Interestingly, the list of investors includes mobile payments provider Intuit, as well as Andrew Viterbi, co-founder of Qualcomm, Dick Fredericks, a former US ambassador to Switzerland, a former CEO of Symantec, Gordon Eubanks, plus PayPal’s Peter Thiel and Owen Van Natta, former COO, Facebook. Among many others.

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