1. Digital Marketing Essentials
Session 2 Digital Devices

2. Learning Outcomes
At the end of this session, students should be able to;
Describe hardware platforms available and the implications of technological advancements
Syllabus reference 1.3
This session focuses on the various digital devices that an organisation can utilise as part of their digital marketing campaigns as well as some of the technological developments that might impact on the organisation too.
Recommended reading for this session is chapters 1 and 3 in the Chaffey and Ellis-Chadwick core text book.

3. Digital Hardware Mobile or Handheld Devices Fixed Appliances
Mobile communications devices and phones
Telephones
Tablets
Desktop Computers
Laptops
TV and Radio
Wearables
Kiosks
There is a range of digital hardware that consumers now use to access the internet through and present new opportunities for businesses too.
Over the next few slides, we will look at some of the key devices in turn.

4. Kiosks
Self-service stands that are designed for taking payment, placing orders, providing information and education, and automating simple tasks
Can be used across multiple sectors – local authorities, retailing, travel, shopping centres etc.
In-store kiosks used for as an additional ‘touch point’ for consumers
Can trigger further customer dialogue and engagement
Ordering goods out of stock (John Lewis)
Providing information about the local area and services (local authority)
Providing promotional offers and updates (Boots Advantage Card)
Assist in service provision – ticket collection and printing (Airlines and cinemas)
Kiosks offer the opportunity for an additional digital customer touch point in store or as part of the buying experience. They are a part of a wider range of technologies that are being increasingly used by retailers to enhance the in-store experience.
Retail stores are facing an increasing challenge from consumers choosing to purchase goods and services online. The role of the retail store is certainly changing, with many using stores to see and try items, before then going away and purchasing online (a practice often called ‘showrooming’).
You can read how retailers are embracing technology to assist in the multi-channel environment in these two interesting articles: 28

5. Digital Radio
Digital radio services are available via a number of different platforms including:
DAB digital radio,
Digital television (Sky, Freeview, Virgin Media, Freesat)
Via the internet (fixed and mobile devices)
Radio and online can be integrated well as part of a digital campaign due to the high number of uses listen to radio online.
Digital Listening hours increased 9% from 2013 to % of adults have listened via their mobile phone.
(RAJAR, 2014)
RAJAR stands for Radio Joint Audience Research and is the official body in charge of measuring radio audiences in the UK. It is jointly owned by the BBC and the RadioCentre on behalf of the commercial sector. Radio is dominated by non-commercial stations in the UK (BBC), however, digital radio has provided new and additional stations, presenting opportunities for businesses to reach wider audiences.
Radio and online can combine push and pull to reach out and engage consumers and fulfil brand interactions
Benefits of using radio and online media together:
Future growth: online and radio are the only media predicted to grow audiences in the future
Size of opportunity: Two-thirds of web users have surfed the internet and listened to the radio at the same time
Online and radio provide complementary rational and emotional benefits: online is perceived as a channel for assisting people in finding what they want, when they want, whereas radio is perceived as offering the ‘human touch’
Radio and online are a ‘social connectivity’ media: both provide connection with people’s social communities but on different levels

6. Digital TV
When it comes to web TV, the change is primarily being driven by two factors.
The mass adoption of broadband in UK homes.
The choice and control afforded by digital TV technology.
Key trends include:
Rise in tablets usage enabling an additional way to watch online TV and video content
Web-enabled TV and gaming platforms sets
Streaming TV and film services (Netflix, LoveFilm)
Watching TV on the move (Sky Go, BBC iPlayer, 4OD)
Technology is changing the way people watch TV as well as the opportunities for businesses to reach audiences too. The development of multi-screening and the clickability of new Video on Demand advertising formats have enabled TV to become more of a real-time response medium. There are several opportunities from web TV:
Pre, mid and post roll adverts
Lower third adverts
‘AdSmart’ – available through SkyPlayer, supplies targeted advertising based on viewing habits.
You can read more about Video On Demand (VOD) here:
This video looks at TV and technology in more detail – it is quite long, but you can skip on to different sections.
This Video looks at the affect Netflix (and similar services) have had on TV:

