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Training: Mobile Marketing: the Complete Guide - London

This course combines the strategic and practical aspects of using mobile. Define the mobile vision for your business and align stakeholders to plan the mobile roadmap. Gain a hands-on practical guide to delivering first class mobile experiences,

Training: Mobile Marketing: the Complete Guide - London

You will learn to:

  • Align mobile plans within your overall business strategy
  • Monitor your customers' mobile behaviour along the route to purchase
  • Adopt mobile technology to leverage other marcoms investment
  • Understand how analytics tools drive ROI to improve customer loyalty and how to use analytics to maximize mobile traffic, downloads, clicks, purchases and shares
  • 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

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: (2 day course)

Day 1 - Mobile Strategy to transform your business

Business transformation through mobile

  • Mobile landscape, trends and drivers: consumers, platforms, technologies, data
  • Apple Pay, Amazon Check Out, Paypal...the rise and rise of mCommerce and mPayments
  • Using mobile marketing to transform business
  • Pros and cons of building capabilities in-house or outsourcing

Group exerice - Mobile audit

  • Auditing how mobile impacts the customer journey for your business
  • Identifying early wins and longer term competitive advantage through mobile

Developing customer-first mobile strategy

  • Key consumer mobile behaviours along the route to purchase
  • Building and updating data profiles of the mobile customer
  • Selecting the right platforms to connect your content and target audiences
  • The pros and cons of mobile optimised sites and native apps

Mobile discovery and promotion

  • Adapting search, display, social and email for mobile
  • Adopting mobile technology to leverage other marcoms investment to drive site traffic and downloads
  • Navigating location based marketing

Using Analytics to drive ROI and mobile loyalty

  • Using analytics tools to monitor mobile performance
  • Techniques to maximise Conversion Rate Optimization
  • Why mobile turbocharges CRM
  • Integrating social media engagement and data

Aligning stakeholders

  • Creating a compelling mobile vision and urgent need for business change
  • Building consensus across the business for long term
  • Prioritising your mobile roadmap
  • Managing teams, identifying obstacles

Day 2 - Mobile Execution to optimise your performance

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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