Mobile Marketing

Millions are now accessing the internet and social media sites on their mobile.
The explosive growth is guaranteed to continue as more people have, or will upgrade to multi-functional smartphones. This workshop will help you to get the best from this increasingly relevant and powerful medium.

The workshop is designed to help you understand the fundamentals of mobile marketing. This includes understanding both the jargon and associated implications, as well as illustrating how to use the medium to better interact and engage with customers in an multi-channel, way.

Your organisation will benefit from a better understanding and practical ‘best practice’ tips as to how to exploit this exciting marketing medium in a sensitive, professional and permission-oriented way, generating value for both consumers and your organisation.

This workshop is designed for marketers/digital marketers responsible for customer communications, engagement and interaction. It will be of particular interest to those who want to build knowledge and skills in mobile marketing and the integration of mobile with both traditional and other digital marketing tools and techniques.

• Overview of mobile marketing including history, recent statistics and trends.
• Key terminology (‘Apps’, Bar/QR & Short Codes, Bluetooth, SMS, LBS…).
• The power, benefits and applications of mobile and smartphone marketing.
• Permission based marketing, mCRM within the impinging legal environment.
• Mobile Internet – emergence, explosion and marketing implications.
• Mobile strategy – segmentation options, targeting and differentiation.
• Mobile tactics – the mobile marketing mix, campaign planning and execution (SMS(text), MMS, Mobile Internet, mCRM, mAdvertising…).
• Location Based Services (LBS) and Social Location Marketing (SLM).
• Mobile commerce – buying and paying (mCommerce & mPayment incl. ‘NFC’).
• Mobile marketing implementation – getting the job done (integration including working with agencies and other partners etc.).
• Mobile metrics and analytics – response mechanisms (e.g. QR & ‘short codes’).
  

A mixture of slides, case studies, discussion, exercises, mini-workshops and video, with an emphasis on value-added implementation with reference to best practice.