You will learn to:

  • Get up to speed with what's driving mobile and tablet marketing
  • Understand the role of mobile devices throughout the customer journey
  • Optimise your site for mobile and putting the case for native apps
  • Boost discovery with mobile search and mobile ads and building loyalty campaigns
  • Deploy the right analytics tools to maximise ROI

Details

Duration
1 day (7 CPD hours)
Rating

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Course availability

Please get in touch for more information. Call us on 020 8614 0277 or email on customerservices@theidm.com

Course Information

Programme

Making the business case for mobile

  • Current and future mobile trends and drivers: smartphones, technologies, data
  • Understanding the rise and rise of mobile commerce
  • Setting mobile marketing KPIs
  • Using mobile marketing to deliver business objectives
  • Adopting mobile technology to leverage other marcoms investment

Developing customer-first mobile strategy

  • Understanding today’s multi-screen consumer
  • Creating mobile personas as basis for mobile investment
  • Using mobile across the customer journey: reach, activation, conversion, loyalty
  • Complying with regulations and respecting privacy


Building your mobile presence

  • Assessing the platforms to connect your content and target audience
  • The pros and cons of mobile optimised sites and native apps
  • Optimising your site with Responsive Mobile Web design
  • Success factors for apps and app store marketing


Mobile discovery and promotion

  • Building awareness, mobile traffic and clicks
  • Leveraging the unique power of mobile search
  • Grasping mobile advertising: formats, networks, programmatic buying
  • Using mobile response tech to activate other marcoms


Location marketing, social and mobile loyalty

  • Generating customer insights from location data
  • Geo-targeting techniques and technologies including iBeacons
  • The importance of ratings, reviews and social sharing
  • Planning loyalty campaigns with SMS, email, in-app notifications, mobile coupons


Tracking and analytics

  • Using analytics tools to track mobile traffic, downloads, clicks, purchases and shares
  • Optimising performance and conversion of mobile sites
  • Moving from data capture to test and learn campaign delivery
  • Maximising engagement and ROI

Tutor

Paul Berney F IDM, Founder and Managing Director, mCordis


Paul is the Founder of mCordis with more than 13 years of experience in mobile marketing. During that time he has advised hundreds of brands, agencies, technology vendors and others on the role of mobile and connected devices in marketing.

Paul has been a speaker at over 300 events, in 42 countries to a combined audience of over 44,000 people. In 2012 he was recognised as the leading speaker on mobile marketing worldwide by C-Squared. He was voted one of the Top 50 influencers in mobile marketing in the UK by The Drum magazine for three years running (2012-2015).

Previously, Paul served as Chief Marketing Officer & Managing Director of the EMEA branch of the Mobile Marketing Association (MMA). He has over 28 years’ experience in a wide variety of sales, marketing, business development and commercial roles spanning several different industries and market sectors including automotive, printing, internet development and management consultancy.

He is a Business Leader in The Marketing Society and a Fellow of the Institute of Direct & Digital Marketing (IDM).

All prices above are subject to vat

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

Martin Radford,
Data Services Manager, CDS Global

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