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Training: Mobile Marketing: Execution - London

Training: Mobile Marketing: Execution - London

Learn a hands-on practical guide to delivering first class mobile experiences throughout the customer journey, focusing on the very latest developments in responsive web design, app Store marketing, geo-marketing, loyalty and analytics.

You will learn to:

  • Grasp the key trends in mobile devices, platforms, technologies, data
  • Deliver 'responsive' sites matching tech requirements of multiple devices
  • Assess the health of your native apps, and optimise appstore marketing
  • Mobilise your Search Engine Marketing, and increase value of mobile advertising
  • Use mobile analytics maximise mobile traffic, downloads, clicks, purchases and shares

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

  • The relentless growth of mobile usage and its impact on B2C and B2B marketers
  • Consumers, devices, platforms, technologies, data
  • Using mobile marketing to deliver business objectives

Group exercise 1 - know your mobile customer

  • Creating mobile and tablet personas, and data sources needed
  • Implications on other people and processes in your business

Fully ‘responsive’ mobile experiences

  • Delivering ‘responsive’ solutions matching tech requirements of multiple devices
  • Delivering ‘responsive’ customer experiences meeting realtime individual customer needs
  • Using Rapid Prototyping and User Testing to accelerate dev process and minimize investment risk
  • Creating layouts and customer journeys to deliver a first class mobile site UX

App Marketing 2.0

  • Checklist to assess the health of your native mobile and tablet apps
  • Driving downloads, repeat usage, conversion and social sharing
  • Techniques to optimize your appstore marketing

Mobile search 2.0 & Mobile advertising

  • Impact of the Google algorithm shift and the dangers of Mobilegeddon for your SEO performance
  • Tips to fully mobilise your Search Engine Marketing
  • Understanding the fast changing world of mobile advertising
  • Techniques to plan and buy efficiently

Advanced Location Based Marketing

  • Staying on the right side of the privacy debate
  • Navigating the tracking technologies
  • Using location data to deliver efficient geo-targeting campaigns

Tracking, analytics and Personalised Loyalty Programmes

  • Review of tools to track mobile traffic, downloads, clicks, purchases and shares
  • Fusing data sets to create the single customer view deliver micro targeting and maximise mobile ROI
  • Refining customer profiles using mobile data for micro-targeting
  • Building long term loyalty through SMS, email, in-app notifications, mobile coupons

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