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You will learn to:

  • Align mobile plans within your overall business strategy
  • Monitor your customers' mobile behaviour along the route to purchase
  • Adopt mobile technology to leverage other marcoms investment
  • Understand how analytics tools drive ROI and improve customer loyalty
  • Build consensus across the business for long term mobile success

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


Business transformation through mobile

  • Mobile landscape, trends and drivers: consumers, platforms, technologies, data
  • Apple Pay, Amazon Check Out, Paypal...the rise and rise of mCommerce and mPayments
  • Using mobile marketing to transform business
  • Pros and cons of building capabilities in-house or outsourcing

Group exerice - Mobile audit

  • Auditing how mobile impacts the customer journey for your business
  • Identifying early wins and longer term competitive advantage through mobile

Developing customer-first mobile strategy

  • Key consumer mobile behaviours along the route to purchase
  • Building and updating data profiles of the mobile customer
  • Selecting the right platforms to connect your content and target audiences
  • The pros and cons of mobile optimised sites and native apps

Mobile discovery and promotion

  • Adapting search, display, social and email for mobile
  • Adopting mobile technology to leverage other marcoms investment to drive site traffic and downloads
  • Navigating location based marketing

Using Analytics to drive ROI and mobile loyalty

  • Using analytics tools to monitor mobile performance
  • Techniques to maximise Conversion Rate Optimization
  • Why mobile turbocharges CRM
  • Integrating social media engagement and data

Aligning stakeholders

  • Creating a compelling mobile vision and urgent need for business change
  • Building consensus across the business for long term
  • Prioritising your mobile roadmap
  • Managing teams, identifying obstacles
who should attend?
This course is designed for directors and managers of digital teams who need to gain a deeper understanding of the importance of mobile in driving profitable customer growth, how to de-risk mobile investment and build mobile into their business strategy.

Enrol onto ‘Mobile Marketing: Strategy’ 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

This course is excellent for anyone who wants to get to grips with the basics of digital marketing - covers all the fundamental aspects of modern marketing techniques

Jenna Bezant,
Lloyds Banking Group

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