2. Reading Chaffey, D et al (2009) Internet Marketing: Strategy, Implementation and Practice. Harlow: FT Prentice Hall www.ofcom.org

3. What we will cover today Different mobile platforms The size and behaviour of the mobile user base Types of online PR activity

4. Mobile platforms Traditional mobile phones (2G and 3G) Smart phones Computers using wifi or 3G mobile connections (Games consoles) Chaffey et al (2009)

5. The consumer proposition (Chaffey, 2009: 168) Element Evaluation Not fixed location User can access content anywhere and in transit Location-based services Devices can offer geographically-based services, eg. an offer in a particular shopping centre. GPS based devices can respond more precisely to the user’s location and circumstances Instant access 3G and wifi connections are always on Privacy Greater privacy than desktop access, so more suitable for personal and social use Personalisation Smartphones in particular can be set up and populated with personal information Security Gradual introduction of banking services and m-pay systems

6. Source: Ofcom

7. Source: Ofcom

8. Slide 3. Chaffey, Ellis-Chadwick, Mayer and Johnston, Internet Marketing , 4 th Edition, © Pearson Education Limited 2009 Figure 3.12 Number of text messages sent monthly in the UK 2001 to 2006 Source : Mobile Data Association

9. SMS applications (Chaffey, et al, 2009: 169) Database building/direct response/direct mail Location-based services Sampling Sales promotion Rewards Short codes Access to paid services and content

11. Social networking Social network access via mobile in Europe and US (June 2007) Source: M:Metrics

13. But smartphone users are different Source: compete.com, Q3 2009

14. UK smartphone demographics Source: Mintel , 2009

15. So... Smartphones offer potential for greater engagement with consumers Existing users are early adopters User base shows potential for growth Functionality of hardware is increasing exponentially

16. Optimise your site Consider the context in which mobile publics might value your content Identify ways to extend your footprint in the mobile space

18. Mobile apps Extend brand footprint and awareness Drive traffic to sites Generate revenue and in-app purchase Platform for sales promotion and PR