Course Overview
There are now more mobiles in the UK than people, with billions of texts sent in the UK every month! The challenge: how to successfully integrate this phenomenally powerful, versatile and currently under-utilised digital marketing tool into our marketing activities and plans. On the one hand mobile marketing offers a fantastic opportunity to interact with and add value for both prospects and customers, however, due to the personal nature of mobile communications, inappropriate use will not only be perceived as an invasion of privacy but also damage the relationship.
Some pundits and futurologists predict that 'the mobile' is the computer interface of the future. Given this, and the fact that virtually everyone seems to have one, it seems sensible to try to understand and exploit this exciting marketing interface in a sensitive, professional and permission oriented way which generated value for both 'consumers' and the organisation.
Audience
This workshop is designed for marketers responsible for facilitating better and more convenient marketing communications and related services with both prospects and customers. It will be of particular interest to digital marketers familiar with the utilisation of complementary digital tools such as email and website.
Skills Gained
Benefits for your organisation:
Your organisation will be able to understand and utilise this versatile marketing tool as it becomes increasingly relevant in the marketing mix and gains importance and relevance as we move from ears to eyes and multimedia.
Implementing and integrating mobile marketing campaigns with reference to best practice sand a professional methodology should result in success however defines, for example, response, conversion, brand experience, customer service etc.
Benefits for you as an individual:
The workshop is designed to help you understand the ins and outs of mobile marketing. This includes making the jargon more understandable and the methods you can use to integrate it within your off- and online marketing activities.
Using best and worst practice case studies as well as various hands-on exercises, you will appreciate what mobile marketing can do, from building awareness, interest and desire to stimulating action and cementing relationships and loyalty.
You will learn how to:
- Build your mobile brand
- Design a 'permission based' and customised mobile marketing strategy
- Develop, test and implement successful SMS and/or MMS mobile marketing campaigns
- Use tried and tested mobile marketing tips, tricks and techniques to ensure success
- Integrate mobile marketing with other off- and online marketing activities to produce synergy
- Avoid common traps, pitfalls, technology, content and delivery issues and worst practice
- Identify and select mobile marketing partners such as specialist consultancies, agencies and operators
- Develop and execute mobile (M) advertising, commerce, CRM, direct response, promotion and word-of-mouth (viral)
- Develop campaigns which comply with the latest data protection, privacy and electronic communications legislation
- Keep abreast of what's happening in the industry as well as key underlying trends such as localisation and location based service (LBS)
- Set appropriate budgets within the context of the various payment options available
- Use metrics to measure your mobile marketing efforts
Course Outline
- Definition and overview of mobile marketing including brief history and trends
- The power, benefits and applications of mobile marketing
- Mobile internet, mCommerce and mPayment
- Some of the major pitfalls to be aware of and avoid (such as invasion of privacy)
- Permission based marketing, CRM and the impinging legal environment
- Mobile marketing planning (at both strategic and tactical levels)
- Mobile strategy - segmentation, targeting...
- Mobile tactics - the mobile marketing mix, campaign planning, SMS/text, MMS etc.
- Mobile metrics - response mechanisms and metrics (e.g. 'short codes')
- Mobile marketing implementation - getting the job done (working with partners e.g. content, distribution etc.)
Pre and post learning support:
In preparation for a fruitful experience and in order to hit the ground running, delegates will receive some 'prep' along with their joining instructions. This will include reading some mini-cases showing the versatility of mobile marketing as well as a self-completion mobile marketing questionnaire. Post event, all delegates are given the facility to run their mobile marketing plan past their Course Director with a view to enhancement and/or 'signing off'.
To take away from the course:
- Articles, checklists, templates, tools and techniques
- A mobile marketing plan template
- Textbook on mobile marketing