7. Digital Outdoor
Previously, posters and point of purchase material needed manual intervention
Digital outdoor sites mean campaigns can be updated in real-time
‘Place-based media’ allows allow consumers to engage with advertisers, either to play a game or download a voucher
Previously, posters and point of purchase material needed manual intervention, i.e. someone to do it.
With digital, sites are updated from a central computer. Campaigns can be updated in real-time with offers based on availability, sales levels or time of day.
Outdoor is split into transport, retail and roadside - the greatest potential for digital lies in retail and transport in what is called 'place-based media', referring to the interactivity of these environments.
They allow rich content to be displayed, making the space more attractive for advertisers and consumers. The screens allow consumers to engage with advertisers, either to play a game or download a voucher

8. The Mobile Phone: A Multifunctional Device
My Music
The mobile phone has now become the user’s central digital hub, controlling or playing a part in practically every part of the user’s digital life including:
Communication
Applications
Games
Media playback (music/video)
Shopping
Banking
Travel
Social networking
Productivity
My Money
My TV
My Friends
My Shopping
My Games
My s & Calls

9. Tablets Made popular through the launch of the iPad by Apple in 2010.
iPads differ to mobile as a large proportion are used at home and for ‘sofa-browsing’
Conversion rates for sales via tablet devices are equal to those seen from Desktops.
The concept of the tablet began in the early 1960s in the form of the RAND tablet (1964), Apple graphic tablets (1979), Microsoft Smart Display (2002) and the early iPad style Axiotron Modbook (2007). Its big breakthrough to mass public consciousness was in 2010 by Apple in the form of the iPad and although public reception to the first version was mixed, the iPad has gone on to be the fastest-ever selling Apple device.
Tablets are different from mobile in that a large proportion of their use is in ‘sofa-browsing’ and iPads are still mostly used at home rather than on the move
There is a lot or research available around the consumer use of tablet devices. Here are some interesting articles that underline some of the key current trends around tablet devices:

10. Mobile Marketing Mobile Marketing can include:
Simple SMS marketing message
Wireless Bluetooth technology in specific locations
Branded mobile websites
Branded Apps
Communicating with the customer via a mobile device!
Mobile marketing is primarily about customer acquisition, retention and brand building.
Communications should be contextual: based on time, location, need and the individual as well as demographic.
Organisations need to consider their audience and what form of mobile marketing is applicable for them
Mobile internet usage over took fixed line or desktop internet usage at the start of 2014, which is driving many organisation’s focus more on to mobile marketing and developing a success mobile strategy.
The Mobile Marketing Association (2014) defines mobile marketing as: “Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”
The term ‘Mobile marketing’ encompasses a wide range of activities including mobile optimised sites, mobile lead generation, mobile search and PPC, mobile advertising, SMS messages, building and marketing mobile apps, location-based services and QR codes.
Mobile marketing data and statistics are being constantly updated, you can access the most up to date and relevant data here:
Download a free guide to mobile marketing from Dave Chaffey here:
Mobile Marketing Magazine (UK Publication) provides interesting news and analysis about all things mobile and is worth regularly reading to see how organisation are successfully using mobile as part of their digital marketing efforts:

11. The Rise of ‘Dual’ or ‘Second Screening’
“Second screening” or “dual screening” is the act of watching TV while on another device
According to MEF (2014, cited in The Drum, 2014), over two thirds of mobile users admit to second screening and Twitter (2014) reports that over 40% of it’s evening Tweets are TV-related.
There are two key opportunities with the rise of second screening:
Enabling brand to engage with viewers in new ways
Direct commerce and the ability to ‘buy what you see’ on screen
Brands can engage with TV users through creation of branded and interactive apps, dedicated # or other social media offerings.
With the rapidly evolving nature of technology, consumers often own multiple hardware devices including computers, phones, tablets, TVs etc. Many are starting to partake in “second screening” or “dual screening”: the act of watching TV while on another device, which allows the audience to interact with what they’re consuming whether it’s a TV show, video game or movie.
Two key terms that you need to be aware of as part of any discussion around second screening are ‘media meshing’ and ‘media stacking’. Whilst media ‘meshing’ is the concurrent use of digital channels in relation to what you are watching on television, media ‘stacking’ is the use of digital channels for a different purpose in conjunction with TV viewing
Second screening can help remove some of the limitations that is found with traditional media, which we considered towards to start of this session – for example, making the experience more interactive, encouraging dialogue and also encouraging users who are passive to be more active.
Here are some further articles here that provide some interesting stats on second screening as well as the opportunities for brands too.

