Reflecting the mobile medium’s versatility in applying to the full customer journey, the advanced mobile course would appeal to marketing, CRM and commerce teams. All sectors have now adopted mobile.
The most sophisticated mobile work is carried out by organisations in the entertainment, retail, motor, FMCG and travel and tourism sectors. Amongst the agencies, the greatest interest will be shown by the following agency types, in order of priority: digital, direct, media, creative.
Who do you know that doesn’t own a mobile phone? Today, wherever people go, their mobile phone goes with them. Mobile marketing is a unique, “always-on” medium that’s delivering new customers and business at an escalating rate.
This new, one-day training course will give you a thorough understanding of where mobile marketing now fits within the total marketing mix. You will discover how it works, what it can achieve and what you need to do to plan and implement highly effective mobile campaigns.
Delegates will share the experiences and knowledge of two experienced mobile marketing practitioners who, through a series of fascinating case studies, will demonstrate how familiar marketing tools such as search engines, banner advertising and TV commercials can be applied across the mobile platform. The day will also feature stimulating practical exercises to put your knowledge into action to help generate more customers and sales. Whether you work in B2C or B2B this training course will equip you with the knowledge and skills you need to decide when to use mobile marketing and how to ensure it is effective.
Introduction
Learning objectives, current market developments.
Context
Detailed analysis of mobile consumer data for precise targeting (Sources: comScore, mediasquared, GSMA); Summary of budget allocation to different mobile formats (eg messaging, mobile advertising, Apps, mCommerce) Location Based Solutions, new technologies including QR codes, Augmented Reality, NFC.
Challenges
Detailed examination of DPA, PECR and Ofcom legislation; analysis of handset diversity and impact of mobile format selection; client testimonials of overcoming integration hurdles (internal and multiple agency).
Strategy
Detailed assessment of target audience, budget, resource, digital assets, data sources, competitor analysis, KPIs Detailed case studies and winning award entries, with results, illustrating evolution and development of mobile.
Group exercise 1
Delegates break into 3 groups to develop and present mobile strategy for 3 of the companies represented.
Execution
Examine the pros and cons of each format. Include the mobile site v App debate, how to manage (and budget for) multiple platforms (Apple, Android, Windows 7, BlackBerry), using HTML5 and other new technologies, trends for convergent technologies. How to appoint and manage a mobile agency: briefing, project management, evaluation.
Group exercise 2
Delegates break into 3 groups to develop and present 3 mobile campaigns based on the points raised in the execution session. Expect more detailed idea development and more proficient.
Summary
Mobile quiz. Group summarises key learnings and creates crib sheet for future mobile implementation, including useful links to data, legislation, commentary, case studies, award entries.
This new advanced course is a hands-on guide explaining how organisations should optimise the performance of their mobile marketing, including the vital factors to consider which mobile formats to use, the “do’s and don’ts” of campaign execution and advice on successfully integrating mobile into existing marketing, CRM and commerce activity. All these points will be illustrated with detailed case studies, which provide added value to the course.
For brands which have moved from trial to adoption stage of mobile marketing, this course provides practical advice on delivering superior returns from investment in mobile, not only in terms of consumer responses but brand interactions and transactions as well.