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You will learn to:

  • Grasp the key trends in mobile devices, platforms, technologies, data
  • Deliver 'responsive' sites matching tech requirements of multiple devices
  • Assess the health of your native apps, and optimise appstore marketing
  • Mobilise your Search Engine Marketing, and increase value of mobile advertising
  • Use mobile analytics maximise mobile traffic, downloads, clicks, purchases and shares

Course availability 

start location member non-member places left
Central London (N1C 4AB) £549.00 £599.00 4
Central London (W1W 8SS) £549.00 £599.00 5

NB: Prices above subject to VAT.

Course information


Making the business case for mobile

  • The relentless growth of mobile usage and its impact on B2C and B2B marketers
  • Consumers, devices, platforms, technologies, data
  • Using mobile marketing to deliver business objectives

Group exercise 1 - know your mobile customer

  • Creating mobile and tablet personas, and data sources needed
  • Implications on other people and processes in your business

Fully ‘responsive’ mobile experiences

  • Delivering ‘responsive’ solutions matching tech requirements of multiple devices
  • Delivering ‘responsive’ customer experiences meeting realtime individual customer needs
  • Using Rapid Prototyping and User Testing to accelerate dev process and minimize investment risk
  • Creating layouts and customer journeys to deliver a first class mobile site UX

App Marketing 2.0

  • Checklist to assess the health of your native mobile and tablet apps
  • Driving downloads, repeat usage, conversion and social sharing
  • Techniques to optimize your appstore marketing

Mobile search 2.0 & Mobile advertising

  • Impact of the Google algorithm shift and the dangers of Mobilegeddon for your SEO performance
  • Tips to fully mobilise your Search Engine Marketing
  • Understanding the fast changing world of mobile advertising
  • Techniques to plan and buy efficiently

Advanced Location Based Marketing

  • Staying on the right side of the privacy debate
  • Navigating the tracking technologies
  • Using location data to deliver efficient geo-targeting campaigns

Tracking, analytics and Personalised Loyalty Programmes

  • Review of tools to track mobile traffic, downloads, clicks, purchases and shares
  • Fusing data sets to create the single customer view deliver micro targeting and maximise mobile ROI
  • Refining customer profiles using mobile data for micro-targeting
  • Building long term loyalty through SMS, email, in-app notifications, mobile coupons
who should attend?
This course is designed for digital marketers, Ecommerce and CRM specialists handling day to day implementation of mobile strategy who need to gain a deeper understanding of how to optimise mobile performance throughout the customer journey.

Enrol onto ‘Mobile Marketing: Execution’ course and receive the ‘DMA Mobile Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Robert Thurner F IDM, Burn The Sky

Robert Thurner F IDM is a recognised expert in mobile marketing, mCommerce and mobile CRM, working across markets throughout EMEA, North & Central America, and Asia Pacific.

He is Founder and Managing Partner of Burn The Sky, the digital consultancy which helps organisations plan and deliver first class customer experiences on smartphones and tablets

Immersed in the world of mobile for over 10 years, Rob works with clients including American Express, CVC Capital Partners, GSK, Heineken, HSBC, Jaguar, John Lewis, M&S, Paddy Power, PwC and SkyBet.

Rob designs and delivers in-house workshops and online digital training for clients direct and on behalf of the IDM. He consistently receives excellent feedback from the 500 people he trains each year.


IDM Head Office

With two state-of-the-art training suites complete with interactive white boards, a prestigious boardroom equipped with a 70" multi-touch interactive plasma screen and a cafe dining area with relaxation zone, the IDM has created an inspiring training location.

The course was really interesting with topical information and statistics. I feel that I have come away with lots of useful information and key learning points.

Stacey Neil,
Marketing Executive, Pageant Media

Rob was the speaker at a Mobile Marketing course my colleagues and I attended at the Institute of Direct and Digital Marketing. This course was extremely useful: it broadened my knowledge of mobile marketing and of all the opportunities it can provide. I used the learnings I gained from that course and adopted his knowledgeable recommendations in the projects I have been managing.

Flavia Trifogli,
European CRM Manager at Carphone Warehouse

Becky is an energetic and extremely knowledgeable course leader who focuses on practical skills and techniques you can apply in the real world.

Andy Bird,
Copywriter, April-Six Limited

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