Mobile Marketing: Advanced

Benefits to you and your employer:

Benefits to your employer:

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.

Who should attend:

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.

Participants should have experience of running mobile campaigns, or responsibility for managing mobile agencies, or a minimum of 3 months hands-on experience implementing the learnings from our Mobile Marketing intermediate course (or equivalent).

View our intermediate mobile course 

Programme outline

Here is the programme outline for this course:

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.

Training course tutor

Robert Thurner M IDM is an independent mobile consultant, trainer and speaker with 20 years' digital and traditional marketing experience gained with agencies and international media owners. Rob helps solve clients' business problems with innovative mobile solutions.

Rob is the Founding Partner of Burner Mobile, the Mobile Consultancy and Training business. In 2011 he trained over 950 marketers in Europe and the US on a broad range of mobile topics.

Rob was Commercial Director at Incentivated, one of the world's most pioneering, award winning mobile specialists where he developed new business strategy, won business and grew the company's profile among advertisers and agencies.

Rob's client contacts include Amex, Betfair, British Airways, Carphone Warehouse, GSK, Jaguar, King of Shaves, M&S, O2, Reed Business Information, Royal Mail, STA Travel, Tesco and multiple agencies.

Robert is also a training course tutor on the IDM Complete Digital Marketing, Complete Direct and Digital Marketing and Mobile Marketing training courses and also the IDM Diploma and Certificate in Digital Marketing.

Guest speaker

Adam Halvorsen is Managing Director of mFabrik UK where he is responsible for strategy, driving new partnerships and clients, and helping mFabrik's clients deliver perfect mobile solutions for their business.

With his team, he has delivered mobile projects to clients in a wide variety of verticals including retail, travel, entertainment and FMCG’s. He has also expanded mFabrik's partnership network and as a result mFabrik are now working with some of the leading agencies within mobile, and digital.

Delegate testimonials

"Five stars!!!"

Jason Ojukwu, Business Adviser, Croydon Business Ltd

"Excellent depth and quality of information."

David Rametta, Digital Marketing Manager, IMMARSAT

"This course is interesting and a very good insight into a media where not a huge amount is known in comparison with other more traditional media. I learned a lot in an informal, friendly environment."

Clare Rayment, Offline Campaign Manager, Hutchison 3G UK Ltd

"Very informative, full day. Relevant information. Informal atmosphere led to good Q&A sessions and discussion."

Gillian Nove, Direct Marketing Coordinator, Iceland Foods Ltd