Mobile Marketing

Overview

Hundreds of millions of people are now accessing the internet and social media sites like Facebook and twitter on mobiles. The explosive growth in such usage is guaranteed to continue as more and more people upgrade to smart phones. This workshop will help you to get the best from this increasingly powerful and relevant medium.

Benefits to you and your organisation

This workshop will help you to understand the fundamentals of mobile marketing, including understanding the jargon and how to use the medium to better engage and interact with consumers in a multi-channel way.

Your organisation will benefit from best practice tools and techniques tips to exploit this exciting marketing medium in a sensitive, professional and permission-oriented way, generating value for both consumers and your organisation.

Who this course is for

This workshop is designed for marketers or digital specialists who are responsible for customer communications, engagement and interaction. It will be of particular interest to those who want to build knowledge and skills in mobile marketing and the integration of mobile with both traditional and digital marketing tools and techniques.

What you will learn

• Short history with some staggering statistics (especially since 2010).
• Build your mobile brand through appropriate engagement and interaction.
• Design a 'permission based' and customised mobile marketing plan and strategy.
• Understand how location (GPS) is driving location based interaction.
• Develop, test and implement successful mobile marketing campaigns.
• Use tried and tested mobile marketing tips and techniques to ensure success.
• Avoid common pitfalls (objectives, strategies, tactics, metrics…).
• Determine whether 'apps' are appropriate and how to market them.
• Develop and execute mobile advertising, CRM, direct response, promotion and viral campaigns.
• Develop campaigns which comply with the latest legislation, eg. privacy and electronic communications.
• Use metrics to measure your mobile marketing efforts and ROI.

Course content

• Overview of mobile marketing including statistics and trends.
• Terminology.
• The power, benefits and applications of mobile marketing.
• Permission based marketing, Mobile Customer Relationship Management (mCRM) and the impinging legal environment.
• Mobile internet – emergence, explosion and implications for future mobile marketing approach. 
• Location based services (LBS) and social location marketing (SLM).
• Mobile commerce – buying and paying.
• Mobile strategy – segmentation, targeting and differentiation.
• Mobile tactics – the mobile marketing mix, campaign planning.
• Mobile marketing implementation – getting the job done and working with agencies.
• Mobile metrics – response mechanisms.
  

Learning approach

A mixture of slides, case studies, discussion, exercises and mini-workshops, with emphasis on value added implementation with reference to best practice.