Mobile and app marketing. What’s working for leading UK brands?
View highlights from the evening
On 23 November 2011, IDM members and guests were given detailed insight into what’s behind the latest mobile and app marketing programmes from leading brands Links of London, Nike, Heineken and Dorling Kindersley.
"What a positive event... mobile is now firmly on the agenda for marketers, and playing a key role in their digital marketing. I'm very proud to be working with the IDM to develop and share mobile knowledge and best practice with your members and trainees."
Rob Thurner M IDM, mobile consultant
This case study-led evening gave a rare chance to learn first-hand, from the direct experience of two leading marketers and IDM Digital Council members, Caroline Rolfe, Head of Online at Links of London and Ben Jones, Technical Director, AKQA Mobile.
The presentations were followed by a panel debate, which provided the audience with an opportunity to reflect on the presentations and ask questions in relation to their business or organisation.
Presentation One
Ben Jones shared a wide range of AKQA client case studies, including Heineken Star Player, Dorling Kindersley, Human Body app and Nike Training Club, and delivered a state-of-the art briefing on apps.
Presentation Two: Links of London
Caroline Rolfe, Head of Online at Links of London, illustrated how a luxury brand is tackling mobile and multichannel. she revealed the Links of London mobile strategy, the launch of their mCommerce site and apps, and why mobile, although a very recent addition to the marketing mix is now integral to the brand’s overall marketing plans.
In order to really illustrate how mobile can work for your brand, Caroline went into considerable detail in her case study, including results and plans.
Speakers
Steve Kemish F IDM, Director, Cyance (CHAIR)
Steve Kemish F IDM, Director at data & digital marketing specialists, Cyance, is a multi award-winning marketer and has been passionate about digital marketing since 1997, having worked both client-side and agency. He and his team work with clients to help them realise the potential of digital marketing and to help deliver results.
Passionate about using marketing principles to get the most out of the technology, when not with clients he is to be found speaking on the subject throughout the world on behalf of Cyance and the Institute of Direct Marketing, for whom he has lectured since 2004. Steve has worked with many brands on digital marketing, including: npower, Skype, ITV, IoD, Oracle, Cisco & British Airways.
Ben Jones, Technology Director, AKQA
Ben is the Technology Director at AKQA, where he leads a team of over 100 people to deliver the technical wizardry behind the innovations. He is dedicated to developing ground-breaking solutions for some of the largest brands globally - from hardworking business critical ecommerce solutions through to cutting edge executions.
Caroline Rolfe Cert DigM, Head of Online, Links of London
Caroline has been working in the luxury retail sector for over 10 years and for the majority of that time has been focused on Ecommerce. She spent over seven years with Estee Lauder Companies playing a major role in launching their ecommerce business in the UK and establishing marketing and growth strategies for the brands. She has also worked in high street fashion for Arcadia group and most recently became Head of Online for Links of London. At Links she is responsible for the full scope of their Ecommerce business globally - including online marketing, multi-channel retailing, fulfillment and technology developments.
Sarah Evans Dip IDM, Head of Mobile Internet Products, O2 UK
Sarah joined O2 in July 2008, following 10 years in Media and Communications roles delivering a wide range of digital and web based services. Of note, Sarah was responsible for delivering Film Download services for LOVEFiLM, Tiscali and Empire whilst at Arts Alliance Media; previous to that she was instrumental in growing and shaping ntl’s (now Virgin Media) Digital TV and Broadband consumer propositions. Sarah initially joined O2 to manage mobile advertising and content partner relationships. She is now responsible for leading O2’s mobile internet and applications strategy and running core mobile internet services including O2 Active, O2’s mobile web portal.
Zina Manda, Director, mardevdm2
Zina is the director of mardevdm2, the database and marketing services division of Reed Business Information, one of the world's foremost business information providers. Mardevdm2 has offices in London, Chicago, New York, Singapore, and Sydney.
Prior to joining mardevdm2 in 1995 she spent seventeen years in Media Sales spanning TV, Outdoor and Publishing and ran a design and marketing agency.
Zina is Chair of FEDMA's List Council and a member of the FEDMA board. She also serves on the board of the Telephone Preference Service. Zina is passionate about acquisition marketing, the development of demand and using new media channels to deliver new customers and measurable outcomes.
Jonathan Bass, Managing Director, Incentivated
Incentivated is a technology and service business which enables brand owners to acquire, retain, interact and transact with consumers via their mobiles. It has been involved in mobile marketing from its inception and is now the UK sector champion.
Continuing Professional Development (CPD)
Attending this event contributes 2 hours under the "Event participation" category towards your annual IDM CPD Award. This event also qualifies towards CIM, IPA and other CPD schemes and we are happy to provide supporting evidence for your records. Contact the membership team on 020 8614 0277 or email membership@theidm.com on completion of the event.