12. Wearable Tech
Wearable technology are accessories incorporating computer and advanced electronic technologies.
Wearable technology can have many purposes including
Schedule setting and tracking (for example, for health and fitness)
Accessing and sharing information quickly
Interacting with other devices
Multimedia entertainment
Sales of mobile devices are still growing but are starting to level off. Older gadgets like PCs and laptops are on the decline; however, with 90 million wearable tech devices expected to be shipped in 2014 (CNN.com, 2014), they are expected to be the next ‘big thing’.
Most wearables are not meant to replace smartphones. Instead, they work as satellite devices that gather useful data or relay notifications from a primary mobile device. If they have screens, they can display simplified versions of mobile apps. Wearable offer marketers much more granular information about consumers which can then be used to make content or advertising more personalised to the wearer.
Some consumers have raised some concerns with these devices, including whether it is desirable to have users constantly plugged in as well as privacy concerns over devices that continuously gather and log visual and other data.
You can read more about wearables and how marketers may take advantage of them in these articles:

13. KitKat tweets after iPhone 6 Plus ‘Bend-gate’
Real-time marketing
Real-time marketing is the practice of brands engaging their audience via content, advertising, and product placement that is relevant to a specific current event or happening.
The content is most often in the form of a “meme” or graphic advertisement shared through social media channels.
Instead of creating a marketing plan in advance, real-time marketing creates a strategy focused on current trends and immediate feedback from customers - the goal is to connect consumers with the product or service that they need now, in the moment. Some brands have had great success with their real time marketing efforts, with thousands of consumers sharing their content around key events such as the Oscars, Royal events, World Cup etc.
See some examples here:
KitKat tweets after iPhone 6 Plus ‘Bend-gate’

14. The Internet of Things
The internet of things is the idea that any physical object can connect to the internet and communicate with other objects to relay information to people.
In the future, many everyday objects will be connected to the internet. This big network of objects will mean many tasks and information exchanges can be automated.
The Internet of Things works mainly through radio frequency identification technology known as RFID. RFID chips use radio waves to send information to RFID readers that can be connected to the internet. The Internet of Things also uses smartphones and sensors embedded in devices that allow machines to talk to each other.
You can watch a quick 30 second definition of The Internet of Things here:

15. The Internet of Things - Applications
Kitchen and home appliances such as refrigerators, washers and dryers, and coffee makers that can keep track of when the milk is out and let you know when the clothes are dry.
Lighting and heating products, including bulbs, thermostats, and air conditioners that maximize energy efficiency.
Safety and security monitoring devices such as baby and assisted living monitoring systems, smoke detectors, fire hydrants, cameras, sensor-equipped drawers and safes, and home alarm systems. 
Health and fitness products that measure exercise, steps, sleep, weight, blood pressure, and other statistics.
Waste management systems, such as recycle bins with RFID tags that allow sanitation staff to see when garbage has been put out. "Pay as you throw programs" are also likely to decrease waste and increase recycling efforts.
A good example of the Internet of things is British Gas’ ‘Hive’ mobile app, that enables customers to control their heating while they are out of the house through their mobile device.

16. NFC and Mobile Payments
Near Field Communication (NFC) is the short-range communication protocol used to power devices
It identifies the consumer and enables transfer small amounts of data between two devices held a few centimetres from each other.
Devices can then interact with other devices, identify the user and their location, make payment.
Near Field Communication (NFC) is the short-range communication protocol used to power Oyster Card and other devices. At its core, all NFC is doing is identifying a consumer, and their bank account, to a computer.
The technology is simple. It's a short-range, low power wireless link evolved from radio-frequency identification (RFID) tech that can transfer small amounts of data between two devices held a few centimetres from each other. It enables devices to interact with other devices, identify the user and their location, make payment. It could also assist with ticketing or replace loyalty card in the future.

