Mobile Strategy and Implementation

Overview

This day is aimed at marketing practitioners wanting to understand how the benefits of mobile interactivity can be fully realised for their businesses or clients’ businesses. The trainer combines theoretical understanding of mobile’s role in the marketing arena, with hardcore hands-on know-how based on delivering thousands of mobile marketing campaigns. Learn how to build a top-down mobile strategy, encompassing all consumer touchpoints, to future-proof businesses against users' changing mobile interaction with brands.

Who should attend?

Participants will have had some previous experience of mobile marketing and/or attended the Introduction to Mobile Marketing course.

How will I benefit?

As well as strategic mobile thinking, it will provide practical skills to implement and deliver mobile campaigns.

What will I learn?

Mobile is probably the most fast-moving discipline in marketing today, so with a background in innovation and up-to-the-minute course material, the trainer provides insight that is practical, future-proofed and inspirational, ensuring you gain a theoretical understanding of mobile’s role in the marketing mix.

Programme

The course includes sections on:

• Mobile within integrated marketing - No marketing channel sits on its own, and mobile is no different. Using case studies, we look at how mobile integrates with other marketing channels such as TV, outdoor and print.
• Developing mobile strategy - Extending the introduction to mobile strategy, consider the possiblities for the channel, the business objectives and processes, where customers are in the mobile landscape and the future roadmap.
• Mobile Internet, site development exercise - The mobile internet presents a different set of challenges to the fixed web; different screen formats, different browser capabilities, different interactions and different user intent. Taking a highly practical approach, the site development exercise looks at how brands can move from the PC web to the mobile web.
• Implementing mobile campaigns - This is a practical session to demonstrate the many ways that mobile can be implemented, from delivering SMS, to mobile web CMS, to planning and buying mobile advertising.
• Promoting mobile creative - What are the key creative challenges for mobile marketing? This session shows how the apparent limitations of the format can deliver rich, exciting, interactive content.
• Measuring and optimising mobile - Mobile is perhaps the most measurable of all marketing channels, yet as a developing one, the standard for measurment are not yet universal. We consider the different options for measuring campaigns, from messaging, to mobile web and app analytics.
• Regulation and Best Practice - In many large organisations, legal and security issues can be the biggest barriers to implementing mobile campaigns. We look at some of the key regulations relevant to the channel and show how best practice can answer many of the legal questions.
• Pitching Mobile - This sessions discusses the key objections from both clients and within organisations in implementing mobile marketing. We show how to make the business and marketing case for mobile.
• Campaign planning exercise - Bringing together the key elements of the day, the planning exercise uses group work to create and deliver the perfect mobile pitch.
• Summary

Enquiries
Book this session along with either Introduction to Mobile Marketing or Creativity and Innovation in Mobile for £895 + VAT. Book all three for £1200 + VAT (excluding any Econsultancy membership discount).