What will be the future of Digital Marketing, speaking specifically to the ELT (English Language Training) industry. This presentation was given on Jan 27th at the EnglishUK Marketing conference in London.

1. The Future of Digital
Marketing?
Jon Aizlewood

2. Who am I?
Ex E-Marketing Manager, Study Group Digital
Sales:UK
Responsible for all things web marketing, ranging
from email and SEM to social and multilingual
marketing
Targeted ESL & HE students from 140 countries and
13 languages, driving conversions for 3 brands across 3
operating divisions.

3. Who am I, now?
Digital marketing & design services for
agencies, SMEs and freelancers
Specialising in email marketing, web
marketing consultancy and site design & build

4. How far we’ve come

8. Web 1 =
1-way conversations

9. Web 2 =
2-way conversations

10. Web 3? =
mobile conversations

11. 5B mobile subscribers in 2010

12. Soon
Smartphone sales will eclipse PC sales

13. 1.96B Global internet
connections

14. 85% Handsets able to access
the web, by 2011

16. (
! )

18. It’s not all about Apple
South America Asia

19. Egypt = 70%
Ghana = 55%
China = 30%
Russia = 19%

21. Responsive Design
Making your site mobile-ready

22. What is responsive
design?
Making your site
experience accessible
to all viewers, all
devices
Separating content
and presentation
Progressively
enhancement &
graceful degradation

23. Why use it?
Mobile penetration is
growing
Designing for the
desktop first will
alienate your mobile
users
Adapt your site to
mobile & desktop using
responsive design

26. Responsive in action
http://adactio.com/journal/1696/

28. How many of you have checked your
mobile stats?
How many of your site visitors are
arriving through a mobile device?
How many mobile visitors converted
into sales?

29. Some Resources
Mobify a list apart
Make your site mobile-ready (not For your design/dev team. Start from
responsive) scratch.
http://mobify.me/education/ http://www.alistapart.com/articles/responsive-web-design/

30. QR codes
Bring your offline -> online

31. What are QR codes?
A QR Code is a specific matrix barcode
(or two-dimensional code), readable by
dedicated QR barcode readers and
camera phones.
The code consists of black modules
arranged in a square pattern on a white
background. The information encoded can
be text, URL or other data.
Android & Symbian (Nokia) supports
=
natively, iPhone will with the iPhone5.
Jon Aizlewood
Until then, the app store contains several CarbonGraffiti
QR apps. jaizlewood@carbongraffiti.com
http://carbongraffiti.com
Thanks for listening!

32. Where can they be
used?
Print collateral
Billboards
In-store displays
Event ticketing
Conferences
Coupons
Direct Mail
http://www.flickr.com/groups/qrcodes/pool/

33. QR codes and email
Email
Marketing
List building
Fully trackable
Online/offline
Couponing
http://www.flickr.com/groups/qrcodes/pool/

34. What’s needed?
Equipment needed Students likely to have?
Mobile device
Integrated camera
Mobile data connection
Native or purchased
app

35. What’s an example?
(m obile)

36. Some Resources
http://www.qrme.co.uk/

37. GeoLocation
Where?

38. What is Geolocation?
Primarily mobile-based
geosocial networking
Gamification - points, awards,
achievements, badges
Brings offline online, &
mobile
Endless engaging marketing
opportunities

39. How can it be used?
A case study
Gowalla (based in Texas) aspiring to get most US
universities involved with check-ins and stamps
Helping students get familiar with their campus
‘Trips’ created for students to follow
Game-ified - makes it fun, engaging, competitive
ESL - learn English, induction, city/town immersion
+ a great branded experience
http://chronicle.com/blogs/profhacker/location-based-gaming-for/26720

41. What’s needed?
Equipment needed Students likely to have?
Mobile device
Integrated GPS
Mobile data connection
Free or purchased
GeoLoc app

42. Apps
There’s an app for that

43. There’s an app for that
Device-specific (native)
appeal
Native vs web wrappers for
development
Already hundreds of ESL
learning apps
Over 10B apps downloaded
QR & Translation apps

44. There’s an app for that

45. Advertising is back

46. Why use it?
Contextually-targeted
10 billion engaged
users and counting
Fully trackable
Mobile-based

47. What’s needed?
Equipment needed Students likely to have?
Mobile device
Integrated app store
Mobile data connection

48. In conclusion

49. Mobile is here, for good
Think about mobile across all channels
Design and build for mobile first, expand to desktop
Add mobile functionality to all existing collateral
Mobile is a channel. Give it budget
Cater to your mobile audience now, reap the rewards
Offer branded experiences through mobile first. Then
desktop.
Stop focusing on the desktop!

50. Thank you!
Jon Aizlewood jon@carbongraffiti.com

51. Others to watch

52. Augmented Reality
Budget and resource-
intensive
Useful for locating ESL
branches

53. NFC & RFID
Near-field communications
Radio frequency
identification
Can be used for mCommerce
(mobile commerce)
Remove credit cards from
payment process
As seen in Pret a Manger!

54. IP TV
Finally here - Apple TV,
Google TV, boxee
Endless opportunities
with TV apps,
convergent experience
across web, mobile, TV

55. Watch this
http://www.slideshare.net/jwtintelligence/2f-100-things-to-
watch-in-2011-6306251