17. Location-Based Marketing
Location-Based Marketing (LBM) delivers multi-media directly to the user of a mobile device dependent upon their location via GPS technology
“Location-based marketing (LBM) allows marketers to connect with customers with an offer than meets their immediate goals or needs in a meaningful and engaging way, in a place that is relevant to them, and at a time when they are ready to buy.” Smartinsights.com
This can be through pushing notifications to the consumer based on their location – for example, message being sent by a business to user who has downloaded an app (for example a dating app). Alternatively, this could be through the consumer pulling information based on their location – for example, using search or specific app to find restaurant based on current locations

18. Location-Based Marketing
Location-based marketing relies on:
Smartphones that allow users to access rich internet features wherever they are
GPS (global positioning system) technology that enables services to pinpoint the locations of mobile devices and businesses.
You also may enable ‘push notifications’ from apps downloaded or share your location through social networks (Facebook Places, Four Square)
Potential uses and benefits:
Reach customers in-store and on the move
Can vary offers based on weather, sales, focus.
Customers can find you easily.
Social sharing opportunities.
Changing consumer behaviour is driving growth of LBM:
Increase in smartphone users
Mobile data rates are cheaper and generous – as well as increase availability of Wi-Fi in public areas.
Increase use of social networks to ‘check in’
Increase in using mobiles for local searches
Read a marketer’s guide to location-based strategies here:
This is an interesting infographic on the future of proxmity and micro-location marketing
Watch this video on iBeacons and the next generation of Location-based Marketing:

19. Augmented Reality
“Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data” (Mashable.com)
Augmented reality (AR) is technology that allows for a digitally enhanced view of the real world, connecting consumers with additional and more meaningful content. With the camera and sensors in a smartphone or tablet, AR adds layers of digital information – videos, photos, sounds – directly on top of items in the world around us, such as product packaging, posters, exploring cities or museums etc.
Blippar is a popular AR browser. Watch this video which shows Blippar in action and how organisations are using AR as part of integrated campaigns:
This article underlines why AR is an important development for marketers:

20. Changing Relationships: How Technology is Influencing Consumer Behaviour
Interconnectivity
Technology is levelling the information playing field
Relevance filtering is increasing
Niche aggregation is growing
Micropublishing of personal content is blossoming
Rise of the ‘prosumer’
On demand; any time, any place, anywhere
Technology now has a huge influence on customer behaviour, the following explains how:
Interconnectivity - Consumers can connect with each other more readily (‘death of distance’). They can readily communicate with people online who share similar interests
Technology is levelling the information playing field - Content can be created, published, accessed and consumed quickly. The scope of news and information available is broader than ever.
Relevance filtering is increasing - Consumers are learning to filter out irrelevant information and now require content to be to be aggregated or categorised.
Niche aggregation is growing – There is a growth in online specialist content and fragmentation of audiences.
Micropublishing of personal content is blossoming - Users can publish own thoughts and content easily and for free through a variety of digital tools.
Rise of the ‘prosumer’ – Consumers are now increasingly involved in the creation and customisation of products and services purchased online
On demand; any time, any place, anywhere – consumers now expect an organisation’s product or service on demand and can purchase or have access to these any time and any place.
Ryan and Jones, 2012

21. Test Your Understanding
Select ONE recent development in digital technology and, for an organisation of your choice, write a short briefing paper to your marketing manager that:
Provides a summary of the selected technology and it’s relevance for digital marketing.
Suggests how this technology might impact on your chosen organisation’s digital marketing efforts in the future, including the identification of any potential opportunities.

22. Bibliography
Chaffey, D and Ellis-Chadwick, F (2012) “Digital Marketing: Strategy, Implementation and Practice”, Fifth Edition, Prentice Hall.
Fill, C (2013) ‘Marketing Communications’, Sixth Edition, Pearson.
Kotler, P and Armstrong, G (2008), “Principles of Marketing”, Twelfth edition, Pearson
Ryan, D and Jones, C (2012), “Understanding Digital Marketing: Marketing strategies for engaging the digital generation”, Second edition, KoganPage
The Drum (2014). Two-thirds of mobile users admit to second screening, with consumers more likely to engage the more screens they are using. [online] Available at: [Last Accessed 2 May 2014].
IAB UK (2014). Tablet ownership up 63% as UK digital ad spend hits £6.3bn. [online] Available at: . [Last Accessed 2 May 2014].