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Training: Mobile Marketing: Essentials - London

Training: Mobile Marketing: Essentials - London

The course looks at the major trends driving mobile’s relentless growth, and key challenges; customer-first mobile strategy, the case for mobile sites v native apps, how to integrate mobile with other marketing channels; mCommerce and analytics.

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

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.

Programme: (1 day course)

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

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