Introduction to Mobile Marketing

Overview

Mobile technology has already fundamentally transformed personal communications, but with mobile becoming ever more ubiquitous, driving increased social media activity and allowing digital communications channels to be accessible on the move, it is having a huge impact on how organisations, businesses and brands talk to customers.
This one day course provides delegates with a solid understanding of the mobile marketing landscape, examining the sector’s rapid evolution and considering current and future trends. Focusing on practical skills and cutting-edge case studies, delegates will leave with a thorough knowledge of the technologies and terminology of mobile and best practice guidelines, as well as being able to articulate the benefits and opportunities of a mobile strategy, and how this fits into a multichannel approach.

Who should attend?

This course is designed for brands, agencies and any organisation which wants to learn more about how the mobile channel can be used effectively as part of the marketing mix. A basic understanding of marketing is useful, though knowledge is not assumed. This is not a technology course.

How will I benefit?

You will understand what makes a successful mobile marketing campaign and be able to take confident steps in implementing this campaign. You will also be able to sell mobile marketing concepts into your organisation to colleagues and stakeholders.

What will I learn?

This course includes introductory sections on:

• Mobile technology – From text and calls to convergent connected devices; how have these technologies developed and how are consumers using them?
• Mobile Marketing – Case studies and examples to understand the six core disciplines of mobile: sales promotion, mobile advertising, mCRM, brand engagement, advertising response, mobile experiential
• Mobile and Social – These two media channels are growing together to dominate all others in the minds of the next generation of consumers, and in particular, Social Location. We consider how brands have and can use social location to engage their customers.
• mCommerce – From acquisition to transaction, mobile is now a complete end to end channel. From mobile commerce sites, to in app payments and NFC, we consider how businesses can and must generate real revenue through the mobile channel.
• Mobile Strategy – As the mobile channel proliferates in both technology and consumers, a strategic approach to mobile becomes even more imperative. Mobile strategy considers the possiblities for the channel, the business objectives and processes, where customers are in the mobile landscape and the future roadmap.
• Mobile Apps and Internet – Many brands have used apps to engage with customers, but what goes in to building the perfect mobile app? The rapid growth of the mobile internet has extended the possibilities even further. How can these powerful tools be deployed to assist brands get their message across and use services in more innovative and convenient ways?